Amina Folarin - MEFA Media Matriarchs 2026

This Women's History Month, Media For All is proud to celebrate 'The Media Matriarchs' redefining UK Media boardrooms.

We asked 10 questions to women making history now, next up is media agency leader and MEFA member Amina Folarin – CEO, Oliver Agency.

About Amina

" I am proud to be an Award-winning CEO with a unique journey from HR leadership to the C-suite, driving business transformation, revenue growth, and market leadership.

I was thrilled to be recognised as Campaign CEO of the Year and Visionary Leader of the Year.

I bring a people-first approach to leadership -balancing commercial strategy with cultural excellence to build high-performing, resilient organisations.

My career began in HR and organisational leadership, where I developed a deep understanding of what makes businesses thriven - strong leadership, engaged teams, and a clear vision for growth. This foundation shaped my leadership style as I transitioned into broader executive roles, ultimately leading businesses through major transformations, market expansions, and strategic reinventions.

With experience across dynamic and evolving markets, I thrive at the intersection of innovation, strategy, and execution. My focus is on driving sustainable growth, building winning cultures, and ensuring businesses stay ahead in competitive landscapes. I believe in giving back and am currently a Trustee for two organisations.." 

About OLIVER

OLIVER is a London-based global marketing pioneer, distinguished by its proprietary "in-house" operational model. As a core part of the Inside Ideas Group and The Brandtech Group, the agency specialises in embedding dedicated creative and technology teams directly within client organisations to prioritise speed, agility, and deep brand integration.

Recognised as the world’s first specialist in building internal marketing ecosystems, the agency has maintained its status as a top-tier employer, featuring on LinkedIn’s Top Companies list and being certified as a Sunday Times Best Place to Work for 2024 and 2025.

Throughout 2024 and 2025, the agency secured multiple high-level accolades, including being named Campaign’s Global In-House Agency of the Year and receiving top honours at The Mark Awards for its advancements in AI-driven creativity and digital transformation.

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Growing up, did you ever imagine yourself becoming CEO of the Oliver Group — and what helped you believe it was possible?

I actually planned to be a Vet however I realised I needed to have strong science GSCE and A Levels which were not my strongest subjects. Working under Sharon Whale the previous CEO of OLIVER it became clear that becoming a CEO was something I could work towards. I think her encouragement of me and the organisations desire to be different made me realise that this was a career option. I also thought to myself WHY NOT ME?

What’s one moment in your career where being “different” felt like a disadvantage — but later proved to be a strength?

I would say most of my leadership career I have felt different and that I am the only one. In my early days at OLIVER I tried to get the job done and advocate for diversity but under the radar. Then I found my voice and decided that if I wanted things to change then I needed to be the one to help lead that change.

As a woman of colour, what have you had to unlearn to succeed in senior leadership?

That is is ok to be yourself and bring your authentic self to work and share areas of your life that might benefit others.

What’s a leadership trait you developed early that’s been critical to your progression — but isn’t talked about enough?

One thing I have definitely had to channel in this role and previous roles is audacity, it isn't a traditional leadership trait but it is one that I believe helps me strive for me, believe I deserve more and also to encourage my teams to think bigger about that is possible.

How do you stay authentic at the top of a very commercial, high-pressure industry? 

I only know how to be Amina Folarin. I think it is made easier by the fact there are so many rooms I enter where no one looks like me that the easiest thing to be is myself.

What’s one thing senior leaders can do today to genuinely improve access and progression — beyond statements and policies?

Understanding equity - once you understand that the journey isn't the same for everyone you start to remove barriers within your organisation to really create lasting change.

How do you balance ambition with wellbeing, especially when expectations are high and visibility is constant?

Rest is something that is really important to me. TAKE THAT ANNUAL LEAVE it is your contractual entitlement why waste it? Even if you just take the day to rot in bed those days are so important for your recuperation.

What role have mentors, sponsors, or allies played in your journey — and how do you now pay that forward?

I've been fortunate to have mentors who have supported me on my journey and I don't take that lightly. I give back via a number of different organisations - MEFA being one of them I have been really fortunate to mentor two brilliant young women via the mentoring programme.

On International Women’s Day, what message would you most want the next generation of diverse talent in media to hear.

As daunting as it is - it is ok to be the only one in the room, change has to start somewhere so why not with you? Leadership isn't a job title it is your ability to influence so how are you using your influence to create change?

Creative by Nadine Campbell | ACE Consultancy