NIGERIA – Leading brewing company, Guinness Nigeria Plc, a subsidiary of Diageo Plc, has announced some changes in the leadership of the company.
After two and a half years, Mr. Seni Adetu will be stepping down as Managing Director/Chief Executive Officer of the company at the next board meeting in November.
During his time in Seni creditably led the business, successfully completed the capacity expansion project and commenced a major transformation in the company’s route-to-consumer.
Under his leadership, the company’s quality and diversity of portfolio have been enriched with the renovation of Guinness FES and Harp, the repositioning of Dubic and Satzenbrau, the expansion into mainstream spirits and soft drinks categories, the introduction of new brands like Snapp and Orijin.
“In the period, we have won the Advertisers Association of Nigeria (ADVAN) award for best beverage innovation in Nigeria in 2014 with Orijin, and sustained Guinness Nigeria’s long-standing position as one of the most reputable companies in Nigeria,” a statement from the company said.
Prior to taking up this assignment, Seni was the Managing Director of Guinness Ghana Breweries Limited, based in Accra, Ghana and East African Breweries Limited based in Nairobi, Kenya, where he achieved great success.
Having completed his assignment, Seni will report to Nick Blazquez, President, Diageo Africa and Asia, starting from January 2015. The details of Seni’s next role will be subject to a further announcement.
The company also announced the appointment of Mr. John O’Keeffe as Seni’s successor.
O’Keeffe has been in Diageo for over 20 years, and has had a very strong career.
He started his career as a graduate trainee for Guinness Ireland, holding many marketing roles in Ireland before moving to Jamaica as Marketing Director.
Following this, John and his family moved to the Nordics where he held his first Managing Director role, and then moved to Athens where he spent two years as the Europe Marketing Director for Johnnie Walker.
After this, he became the Managing Director, Russia and Eastern Europe based in Russia before returning to Ireland, to take up his current role as Global Head of Diageo Innovation and Global Head of Beer & Baileys.
John has been a Board Member of Guinness Nigeria Plc for the past two years. John has a Bachelor of Commerce (Hons) in Economics & Marketing from Cork University.
Given his track record as a successful Managing Director in a significant emerging market, his depth of experience on Guinness stout and across the wider portfolio and the knowledge he has built of Guinness Nigeria Plc, John brings a unique combination of skills to the role.
O’ Keefe will resume in role in November 2014. To ensure a smooth transition, Seni will work alongside John until the end of December 2014.