Sherif Lanre Akinpelu operates at the intersection of Strategy, Marketing, Behavioral Science, Data, and Technology, which he integrates to create compelling Marketing, Brand, and Communication Solutions for global companies.

Sherif is the senior marketing manager for Visa West Africa. With a proven track record in building world-class brands, he drives growth for Visa and its clients through tailored marketing advisory services for banks, fintech companies, and merchants throughout West Africa.

He previously held the position of Group Deputy Director of Strategy and Planning at SPV Communication Solutions, which manages the MTN Nigeria account across six agencies:
Creative Agencies: DDB Lagos, TBWA Concept, Yellow Brick Road Lagos,
Niche Agencies: PHD Lagos (Media), Playhouse Communication (Digital), and EXP Marketing (Sponsorship & Experiential Marketing).

Sherif was also a member of the Strategic Think Tank for TBWA Africa, which oversees MTN Group operations in more than 17 African countries. He played a key role in creating and executing Marketing, Brand, and Communications Strategies for all MTN Nigeria’s Strategic Business Units. He has led significant Nigerian and pan-African campaigns, including the We Move campaign, the MTN Nigeria 5G launch, the MTN Champs Campaign, MoMo Nigeria Positioning, and MoMo Africa Remittance and the most recent Go Make A Difference (MAD) with MTN Data featuring Tunde Onakoya amongst others.

Sherif has received numerous local and international accolades for his exceptional campaigns. In 2015, he won the ADVAN Future Leader in Marketing award. His brands consistently achieve recognition at the ADVAN Awards, Nigeria's prestigious campaign effectiveness benchmark, the LAIF Awards, and the Loeries and Pitcher Awards. He was named one of the BrandCom Awards 2022’s Top 35 Under 35 Marketing Communications Professionals in Nigeria.

As one of Africa's few marketing professionals trained in Behavioral Science, Sherif has provided consultancy to CEOs and senior executives, aiding in the development of significant brands and businesses across the African market. His portfolio features high-impact work for brands such as Etisalat, Spectranet, Dangote Cement and Salt, Dan-Q Seasoning, Keystone Bank, the Lagos State Government Ministry of Education, and many others.

In 2018, Sherif took a significant career step by founding Strategy Trybe, a platform dedicated to nurturing Africa's next generation of strategic leaders. This initiative, which trains strategists, account planners, and marketing communication practitioners, has already equipped over 1,000 marketing professionals with the skills to succeed in the industry in Nigeria and Africa. In August 2024, the Advertising Regulatory Council of Nigeria (ARCON) accredited Strategy Trybe’s Institute of Strategy and Account Planning to democratize Strategy Knowledge in Nigeria and pan-Africa.