In a move that signals both continuity and ambition, FirstBank of Nigeria has confirmed the appointment of Olayinka Ijabiyi as its substantive Group Head of Marketing and Corporate Communications, an elevation that comes at a defining moment in the bank’s ongoing transformation journey.
The decision, which takes immediate effect, underscores the institution’s commitment to strong corporate governance while reinforcing its strategic focus on brand strength, stakeholder engagement, and market leadership across Africa and beyond. For a bank widely regarded as a cornerstone of financial inclusion in West Africa, the appointment is more than a routine leadership update, it is a statement of intent.
Ijabiyi steps into the role with the weight of experience and the advantage of familiarity. Having joined FirstBank in 2011, he has spent over a decade shaping the bank’s voice, visibility, and brand direction. Most recently, he served in an acting capacity from December 2024, quietly steering the marketing and communications function through a period of transition. His confirmation now formalizes what has already been a steady hand at the helm.
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With more than 25 years of cross-sector experience spanning financial services, telecommunications, media, and international development, Ijabiyi’s career has been defined by an ability to translate strategy into storytelling, and storytelling into measurable impact. In his current role, he is responsible for orchestrating integrated marketing and corporate communications strategies across the Group’s markets, overseeing everything from brand and reputation management to executive positioning, corporate responsibility, sustainability, and high-level strategic communications.
Within FirstBank, his trajectory has been marked by a series of leadership roles that collectively shaped the institution’s modern brand architecture. As Head of Brand Strategy and Special Projects, Head of Digital Marketing, and Head of Brand and Stakeholder Management, he played a central role in aligning the bank’s messaging with its evolving business aspirations, ensuring that its legacy remained intact while its future-facing narrative took shape.
Before his FirstBank chapter, Ijabiyi’s career cut across some of the most influential organisations in the communications and telecommunications space, including British Council, MultiChoice, MTN, and Etisalat Nigeria. Across these institutions, he built a reputation for driving brand transformation and leading communications strategies that responded to rapidly changing consumer and digital landscapes.
Colleagues and industry observers often point to his strategic clarity and execution discipline, qualities that have seen him lead high-impact initiatives, from milestone anniversary campaigns to comprehensive brand refresh programmes. These efforts have not only enhanced brand equity but also delivered operational efficiencies in increasingly competitive markets.
Academically grounded and professionally distinguished, 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. He is a Fellow of the National Institute of Marketing of Nigeria and a member of the Nigerian Institute of Public Relations, reflecting both his expertise and standing within the industry.
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His appointment arrives at a time when corporate storytelling, reputation management, and stakeholder trust are becoming as critical to banking success as financial performance itself. For FirstBank, placing a seasoned insider with a deep understanding of both brand and institution at the forefront of its communications strategy suggests a deliberate alignment of voice and vision.
And for Ijabiyi, the moment represents not just a career milestone, but an opportunity to shape how one of Africa’s most enduring financial institutions tells its story in a rapidly evolving world.
