AdeLeke (Branding, Marketing & Operations Mgt)

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AdeLeke (Branding, Marketing & Operations Mgt)

AdeLeke (Branding, Marketing & Operations Mgt)

@thisleke

We won't agree on every single thing, so let's choose to respect our differences and coexist happily.

Lagos, Nigeria Katılım Ocak 2015
120 Takip Edilen226 Takipçiler
AdeLeke (Branding, Marketing & Operations Mgt)
I'm likely doing the best work of my life with 3 brands at different stages of growth and ad budgets. All getting decent results Everything I've learned over the years, from graphics to ads, is coming together pretty well It somehow still feels like something is missing Wild
AdeLeke (Branding, Marketing & Operations Mgt) tweet mediaAdeLeke (Branding, Marketing & Operations Mgt) tweet media
AdeLeke (Branding, Marketing & Operations Mgt)@thisleke

Every new order excites me. In 2025, I had my biggest ever budget. Hearing the new booking sound gave me joy. In 2026, I've the 2nd highest and lowest ever budget. The excitement for either brand is no less. If there is money to be made, I'll find it and scale it - at a cost.

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AdeLeke (Branding, Marketing & Operations Mgt)
Na why I no dey do stocks be this. I do dives like this almost weekly on ads and performance data. I go come do am for stocks join?? Wow!
Rufybaba@Rufyb

Dangote Sugar is raising ₦486bn to deleverage its balance sheet. As of March 2026, the company’s total debt obligations stood at ₦628bn, on a total equity of ₦148bn. That is like a debt-to-equity ratio of 4x, way above the rule-of-thumb of 1x, well above the rule of If the equity raise is successful, debt levels will decline by over 70%, and the debt-to-equity ratio will reduce to 0.3x. By extension, finance costs could decline by as much as 43% (or less in FY 2026, as the cash won’t be fully deployed until Q3). Ultimately, DangSugar’s finance costs are likely to be at ₦30bn post-rights issue, compared to the current ₦120bn. That is close to an extra ₦100bn (or an incremental ₦5 per share) in profit before tax. DangSugar has struggled a lot in recent years. Once a darling of the market, the business spiralled to the other side. The old investment case broke down. The company used to be loved because it looked like a simple, dominant, cash-generating consumer staple that sells sugar, enjoys economies of scale, distributes dividends, and benefits from Nigeria’s large consumption base. But over time, the business became trapped between import dependence, FX volatility, high finance costs, weak consumer purchasing power, and delayed backward integration. The biggest issue is that DangSufar mostly sells in naira, but a major part of its cost structure is tied to the dollar. When the naira collapsed, the business's economics collapsed with it. Another twist is that the coy struggles each time crude oil prices are high. This is because attention shifts from raw sugar to ethanol production, as ethanol becomes more valuable when crude oil prices are high. The raw sugar shortfall increases DangSugar's input costs. The coy’s cost problem is structural. Nigeria does not produce enough sugarcane to fully feed local refining capacity, so Dangote Sugar still depends heavily on imported raw sugar. That means every naira devaluation immediately raises input cost. The coy can raise prices, but sugar is not a luxury product where consumers can absorb unlimited price increases, so margins get squeezed. The backward integration story has been slow. The long-term dream is to grow sugarcane locally, reduce dependence on imports, protect margins, and become an integrated sugar producer. But that takes land, irrigation, power, roads, capital, and time. Until local sugar production becomes meaningful enough, the coy remains exposed to imported raw sugar and FX shocks. I could have understood the extreme difficulty of executing an industrial-agricultural project in Nigeria, but then we saw an oil refinery through to completion. At Dangote Industries (group) level, I suppose priorities changed (Dangote Industries own 67% of Dangote Sugar). Possibly, capital allocation at the group level changed. Vetiva is the lead issuing house (surprising though. Stanbic IBTC used to be the go-to issuing house for all kinds of Dangote-related capital market activities). Anyway, Stanbic IBTC is also among the list of investment banks on this issue. Other names include Coronation Merchant Bank, First Capital, Meristem, Quantum Zenith, and United Capital. The size of this rights issue is quite large (for a non-bank), ranking behind Nigerian Breweries’ and International Breweries’ joint ₦600bn equity raise in 2025. Vetiva and Chapel Hill Denham led the capital raise, respectively. Despite the rights issue size, it is likely gonna be a soft work. Aliko Dangote will supply 72% of the required capital (Dangote Industries own 67%, Aliko Dangote directly owns 5%). Post-rights issue, we will see a strengthened Dangote Sugar balance sheet, and an immediate ₦100bn incremental profit. But a ₦100bn incremental profit on a ₦486bn incremental capital is 21% return. That’s fair but not sufficient. A lot of work remains to boost margins to historical levels. Will a deleveraged balance sheet help them to achieve that? The jury is out.

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AdeLeke (Branding, Marketing & Operations Mgt)
2,664 nights booked in May. 97% of April record in the bag. We added 20% budget to each major ad, and for 3 days, performance was horrible. I think it will cook for the rest of the month sha. Maybe we'll hit 3,000 nights. Amen.
AdeLeke (Branding, Marketing & Operations Mgt) tweet media
AdeLeke (Branding, Marketing & Operations Mgt)@thisleke

<800 nights booked in Feb. 1,504 in March 2,831 in April 1,174 in May so far (+130 over April 11). The second time I am doing this in shortlets. It'll be cool to do the same in food and fashion. If there is money to be made, I will find it and scale it. Sir @gkbalogs how far?

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Jola
Jola@Jollz·
Uber driver that carried me home today was fuming, and I asked him what the matter was, "my sister, it's we Nigerians, we are all mad"
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Asabi
Asabi@MzHorlabc11·
So that’s how MTN reassigned my MTN line to a new user, thus giving them access to my bank account and enabling transfers of 100k within a day. I can only imagine how much more I could have lost if I hadn’t logged into my mobile app yesterday to make a transfer. I remember subscribing to the “Keep My Line” service, but I'm not sure for how long. I've contacted my bank for all necessary actions but just thought to drop a reminder to my fellow diaspora mutuals to please ensure you always maintain continuous access to any phone number linked to your bank accounts.
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Diji O
Diji O@Diji_O·
Peter Obi will visit Oyo State, all of a sudden, every tom, dick and Harry will have a think piece on politics, security, ethics and so on.
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Christopher Maduewesi
Christopher Maduewesi@Xtopherewesi·
@thisleke He said, "shook Nigeria." We are talking of songs that the whole country sang along to. Songs that were bangers in the East, West, North and South. Songs that even older people knew and vibed to.
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Christopher Maduewesi
Christopher Maduewesi@Xtopherewesi·
There are at least 10 songs that were more popular than Gongo Aso and Yahoozey in their time, but I will list just 5. When you are talking about songs that "shook Nigeria..." it has to be songs that everyone vibed to in every corner of the country. In no particular order : * Do me - Psquare * African Queen - Tuface * God win - Korede Bello * Olufunmi - Stylplus * Yori Yori - Bracket This is excluding music made in the last decade.
Bàbájídé B𝗹𝘂𝗻𝘁@CRawkeen

I don't think any song shook Nigeria the way Yahooze and Gongo Aso did in their time

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Bukayo Ewuoso
Bukayo Ewuoso@Bukayor_BK·
There are more muslim public holiday days given in a year than Christian holidays. Muslim: 5 - (Eid el-Fitr (End of Ramadan): 2 days (March 20–21) - Eid el-Kabir (Eid-ul-Adha): 2 days (May 27–28) - Eid el-Maulud (Birth of Prophet Muhammad): 1 day (August 26) Christian: 4 - Good Friday: 1 day (April 3) - Easter Monday: 1 day (April 6) - Christmas Day: 1 day (December 25) - Boxing Day: 1 day (December 26) But a legal professional chooses to lie to cause divide that is totally unnecessary and uncalled for.
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AdeLeke (Branding, Marketing & Operations Mgt)
I've been tinkering with ad spend for months now in food, fashion, and shortlets. I have now landed on the "perfect structure" to utilize a 3m/mth that brings in revenue in the best way possible for Nigerian businesses. All these wahalas don pay off.
AdeLeke (Branding, Marketing & Operations Mgt) tweet mediaAdeLeke (Branding, Marketing & Operations Mgt) tweet media
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Tijo Tergo
Tijo Tergo@temiakanmode·
In my line of work, there is always something to do actually.
AdeLeke (Branding, Marketing & Operations Mgt)@thisleke

@temiakanmode You woke up. Checked for new orders or dms. Checked monthly performance. Finished and nothing else to do physically But your brain and mind can't stop roaming. You ask yourself "kilo tie de gaaaan" Your tweet was born.

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Jide Flash
Jide Flash@jideflash·
Good morning Lagos, hold your umbrella, raincoat & boots, kayak or canoe. Its about to rain silly. Now I'm just going to bed after spending the night doing stocks analysis.
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Ebun
Ebun@Ebun_babyy·
I’m still looking for answers to why the moment I land Nigeria and eat, my tummy hurts until I get on the plane back home to America. Like as soon as I’m at MM1 or 2 (whatever it’s called) heading back to the US , the pain disappears.
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AdeLeke (Branding, Marketing & Operations Mgt)
@temiakanmode You woke up. Checked for new orders or dms. Checked monthly performance. Finished and nothing else to do physically But your brain and mind can't stop roaming. You ask yourself "kilo tie de gaaaan" Your tweet was born.
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Tijo Tergo
Tijo Tergo@temiakanmode·
Work-life balance is a myth.
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