Follow Us on Google
By Damilola Fatunmise
Faith Olatoyan Oluwadara is a Senior Manager at Procter & Gamble. His expertise in data analytics and operational management has helped bridge the gap between raw data and strategic action. His approach focuses on collecting data and making it accessible and actionable at every level of the organization.
In this interview, Faith Oluwadara sheds more light on his expertise.
Can you tell us more about yourself and your background?
I am a highly accomplished professional with over 10 years of experience in multinational manufacturing, supply chain, sales, marketing, and business management. I hold a First-class Bachelor’s degree in Mechanical Engineering from Obafemi Awolowo University, Ile-Ife and a Distinction in Master of Business Administration from the University of Liverpool, UK, where I was the Best graduating student. I am a Lean Six Sigma (Yellow, Green, and Black Belts) and also a Project Management Professional. Very recently, I have also joined the ASCM & INFORMS association in the USA to expand my network of professionals and stay in touch with trends in the industry.
My core expertise is in data analytics and strategic oversight of multimillion-dollar businesses to drive operational efficiency and business growth, which has led to significant profitability and market share growth for the companies where I have worked.
I am originally from Nigeria from a town called Ogbomoso in Oyo State. I am a Christian, a lover of God and married to Blessing Ahuoiza Olatoyan and blessed with 2 lovely daughters.
Can you share your journey to becoming Senior Manager at P&G in Dubai, and what sparked your interest in data analytics?
My journey began shortly after completing my final year project at Obafemi Awolowo University (OAU) when I secured an internship with Procter & Gamble (P&G) through their on-campus recruitment program. In October 2014, I started my professional career as an intern in Sales & Supply Chain Analytics at P&G’s head office in Lagos, Nigeria. This role provided early exposure to sales data analysis, forecasting, and cross-functional collaboration, which laid the foundation for my interest in data-driven decision-making, aligning perfectly with my engineering background.
After eight months, I proceeded with my National Youth Service Corps (NYSC) in Edo State. Upon completion, I joined Dufil Prima Foods Plc (known for the Indomie brand) as a Lean Six Sigma Coordinator at their largest plant in Port Harcourt. After a year, P&G offered me a full-time position as a Manager in Process Engineering & Supply Chain Analytics at their Baby/Fem Care Plant in Lagos.
Shortly thereafter, I transitioned to the Sales function as a Regional Sales Manager for the Lagos Mainland region. My performance in this role was exceptional, earning me the title of best-performing manager for two consecutive years (2019 and 2020) due to outstanding revenue contributions.
Consequently, I was promoted and relocated to P&G’s Dubai office as a Senior Manager, where I continue to leverage my expertise in data analytics for operational efficiency and business growth.
What specific aspects of the consumer goods sector, particularly Fabric Care, do you find most challenging and rewarding?
Achieving market penetration and business growth in regions with fierce competition from well-established brands required developing and executing innovative strategies to differentiate Fabric Care brands from the rest of the market. Additionally, understanding and responding to the diverse and evolving consumer preferences across different markets (Middle East, Africa) has been a continuous and demanding task.
Many aspects of my journey have been particularly rewarding. Among them, achieving significant market share growth and establishing P&G’s Fabric Care brands as leaders in the Gulf region stands out. Strategic initiatives have also led to Ariel’s market share leadership and Downy’s continued dominance.
Additionally, driving substantial profits and topline growth for Fabric Care brands in West and Southern Africa has been highly gratifying. A recent highlight is the recognition of the Ariel Lavender variant, which won the Industry ‘Best Product of the Year 2024’ in the Gulf Region.
How has working in the Middle East and Africa regions shaped your perspective on data analytics and its application in business?
The diversity and unique dynamics of the Middle East and Africa have profoundly influenced my application of data analytics in understanding consumer behaviour, optimizing operations, and driving strategic decision-making.
In the Middle East Region, the market is characterized by rapid modernization, high consumer expectations, and significant digital engagement. This more established market underscored the importance of leveraging data analytics to understand sophisticated consumer behaviour and preferences, and by analyzing the digital footprints and market trends, it enabled meeting the high standards of consumers and driving brand differentiation. In contrast, the African market presented a different set of challenges and opportunities. The diversity in economic conditions, cultural contexts, and varying levels of consumer access to technology required a nuanced approach to data analytics. Here, understanding the diverse consumer landscape and adapting strategies accordingly was key to overcoming market challenges and capitalizing on opportunities.
With rising consumer expectations and global disruptions, how does data analytics help P&G stay agile and responsive to market changes?
The 3 top ways P&G has stayed agile in the light of challenges are:
Real-Time Interactive dashboards provide P&G’s decision-makers with real-time data on key performance indicators. This immediate access to information supports rapid decision-making and allows for quick adjustments to strategies.
For Inventory Optimization, advanced analytics enable P&G to optimize inventory levels, balancing the need to meet consumer demand to minimize excess stock. This reduces carrying costs and ensures products are available when and where needed.
Data-driven insights help us with consumer-centric strategies and product Innovation with the ever-evolving consumer preferences and market trends. This ensures that P&G’s product portfolio remains relevant and competitive.
What are some of the biggest challenges in implementing and utilizing big data analytics within the consumer goods industry, and how has P&G overcome them?
Indeed, consumer goods companies collect data from multiple sources, including sales, supply chain, customer/consumer interactions, and media, and integrating these diverse data sources into a coherent system can be complex while ensuring data quality (accuracy, completeness, and consistency. Hence, companies like P&G that are ahead in data analytics have invested in robust data integration platforms and data governance frameworks. And by standardizing data collection and employing advanced data cleaning techniques, high data quality is also ensured.
How has data analytics enhanced P&G’s brand strategies in the Fabric Care sector, particularly in understanding and meeting consumer needs?
Data Analytics has been helpful and will continue to be helpful to large companies on:
Understanding Consumer Preferences: By segmenting consumers based on their behaviour, preferences, and demographics, we can tailor our marketing strategies to different audience segments. For example, we can create targeted campaigns.
Product Development and Innovation has also been seamless as its data helps us in identifying gaps in the market and opportunities for new product development.
Optimizing Media Spend and Channels: we can create an Effective Media Mix to determine the most effective media channels for reaching our target audience. By analyzing the performance of various marketing channels (TV, social media, digital ads), we can allocate media spending more efficiently and maximize ROI.
Can you elaborate on the impact of data-driven insights on the success of P&G’s Fabric Care business in the Middle East and Africa?
Targeted Marketing Strategies have led to increased product awareness, market penetration and overall growth of the business.
Insights from data analytics also help in identifying and developing localized product variations that resonate with regional preferences. Within the supply chain, real-time data analytics provides the needed visibility to identify potential disruptions and inefficiencies and create mitigation plans.
What emerging trends in data analytics do you see having the most significant impact on the consumer goods sector in the coming years?
Artificial Intelligence and Machine Learning: The advent of AI & ML algorithms comes with robust resources for predictive analytics, which can help to predict consumer behaviour, market trends, and demand with unprecedented accuracy. This will enable more precise inventory management, targeted marketing campaigns, and personalized consumer experiences.
Moreso, with powerful Machine learning algorithms, a lot of the routine data analysis tasks will get automated, freeing up human resources for more strategic activities to further enhance operational efficiency and allow for quicker decision-making.
Given the growing demand for professionals who can turn data into actionable insights, what advice would you give to aspiring data analysts in the consumer goods industry?
My advice would be to: learn…. learn… and learn… as much as possible, such as:
By Building a Strong Foundation in Data Analysis and learning from the basics. This is by starting with a solid understanding of data analysis fundamentals, including statistics, data visualization, and basic programming languages like Python or R.
Thereafter, focus on Developing Industry-Specific Knowledge to better understand the dynamics that come with supply chain processes, marketing strategies, and consumer behaviour.
This context will help them interpret data more effectively. Lastly, would be that they Network and get Mentored by leading experts in the Industry, by attending networking events, online forums, and joining professional associations.
How do you see the role of data analytics evolving within P&G and the broader consumer goods landscape?
As mentioned earlier, with the advent of AI & Machine Learning, the need for more data analytics experts will only continue to grow and will play a critical role in driving disruption in the industry. Moreover, a lot of the routine data analysis tasks by employees will get automated, freeing up human resources for more strategic activities and further enhancing operational efficiency.
How do you stay up to date with the rapidly evolving field of data analytics?
Staying up to date with the rapidly evolving field of data analytics is crucial and I do that by being actively engaged in Professional Associations, such as the Institute for Operations Research and the Management Sciences (INFORMS) which I am a member, where we meet for conferences and we have breakout sessions to discuss updates on current trends in data analytics, AI & Machine learning. I am also Adopting a Growth Mindset that embraces continuous learning and adaptability, and right now I’m engaging with top institutions of learning in the USA on courses I can offer to further enhance my skills in light of the current trends.
How do you find time to relax amidst your business schedule?
Balancing a demanding business schedule with personal relaxation is crucial for maintaining productivity and overall well-being. Hence, I prioritize Time Management by effectively managing my schedule for both work and off-work periods in order of priority. I also Set Boundaries to take time off work and disconnect so that I recharge and relax and be able to dedicate time for family and other personal activities.
