Diageo has appointed Cynthia Ufele as Brand Manager for Influencer Reserve and Culture Manager for South, West, and Central Africa, expanding her previous role leading the Guinness trademark in Nigeria.

As Independent Newspaper Nigeria reports, the appointment signals Diageo’s continued investment in cultural engagement across African markets. During her tenure as Guinness Trademark Lead, Ufele drove the brand to double-digit profit growth while repositioning it as one of Nigeria’s most equitable beer brands. Her campaigns included “Black Shines Brightest” and “Bright House,” which garnered industry recognition.

“I’ll be driving the growth and development of Diageo’s influencer reserve and culture management strategies across the region,” Ufele wrote on LinkedIn. “I’m passionate about delivering results-driven marketing campaigns and fostering strategic partnerships that drive business growth.”

The appointment comes as Diageo faces cooling demand in the United States and China.

Strategic Focus on Cultural Integration

Ufele’s previous work centered on connecting brands with cultural touchpoints, including developing football-focused experiences that enhanced brand visibility in the Nigerian market.

The role encompasses the management of influencer relationships and cultural initiatives across three major African regions, building on Ufele’s experience with inclusion and diversity programs at Guinness. Her responsibilities will focus on strengthening brand engagement through cultural integration strategies.

“Here’s to continuing to make an impact across borders!” Ufele concluded.

Influencer marketing in Africa is experiencing significant growth, with South Africa leading. In 2025, ad spending in South Africa’s influencer advertising market is projected to reach approximately $30.23 million, growing at an annual rate of 10.01% to $44.28 million by 2029.According to Empowr.ai, influencer marketing is also on the rise in East Africa as brands increasingly recognize its potential for authentic audience engagement. Central Africa’s influencer marketing is still developing, with growing interest in partnerships targeting local audiences.