Adedoja Allen was born in Lagos state to the family of Mr. Jimoh Baderinwa and Mrs. Sikirat Baderinwa. Adedoja Allen grew up in an extended family, her father was married to many wives and he had 13 children. Adedoja’s father passed on when she was only 8 years old, which left her and her two brothers for her wonderful mother to care for. Despite growing up amongst boys, Adedoja grew up to be an exceptional woman.
Adedoja Allen’s career began in 2002 at the BBC in the United Kingdom where she worked in the Accounts department in what seemed at that time to be preparation for a career in finance. After two years as an accounts officer, she moved to Telecom Express, where she was given her first taste of management responsibility, where she was made Head of the Finance team. She returned to Nigeria in 2007 and joined ARM investment Managers as a Portfolio Manager. She had a stint as Assistant Head, Client Portfolio Measurement & Reporting Unit, which saw the creation of new specialized units and decentralization of the responsibilities and tasks.
Her success as a team leader in leading these groups saw her promoted to the position of Head, Client Portfolio Measurement Reporting Unit. After a brief hiatus to start and manage her young family, her services were engaged to breathe new life into a station which was having trouble paying its own bills. Her experience in a media organization became relevant almost 11 years later.
In 2012, Adedoja Allen became the Chief Executive Officer of City 105.1FM dubbed the number 1 lifestyle station. She holds an admirable record as the first female Chief Executive of an electronic media company in Nigeria. She is also the first person with a background in Finance and very little media experience to head a radio station. She was appointed Chief Executive Officer of City 105.1 FM at a time when the station was facing insolvency. In 7 years, she has steered the station to profitability and moved it from 24th position to the top 10 most preferred by listeners in Lagos.
Today, many legacy media are trying to adopt her 360-degree modern approach to the business of journalism which includes leveraging on every asset and exploiting the power of digital media. For one without a journalism background, Adedoja’s deep financial insight has made a difference in an extremely competitive industry. Adedoja Allen has also proven to be one of Nigeria’s distinguish entrepreneurs who has shown doggedness and female brilliance in subduing latest broadcasting challenges in Nigeria.
I tell you this for free: Gone are the days of socialist, fundamental media. Media has gone beyond NTA, FRCN and state media houses. Now, media houses are commercial enterprises, and it takes more than a broadcaster to run these organizations. .