From Brands’ Building to Redefining Diaspora Leadership: The Inspiring Story of ‘From Home-Grown to Harvard’
By Ilerioluwa Phillips
Before he ever stepped into Harvard classroom, Jesudemilade Oresanya (who prefers to be known simply as ‘Demilade) had already carved a niche and significant unique identity for himself on the African brand management landscape. He had emblazoned his ambidextrous capabilities on launching and managing some of Africa’s most iconic and commercially-successful brands.
From Diageo’s Guinness to Unilever’s Knorr and Royco; to TotalEnergies; to Mentos and Chupa Chups under Perfetti Van Melle, and then to MySol by ENGIE Energy Access – his brand management skills and marketing leadership were engraved on platters. He grew revenues, repositioned portfolios, and connected brands with millions of African consumers across vastly different markets and demographics. He didn’t just sell products – he shaped perception, carved relevance into markets, and helped companies and brands earn consumers and stakeholders’ trust and loyalty.
Despite his large bold footprints of years of successful brand-building across Africa, ‘Demilade made yet a significant bold move: he stepped away from the industry he had mastered, and toward a mission far larger than any single brand or marketing campaign.In 2023, ‘Demilade left a continent-spanning marketing leadership role and began a new journey as an MBA student at Harvard Business School.
Today, he is the Co-President of the Africa Business Club (ABC) – one of the most respected diaspora organisations on any academic campus – and he’s applying his business skills not just to grow profits, but to grow people, build institutions, and redefine how African talent organises, leads, and influences the global stage. “Marketing gave me a voice, but leadership gave me a platform. I want to use both,” he says.
Boardroom-Born, Continent-Shaped
‘Demilade’s rise in the marketing world was anything but ordinary. At Diageo, he worked on Guinness during a period of market contraction, yet successfully repositioned the brand along with his team to outperform its competitors – boosting its market share and consumer relevance through culturally-resonant campaigns linked to football, national pride, and premium identity. His ability to translate insight into impact stood out, even within a global beverage giant.
Among his most memorable achievements was leading the “Be A Front Row Fan” campaign in 2017, which culminated in the legendary French footballer and Arsenal Legend Thierry Henry’s visit to Nigeria. The activation captured the imagination of millions of football-loving Nigerians and brought Guinness to the forefront of national conversation, demonstrating how brand experience could transcend advertising and become part of culture.
“That campaign was a reminder,” ‘Demilade reflects. “People don’t just buy brands – they buy into moments, movements, and memories. We gave them all three.”At Unilever, he was tasked with revitalising Knorr and Royco, two of Nigeria’s most recognised cooking brands. By focusing on product innovation and consumer insights, he returned the category to growth and drove a marked increase in profitability by pushing innovations that responded to consumer wellness trends while optimising product packaging and pricing.
Over the years, he sharpened his understanding of the African consumer – across age, income, region, nuances and lifestyle. At TotalEnergies, ‘Demilade managed marketing for both oil and non-oil verticals, strengthening brand equity in lubricants, fuel, auto services, and retail. At Perfetti Van Melle, he helped grow the visibility and value share of Mentos while introducing new product formats under the Chupa Chups brand, tapping into evolving consumer preferences and opening up new segments for the business, driving increased value share in Nigeria’s fast-moving confectionery space.
Through all of these, his approach remained consistent: scalable across regions, research deeply, connect authentically, and execute boldly. But perhaps his most impactful role came just before HBS, when he served as Global Marketing Manager at ENGIE Energy Access, where he led brand strategy and marketing execution across nine African countries (Benin, Cote D’Ivoire, Mozambique, Kenya, Nigeria, Rwanda, Tanzania, Uganda, and Zambia). His work on MySol, the company’s flagship brand for solar home systems and mini-grids, directly supported a significant expansion of clean energy access for over 11 million households and small businesses – many of whom were connecting to electricity for the first time.
Through targeted brand development, customer segmentation, and product marketing strategies, ‘Demilade helped the business expand its market reach, improve financial performance, and strengthen its positioning as one of Africa’s leading off-grid energy providers.“When I looked at what we were doing with solar energy, I realised this is more than marketing,” ‘Demilade reflects. “This is access. This is dignity.”
From Market Messaging to Movement Building
It was this understanding – that messaging can drive meaning, not just metrics – that ‘Demilade brought with him to Harvard. Upon arrival, he quickly became involved in student life, and in time, was elected Co-President of the Africa Business Club (ABC) alongside Amanda Rothamel. The ABC, now in its 28th year, is more than a club. It’s a diaspora institution, a platform for African students and allies to build community, foster opportunity, and reshape narratives about the continent and its global presence. With members from over 20 African nations and a long legacy of impactful programming, the ABC is considered one of the most dynamic and visible organisations at HBS.
“The ABC isn’t just a student group,” ‘Demilade explains. “It’s a staging ground for Africa’s next generation of leaders, and a voice that commands attention within the business school and beyond.”Together with Amanda, ‘Demilade led the club’s cabinet and oversaw operations across programming, academics, social engagement, career support, alumni relations, and external partnerships. One of their key responsibilities was the Africa Business Conference, the largest student-run Africa-focused conference in the world.
While the conference was formally led by co-chairs whom they appointed, the strategic direction and executional success were ultimately ‘Demilade and Amanda’s responsibility.This year’s conference was anchored around the provocative and timely theme: “Beyond Borders: A Myth or a Mandate for Africa’s Progress?” Through curated panels, keynote speeches, and networking sessions, the 27th edition of the conference, hosted in February 2025, interrogated the real and perceived borders – physical, economic, political, and psychological – that shape African development. It asked tough questions: Can African nations achieve prosperity without deeper regional integration? Is the idea of “Pan-Africanism” a unifying reality or simply an aspirational narrative? Can business and policy leaders build systems that transcend national silos and elevate collective growth?“That theme was personal for me,” says ‘Demilade.
“It echoed everything I’ve experienced – as a Nigerian building brands across Africa, and now as a student leading a global African community. I know that borders are real. But I also know they can be bridged.”This conference brought together senior government officials, renowned business leaders, entrepreneurs, creatives, students, and thought leaders from across the African continent and its diaspora. The conversations centered on reimagining Africa’s development agenda and driving agency through business, policy, and culture.
“We wanted people to leave that conference not just inspired,” he says, “but activated – ready to build for Africa.”
Institutional Impact: Legacy, Not Just Leadership
But ‘Demilade didn’t stop at preserving traditions – he worked to institutionalize new systems and structures that would outlast any single administration. Under his leadership, the ABC launched several first-of-their-kind initiatives: The Continental-Focused Projects vertical, which created structured engagement between HBS students and African businesses, leaders, and governments. Within this, they had the Free Advisory Services, connecting small and medium scale enterprises in Africa to pro bono consulting support from Harvard MBAs – a move that both elevated student exposure and delivered tangible impact on the ground.
The Interview Prep and Application Support Programme, formalising mentorship for African MBA applicants. The initiative helped create a clear, supportive path for future students navigating the admissions journey – with the goal of growing the African representation at HBS and improving equity in global talent pipelines.A series of cultural and community-building events, including the first-ever HBS AfroBeats Night, which brought together students from across Harvard to celebrate African music, dance, and joy; and the inaugural RC (first years) vs. EC (second years) football game, which strengthened inter-class bonds through sport and camaraderie.
Through all of these, ‘Demilade emphasises one guiding principle: diaspora leadership must be deliberate.“It’s not enough to show up and hope to be seen,” he says. “We have to build structures that endure. Communities that empower. Systems that reflect who we are and what we value.”
What’s Next: Strategy, Story, and Service
As he completes his MBA, ‘Demilade is preparing to join McKinsey & Company in Toronto – a natural fit for someone who has spent his career solving problems across industries and geographies. At McKinsey, he will advise global clients on strategy, transformation, and growth. But his long-term vision remains clear: to return to the continent and take on a role that fuses business, public policy, and leadership.
His aim is not just to drive performance but to help shape governance, economic development, and nation-building – all through the lens of strategic communication and institutional capacity.“Africa doesn’t just need good campaigns,” he says. “It needs constitutional marketers – people who can design the message, build the system, and move people toward progress.” In that sense, ‘Demilade Oresanya is more than a marketer. He’s a builder –of brands, of communities, and of futures. And wherever he goes next, one thing is certain: the story he’s telling is only getting started.