FirstBank Unveils Marketing Powerhouse: Olayinka Ijabiyi Confirmed as Group Head, Marketing & Corporate Communications

In a decisive move that underscores its commitment to strategic brand leadership and corporate governance excellence, FirstBank, West Africa’s premier financial institution and pioneer of financial inclusion, has officially confirmed the appointment of Olayinka Ijabiyi as the substantive Group Head, Marketing and Corporate Communications. The appointment, which takes immediate effect, comes at a pivotal moment in the bank’s ongoing growth and transformation journey, reinforcing a leadership structure built on experience, innovation, and proven results.

Olayinka Thomas Ijabiyi is no stranger to the corridors of FirstBank or the broader African communications landscape. With over 25 years of rich, cross-sectoral experience spanning financial services, telecommunications, media, and international development, he brings to the role a rare blend of strategic depth and creative agility. Having joined FirstBank in 2011, Ijabiyi has steadily risen through the ranks, most recently serving in an acting capacity as Group Head of Marketing and Corporate Communications since December 2024. His confirmation as substantive head is widely seen within banking and marketing circles as a well-earned recognition of his transformative impact.

In his new role, Ijabiyi will lead the development and execution of integrated marketing and corporate communications strategies across all of FirstBank’s markets. His mandate covers brand and reputation management, executive positioning, Corporate Responsibility and Sustainability (CR&S), and strategic communications initiatives all tightly aligned with the bank’s core business objectives and long-term aspirations. He is expected to drive deeper customer engagement, amplify the bank’s legacy story, and steer its brand voice through an increasingly digital and competitive landscape.

Before stepping into this leadership position, Ijabiyi held several key roles within FirstBank’s Marketing and Corporate Communications Department, including Head of Brand Strategy and Special Projects, Head of Digital Marketing, and Head of Brand and Stakeholder Management. Each of these roles saw him deliver measurable outcomes from major anniversary campaigns that resonated across generations to brand refresh programs that strengthened the bank’s modern appeal while honoring its historic roots.

Prior to his decade-plus journey at FirstBank, Ijabiyi built a formidable career across some of Nigeria’s most respected organizations. At the British Council, he honed a global perspective on stakeholder engagement. At Multichoice, he deepened his understanding of media and entertainment branding. His stints at MTN and Etisalat Nigeria (now 9mobile) saw him play key roles in brand-building, corporate communications, and digital transformation initiatives during the telecoms sector’s most explosive growth years. These diverse experiences have made him a marketer who speaks the language of business, technology, and culture fluently.

Widely recognized for his strategic mindset and leadership acumen, Ijabiyi has a proven ability to translate complex business objectives into impactful, audience-driven marketing and communications strategies. Colleagues and industry peers describe him as a hands-on leader who balances big-picture thinking with meticulous execution. Whether driving efficiency gains, enhancing brand equity, or navigating reputational challenges, he has consistently demonstrated calm competence and creative courage.

Academically, Ijabiyi holds a Master’s degree in Public and International Affairs from the University of Lagos and a Bachelor’s degree in English Language from the former Ondo State University, Ado Ekiti. His professional standing is further validated by his fellowship of the National Institute of Marketing of Nigeria (NIMN) and his membership in the Nigerian Institute of Public Relations (NIPR), among other industry bodies. These affiliations reflect his commitment to continuous learning and ethical practice in marketing and communications.

As FirstBank continues to navigate a dynamic financial services environment marked by digital disruption, evolving customer expectations, and heightened competition Ijabiyi’s confirmation sends a clear signal: the bank is doubling down on brand strength, strategic communication, and internal talent development. With a marketing veteran now formally at the helm of its corporate voice, FirstBank appears poised to write its next chapter not just as a financial institution, but as a story well told.