About Me

I help brands succeed in tough markets.

After a decade leading multi-million pound brands at P&G, Unilever, and Nestlé, and a further 7+ years consulting across multiple sectors - I know what it takes to grow profitably when customers are watching every penny and competition is fierce.

Commercial Innovation at P&G

Before shopper marketing became mainstream, I was part of P&G's pioneering shopper marketing team working in partnership with ASDA.

Working with ASDA, I orchestrated P&G's largest multi-brand retail event, developing 40+ bespoke products that not only generated £10M in incremental sales but also evolved the approach to profitable retailer collaboration,

Portfolio Leadership at Unilever

At Unilever, I transformed complex portfolio challenges into sustainable profit growth.

Leading the £55M male toiletries portfolio, I tackled margin erosion head-on by reducing brand cannibalization from 33% to 10% while delivering £7.5M in incremental sales.

This commercial success was backed by award-winning campaigns, including Lynx's first Guinness World Record and the Space Academy campaign that engaged 80,000 participants - proving that bold marketing can drive both brand value and bottom-line growth.

Brand Transformation at Galderma

At Galderma (now part of Nestlé Skin Health), I led Cetaphil's dramatic transformation from an unknown serious skin brand to growth leader in the non-medicated skin-care category.

Inheriting a £1.4M brand facing delisting, I developed a lean turnaround strategy that quadrupled revenue and achieved 10x market growth rate - all while maintaining healthy margins with marketing spend significantly below category norms.

Consultancy & Beyond

After years of driving sustainable and profitable growth for major brands, I founded Tolani Group Ltd in 2016 to bring consumer-first thinking to a broader range of business challenges.

My philosophy is simple: measure what matters, simplify the complex, and amplify what works.

My expertise spans:

  • Brand Portfolio Optimization

  • Commercial Growth Strategy

  • Retail Distribution & Expansion

  • Customer Journey Mapping

  • Multi-Channel Marketing

  • Market Entry Strategy

Lets Connect

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