Adesanya announced his new role via LinkedIn, expressing excitement as he steps into a key position for the dairy giant, producer of Peak Milk. “I’m happy to share that I’m starting a new position as Director of Group Sales at FrieslandCampina,” he wrote.

In his post, he reflected on the realities of navigating Nigeria’s competitive marketplace, noting that businesses must “adapt, focus on what’s within control, and remain obsessed with our users/consumers” to retain relevance.

His transition follows extensive engagements with industry leaders, including a recent discussion with MTN’s Chief Commercial Officer, Olusina Adegoke, at the Sales and Distribution Conference. “We explored the secrets to unlocking market share in a near-saturated market,” Adesanya said, outlining an “algorithm for success” built on agility, customer obsession, an effective commercial footprint, and flawless execution.

A Career that Shaped Guinness Nigeria’s Commercial Resurgence

Guinness Nigeria described Adesanya’s departure as the close of a remarkable chapter. In a statement signed by its managing director and CEO, Girish Sharma, the company highlighted his “twelve remarkable years of positive impact and growth” before his decision to pursue a personal passion, effective October 2025.

Joining Guinness Nigeria in 2013 as a sales representative, Adesanya rose steadily through the organisation, working across the South-East, Lagos, and South-West regions before becoming Commercial Director in 2023.

During his tenure, he championed Project REAP, a major overhaul of retail execution; expanded the company’s distribution footprint to boost numeric distribution; and contributed to Diageo group projects in Ghana and Kenya. Under his leadership, the commercial team delivered double-digit topline growth, improved gross margins, optimised trade spend, and strengthened distributor profitability.

His mantra, “always go the extra mile,” earned him several commendations, including the African President’s Award in 2021 and MAD Awards in 2014 and 2015.

In a farewell note shared by Guinness Nigeria, Adesanya said he was “truly honoured” to have contributed to the brewer’s growth. “The chance to have been part of a business with such a rich heritage is a privilege I have embraced with gratitude and humility,” he said.

Industry Leaders Applaud the Move

His appointment has drawn congratulations from across Nigeria’s corporate sector.
UAC Foods CEO, Oluyemi Oloyede, celebrated the announcement with a playful message: “Big, big congratulations, Olusanya Adesanya. All the best in this new journey. Please don’t add alcohol to milk, ooo.”

C-Suite executive and business leader Tsola Barrow also shared his best wishes, noting simply: “Congratulations, Sanya.”

Strengthening FrieslandCampina’s Commercial Ambition

Adesanya’s move positions FrieslandCampina WAMCO to reinforce its leadership in Nigeria’s dairy market, leveraging his track record of building winning commercial strategies, driving revenue growth, and unlocking brand and people potential. Industry analysts say his appointment signals FrieslandCampina’s renewed push for market depth, innovation scalability, and nationwide retail expansion.

With over a decade of high-impact experience and a reputation for execution excellence, Adesanya now steps into a new chapter—one expected to shape not only FrieslandCampina’s commercial trajectory but also the broader dynamics of Nigeria’s FMCG landscape.