Diageo, a global leader in premium beverages, has announced the appointment of Ujunwa Chukwumah as Commercial Director, West Africa, reinforcing the company’s commitment to commercial excellence, market expansion, and sustainable growth across the region. Her appointment, highlights Diageo’s drive for women in Leadership, a reflection of the company’s commitment to Business Excellence and Gender Inclusion, while underscoring the its strategic focus on revenue growth, optimizing sales execution, and expanding its footprint in key West African markets, including Nigeria and Cameroon.
An Outstanding Leader in Sales and Business Development
With over 17 years of experience in sales, business development, and market expansion across Africa, Ujunwa has built a strong reputation as a transformational leader. She has successfully led multiple strategic initiatives, including new market entry, distributor operations, and digital transformation, playing a pivotal role in shaping commercial strategies across Sub-Saharan Africa.
Before stepping into her new role, Ujunwa served as General Manager, Mainstream Spirits & Ready-to-Serve, where she led penetration strategies for mainstream spirits in Nigeria. Under her leadership, the category achieved consecutive double-digit revenue growth year-on-year, despite inflationary market challenges. She also spearheaded the RTC transformation of Guinness Nigeria in 2020 that pivoted the business to #2 leadership position in the market.
Driving Strategic Growth and Digital Transformation
As Commercial Director, West Africa, Ujunwa is tasked with leading world-class commercial execution and expanding Diageo’s market presence through:
Operational Excellence through High-Performing Teams – Coaching and developing diverse commercial teams to sustain long-term business success.
Commercial Execution Excellence – Through strategic partnerships, ensuring that all commercial fundamentals are amplified to drive brands growth.
Strategic Revenue Growth Management – Implementing commercial strategies to drive financial performance, including NSV, margin optimization, and operating profit.
Digital Transformation and E-Commerce – Spearheading digital sales strategies to enhance consumer engagement and expand Diageo’s digital footprint.
A Vision for Market Expansion and Sustainable Business Practices
Ujunwa’s leadership extends beyond revenue growth. She has been instrumental in implementing sustainable go-to-market strategies, driving efficiency in distributor operations, and aligning commercial execution with Diageo’s environmental sustainability goals. Her role in redesigning Route-to-Consumer (RTC) models has strengthened the company’s ability to reach new consumer segments while maintaining strong trade partnerships.
A Trailblazer in Leadership and Inclusion
A passionate advocate for talent development, diversity, and inclusion, Ujunwa has played a crucial role in mentoring future leaders within Diageo. She has led multiple leadership development programs and has been recognized for her contributions to gender equity in commercial leadership roles.
Steering Diageo West Africa Toward a Bold Future
On her new appointment, Ujunwa Chukwumah stated:
“It’s an honour to take on this role as Commercial Director for West Africa at such a critical time for business growth and transformation. Our focus remains on delivering sustained commercial excellence, strengthening our market presence and leveraging digitization to create new pathways that can disrupt the norm. I look forward to leading a dynamic team and working collaboratively to shape the future of Diageo’s business in West Africa.”
As Diageo continues to expand its market presence in West Africa, Ujunwa’s expertise in sales execution, RTC transformation and commercial efficiency will be pivotal in advancing Diageo’s leadership in the region.
