Retail Intelligence & Sales Effectiveness Practice · West & Central Africa
High-achieving commercial strategist with a decade-plus track record driving business growth, retail intelligence, and sales transformation across West & Central Africa's most dynamic markets.
"Driving commercial excellence through data-driven retail strategy and deep market intelligence across West & Central Africa."
George Ojeanelo is a Senior Manager at NielsenIQ/GFK, leading the Retail Intelligence and Sales Effectiveness Practice across West & Central Africa. With over a decade of progressive commercial experience, he oversees revenue generation, strategic relationship management, business process improvement, and team development across the region.
George has successfully launched and scaled retail tracking for International Premium Spirits across Nigeria; spanning Retail On-trade, Off-trade, Wholesale channels, and is actively expanding this model into wider West African markets. His expertise spans consumer insights, marketing effectiveness, price and promotion strategy, channel development, and innovation tracking.
He has built and maintained C-suite relationships with some of the world's most iconic consumer brands including Diageo, BAT, Nestlé, PMI, AB InBev, Coca-Cola, PepsiCo, Danone, Mondelēz, Orange, and Promasidor, across twelve markets including Nigeria, Ghana, Senegal, Côte d'Ivoire, Cameroon, Gabon, DRC, and Angola.
George holds a B.Eng. in Bio-systems Engineering from the University of Ilorin, a Mini-MBA from the London School of Business & Finance, and a Diploma in Agile Product Management from Utiva Institute Nigeria.
Designing and deploying retail measurement solutions that give FMCG brands a precise, real-time view of in-store performance and market dynamics.
Optimising sales team structures, KPI frameworks, and enablement programmes that consistently drive above-market performance and productivity.
Architecting distribution networks and channel strategies that maximise product availability, reduce sales cycle time, and increase last-mile reach.
Building trusted, long-term relationships with C-suite stakeholders at leading multinationals; translating data into commercially actionable decisions.
Transforming Nielsen data, trade analytics, and consumer research into powerful brand equity, portfolio optimisation, and shopper behaviour strategies.
Supporting brands entering or scaling across West & Central African markets with nuanced intelligence on competitive landscape, channels, and pricing.
NielsenIQ / GFK
West & Central Africa · Jul 2025 – Present
Responsible for overseeing the overall operations of NielsenIQ's Instore/Census (Retail Intelligence) business unit across West and Central Africa, encompassing revenue generation, strategic relationship management, business process improvement, team development, and operational planning.
NielsenIQ / GFK
May 2023 – Jun 2025
Led development and implementation of retail intelligence solutions, leveraging NielsenIQ's data and analytics capabilities while working with product teams to enhance client-facing features.
Anheuser-Busch InBev
Sep 2022 – Apr 2023
Anheuser-Busch InBev
Mar 2021 – Aug 2022
SABMiller · Tranos · Jumia Nigeria
2015 – 2021
Core market for Retail Intelligence operations, Premium Spirits tracking, and Sales Effectiveness practice leadership.
Key market for retail panel expansion, consumer insights, and channel strategy engagements with major FMCG clients.
Active footprint in Senegal, Côte d'Ivoire, Mali, Guinea, Burkina Faso, and Gabon serving top-tier FMCG brands.
Growing presence in Cameroon, DRC, Angola, and Chad, key markets in the current regional expansion strategy.
How advanced retail measurement is reshaping how FMCG brands compete and grow in Africa's most dynamic consumer markets.
Coming SoonWhy the most effective sales transformations in West Africa combine data rigour with deep human-centred leadership and coaching.
Coming SoonUnpacking the distribution architecture and consumer behaviour shifts driving growth in Nigeria's fast-evolving premium spirits market.
Coming SoonAvailable for strategic consulting engagements, keynote presentations, and senior advisory conversations across retail intelligence and commercial strategy in West & Central Africa.