Ifeoma Dozie


Date of birth

April 23rd 1977



A results orientated Marketing Director with 15 years of experience, skilled in shaping and implementing commercial and business strategies to deliver high quality integrated solutions. Well-versed in providing strategic direction to organisations / teams in all aspects of traditional and digital marketing and driving business to deliver exceptional levels of ROI. Extensive experience across different categories within the drinks sector.



Chief Marketing Officer Cassava Technologies

November 2021 to Present



    • Development of overall strategy and responsible for long term planning, growth and financial performance of overall group
    • Formulate group strategy and associated policies for key Marketing pillars, including Digital Marketing, Product Marketing, Brand Marketing, Events & Sponsorships (Lead events & sponsorships) and Trade Marketing
    • Responsible for leading the development of corporate brand reputation strategy and associated corporate communications policies.
    • Develop yearly annual marketing budget to enable execution of the Group organization’s Marketing Strategy.
    • Develop the strategy for the regional marketing plans and breakdown of the budget to support this.
    • Develop the go to market strategy for new product introductions in consultation with the segments and regions.
    • Ensure optimal allocation and prioritisation of budgets and people resources
    • Develop the appropriate structures, systems, processes, incentives to foster team development and a winning culture withing the marketing and corporate communications function.
    • resulting in 3rd party advocacy by industry influencers
    • Coaching and development of team members, ensuring compliance to goal setting
Director of Marketing and Communications Sub Sahara Africa Mastercard

October 2019 to November 2021



    • Development and implementation of integrated marketing and communications strategy for the entire Sub Saharan Africa Division that drives Mastercard's business performance, revenue growth ambition, brad salience and reputation
    • Ensure optimal allocation and prioritisation of budgets and people resources
    • Delivery of marketing and communications campaigns across stakeholder map of Issuers, Acquirers, Merchants, Fintech partners, Regulators and End consumers
    • Development of insights driven communications solutions that drives reputation and engagement resulting in 3rd party advocacy by industry influencers
    • Coaching and development of team members, ensuring compliance to goal setting
Senior Regional Marketing Manager - Heineken (Africa Middle East Region)

March 2018 to present



    • Development of strategic business plans for key markets within the Africa & Middle East region
    • Development of marketing capability in the AMEE region by implementing tailored commercial training
    • Increase digital capability in the region by co-creating digital campaigns and capturing and sharing best practices across the region
    • Building winning portfolios in the region by assessing the strength of existing portfolios in certain markets and identifying new propositions that deliver incremental volume and value
    • Assess the feasibility, including the costs and benefit analysis of new business development initiatives in the region
Brand Portfolio Director - Heineken UK

2014 - 2018



    • Held responsibility for the strategic development and implementation of marketing strategies for the everyday beer portfolio (namely Foster’s, Kronenbourg, Amstel and John Smith’s brands)
    • Devised strategies to drive penetration and profitable growth for the company.
    • Defined and shaped the culture of the marketing teams and development of wider teams.
    • Developed long term brand strategies and implemented an annual operating plan for the everyday beer portfolio.
    • Held full P&L accountability to achieve financial and commercial targets.
    • Built high performing teams by delivering effective coaching and sustaining effective partnerships with external agencies.
Global Marketing Manger - Heineken International (Amsterdam NL)

2011 - 2014



    • Developed the global specialty category vision and marketing mix strategy.
    • Undertook insight development, brand communication, packaging development, sourcing strategy as well as legal and financial modelling.
    • Performed long-term market analysis, opportunity assessment and quantification of the specialty beer category.
    • Devised global brand positioning, visual identity and communication strategies effectively.
    • Created 30 country toolkits to aid markets in the local execution of their marketing plans.
Marketing Manger - Nigerian Breweries Plc (Subsidiary of Heineken)

2007 - 2010



    • Developed and implemented marketing strategies and plans including on advertising, media planning, sponsorship, promotions.
    • Improved the equity growth, sales performance and profitability of the non-alcoholic drinks category in line with the company’s overall profit and portfolio objectives.
    • Held responsibility for the generation of relevant category insights which resulted in value adding consumer centric sponsorship programs.
    • Led the innovation strategy and execution for category, namely packaging upgrades and recipe optimisation / product innovation.
    • Implemented CAN and PET business cases for the Nigerian Breweries non-alcoholic portfolio.


  • LLM (International Finance) – Kings College London                                                      1998 – 1999
  • LLB Law University of Bristol                                                                                                              1995 – 1998
  • A Levels – Kent College                                                                                                                              1993 – 1995
  • GCSE’s including English and Mathematics – Queens College (Lagos, Nigeria)                 1987 – 1993



  • Strong track record in the development of new business and holding large P&L responsibilities
  • Strong leadership and exceptional communication skills
  • Entrepreneurial with commercial acumen and excellent strategic planning skills
  • Skilled in pushing boundaries to create category defining commercial strategies on a local, regional and global-scale.
  • Ability to mobilise the organisation by building relationships with all stakeholders up to Board level
  • Adept at creating strategic alliances with key external stakeholders
  • Building, guiding and retaining high performance teams to develop and implement strategies for accelerated growth
  • Global experience working across several continents and skilled in working with different cultures and nationalities

Award Winning Advertising

Kronenbourg 1664 – Le Big Swim (1995)

Ify has created a number of award winning campaigns in the drinks industry. One worthy of note is The Le Big Swim campaign, a campaign for the Kronenbourg brand with Eric Cantona as brand ambassador. This campaign received the following commendations;  a Cannes Bronze Lion (Direct), 4 Cannes Lions Shortlist, One show bronze pencil (Direct), One show Merit (Social), One Show Merit (PR), 2 CLIO Shortlists, 2 Campaign Big Awards Shortlists, Creative Circle Bronxe (Social), AdWeek Ad of the day, No 1 UK Social FMCG Campaign 2015 (The grocer Nielsen/Headstream)


Mentoring Young Girls

In her spare time Ify actively participates in mentorship programs with young girls in Nigeria sharing her knowledge and insights from her professional and personal life. Picture Reference - Junior Achievement Nigeria Leadership, Empowerment and Achievement and Development Camp for Girls Camp

Capability Building in Africa

Ify is passionate about building commercial capabilities in the African continent and has worked on capability projects in Namibia, Sierra Leone, Burundi, Ethiopia, Rwanda, South Africa, Ghana and Democratic Republic of Congo

Capability building in Namibia

Promoting Art in Nigeria

Ify is an avid collector of Nigerian art and in her spare time works as an Art curator at DIDI Museum. She is responsible for cataloguing the collection of works at the museum and for organising art exhibitions.

Journey to Mastery Exhibition at DIDI Museum April 2019