Her leadership saw the integration of digital media, data-driven marketing and brand PR under one umbrella of Marketing Communications, resulting in sustained year on year Share of Voice growth. Next to this, she transformed the role of Brand PR in the marketing mix with key focus on impactful brand storytelling and increasing brand awareness, as a growth engine for brand power.

With a commitment for reshaping media capabilities, Sandra drove the launch and roll-out of the AMEE media hub in 2020, serving as a subject matter expert to provide media excellence practices for other West African companies within HEINEKEN. This resulted to winning the “Connected Teams Award” at the HEINEKEN 2021 Commerce Week, a recognition for best case in collaboration between teams and best practice for excellent media planning and integrated marketing communications. She drove the implementation of the first marketing mix modelling study in the AMEE region with key objective to fully optimise media investments as a critical driver of business success, while delivering positive ROI on media investment in line with HEINEKEN’s media principles and agenda to transform brand building.

Drawing from her rich cross-functional background, Sandra brings a holistic understanding of business dynamics, enabling her to lead transformative agendas and deliver impactful results. Notable among her accomplishments in HR is her pivotal role in transitioning HEINEKEN South Africa from a joint venture into a full-fledged company in 2016. Sandra led the execution of change management and people separation strategies needed for a de-merger of the HEINEKEN-Diageo joint venture (BRANDHOUSE), laying the foundation of a future-fit organization.

Dedicated to the development of Marketing in Nigeria, Sandra served as the first female Chairperson of the Lagos Mainland Chapter of the NIMN (National Institute of Marketing of Nigeria), advocating for the intersection of marketing practice with business growth and positive societal impact. She continues to serve as a Council Member of the institute till date. Beyond her outstanding corporate leadership, Sandra is also passionate about inspiring excellence in commercial teams and mentoring African creatives onto a global stage. This is evident through her partnership with platforms that mentor young communication professionals across Africa and her advocacy for promoting creativity in the African community at the Cannes Lions International Festival of Creativity.

She earned her MBA from the Lagos Business School of Pan Atlantic University and enjoys spending her free time playing lawn tennis and golfing.