Why Seni Adetu Stepped Down As Guiness MD


Guiness Nigeria Plc has debunked the widespread allegation that their former Managing Director, Seni Adetu, was removed due to unimpressive performance.
Their corporate officer Yinka Edmund on Friday,October 31,2014 negate the allegation. In a forwarded statement, Ms Yinka Edmund offered this information “Leading brewing company, Guinness Nigeria Plc, a subsidiary of Diageo Plc has announced some changes in the leadership of Guinness Nigeria Plc. After two and half years, Mr. Seni Adetu will be stepping down as Managing Director/CEO of the company at the next Board Meeting in November 2014. During his time in role, Seni has creditably led the business, successfully completed the capacity expansion project and commenced a major transfromation in the company’s Route-to-Consumer.
Under Seni’s leadership, the quality and diversity of our portfolio have been enriched with the renovation of Guinness FES and Harp, the repositioning of Dubic and Satzenbrau, the expansion into mainstream spirits and soft drinks categories, the introduction of new brands like Snapp and Orijin. In the period, we have won the Advertisers Association of Nigeria (ADVAN) award for best beverage innovation in Nigeria in 2014 with Orijin and sustained Guinness Nigeria’s long-standing position as one of the most reputable companies in Nigeria.”
Prior to taking up this assignment, Seni was the Managing Director of Guinness Ghana Breweries Ltd., based in Accra, Ghana and East African Breweries Ltd., based in Nairobi, Kenya where he achieved great success. Having completed his assignment Seni will report to Nick Blazquez, President, Diageo Africa and Asia, starting January 2015. The details of Seni’s next role will be subject to a further announcement.
The company also announced the appointment of Mr. John O’Keeffe as Seni’s successor. John has been in Diageo for over 20 years, and has had a very strong career. John started his career as a graduate trainee for Guinness Ireland, holding many marketing roles in Ireland before moving to Jamaica as Marketing Director. Following this, John and his family moved to the Nordics where he held his first Managing Director role, and then moved to Athens where he spent 2 years as the Europe Marketing Director for Johnnie Walker. After this, John became the Managing Director, Russia & Eastern Europe based in Russia before returning to Ireland, to take-up his current role as Global Head of Diageo Innovation and Global Head of Beer & Baileys.
Managing Director of Guinness Nigeria Plc, Seni Adetu, was reportedly asked to step down from his exalted office at the end of October 2014. He will formalize his exit at the next Board meeting of the company in November, 2014.

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