Château Sainte-Marguerite en Provence Estate, Valcros, France
Passion for challenge
We collectively transform obstacles into opportunities, welcome the unexpected and nurture an enthusiasm for innovation and growth.
OLAYINKA ELEGBEDE,COUNTRY MANAGER AT PERNOD RICARD KENYA
“I first started as a sales director in Nigeria, my home country, in January 2018. From minute one, we hit the ground running with typical Nigerian restlessness, bringing Jameson’s cases from 4,000 to 200,000, and growing brands like Martell from a base of zero to what it is today.
Next came my second challenge: the East Africa market. In three years, we made magic again - doubling the business and growing ahead of our competitors in their most dominant region in Africa.
Now, I’m tackling Kenya. When I first started here, I couldn’t even find Martell in the outlets. But, remembering our Nigeria underdog story, I started the ‘Martell Cartel’ movement - bringing Martell from 1,000 cases in 2020 to 20,000 in FY24. Cultures may be different, but our brands speak for themselves. It’s up to us to make them work. That sense of ownership ultimately lies at the heart of my passion for challenge: I treat the business like it’s my own. From there, it’s a virtuous cycle: one win motivates me to shoot for the next one. I think, ‘it’s possible, we’ve done it before: now let’s do it again’.”