Raheem Akingbolu
The Cannes Lions International Festival of Creativity has long served as a barometer for global creative direction, with its annual announcement of jury members and speakers drawing attention to the world’s most influential and forward-thinking minds in branding, media, and culture. This year’s lineup features a roster of internationally recognised names, including tennis legend and entrepreneur Serena Williams, Apple’s Vice President of Marketing Communications Tor Myhren, music and fashion innovator Pharrell Williams, advertising icon Sir John Hegarty, acclaimed director Ava DuVernay, writer-producer Shonda Rhimes, and David Droga, CEO of Accenture Song.
Joining their ranks in 2025 is Sandra Amachree, a Nigerian marketing leader whose inclusion reflects more than individual recognition—it marks a broader acknowledgement of Africa’s growing impact on global creativity.
Currently, the Head of Marketing Communications at HEINEKEN Nigeria, Amachree has spent over 16 years shaping brand narratives across African and European markets. Her work bridges strategy and storytelling, leveraging cultural intelligence to build emotionally resonant campaigns and foster deep consumer connections.
Prior to her current role, Amachree served as Global Lead for HEINEKEN’s eB2B platform, eazle. There, she didn’t just launch the brand’s first global campaign — she redefined how digital platforms can blend precision with emotion, forging a path for global brands to connect with diverse audiences in ways that are as meaningful as they are measurable.
A rare duality defines her approach as she combines analytical rigour with creative intuition, developing systems that drive brand growth while telling captivating stories.
This balance has earned her recognition and accolades within HEINEKEN, including the Connected Teams Award for leading the creation of Africa’s first regional media hub and spearheading the company’s first-ever marketing mix modelling initiative on the continent.
Amachree’s work is not just about metrics and award-winning campaigns; it’s about shaping the future of brands and marketing in Africa. She is a pioneer in navigating the complexities of African markets, where she has mastered the art of translating global concepts into locally relevant, culturally intelligent strategies that resonate across the continent’s diverse landscapes.
As Amachree prepares to join this prestigious lineup of global creative leaders, her presence signals not only the future of marketing but also the unrelenting power of African culture in shaping global narratives.
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