27 Years of FMCG Excellence in Nigeria
Founded in Lagos in 1999, Sales Partners Global Services Limited has grown to become Nigeria's most trusted partner for FMCG sales, distribution, and market intelligence.
Nigeria's FMCG Intelligence Partner Since 1999
Sales Partners Global Services Limited is a Lagos-based Sales & Distribution Consultancy, providing cross-locational trade and consumer research for FMCG companies operating in Nigeria.
Since our founding in 1999, we have built an unrivalled network of field operatives, data analysts, and market specialists who understand Nigeria's complex and diverse consumer landscape — from the megacities of Lagos and Abuja to the regional markets of Kano, Port Harcourt, and beyond.
Our clients include some of Nigeria's most respected FMCG brands: P&G Nigeria, Guinness Nigeria, Coca-Cola Nigeria, Promasidor, La Casera, and PZ Nigeria.
Our Strategic Vision
"To provide modern integrated data-driven business solutions — using cutting-edge technology where applicable, to enable real-time delivery, tracking and optimisation of end-to-end business performance against key targets."
Key Company Values
Courage
We take bold decisions and stand by our convictions, even in challenging market conditions. Our consultants speak truth to power and advocate for what is right for our clients.
Integrity
Every data point, every recommendation, every client interaction is governed by the highest standards of honesty and professional ethics. Our reputation is built on trust.
Loyalty
We are committed partners — to our clients, our team, and Nigeria's FMCG ecosystem. Long-term relationships built on consistent delivery define who we are.
Our Executive Team
Founder & First Executive Chairman
Alhaji Ja'afar Yakubu
Ja'afar was the founder and first executive chairman of Sales Partners Global Services Limited. He had an extensive sales & marketing and consulting career spanning over 30 years.
Ja'afar built his career in Guinness Nigeria (part of the Diageo Group), rising from territory sales executive to national sales manager and head of the sales and distribution functions.
He was a member of the National Institute of Marketing of Nigeria (NIMN).
Head of Strategy
Abdulwahab Yakubu
Abdulwahab is a multiskilled Business Transformation Consultant with over 13 years' worth of experience, working on projects delivering business transformation technology solutions to global, industry-leading clients.
His main skillset includes building key relationships with clients, identifying and mapping their key requirements, as well as leading cross-locational teams in delivering dynamic solutions to meet clients' needs.
Head, Client Services
Aidokha Asekome
Aidokha is primarily responsible for maintaining our relationships with key clients, helped by over 15 years' worth of experience in sales consultancy.
He has been acknowledged as a critical resource and partner by notable client companies such as Diageo Nigeria, Promasidor and Procter & Gamble.
His major role in the company involves building and maintaining relationships with clients, as well as co-ordinating the delivery of agreed objectives and promptly addressing any client concerns.
Head, Data Integrity
Sanni Salifu
Sanni is primarily responsible for leading and actualising the approach for all data outputs from Sales Partners' current key services.
A key client liaison officer alongside Aidokha, he co-ordinates the gathering of key market data from field activities, as well as ensuring the data accuracy and safe storage and eventual transformation into reports to enable key client decision-making.
Sanni has championed multiple client projects across retail and distribution in his 20+ years of consulting experience.
Head, Operations & Business Development
Rukaya Akeem-Shadare
Rukaya is an experienced research project manager with expertise in quantitative and qualitative research studies and new product development initiatives, alongside being a master practitioner of Neuro Linguistics Programming.
Before her full-time involvement with Sales Partners Global Services Limited, she worked for several local and multinational beverage manufacturing companies in Nigeria such as SABMiller (now AB InBev).
She is also an entrepreneur in the field of foods and confectioneries in Nigeria, achieving remarkable success.
Co-Head, Operations & Business Development
Saidu Yakubu
Saidu is an experienced supply chain management consultant with over 15 years' worth of experience in Canada. He has built a solid foundation mainly overseeing warehousing and distribution processes across various sectors — including manufacturing, mining, automobile, telecommunications and engineering — in Canada.
Co-Head, Operations & Business Development
Idris Yakubu
Idris is a board-certified Clinical Pharmacist, with over 10 years' experience in healthcare services in the United States of America.
He is also an Associate Professor of Pharmacy and Assistant Professor of Surgery, with significant scholarly and academic contributions.
His areas of interest include pharma economics and health-related research. Idris also serves as a consultant to several global pharmaceutical companies.
Head, Admin & Human Resources
Wale Oni
Wale oversees the general administration of the business. In this role, he oversees such key aspects of the business' operations such as staff welfare, secretarial activities and facility management, as well as making key contributions to operational improvement initiatives.
Wale also has a keen interest in IT, having built a professional proficiency in standard Microsoft Office packages.
Work With Our Expert Team
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