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Can you tell us a bit about your background, education, and how you got into marketing?

Correction - I got into content creation at 18, and even though I stopped making those videos after a few months, that early experience sparked my curiosity about content marketing.

In 2020, during the pandemic, it was my third year of uni as a Chemistry student, I came across a post from a friend who was starting a company and looking for interns, so I applied and joined as a content writer. That role eventually evolved into content marketing, and along the way, I got to learn a bit of everything: communications, client operations, and even sales at some level.

From there, things just flowed naturally. Every opportunity that came after was connected to content, marketing, or social media in one way or another. So even though my degree didn’t point me in this direction, I knew early on that I wasn’t interested in my university degree as much, and marketing became the space where I could really see myself grow.

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How do you define growth marketing?

I honestly see Growth Marketing as simply marketing. When you look at marketing through a growth lens, you’re thinking about the entire funnel: from awareness to activation, adoption, and retention. That perspective helps you build systems that produce desired outcomes by default.

Having a growth mindset means asking, “What happens next?” at every point. For example, when you send out this MIA issue. What happens next? You expect people to read.

What then happens? That they probably subscribe, or maybe it’s that they comment or share with others. What happens after that? That they join the community. Then what happens? That they pay for a resource

The journey is not always linear–people will jump steps or remain stuck on one step for too long. The most important thing is that you keep incentivizing people to take that next action

This is also why I don’t believe growth marketing should belong to just one person or team. Growth should be everyone’s responsibility. Whoever writes the copy, whoever designs the assets, whoever sets up the ads, should constantly think about the user journey and ask: What next?

It keeps you focused on moving people thoughtfully and effectively through the funnel from the first touchpoint to long-term engagement.

What are your key areas of expertise within marketing?

I’d describe myself as an M-shaped marketer, someone with depth in multiple areas but broad enough to collaborate across almost every part of marketing, which includes:

• Marketing Strategy & Growth - Growth Marketing, Product Marketing, Lifecycle Marketing, Go-To-Market (GTM) Strategy, Campaign Strategy, Demand Generation. This is where most of my depth lies, thinking end-to-end about the marketing funnel, from awareness to retention. I really enjoy mapping user journeys and spotting growth opportunities.

• Content & Brand Marketing - Content Strategy, Copywriting, Brand Positioning & Storytelling, Social Media Strategy, Community Building. Content was my entry into marketing, and it’s one of my strongest pillars. It made me understand how to tell stories that shape perception.

• Channel Marketing - I’ve also had hands-on experience managing channels and collaborations that strengthen brand presence across Email Marketing, Public Relations, Partnerships, Organic Social, and Events.

• Analytics & Insight-Driven Marketing - Data Interpretation, Funnel Analysis, Conversion Rate Optimization (CRO), A/B Testing.

Which marketing channels do you prioritize, and have you found to be effective?

Any channel that will help me stay green on my KPIs automatically becomes my priority. But over the course of my career in Content & Product, some of my holy grails are:

• Community-driven marketing. You’re able to meet your audience where they already are, whether that’s engaging where your target users are active and engaged or creating an owned community, from scratch by attracting the right people.

• Content (social, web, etc) has always been a key channel for me, and that probably comes from my background. When done right, content marketing compounds over time.

• Lastly, I’ve also had strong results with paid advertising, but I see ads as a scaling mechanism rather than a starting point. Paid campaigns work best when you already have something that’s performing organically.

What roles have you held in your growth and marketing career?

I began as a Content Writer and Strategist. From there, I worked as a Social Media Manager, and later as a Campaigns Manager. Over time, I transitioned into more specialized roles such as Content Marketer and Brand Storyteller. Eventually, my work evolved into Product Marketing and Growth Marketing. I’ve held roles like Product Marketing Manager and Product Growth Manager.

Which companies have you worked with?

• Koyo HealthTech – Koyo Health Tech – A UK-backed digital health technology company that connects people with qualified medical professionals. I currently serve as the Fractional Head of B2C Marketing, building our framework for user acquisition and retention.

• Fertitude – A reproductive health platform for women. Here, I led product growth and lifecycle marketing, helping scale user engagement and retention.

• Trameter – A travel-tech company helping travelers plan their trips in seconds. I led content marketing, building the creator program, and scaling content efforts.

• Zolt Digital – A digital storytelling agency, where I helped build a founder’s personal brand through content and community-led storytelling.

• Qilo – A health and wellness startup, I served as Brand Storyteller, launching campaigns and content that grew the community and drove sales.

• Uburu Health – A B2B healthtech company, where I managed social media for enterprise clients and helped shape the brand’s voice in the health data space.

• AIESEC in Nigeria – A leading youth-run organization. I was Marketing Campaigns Manager, leading large-scale campaigns that drove youth program participation across the country.

• SavofNs – A consulting agency. This is my first experience as a Content Writer and Communications Intern, where I learned the ropes of marketing, client operations, and community building.

Can you share a fun or interesting fact about yourself that most people don’t know?

I am very TYPE A in my approach to things. I can be high-strung and organized, especially when it has to do with my mind. I do masterminds weekly to help set the tone for the new week, I write a to-do list every day, I create saved folders for different things, etc. I’ve realised it’s the only way I can function. I may not stick to it always, but it gives me a sense of direction.

What do you enjoy doing outside of work?

I honestly don’t have a lot of interests outside work. I host a community called Common Room. Every month, we gather to discuss our goals and plans and the challenges we’re facing on the journey, while offering support where needed.

Can you share a resource or template that has been particularly valuable in your work?

There’s a website I absolutely love - marketingexamples.com, it’s hands down one of the best resources out there for marketers. It’s run by Harry Dry, and what I really like about it is how practical and digestible everything is.

The site covers almost every aspect of marketing- conversion, acquisition, retention, referral, creative strategy, copywriting, and ads, but instead of long theoretical takes, it gives you real examples and mini case studies that you can actually apply. It’s the kind of resource you can read for five minutes and walk away with something actionable.

What advice would you give to someone starting their career in growth marketing?

The biggest advice I’d give is to start with the fundamentals. Before thinking about growth tactics or fancy job titles, take time to really understand the basics of marketing, things like behavioral psychology, research, storytelling, and data interpretation. Those core principles will shape everything you do, no matter which path you eventually take.

This would mean you’re wearing a generalist hat for a while, but it helps you stay curious. When you understand how all the moving parts of marketing connect, it becomes much easier to specialize later and move fluidly across roles. That foundational knowledge also makes you a stronger leader down the line. Titles will change, tools will evolve, but the principles of marketing (understanding people and how they make decisions) never go out of style.

Give us two marketers that you would like us to interview in this newsletter

• Yvonne Nezianya – Marketing Manager at XSITE Capital

• Oluwanisola Eludoyin

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Can you tell us a bit about your background, education, and how you got into marketing?

I studied project management at the Federal University of Technology, Akure (FUTA), and recently completed my master’s degree at the University of Lagos.

My marketing journey started unexpectedly when a friend introduced me to running ads for health products. I quickly discovered a genuine passion for creating landing pages, understanding audiences, crafting messages, and seeing measurable results. At the time, I was working as a station manager for Oando Retail, but by the end of 2019, I decided to pursue marketing full-time.

During the pandemic, I invested heavily in learning, taking digital marketing courses, and participating in the Digify Nigeria Bootcamp sponsored by Facebook, which gave me structure, confidence, and clarity in my career direction.

I began my professional marketing career at HT Limited, where I handled social media, paid ads, email marketing, website management, and strategy. Later, at Renmoney, I gained deep experience in digital marketing, media buying (OOH), performance marketing, and growth marketing, learning to combine creativity with data to drive campaigns that deliver measurable results.

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How do you define growth marketing?

For me, growth marketing is about driving sustainable business growth by combining experimentation, data, and a deep understanding of users. The best results happen when creativity and data intersect; data shows what works, while creativity uncovers new ways to amplify it.

I approach growth with a mindset of curiosity, agility, and relentless optimization: test fast, learn from failures, and scale what truly delivers value. To me, growth marketing isn’t just about channels or tactics; it’s about building systems and strategies that compound impact over time.

What are your key areas of expertise within marketing?

My expertise covers acquisition, engagement, and retention, where I combine strategy with hands-on execution across digital channels. I work across growth and product marketing, building funnels that turn attention into real results. My experience includes performance marketing on Meta, Google, TikTok, and programmatic platforms, alongside SEO, App Store Optimization (ASO), email and content marketing, and organic social.

I also focus on the fundamentals that improve performance, clear copywriting, conversion rate optimization, customer experience, and A/B testing. Behind the work is a strong grounding in behavioral psychology, branding and positioning, research, and data analytics, supported by tools like GTM, Google Analytics, Data Studio, AppsFlyer, and Adjust, as well as server-to-server tracking.

Which marketing channels do you prioritize, and have you found to be effective?

I’ve found that channel effectiveness depends on the business and marketing goal. For example, Meta and Google Ads work best for broad acquisition and intent-based conversions, while TikTok and organic social drive awareness and engagement. Email and lifecycle automation are most effective for retention and reactivation, and SEO/ASO consistently deliver long-term, cost-efficient growth.

Ultimately, I prioritize a data-driven, goal-aligned channel mix, focusing on the platform that best supports the desired funnel stage.

What roles have you held in your growth and marketing career?

I’ve worked across nearly every stage of the marketing function. My journey includes roles such as digital marketing executive, digital & performance marketer, growth marketer, performance marketing lead, digital marketing consultant, and, currently, marketing campaign manager.

This progression has allowed me to gain a 360° view of acquisition, activation, and retention, and develop both strategic and hands-on expertise across multiple industries.

Which companies have you worked with?

• PISI Mobile (B2B, AdTech/Advertising Technology) – A digital advertising and user acquisition platform serving banks, fintechs, betting, crypto, FMCG, and VAS brands. Worked on growth and acquisition campaigns, helping brands scale user acquisition through performance marketing and digital channels.

• OhentPay (B2C/B2B, Fintech/Remittance) – A cross-border payment app enabling Africans in the UK, particularly the Nigerian diaspora, to send money to Africa. Supported marketing efforts focused on driving adoption and growth among diaspora users.

• Renmoney (B2C, Fintech/Lending) – A Nigerian financial services company providing consumer and business loans, savings, and other financial products to salary earners, micro-business owners, and SMEs. Worked on digital marketing, media buying, and performance-driven campaigns to support customer acquisition and growth.

• All Talentz for PuroClean USA (B2B, Outsourcing/Digital Marketing) – Provided outsourced digital marketing support for property restoration brands in the U.S., targeting local restoration business owners and helping drive lead generation through digital channels.

• HT Limited (B2B, IT Solutions/Technology Distribution) – A technology solutions company providing IT hardware, enterprise support, and business technology services to organizations. Handled social media, paid advertising, email marketing, website management, and overall digital marketing strategy.

Can you share a fun or interesting fact about yourself that most people don’t know?

A fun fact about me, I can’t start my day without listening to music. It sets the tone for everything else. Also, I’m not one of those early adopters; I like to wait and see how new products or trends perform before using them.

What do you enjoy doing outside of work?

Outside of work, I enjoy photography, and I’m part of my church’s media team, where I get to capture meaningful moments and tell visual stories. I also love relaxing with a good movie or watching football matches.

Can you share a resource or template that has been particularly valuable in your work?

One resource that’s been particularly valuable in my work is a UTM Tracker Sheet I created to monitor campaign performance across channels with precision. It helps standardize link tagging, improve attribution accuracy, and simplify reporting.

I also built a Performance Marketing Budget Sheet that tracks spend, CPA, ROAS, and pacing across multiple campaigns, making it easier to manage budgets.

What advice would you give to someone starting their career in growth marketing?

My advice for someone starting in growth marketing would be:

• Master the fundamentals first – Understand core marketing principles, data analytics, and customer behavior before diving into tools or channels.

• Experiment constantly – Growth marketing is about testing and learning. Run small experiments, measure results, and iterate quickly.

• Be data-driven – Track everything, analyze results, and let numbers guide decisions rather than assumptions.

• Stay curious and adaptable – The landscape changes rapidly. Continuous learning and agility are key to staying ahead

A strong mindset combined with hands-on experimentation is what separates good marketers from great growth marketers.

Give us two marketers that you would like us to interview in this newsletter

• Segun Adebanjo – Digital Marketing Lead at All Talentz

• Elizabeth Ogunseye – Product and Lifecycle Marketing Manager at Sterling Bank

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Can you tell us a bit about your background, education, and how you got into marketing?

I studied Civil Engineering at the University of Lagos, and I’m currently pursuing my MBA. I always knew engineering wasn’t my long-term path, but the real challenge was figuring out what was. My journey into marketing started back in university when a few friends and I launched a fashion brand. I took charge of the branding and marketing, and I did such a good job that people assumed the business was thriving, even though in reality, we weren’t making enough money to sustain it.

That experience lit a spark in me. I began to wonder: if I could make people believe in a brand that wasn’t even performing that well, what would happen if I actually learned how to do marketing right and drive real results?

That curiosity led me to growth marketing. I dabbled in social media management and even handled the marketing for a restaurant while still working in construction. Eventually, I came across a fintech startup doing work I admired, pitched myself to them, and offered to work for free. That risk paid off. It became a paid role and marked the true beginning of my career in marketing.

My first official marketing role in tech was in growth marketing, and that’s when everything clicked. It felt like finding “the one.” I finally decided to leave construction behind and go all in on marketing, and I haven’t looked back since.

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How do you define growth marketing?

To me, growth marketing is simply marketing done right.

It’s about focus, knowing the core metrics that matter (most times, revenue). Then comes data, you make decisions based on what’s actually happening. And finally, experimentation, because data only comes from trying things out, testing, learning, and improving.

In short, growth marketing is a cycle of focus → data → experimentation → growth. It’s a mindset, not just a tactic.

What are your key areas of expertise within marketing?

My core specialties include growth marketing, performance marketing, and product marketing. I’m skilled in running paid ad campaigns, lead generation, email marketing and automation, data and analytics, funnel building, and lifecycle marketing.

Which marketing channels do you prioritize, and have you found to be effective?

There’s no one-size-fits-all; it always depends on the product and the customer. That said, if I’m starting from scratch with less data, I’d focus on lead generation. It gives you insight into your audience and creates room for nurturing and learning.

Over time, the channels I’ve found crazy effective include: SEM/paid search, referrals and Community-led growth.

What roles have you held in your growth and marketing career?

I’ve grown through roles as a Growth Associate, Growth Manager, Digital Lead, and now Product Marketing Manager.

Which companies have you worked with?

• Engineering for Marketers – This is my personal publication where I break down the technical side of marketing, like tracking, automation, analytics, and performance, for marketers who want to build a technical edge.

• Selar – Product marketing manager. I currently lead Product and Performance Marketing at Selar, a digital commerce platform that enables creators to sell digital products, such as courses, e-books, and tickets. It operates a B2B2C SaaS model targeting African creators, coaches, and entrepreneurs within the creator economy and e-commerce space.

• Pluglink – Digital lead. Pluglink is a digital marketing agency where I led performance marketing and digital strategy for startups across edtech, fintech, and crypto. It functions as a B2B agency serving African digital products and tech startups.

• Keble – Growth marketer. Keble is a proptech-fintech platform that helps users invest fractionally in real estate. It operates a B2C digital product model targeting young professionals and new investors in the fintech and proptech space.

Other brands I’ve worked with include Topgro, TechEonomy, Paper (SendwithPaper), LoadConnect, Optimus AI Labs, and GrowthSkoolUK across industries like recruitment, media, fintech, logistics, AI, and edtech.

Can you share a fun or interesting fact about yourself that most people don’t know?

I know it might not be the most exciting thing to everyone, but I genuinely enjoy talking about politics. Not just the headlines, I’m fascinated by the systems, the strategy, and how decisions are made behind the scenes. I’ve explored it a bit already and see myself getting more involved someday, especially because I believe in Nigeria and its potential.

What do you enjoy doing outside of work?

Outside of work, I’m a huge fan of indoor activities. I wouldn’t necessarily call myself an introvert, but give me a good series with suspense and I’m hooked. Netflix and Prime Video are my go-to platforms, and I enjoy binge-watching TV shows as a way to unwind.

Can you share a resource or template that has been particularly valuable in your work?

You can find a couple of resource templates that have been especially valuable in my work at engineeringformarketers.selar.com. To make them more accessible, I’ve included a free coupon code, Marketinginaction, that you can use to download any of them at no cost.

What advice would you give to someone starting their career in growth marketing?

For anyone starting a career in growth marketing, my biggest advice is simple: focus. It’s incredibly easy to get distracted, whether by meetings, busy work, or trends, but staying focused on your goals and KPIs is what moves the needle. Don’t let the noise become an excuse for poor performance. Keep your eyes on what truly matters, and you’ll keep making progress.

Give us two marketers that you would like us to interview in this newsletter

• Tobi Obafemi – Marketing specialist, founder Reckon marketing

• Daniel Chukwu– Growth Marketing Expert

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Can you tell us a bit about your background, education, and how you got into marketing?

I studied Biological Sciences, but somewhere in my penultimate year in Uni, I got deeply curious about how tech startups grow. Honestly, I also wanted more for myself. I knew there was more beyond what I knew.

So, I began to read and digest all the materials I could lay my hands on. I attended several tech events too. I became obsessed with learning, and that curiosity pushed me to complete the Fundamentals of Digital Marketing course in 2017. From there, I started cold-emailing startup CEOs. Luckily, one of them took a chance on me, and that’s how the journey began.

Since then, I’ve spent the last 6+ years building a career around organic growth. Not just SEO in the traditional sense, but a broader, more strategic approach to helping products reach and retain the right audiences. After working across different sectors and growth roles, I decided to pursue a Masters in International Business to back my experience with global business knowledge and frameworks.

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How do you define growth marketing?

To me, growth marketing is about building sustainable loops that drive user acquisition, activation, retention, and revenue across the customer journey, not just running campaigns.

It’s less about short-term hacks and more about understanding what truly moves the needle at each stage of the customer journey. Good growth marketing is sustainable. It should relate directly to the business model.

I also think of growth as a cross-functional mindset, not just marketing’s job. It involves product and operations.

What are your key areas of expertise within marketing?

I’m a growth generalist with vast knowledge across all stages of the funnel (acquisition, activation, monetization, retention, and referral), with a deep specialty in organic growth. That includes SEO, yes, but also much more.

On the acquisition side, I’ve worked across organic and inbound channels such as SEO, content strategy, landing page optimization, and performance marketing, especially when collaborating closely with product and design teams to ship experiments.

For activation and lifecycle plays, I’ve focused on product-led growth levers, CRM-led lifecycle campaigns, marketing automation, and product marketing, all aimed at getting users to their “aha” moment faster. When it comes to monetization and revenue growth, I lean on conversion rate optimization (CRO), A/B testing, experimentation across product and marketing, as well as strategic positioning.

Finally, in referral and growth loops, I enjoy building systems that drive word-of-mouth, creating value-driven, shareable experiences, and tapping into retention as a referral point.

Which marketing channels do you prioritize, and have you found to be effective?

Organic search and content marketing have always been my most consistent growth drivers. But I’ve found that pairing them with CRM flows and product-led experiences makes the impact much stronger.

I’ve also worked with teams running paid acquisition, and I often contribute ideas that bridge content, lifecycle, and product growth, especially when we’re launching in new markets or trying to fix leaky funnels.

What roles have you held in your growth and marketing career?

Over the years, I’ve held roles such as SEO manager, content strategist, growth marketing lead, organic growth lead, and SEO product manager. Each role has helped me deepen my understanding of both marketing and how products evolve with user behaviour.

Which companies have you worked with?

• Hotels.ng – Nigeria’s first and largest hotel booking platform (B2B/B2C, hospitality), my early work helped me understand how search and content could drive real business outcomes.

• BlackHouse Media (BHM) / ID Africa – PR, Media & Communication (B2B/B2C), I worked across strategy, content, and visibility for brands in entertainment, telecommunications, and FMCG.

• Plaqad – A marketing tech platform (B2B/SaaS), I developed the model for organic growth for a tool that helped brands manage influencer campaigns.

• ThePeer – An API infrastructure for fintech startups (B2B/SaaS), I worked on early positioning and organic growth efforts for the developer audience.

• Grey – A cross-border fintech platform (B2B + B2C), we’re helping remote workers, freelancers, and businesses access global banking, convert currencies, and manage international payments. I currently lead organic growth and SEO efforts across our core markets in Africa, MENA, LATAM, Europe, and Asia.

Can you share a fun or interesting fact about yourself that most people don’t know?

Most people don’t know this, but I’m a bit of an aviation nerd. I’m fascinated by aircraft systems, airline operations, and everything around commercial flying. If I’m not working, there’s a good chance I’m watching cockpit footage or reading something aviation-related.

What do you enjoy doing outside of work?

Outside of work, I enjoy watching football, love cooking, and playing musical instruments.

Can you share a resource or template that has been particularly valuable in your work?

One resource that has proven invaluable in my work is the SEO Opportunity Prioritization Matrix. It helps me rank initiatives by impact, effort, and alignment with product growth goals, allowing me to focus on projects that actually make a meaningful impact, such as driving qualified sign-ups and supporting long-term retention.

However, I also treat organic growth with the same mindset as paid campaigns. That’s where the AARRR Growth Framework comes in. Mapping SEO and content strategy across acquisition, activation, retention, referral, and revenue gives me a clear way to tie organic efforts directly to business outcomes, which has been especially effective in SaaS and startup environments.

What advice would you give to someone starting their career in growth marketing?

My advice to anyone starting out in growth marketing is simple: be curious, be brave, and start small. You don’t need to know everything—just be the person who consistently asks good questions and tests ideas.

It’s not about having all the tools; it’s about knowing how to apply them.

Give us two marketers that you would like us to interview in this newsletter

• Joel Ogunjimi – Marketing Analytics Manager at Yellowcard.

• Franklin Ugobode – Customer Marketing Manager at Trustpilot.

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Can you tell us a bit about your background, education, and how you got into marketing?

I studied law but found myself drawn to storytelling and creating viral content, brand building, and the dynamics of influence. I began my career managing social media pages and running a small influencer agency, which now has over 500 influencers in the community. That opened doors into core marketing, digital campaigns, brand strategy, and performance marketing.

Eventually, I moved deeper into product, and later into growth, where I could directly impact both acquisition and retention through experimentation and data.

My first tech experience was at Hytch Africa, a ride-sharing carpooling service where I supported early user adoption. From there, I joined Go Shiip, a B2B SaaS delivery aggregator focused on logistics APIs.

That set the tone for my entry into product marketing and strategy across ventures like Chequemate (a pooled savings platform), Quickshop (a marketplace), ComfortPay (mobile money), Puffer (freelancing and gigs), and Coco Cabana (event management).

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How do you define growth marketing?

Growth marketing, to me, is the science and systems behind sustainable product adoption. It’s not just about top-of-funnel metrics; it’s about solving the right problems at every stage of the customer journey. From onboarding to retention and monetization, everything must loop back to the user experience and the value being delivered. Growth only works when the product retains.

What are your key areas of expertise within marketing?

I’d describe myself as a π-shaped marketer, broad across product, creative, and team strategy, but with deep expertise in lifecycle marketing and product-led growth.

My core strengths include building and executing go-to-market strategies, designing onboarding flows and optimizing funnels, creating growth loops and retention systems, running performance and influencer-driven acquisition campaigns, and using data analysis and experiment design to drive sustainable growth.

Which marketing channels do you prioritize, and have you found to be effective?

I choose channels based on product and audience. For Quickshop and ComfortPay, social media, referrals, and partnerships were key. For Chequemate, community activation, incentives, and embedded sharing loops worked well. With Go Shiip and Puffer, we leaned more into targeted outreach, partnerships, and niche platform discovery. Influencer marketing and product-led acquisition have consistently been high-return channels in my playbook.

What roles have you held in your growth and marketing career?

Throughout my marketing and growth career, I’ve held roles such as Growth and Marketing Lead at Quickshop and Chequemate, Head of Marketing at Go Shiip, Product and Brand Lead at ComfortPay, and CMO/CPO at both Puffer and Quickshop. I’ve also worked as a Marketing Strategy Consultant for Coco Cabana and led brand and community-building efforts at Hytch Africa.

Which companies have you worked with?

• Hytch Africa – Carpooling ride sharing app; B2C; focused on community-driven acquisition

• Go Shiip – SaaS logistics aggregator; B2B; drove onboarding and marketing revamp

• Chequemate – Social savings and liquidity platform; B2C; led GTM and lifecycle strategy

• Quickshop – Marketplace connecting vetted sellers and buyers; B2C; focused on growth loops and retention

• ComfortPay – Wallet and payment platform; B2C and B2B; built out product and brand roadmap

• Puffer – Freelancing platform; B2C and C2C; bootstrapped GTM and early activation

• Coco Cabana – Events and lifestyle brand; B2C; supported brand partnerships and awareness

Can you share a fun or interesting fact about yourself that most people don’t know?

Most people don’t know I studied law, and that's because I practice mostly in the entertainment industry. I shifted gears entirely and built my career from the ground up in marketing and tech.

What do you enjoy doing outside of work?

Outside work, I enjoy watching CIA-themed and action-packed series, helping people bring ideas to life. I’m a builder at heart.

Can you share a resource or template that has been particularly valuable in your work?

A practical one would be my Notion-based GTM template that helps align teams across product, marketing, and operations. Also, the Reforge growth loops framework has helped shape a lot of my thinking around scalable marketing systems. I revisit it often.

What advice would you give to someone starting their career in growth marketing?

Start where you are. Growth isn’t reserved for technical folks or data nerds; it’s a mindset. Get close to the product, understand what makes people come back, and build from there. Experiment often, learn fast, and document everything. And remember, growth without retention is just paid churn.

Give us two marketers that you would like us to interview in this newsletter

• Uchechi Nwosu – Product and Brand Strategist

• Tolulope Ojo – Growth and Data Strategy Consultant

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Can you tell us a bit about your background, education, and how you got into marketing?

I studied Pharmacology and graduated at the top of my class. I had a clear academic plan: earn a first class, pursue a master’s in Pharmacology and Toxicology, return to my alma mater as a junior lecturer, and then rise through the academic ranks. I was passionate about teaching and nurturing others, so everything seemed perfectly aligned.

But I graduated with a CGPA of 4.45, just 0.05 short of a first class. That tiny margin completely changed the course of my life. I was devastated and unsure about what was next. I spent about a year trying to figure things out. The path into academia felt blocked without that first class, and I had to rethink everything I had planned.

After NYSC, I began applying for graduate trainee roles. I landed one at FundQuest, and part of the training included a digital marketing course. I did really well and was tasked with setting up the company’s marketing department. It felt like a complete shift from Pharmacology, but it also marked the beginning of my career in marketing.

Over the next year and a half, I launched products, ran campaigns, and taught myself everything I could about marketing, from copywriting to digital strategy. It was hands-on learning from scratch. From there, I moved into FMCG marketing, product marketing, and growth, and here we are today.

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How do you define growth marketing?

For me, growth marketing is everything that directly impacts the bottom line. It starts with understanding what growth means for your company, is it revenue, customer base, or retention? In most cases, it all leads back to revenue.

Growth marketing includes anything you can do to drive measurable customer or revenue growth. That could be content, events, lifecycle marketing, outbound sales, partnerships, activations, or performance marketing. It falls under growth marketing as long as it’s trackable and you can tie it to tangible results.

What are your key areas of expertise within marketing?

I’ve had the privilege of working with early-stage startups where marketing teams are lean, and often, I’m the only marketer on the team. That experience has made me a generalist; I’ve done everything from content creation and product marketing to lifecycle campaigns, event activations, out-of-home media, and brand strategy.

But if I had to narrow it down, my core strengths are in data-driven marketing, product-led growth, and full-funnel growth marketing. I thrive in environments where marketing is deeply tied to product strategy and measurable business impact. I’m also strong at aligning cross-functional teams around shared goals and executing efficiently.

Which marketing channels do you prioritize, and have you found to be effective?

Channel selection depends on your product and where your customers are. I work in B2B fintech, so my channel mix is intentional and strategic.

I rely heavily on content and thought leadership, events and demo calls, outbound and inbound email marketing, and strategic partnerships. I also use a mix of paid advertising where needed. It’s a blend of high-conversion, high-context channels tailored to decision-makers.

What roles have you held in your growth and marketing career?

I’ve worn many hats throughout my career. I’ve been a content marketer, email marketer, growth marketer, and graphic designer when necessary. I’ve done offline sales, including door-to-door selling, and full product campaign rollouts. My roles have spanned the entire marketing spectrum.

Which companies have you worked with?

• Waza (B2B, Payments/Fintech) – A cross-border payments platform for African businesses. Currently leading growth, responsible for scaling product adoption and customer base through strategic growth marketing.

• Klasha (B2B, Payments/Fintech) – A cross-border commerce and payments platform for African merchants and global retailers. Served as Head of Marketing, overseeing brand, growth, lifecycle, and performance marketing functions.

• Kuda (B2C/B2B, Digital Banking/Fintech) – Nigeria’s leading digital bank. As Product Marketing Manager, launched and drove adoption of the Kuda Business product, leading end-to-end campaigns from strategy to reporting.

• Softcom (B2B, SaaS/Product) – A tech company building tools for African businesses and communities. Led marketing for a new business-focused product, growing it from zero to over 300 active users.

• Nuts About Cakes (B2C, Food/Retail) – A Lagos-based bakery brand with multiple branches. Led the marketing team, managing brand communications and in-store campaign execution.

• Orange Group (B2C, FMCG/Healthcare) – A consumer goods company with products in pharma, personal care, and beverages. Contributed to brand and digital marketing projects across key product lines.

• FundQuest (B2C, Financial Services) – A finance company offering savings and investment products. Started her career here, progressing from intern to marketing manager while learning digital marketing hands-on.

Consulting Work

• Pesa (B2B, Fintech/Cross-border Payments) – Supported go-to-market and user acquisition efforts for a new payments solution.

• Doktorconnect (B2C, HealthTech/Telemedicine) – Worked on early-stage growth and marketing strategy to build a user base from scratch.

• OneKard (B2C, Digital Banking/Fintech) – Helped launch and scale a consumer digital banking product, leading strategic marketing efforts from zero to traction.

Can you share a fun or interesting fact about yourself that most people don’t know?

A fun fact about me is that I love doing things for the first time. I’m a bit of an adrenaline junkie—I enjoy activity-based experiences. When I was actively dating, my ideal kind of date involved something adventurous—climbing, hiking, or anything that gets my heart racing.

Another fun fact: I’m a serious binge-watcher. If I start a series and I love it, I have to finish it—no matter what. I’ll rearrange my schedule if I have to, just to see it through to the end.

What do you enjoy doing outside of work?

I love learning new skills. I learned to swim in just seven days. Right now, I’m learning to play tennis, and next up is learning how to ride a bike. Trying new things keeps me energized and curious.

Can you share a resource or template that has been particularly valuable in your work?

Lately, I’ve become a podcast person. I listen to a lot of them while driving or working. My favorites are the Dear HBR, Payments Innovation, CIM Marketing Podcast, Product Marketing Insider, and The Open Africa Podcast. They give me real insight into both strategic thinking and on-the-ground execution.

I also follow This Week in Fintech newsletters—it’s a fantastic resource for staying up-to-date with the broader tech and fintech ecosystem. At this point in my career, I want to understand more than just marketing. I want to grasp the full picture—how tech works, how products evolve, how markets shift. So, any content that helps me see that bigger picture is essential for me.

What advice would you give to someone starting their career in growth marketing?

If I could offer one piece of advice to young marketers, it’s this: become deeply curious about how your work connects to business outcomes. Marketing isn’t just about making things look good; it’s about solving real problems with clarity and intention. Learn to read data, understand user behaviour, and tie your campaigns to growth metrics. The best marketers I know are not just creative; they’re strategic thinkers who can articulate the “why” behind every decision.

Early in my career, I pivoted from pharmacology into tech marketing by asking better questions and taking on roles that stretched me beyond my comfort zone. That mindset is what will set you apart.

Secondly, don’t underestimate the power of storytelling and the importance of relationships. Whether launching a new feature, running a B2B campaign, or leading a growth team, your ability to communicate with empathy and precision will unlock doors. Build your network, find mentors, and be generous with your knowledge; it will return to you.

Your marketing journey won’t always be linear, and that’s okay. What matters is that you continue to show up, learn, iterate, and take ownership of your impact.

Give us two marketers that you would like us to interview in this newsletter

• Nimide Fala – VP of Client Experience at Zest Payments

• Charles Anijekwu – Growth Marketing Expert

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Can you tell us a bit about your background, education, and how you got into marketing?

I’d say it was all fate. I never had a plan to go into marketing. For a long time, I was just the regular kid in secondary school who didn’t really stand out. But fate reveals your path in unexpected ways.

One morning at assembly, our notoriously strict literature-in-english teacher suddenly called out, “Who is Ibrahim Owodina?” I thought I was in trouble. But to my surprise, he held up my article for an inter-school essay competition titled “My Blueprint for a United Nigeria” and praised it as the perfect template for everyone else. It was the first time anyone had publicly recognised my potential and was my first nudge toward communication.

The second turning point came after secondary school. I was to study law and scored 258 in UTME and 86% in Post-UTME. But a mistake in my subject combination cost me admission. What felt like a devastating setback at the time was actually fate redirecting me.

I ended up studying mass communication, majoring in public relations and advertising. After NYSC, I started as a communications associate at Truppr, had brief stints in journalism both locally and abroad, and eventually found my way into agency marketing, where I am to date.

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How do you define growth marketing?

Growth marketing, for me, is the sweet spot between creativity and performance. It’s not just about running ads or posting content; it’s about building systems that make people care and then act. It’s iterative, insight-driven, and deeply connected to understanding human behaviour.

What are your key areas of expertise within marketing?

I’m a π-shaped marketer with deep expertise in content strategy and brand storytelling, and strong capabilities across multiple functions. My strengths lie in translating brand and business goals into creative, structured content systems that drive awareness, engagement, and conversion.

Strategically, I focus on content strategy, campaign planning, brand positioning, and audience research. On the creative end, I bring strong skills in copywriting, tone of voice development, creative direction, and scriptwriting across formats like radio, video, and social media.

From a performance perspective, I’m experienced in optimizing for engagement and conversions, running growth campaigns across B2C, B2B, and personal brands, and measuring success through performance reporting.

My channel experience spans social media (Meta, X, TikTok, LinkedIn), websites and blogs (with SEO and CMS tools), and email/SMS. I also work fluently across tools and platforms like Meta Ads, WordPress, Metricool, Google Analytics, Capcut, and Adobe Premiere Pro.

Which marketing channels do you prioritize, and have you found to be effective?

My key channels are:

• Social Media (Meta, Instagram, LinkedIn, Twitter/X, TikTok) – both organic and paid.

• Content & Email Marketing – for long-form storytelling and customer nurturing.

• Website & Blog (via CMS tools like WordPress & Wix) – for SEO and brand authority.

What roles have you held in your growth and marketing career?

Over the course of my marketing career, I’ve held a range of roles that have helped shape my approach to strategy and storytelling. I started out as a communications associate, then moved into social media management before transitioning into more strategic roles.

I spent time as a news and feature writer, which sharpened my editorial instincts, and later became a content strategist working across various industries. Currently, I serve as deputy content lead, where I help drive brand narratives and oversee content systems at scale.

Which companies have you worked with?

Together with wonderful teams, I have over the years managed growth and content strategies across various industries, working both in-house and through agency partnerships.

• Interactive CT (B2B/B2C, Marketing Agency) – Managed campaigns and growth strategies for brands across FMCG, QSR, banking, and health. Notable brands include KFC Nigeria, McVitie’s, Hollandia, Sensodyne and more.

• Amplify Africa (B2B, Media & Events) – Developed content and digital campaigns that amplified African creatives and connected diasporic audiences through culture-led experiences.

• Truppr (B2B/B2C, Fitness/Wellness) – Drove content and community growth for fitness users while also supporting corporate wellness programs for businesses and teams across Nigeria.

I’ve also supported personal brands in entertainment - like Simi, Skales, Pheelz and more, with content strategy and brand positioning. Additionally, I’ve consulted on fintech projects (e.g., Pecan Bank) and collaborated on growth campaigns for other brands over the years.

Can you share a fun or interesting fact about yourself that most people don’t know?

I spent two full years on walking aids and only recently started walking freely again. It was meant to be rough but I stayed chilled and now, I am looking forward to sharing my toxic positivity survival strategies on a podcast or maybe even a TED Talk.

What do you enjoy doing outside of work?

Outside of work, I enjoy swimming, catching up with friends, and curating playlists for every mood.

Can you share a resource or template that has been particularly valuable in your work?

Man, read HubSpot blog twice, every day.

What advice would you give to someone starting their career in growth marketing?

Start with curiosity. Then build range. Understand storytelling, consumer psychology, and data. The best growth marketers are part strategist, part psychologist, and part builder. You don’t have to master everything, but you do need to understand how the parts connect.

Give us two marketers that you would like us to interview in this newsletter

• Nauteeq Bello – Marketing Professional

• Olakunle Sanni – Business Lead, Red for Africa

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Can you tell us a bit about your background, education, and how you got into marketing?

I graduated with a B.Sc. in Physiology from Bowen University in 2016, completed my NYSC in 2017, and immediately pursued a Master’s degree in Physiology at the University of Ibadan, aiming to improve my job prospects. While the program was supposed to end in 2019, unforeseen circumstances delayed my graduation until 2021. By the end of 2019, I had completed all requirements and was simply waiting for the final results (and certificate of course).

In early 2020, seeking to start the year strong, I decided to explore new skills or job opportunities. I had been posting humorous, random content on WhatsApp, which engaged my contacts, and one day someone reached out, suggesting I consider content creation or social media management. Around the same time, a classmate introduced me to Fiverr, where I discovered social media management services. Motivated by the earlier conversation, I set up a profile as a social media manager in January 2020.

In May 2020, I landed my first gig managing the social media community for an e-commerce store in the U.S. This was a side hustle to keep me busy while awaiting graduation. I continued working with the client until the end of the year. In 2021, I was eager to expand my knowledge and confidence, so I reached out to Kelvin Bob-Manuel (on Twitter) who guided me to a community (Trained Parrott Media) focused on social media management.

I gained hands-on experience through volunteering, took courses, and after 3 months of learning, I secured contract roles, including managing a Twitter page for a small business and becoming a content marketing coordinator for Enle Inc, a USA-based company.

By late 2021, I became the first hire at Vella Finance (now Carbon Business), joining as their Social Media Manager. I transitioned into a full marketing role, where I managed content marketing, social media, community management, email marketing, and some performance marketing.

Afterward, I made the decision to leave Vella Finance and take on a new challenge by leading the marketing team at Turaco. This role allowed me to take a more strategic approach to marketing, where I was responsible for developing and executing the go-to-market strategy, driving growth initiatives, and managing campaigns that aligned with the company’s objectives. I had the opportunity to shape the marketing direction, ensuring that all efforts supported the company’s mission and expanded its reach in a new market.

My journey into marketing has been unconventional but incredibly rewarding. What started as a side hustle in social media management has evolved into a full-fledged career, where I’ve had the opportunity to lead marketing teams, shape strategies, and drive growth for innovative companies. With each role, I’ve continuously honed my skills, learning from every experience and challenge along the way.

Today, I’m passionate about leveraging creativity and data to solve marketing challenges and make a measurable impact. My pursuit of a Master’s degree in Digital Marketing at Teesside University International Business School is a testament to my commitment to staying ahead of industry trends and continuing to grow in this ever-evolving field. I’m excited about the future and the opportunities to further develop as a marketing professional, always looking for ways to learn, adapt, and make a difference in the digital world.

…and that’s how I got into marketing!

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How do you define growth marketing?

I see growth marketing as a mix of creativity and data, focused on driving real, measurable results across the entire customer journey. It’s not just about driving awareness or acquiring customers, it’s about attracting the right people, keeping them engaged, and constantly testing and learning to improve what works. So I'll say, growth marketing is about optimizing every stage of the funnel and using insights to guide experiments and strategies that drive sustainable business growth.

What are your key areas of expertise within marketing?

My key areas of expertise within marketing include content marketing, storytelling, social media management, community management, strategy, email marketing, and product marketing. I also have some experience with PPC advertising, SEO, events, and partnerships as well.

Which marketing channels do you prioritize, and have you found to be effective?

I believe that the choice of marketing channels really depends on both the product and the target audience; however, building a community is often a great starting point, whether through social media, email newsletters, or dedicated forums. Community-led marketing helps build trust and understand audience preferences. Once that’s in place, other approaches like content marketing, partnerships, or paid media can be layered in more effectively to scale reach and conversions.

What roles have you held in your growth and marketing career?

I began my career as a Social Media Manager, then transitioned into a Content Marketing Coordinator role. From there, I moved into a Product Marketing Specialist position and most recently, I’ve served as the Marketing Lead at Turaco, where I spearheaded end-to-end marketing strategy and execution.

Which companies have you worked with?

• Enle Inc.: A venture studio (B2B) that collaborates with founders to build and scale their digital products.

• Push CV: A digital platform that connects top pre-screened talents with employers and recruiters to reduce unemployment and build workforce capacity.

• Carbon business (formerly Vella Finance): A fintech and SaaS company that provides SMEs in Africa with an all-in-one digital platform for local and cross-border payments, treasury management, and business banking solutions. It was recently acquired by a Pan-African fintech leader, Carbon.

• Turaco Inclusive: An Insurtech (B2B2C)that leverages technology to distribute and manage affordable microinsurance products to low-income earners. It has expanded operations to Kenya, Uganda, Nigeria, and Ghana.

Can you share a fun or interesting fact about yourself that most people don’t know?

I have a deep love for mathematics, something most people don’t expect from a “typical” marketer. In high school, I represented my school in the Cowbell Mathematics Competition at both the junior and senior levels, as well as in the Mathematics Olympiad. It’s not directly related to marketing, but that analytical mindset has definitely shaped how I approach data and problem-solving.

What do you enjoy doing outside of work?

Outside of work, I enjoy listening to music, and playing board games (or really any kind of game that challenges my thinking). I also like spending time on Instagram and X, where I juggle between content, trends, and community conversations that keep me entertained (or sometimes inspired). If I'm not doing any of these then I'm definitely catching up on much-needed sleep.

Can you share a resource or template that has been particularly valuable in your work?

One resource that’s been particularly valuable in my work is the content and templates from Smart Insights and HubSpot. I’m subscribed to their newsletters, and they consistently share actionable insights, frameworks, and templates that support everything from campaign planning to performance analysis. Whether I’m keeping up with industry trends or exploring new strategies, their resources have been both reliable and practical in guiding my day-to-day marketing decisions.

What advice would you give to someone starting their career in growth marketing?

Start by joining a community. Marketing thrives on collaboration, and it’s not meant to be done in isolation. Surrounding yourself with other marketers and industry experts will accelerate your learning and expose you to different strategies and perspectives.

Secondly, curiosity is one of the most valuable traits you can bring to this field. So never stop asking questions, whether it’s about interpreting data, understanding consumer behavior, or staying on top of industry trends. Stay curious.

Give us two marketers that you would like us to interview in this newsletter

Adewale Fayiga – Senior Strategy & Account Manager

Ibrahim Owodina – Senior Content Manager

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Can you tell us a bit about your background, education, and how you got into marketing?

I studied Geography at Obafemi Awolowo University. While at the university, I was part of the Editorial Board, which led to my first job as a content writer at Hotels.ng. After three months, I joined FirstBank Nigeria Ltd as a contract content executive.

I saw digital marketing as the next logical step in my career and a way to earn more. I got my first full digital marketing role at Doculand while exhibiting at Social Media Week 2018. I worked there for two years as a Digital Marketing Executive before joining AXA Mansard’s digital team.

Eventually, I became Head of Digital Marketing & Sales within the company’s Digital Transformation Team. The culmination of my marketing journey was receiving the UK Global Talent Endorsement through the Digital Marketing path.

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How do you define growth marketing?

It is delivering numbers that help the business grow – usually across customers, platforms, sales & revenue. As a Growth Marketer, the focus is always on customer acquisition, retention, conversion rate optimization, reducing drop-offs, and increasing sales & revenue.

What are your key areas of expertise within marketing?

My core specialties are paid media marketing, SEO, organic marketing, conversion rate optimization, campaign management, content marketing, and marketing analytics and attribution.

Which marketing channels do you prioritize, and have you found to be effective?

This depends on the objectives of the business. However, paid marketing is the holy grail of marketing for me. Google ads and meta ads are my preferred paid channels because they allow you to directly connect customer acquisition and activities to business results. In addition, content marketing is a must-have for every business – it’s the foundation on which all other marketing channels are built.

What roles have you held in your growth and marketing career?

I served as head of digital marketing & sales in AXA’s digital team, with a strong focus on customer acquisition and revenue generation. As campaign manager at MTN, I drove customer acquisition for their VAS, music, gaming, and video services.

Both roles centered on scaling customer acquisition and revenue in large enterprise organizations undergoing digital transformation. Additionally, as a growth consultant at Vella Finance, I helped the business build awareness, craft strategy, and drive customer acquisition.

Which companies have you worked with?

• AXA: Insurance/Insurtech – Mission was to acquire new customers to buy insurance, and invest funds.

• MTN: Telco/Digital Services – Mission was to acquire customers & drive retention for digital services.

• VellaFinance: SaaS – Provider of business accounts for small businesses. Provides payment, loans, and savings in one platform. Acquired by Carbon.

Can you share a fun or interesting fact about yourself that most people don’t know?

It’s an open secret—I love teaching. I started teaching at 16, and today, I’ve taught with some of the biggest edtechs: Udacity, Utiva, Rome Business School, and Work Without Walls Academy.

What do you enjoy doing outside of work?

I love playing games, reading books, watching movies, and listening to music.

Can you share a resource or template that has been particularly valuable in your work?

• Hubspot’s Blog

• DigitalMarketer.com

• Search Engine Journal

These are blogs any growth or digital marketer should continually read.

What advice would you give to someone starting their career in growth marketing?

Commit to learning and acquiring knowledge. Also, understand marketing analytics very well. It is the bedrock of growth marketing.

Give us two marketers that you would like us to interview in this newsletter

Oyinlola Akindele – Lifecycle Marketing Manager at Collosyan

Oluwakayode Akinbode – Product Marketing Manager

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If you have a recommendation for who we should be speaking to, or who you would like to see in this interview series, reply with their names, marketing specialty, and how we can reach them (LinkedIn, Email, Phone, Home address 🙂).

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Can you tell us a bit about your background, education, and how you got into marketing?

I grew up with a deep interest in computers and the Internet. I was very curious and always tried new things on the early web – blogging, YouTube, podcasts, and just spending time on websites. I was also very interested in ads, so as a 13-year-old, my dad woke up one day and dragged me to an ad agency because I was disturbing him too much.

Fast forward to 2008, I wanted to start a blog, did some research, and everyone said you had to learn HTML & CSS – so I spent my Christmas holiday just trying to understand it better. After high school, I had 2 years of A-levels and a gap year where I spent all my time figuring out how to grow a blog - partnered with a classmate and his friend to start a tech blog.

During my gap year, a startup founder saw the blog and hired me to manage his company’s social media and blog – this was my first actual tech marketing job. After my gap year, I went to university to study Information Technology and spent 4 years learning how to build software – programming, software engineering, software design, etc.

On the side, I wanted to get better, so I built blogs and apps and did a lot of internships during the holidays. This exposed me to working for startups in Nigeria and internationally – social media was very new, SEO was new, performance ads were new, and I’d often explore all the possible channels for each startup I worked for.

Thankfully, there were no strong assumptions (literally everything we did was new in the market), enabling me to conduct many experiments. While doing these things, I still wanted to be a programmer. In my final year, I decided marketing was a much better job and shifted my life-long goal of programming.

When I finished university, I basically turned in my final year project on a Friday and started working for a Lagos-based tech company the next Monday. There wasn’t a lot of marketing talent in Nigerian tech when I started my career, so I would often consult for a few startups and projects on the side.

I have been doing this for about 10 years now – figuring out how to grow technology products and drive company goals.

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How do you define growth marketing?

Computers, mobile phones, software, and the Internet present unique opportunities for selling software. My job in growth marketing is to apply marketing and communication principles to grow a software company’s business while taking advantage of the abilities that this new paradigm (internet, smartphones, apps, data) presents.

This is very different from how marketing professionals approach marketing for non-software products.

What are your key areas of expertise within marketing?

My core specialties are: CRM & Lifecycle Marketing (Onboarding-Activation-Retention), Partnerships, Content Marketing, Performance Marketing, Product-Led Growth, Growth Loops, Distribution, Product Marketing, and Email Marketing.

Which marketing channels do you prioritize, and have you found to be effective?

Channels are effective depending on the customer of the product. There are no broadly effective or ineffective channels if the customer doesn’t exist and isn’t active on those channels.

That said, here are some concepts that work across products and customer segments.

• Inbound marketing

• Partnerships

• Community-driven marketing

• Content marketing

• Product-led growth

What roles have you held in your growth and marketing career?

This is the order of the roles I’ve held: Product Marketing Manager, Senior Lifecycle Marketing Manager, Growth Partner, Growth Marketing Manager, Digital Marketing Manager, Marketing and Communications Lead, Performance Marketing Manager, SEO Contractor, Social Media Intern.

Which companies have you worked with?

Growth Case Studies – I like to study technology companies and figure out how they grow. I then form my unique perspective after these studies, and share them in this monthly newsletter.

Hotels.ng is a travel booking website for Nigerians. I started out as a social media intern and quickly expanded my responsibilities to include SEO, blog, performance marketing - I even helped redesign the platform once!

Devcenter – Devcenter connects African software development talent to global jobs. It also has one of the largest African software development communities - Devcenter Square. I built the Devcenter brand with content marketing for talent & C-suite executives and managed its weekly email newsletter which was popular in the African dev and design space.

Consulting - I’ve consulted for different startups in different niches.

• Buycoins – Buycoins was one of the first Nigerian instant crypto-fiat exchanges. At Buycoins, I was a digital marketing manager focusing on SEO because it was the primary driver of crypto purchases between 2017 and 2018. I also managed digital PR, performance marketing and ran a nano-influencer campaign.

• Binance (Bundle) – Years after Buycoins, I was contracted to build early-stage growth processes at Bundle - a social-based crypto app by Binance. I worked on the brand, community management, user testing, onboarding and retention processes, and a referral programme. I also wrote every piece of text in the first version of the app.

• Cowrywise – Cowrywise is one of Nigeria's largest savings and investment fintechs. I was an SEO consultant at Cowrywise for a few months.

• Flutterwave – Flutterwave is a pan-African payments company enabling merchants to get paid. I did SEO for Flutterwave before it announced its Series A round.

• Risevest – Risevest enables Africans to invest in USD-dominated assets. Ran performance marketing and built a leaderboard + referral strategy to drive word of mouth, acquisition and retention.

Horizon (Sequence) – Horizon built Sequence, an all-in-one web3 developer toolkit for gaming. I was the first Product Marketing Manager at Sequence, working on repositioning a generic dev toolkit for gaming devs and doing everything from content marketing, events (IRL and online), developer relations and performance marketing on Reddit, LinkedIn and Twitter. I focused on North America and Europe in this role.

Consensys – Consensys builds crypto products for the Ethereum Virtual Machine ecosystem. At Consensys, I was a Senior Lifecycle Marketing Manager, building new privacy-respecting campaigns and programmes for MetaMask, Infura, Phosphor and a few other brands under the Consensys Umbrella. Consensys operates in 150+ markets globally with over 30M monthly active users across its products.

Future Africa – Future Africa was a venture capital platform providing capital, coaching and community. We were most notably known for our syndicate, the Future Africa Collective. I co-founded and led growth at the firm for 3 years, resulting in over $6M deployed to startups, active pure revenue of $450K ARR and a pipeline of $1M.

Can you share a fun or interesting fact about yourself that most people don’t know?

I have lots of interests, and my nerdiness takes over sometimes because my curiosity drives me into all kinds of rabbit holes. LOL.

What do you enjoy doing outside of work?

I like to watch movies/TV series, read a lot of articles and some books, watch birds, and spend time in nature. I’m also a proponent of the daytime nap.

Can you share a resource or template that has been particularly valuable in your work?

Andrew Chen’s Growth Hacker Is The New VP of Marketing essay. I found it and knew I could do more work beyond customer acquisition - a lot of my roles before reading this were focused on customer acquisition and social engagement.

Nir Eyal’s Hooked: How to Build Habit-Forming Products – made me think about my work, companies I worked with or wanted to work with and the software industry as a unique industry with its own advantages and business/usage models.

What advice would you give to someone starting their career in growth marketing?

Being curious is the most significant advantage you could have - enjoy trying new things and working on new channels or approaching problems differently. Focusing on job titles is often detrimental for early marketing careers – our industry shifts frequently, and titles change or become obsolete. It’s much better to focus on specific skill sets and the kind of work experience you’d like to have.

There’s no such thing as non-technical when you’re selling technology products on the Internet. Understanding how each channel works deeply before launching campaigns will always bring value to you and your team. Please lean into technicalities and enjoy the wild ride.

Give us two marketers that you would like us to interview in this newsletter

Iheakachi Nwabueze – Head of Global Marketing and Growth at Grey (YC W22)

Pelumi Oyetimein – Growth Manager & Digital Strategy Expert

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Can you tell us a bit about your background, education, and how you got into marketing?

I studied Soil Science at the university, although I initially applied for Computer Science (a story for another day). However, I have always loved branding and marketing. I taught myself graphic design using CorelDraw and Photoshop and became one of the top designers at the university. It felt like a natural progression to want to work at an advertising agency to hone my skills and work with larger brands.

After my NYSC, I got the opportunity to work at an outdoor agency. Shortly thereafter, I discovered digital marketing through reading and research and eventually worked my way into Jumia’s early marketing team.

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How do you define growth marketing?

I believe growth marketing is about viewing your entire marketing funnel through a lens and oiling the gears at the different stages depending on the needs of the business. The process of lubricating the gears can be done through conventional or unconventional ways, so a growth marketer should not be confined in their execution. Ultimately, a growth marketer's output is usually linked to increased revenue.

What are your key areas of expertise within marketing?

My key areas of expertise include funnel conversion management, conversion rate optimization, and campaign tracking. I have a strong background in marketing automation, PPC advertising, A/B testing methodologies, and SEO, utilizing tools like Google Tag Manager, Google Analytics, and Google Search Console to drive data-driven decisions.

I also specialize in customer and market insight, multichannel CRM, and social media management, with experience running LinkedIn, Snapchat, Twitter, and SEM campaigns. Additionally, I am proficient in Facebook Business Manager, email marketing, and campaign performance analysis using tools like HubSpot and Hotjar.

My technical skills extend to Figma, Google Ads Manager, HTML, CSS, and Microsoft Office, allowing me to optimize marketing strategies with a blend of analytical and creative approaches.

Which marketing channels do you prioritize, and have you found to be effective?

SEO, email marketing, partnerships, and paid search have been very effective over the years, as we have consistently generated quality leads at scale.

What roles have you held in your growth and marketing career?

It’s been quite an interesting journey! I started as a graphic designer, then transitioned to customer service advisor, digital marketing executive, head of digital marketing, head of marketing, growth manager, product marketing manager, senior marketing manager, and finally, growth and digital marketing manager.

Which companies have you worked with?

• Jumia: A retail e-commerce platform for consumers across Africa, providing a marketplace for shopping, food delivery, and logistics.

• Dealdey: A retail e-commerce platform for Nigerian consumers, offering daily deals and discounts on products and services.

• FINT: A fintech platform for individuals and businesses in Nigeria, facilitating peer-to-peer lending and investment opportunities.

• uLesson: An EdTech platform for students in Africa, providing digital learning content, video lessons, and live tutoring.

• Haymarket Media: A media and publishing company serving both businesses and consumers globally, offering industry news, insights, and events.

• ScreenCloud: A B2B SaaS company providing digital signage solutions for businesses worldwide, enabling remote content management on screens.

Can you share a fun or interesting fact about yourself that most people don’t know?

During my time at the university, I was a member of a dance group for about five years.

What do you enjoy doing outside of work?

I love traveling and have explored incredible places like Dubai, Morocco, Canada, Portugal, Albania, and Montenegro with many more destinations still on my list!

Can you share a resource or template that has been particularly valuable in your work?

I’d highly recommend MKT1 for strategic marketing insights, Growth.Design for its engaging case studies on user psychology and conversion optimization, and Lenny’s Newsletters & Podcasts for in-depth discussions on growth, product, and marketing strategies. These resources have been invaluable in shaping my approach to growth marketing and staying ahead of industry trends.

What advice would you give to someone starting their career in growth marketing?

You have to love data and numbers. The earlier you familiarize yourself with them and reporting, the more output you can create.

Give us two marketers that you would like us to interview in this newsletter

• Jiboye Idowu - Global Marketing Manager at Diageo

• Deji Akintade - Head of Digital Marketing at Rova

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Can you tell us a bit about your background, education, and how you got into marketing?

I started my career as a customer service representative at a boutique in Abuja right after graduating with a political science degree and a mini degree in fashion & styling. I then moved into social media management for an online retail store, which was my first real introduction to marketing.

I began by writing content for social media and my personal blog. It became clear that I loved creating content and connecting with people through it, so I decided to make a career out of it. It made more sense to get paid for doing something I was passionate about.

After that, I transitioned into digital marketing and later marketing communications, both within the financial services sector. I eventually found my way into product marketing as an associate in Fintech after a 7-month transition process, and now I’m working as a product marketing manager in the B2B SaaS space.

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How do you define growth marketing?

I see growth marketing as a process of refining customer journeys to be more efficient, exciting for customers, and scalable. I think this is why experimentation is very important for growth teams, to get to the best possible loop for customer activation, engagement, and retention.

What are your key areas of expertise within marketing?

My core specialties are: GTM strategy, product positioning and messaging, storytelling, customer onboarding, retention journeys, and customer advocacy – which includes a lot of customer interviews to understand their point of view.

Which marketing channels do you prioritize, and have you found to be effective?

It depends on the GTM or product launch. I keep an open mind across all channels. The most important thing for me when selecting channels is understanding the quantity of my customers on there and what their goal of being there is.

For example, customers on Reddit are probably looking to explore solutions to one or two problems while customers on LinkedIn might just be there to network professionally and learn from thought leaders.

What roles have you held in your growth and marketing career?

This is the order of the roles I have held: social media marketer, content marketer, product marketing associate, and product marketing manager (x2).

Which companies have you worked with?

Companies I have worked with (well, the ones I share publicly) include:

• Rich Oak (now WhiteCroft): An alternative finance platform for individuals and businesses in Nigeria that provides investment and credit solutions.

• Kippa: A bookkeeping and payments platform for Nigerian small and medium-sized businesses (SMBs), helping them manage transactions and financial records.

• InterviewHQ: An AI-powered interview management software for hiring teams and recruiters, streamlining candidate assessments and interview processes.

• Rayda: An employee equipment management software for global remote businesses, enabling companies to track, assign, and manage workplace assets efficiently.

Can you share a fun or interesting fact about yourself that most people don’t know?

I don't have a bunch of jobs I worked at on my CV, if I did, I’d have about 10 years of work experience. Lol. I started working at the age of 15.

What do you enjoy doing outside of work?

Watching K-dramas, listening to music (lately into classical music), dancing, and cooking.

Can you share a resource or template that has been particularly valuable in your work?

The entire Product Marketing Alliance resource library helped me to understand the basic frameworks when I just transitioned into product marketing. It’s available on the Pro membership but it’s totally worth it. Also, ADPList has connected me with so many great mentors that I am so grateful for.

What advice would you give to someone starting their career in growth marketing?

Be intentional. Seek help from those who have been where you are now and thrived. Be humble and pay attention to feedback. Also, be ready to stay learning - tools, channels, customers, and pretty much everything changes very fast, you don’t want to be playing catch-up.

Give us two marketers that you would like us to interview in this newsletter

Onyinyechi Nneji - Product Marketing Specialist at Panaseer

Ruth Oye - Communications Manager at Horton Housing

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If you have a recommendation for who we should be speaking to, or who you would like to see in this interview series, reply with their names, marketing specialty, and how we can reach them (LinkedIn, Email, Phone, Home address 🙂).

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Can you tell us a bit about your background, education, and how you got into marketing?

My undergraduate degree was actually in Real Estate, which had nothing to do with marketing. I spent five years in university studying Estate Management but never ended up practicing it. For my postgraduate studies, I pursued a master’s degree in Digital Video Production and Marketing, which at least aligns with what I’m doing now.

Marketing, for me, started more as a hobby rather than a career. You know how hobbies sometimes take on a life of their own and grow into something bigger? For me, it all began back when Facebook was just starting out.

I also remember using MySpace, where we’d post things. I noticed I had a knack for it, especially because I garnered a lot of engagement. Eventually, someone asked me if I did it professionally, and that’s when it hit me—it could actually be a job. Fast forward a few years, and here I am. That’s how it all began.

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How do you define growth marketing?

The thing is, a lot of companies now come up with their own terminologies, similar to how you hear terms like product marketing or product management. You’ve probably come across these as well. Again, it depends on the context and the industry.

For instance, in tech or tech startups, it’s often referred to as growth marketing. However, to make it more aligned with their industry, they might choose to call it growth marketing, product management, or something else entirely. At its core, though, it’s still about growth, especially since there are different aspects and layers to it.

In the tech industry, which is a very niche space, there are unique factors you need to consider beyond the general principles of digital or growth marketing. That’s why these roles may appear distinct but are still very similar in essence—it all depends on the context in which they’re applied. I think it’s because I’ve worked in different places.

Currently, I work in tech, and I also work in a nonprofit for the government. Balancing both sides has been interesting because they are two very distinct markets—completely different in terms of demand, supply, target audience, and even business reach.

Coming from these two different aspects and wearing these two distinct hats has given me a broader perspective. It’s like when people say, “Experience gives you a more balanced view of things.” It goes beyond what you read in school or study at the master’s level. Once you’re in the field, it’s a totally different ballgame.

What are your key areas of expertise within marketing?

For me, I’d say the first is data analytics, and the second is paid advertising. This includes everything around Google Ads, LinkedIn Ads, and LinkedIn messaging—essentially all those automation and outreach strategies on social media platforms.

I also think SEO has been a significant part of my work across different organizations, whether in the public or private sector. It has played a crucial role in driving visibility and engagement. If I were to add one more, it would probably be email marketing. Email marketing has evolved beyond just sending Mailchimp campaigns. It’s become much more personalized and capable of reaching a larger audience without necessarily coming across as traditional marketing.

One thing I haven't really mentioned is that one of my strong suits is strategy and storytelling, which I believe are very important. I don’t think any marketing effort can be complete without the power of storytelling and a solid strategy behind it. You can have data analytics, A/B testing, copywriting, design, and all the technical elements, but it all falls under the umbrella of storytelling and strategy.

I just wanted to highlight this because it's crucial. The strategy will help you understand the behavioral psychology of the people you're targeting. People often tell you, "You need to know your target audience, you need to do this, you need to do that." This is where everything comes into play—understanding who you're trying to reach.

Which marketing channels do you prioritize, and have you found to be effective?

I prioritize partnerships, digital campaigns, PR, and data-driven strategies. Social media; particularly for interactive and immersive content, drives engagement, while PR ensures credibility and visibility. Finally, using data and trends informs targeted, impactful campaigns that deliver measurable results.

What roles have you held in your growth and marketing career?

Currently, I am the Chief Digital Officer at Kugali, and I also lead content, marketing, and strategy on the non-profit government side.

At Kugali, I’ve managed projects in PR, including our collaboration with Walt Disney on the animation Iwaju, which was released in February 2024. I previously served as Head of PR before being promoted to Chief Digital Officer. I’m one of five executives at the company and the only female executive on the team.

We’ve also collaborated with Snapchat, especially here in the UK, as we are an official lens partner for Snapchat. For example, we executed projects at Wembley Stadium where, through augmented reality, you could use the lens to see statues of giant Black footballers and Black athletes in the UK. Previously, I’ve had to wear different hats, such as product marketing.

Beforehand, I was with a tech company, and we had to develop products. This entailed, beyond marketing, using trends, data, and analytics around marketing to create software and tools. During my time there, we developed an advertising engine and a platform for e-booking. As a Nigerian company, we faced challenges with the conversion rate being too high—we were paying Google in dollars but earning revenue in Naira, essentially operating at a loss.

To solve this, we created a pricing strategy that would help more marketers. That’s how we came up with the ad engine, which brought advertisers and publishers together on a single platform, with all transactions conducted in Naira. This approach bridged the gap in pricing and product market strategy.

Which companies have you worked with?

Kugali Media: A digital entertainment company for global audiences, creating African-inspired stories through comics, animation, and AR experiences.

West London Business: A business membership organization for SMEs, startups, and large corporations in West London, providing networking, advocacy, and support services.

Cyberspace Nigeria: A technology solutions provider for businesses and government institutions in Nigeria, offering services like networking, cybersecurity, and enterprise software solutions.

Can you share a fun or interesting fact about yourself that most people don’t know?

I do a lot of volunteering and mentoring, and I have mentees across 14 different countries. As much as possible, I try to do this for free. It really depends on where they are in their career stage.

I use my marketing background to assist people who are just starting out in tech or launching their companies. My mentees are at different stages with their marketing strategies, depending on the companies they work with. I try to help them come up with solutions or strategies for implementation.

What do you enjoy doing outside of work?

I watch a lot of animations, as you can imagine. It's how I unwind. I also listen to a lot of music and watch movies as well.

Can you share a resource or template that has been particularly valuable in your work?

I would say mentorship platforms. I always encourage people to seek out mentorship, even though it may sound unfamiliar to some or like therapy to others. To be fair, I have mentees who just want to vent sometimes.

I recommend using platforms like ADP List, which is free. You just need to sign up, and you’ll find thousands of mentors—around 30,000 on the platform. It’s completely free, and no matter what branch of marketing you're interested in, you’ll find people who can support you.

I’m in the top 50 group of marketers on the platform, but there are still many others, located in different parts of the world. You’ll find people in Nigeria and abroad. It connects people via video calls, so you can easily book a one-on-one session. I’ve had conversations with people on the platform, and some mentors even help you grow your career by recommending you for jobs.

I think platforms like ADPList provide great opportunities for people to tap into mentorship, and I highly recommend using it. There are also other platforms out there besides ADP, like micro-mentoring networks, which are also valuable depending on your industry or field.

What advice would you give to someone starting their career in growth marketing?

One thing I would say to people is to trust your instincts and use your brain. In marketing, there is no right or wrong answer; you just keep testing things until you find what works. Even when you find something that works, there’s always room for a better alternative—A/B test everything. So, trust your instincts, and don’t be afraid to go wild or try something different.

Crazy ideas are a big part of marketing. Ask yourself, "What’s the worst that can happen?" Worst case, they fire you (just kidding), but the point is to keep trying, be smart, and dare to be different. Crazy ideas are what have shaped my career today. I don’t think I would have made it this far without having those difficult conversations and pushing the boundaries.

Also, the most important resource in marketing is your mind—trust it and follow it. I didn’t have a lot of mentors starting out, and I didn’t have many people who were like me, but I relied on my instincts at different points in my career.

In addition to this, understand that people don’t always expect you to speak up, but you need to learn how to advocate for yourself—nobody will be a greater advocate for you than you. You have to package and sell yourself. In doing that, you need to explore your limits, and you won’t find them until you try. So, in marketing, just keep pushing and trying until you reach that point. Keep experimenting—that’s the key.

Give us two marketers that you would like us to interview in this newsletter

Dara Treseder- Chief Marketing Officer at Autodesk

Bozoma Saint John - former Chief Marketing Officer at Netflix

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If you have a recommendation for who we should be speaking to, or who you would like to see in this interview series, reply with their names, marketing specialty, and how we can reach them (LinkedIn, Email, Phone, Home address 🙂).

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Can you tell us a bit about your background, education, and how you got into marketing?

My marketing journey really started with curiosity. I’ve always been fascinated by how things work, especially on the internet. The first time I noticed ads following me around the web, I couldn’t help but wonder how that was happening. It felt almost like magic, but I knew there had to be a reason, so I started digging.

That curiosity led me to learn about retargeting, cookies, and the mechanics of online advertising—and I was hooked. From there, my research snowballed, and before I knew it, I was on the path to a full-fledged career in marketing.

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How do you define growth marketing?

Growth marketing, to me, is all about understanding what truly matters to customers and optimizing every single touchpoint to support their journey. It’s not just about reaching a lot of people; it’s about creating a seamless flow that aligns with customer needs and business goals. Growth marketing combines creativity, analysis, and experimentation to uncover sustainable ways to expand while staying true to what customers value most about a product or service.

What are your key areas of expertise within marketing?

I’d say my expertise is pretty T-shaped. I have deep knowledge across the entire funnel, with particular strength in digital strategy, customer journey mapping, experimentation, and data analysis. These areas help me approach challenges with a balanced perspective, blending creative thinking with data-driven decision-making.

Which marketing channels do you prioritize, and have you found to be effective?

The channels I prioritize really depend on the objective at hand, as this is what drives the right mix. For example, if the goal is brand awareness, I might lean into a combination of owned and paid channels to expand reach.

On the other hand, if I’m focused on retention or nurturing, I’ll probably rely more on owned channels like email and in-app messaging. Ultimately, it’s the audience and the objective that determine the ideal channel mix. I’ve found that nearly every channel can be effective when used strategically—it’s all about making them work together in the right way to support the goal.

What roles have you held in your growth and marketing career?

I’ve had a diverse career in growth and marketing, starting as a Growth Executive, and then becoming a Digital Marketing Trainer. I moved into roles like Growth Marketing Manager, Growth Marketing Lead, and Senior Product Marketing Manager, and I’m now working in Product & Growth Marketing.

Which companies have you worked with?

• Google – A global technology company offering products and services across B2B, B2C, and SaaS business models, spanning industries like technology, advertising, and digital innovation.

• Small World Financial Services – A financial services company providing B2C money transfer solutions for global remittance markets.

• QuickCheck – A fintech company offering B2C digital lending solutions in the financial services industry.

• Heroshe – A B2C e-commerce platform enabling cross-border shopping and delivery for customers in Nigeria and the United States.

• Haptics Nigeria – An education company providing training programs in digital marketing for individuals and professionals in Nigeria (B2C).

• Opera – A technology and internet services company offering B2C solutions, including web browsers, fintech services, and digital content platforms globally.

• Hotels.ng – A B2C online travel agency specializing in hotel booking services within Nigeria.

Do you have a fun fact about yourself that most people don’t know?

Sure! Here’s one that surprises people: I once took an improvisational acting class just to get more comfortable with public speaking. It was both terrifying and fun, but it taught me a lot about thinking on my feet.

What do you enjoy doing outside of work?

Outside of work, I love experimenting with new recipes in the kitchen and exploring different flavors at home.

Spending quality time with family and loved ones is also really important to me. And I have to admit—I’m always up for discovering new steakhouses!

I also enjoy immersing myself in new cultures and exploring unfamiliar places whenever I get the chance.

What advice would you give to someone just starting their career in growth marketing?

My advice would be to stay curious and don’t be afraid to get technical. Growth marketing is part science and part art, so understanding the mechanics—like data and analytics—is just as important as being creative with campaigns. Find opportunities to test your ideas, whether through a side project or by helping with marketing for a friend’s business. Most importantly, I will always learn from the data. It will be your best guide in figuring out what truly works.

Where can we connect with you?

• LinkedIn: https://www.linkedin.com/in/susan-ikegwu/

Give us two marketers that you would like us to interview in this newsletter

• Olabinjo Adeniran

• Olayinka Bolaji

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Can you tell us a bit about your background, education, and how you got into marketing?

I started out as a Medical Doctor! After graduating, I didn’t follow the typical white coat path—instead, I found myself diving into entrepreneurship, running an e-commerce business selling wedding rings. To grow that business into what has become one of the topmost wedding jewelry brands in Nigeria today, I had to learn digital marketing quickly.

What started as a necessity became a passion, and soon enough, I was running a digital marketing agency, helping other businesses grow. That journey eventually led me to build Fertitude, where I’m combining my medical knowledge with my marketing skills to build a platform supporting women’s reproductive health.

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How do you define growth marketing?

Growth marketing, for me, is all about building connections that last by understanding the full customer journey. It’s about using insights and data to refine each step, so we’re not just attracting users but nurturing long-term loyalty. I think of it as optimizing every part of the sales funnel to ensure it truly serves the customer. Growth happens when we understand our audience’s needs and goals so well that we’re delivering real value at every touchpoint, speaking their language, and meeting them where they are.

What are your key areas of expertise within marketing?

I’m a bit of a π-shaped marketer. Having been an entrepreneur for most of my career, I’ve always had my hand in different pies, pun intended—starting with social media, a bit of design, and content marketing. I dabbled in paid ads and on-site SEO, and during my time running an agency, I was especially focused on email marketing and funnels.

More recently, in C-level roles, I’ve been operating primarily from a strategic standpoint, keeping a close eye on analytics to drive informed, data-backed decisions.

Now, as co-founder of Fertitude, I’m leading the charge on growth with a focus on product lifecycle marketing, partnerships, storytelling, and community-building, though I still oversee what’s happening across the other areas, too.

Think of me as someone who’s always looking at both the data and the bigger picture.

Which marketing channels do you prioritize, and have you found to be effective?

There’s no silver bullet—it all depends on the target audience and the company’s capacity. But if I had to choose, I’d say content marketing is foundational; it builds trust and fuels other channels.

I’ve worked across different channels depending on the project, but for Fertitude, social media, and email have been especially powerful. Women’s health is personal, and platforms like TikTok or Instagram allow us to connect with women directly, hear their stories, and provide support that feels authentic. Email is also key for us; it allows us to nurture relationships over time, sharing resources and guidance without overwhelming the audience.

What roles have you held in your growth and marketing career?

I’ve been a bit of a marketing Swiss army knife! I started off as a Social Media Manager to Marketing Project Manager, Lead Funnels Strategist, VP of Growth Marketing, and now Chief Marketing Officer.

Which companies have you worked with?

• Zavandi Jewelry: B2C e-commerce, retailing wedding rings to customers across Nigeria, and some parts of Africa, the US, and Europe

• Zolt Digital Marketing Agency: Online Course Design & Funnels Agency for Coaches & Educators

• SheLeadsAfrica: Africa’s #1 community providing resources for over 750k+ black women across Africa and the US

• Venturing Women: A German startup incubator for female entrepreneurs in Europe and MENA regions

• Fertitude: a health tech platform designed for women’s reproductive health.

Can you share a fun or interesting fact about yourself that most people don’t know?

Most people don’t know I’m actually a medical doctor by training! I took a pretty non-traditional path after medical school, so I’ve gone from studying for medical exams to running a successful e-commerce business and everything in between.

What do you enjoy doing outside of work?

Outside of work, I love exploring new recipes and trying out restaurants—food is a whole adventure in itself!

I also have a soft spot for puzzle games with leaderboards - Sudoku, Wordle, Anagrams, LinkedIn Queens - and oh, I’m always reading, whether it’s a business book or a juicy novel with a scandalous twist.

When it’s time to unwind, you’ll find me binge-watching some quality reality TV, from Love Island and Love Is Blind to MTV’s The Challenge, Survivor, or Traitors. Nothing beats watching an entire season in one go when I need a good, stress-relieving escape from my own reality, hahaha!

Can you share a resource or template that has been particularly valuable in your work?

One template I can’t live without is my copywriting scripts. When it comes to writing copy, if you can help it, never write from scratch! I created this for my team while I was running my agency and it remains a lifesaver. Here’s one I use for email sequences

What advice would you give to someone starting their career in growth marketing?

My advice for anyone starting in growth marketing: don’t chase trends.

Start by mastering the basics—know your funnel, understand conversion metrics, and get comfortable with data analysis.

But here’s the twist: make it a habit to question assumptions. Instead of just following trends or tactics that “should work,” dive deep into understanding your audience’s unique pain points and behaviors. Run small experiments, learn from each, and build your own playbook based on what resonates with your specific audience.

Give us two marketers that you would like us to interview in this newsletter

I’ll give you three:

• Deborah Okoye

• Ubelejit Dandison

• Tominiyi Alabi

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Can you tell us a bit about your background, education, and how you got into marketing?

I studied Economics at the University of Ibadan and while in school I was running a movie blog. I later discovered that I needed digital marketing skills for it to succeed and that was when I took my first digital marketing course. About a year later, I got drawn to Growth because of its dynamic and adventurous nature. I started learning and interacting with a friend who was already working in Growth, which helped me learn enough to land my first Growth role 6 months later. I have worked on products across verticals; SaaS, fintech, marketplace, social, etc.

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How do you define growth marketing?

I define growth as the process of improving your entire funnel to scale your product by employing efforts from marketing, product, and data.

What are your key areas of expertise within marketing?

• Growth Loops - 3/5

• ASO - 3/5

• SEO - ⅗

• PPC - 4/5

• Mobile marketing - 4/5

• Lifecycle marketing - 5/5

• Performance marketing - 5/5

• Product marketing - 5/5

• Content marketing - 3/5

Which marketing channels do you prioritize, and have you found to be effective?

This depends on a couple of things like constraint, product type, or data. If there’s generally a time constraint, I would prioritize paid channels but that won’t work much if there’s a cost constraint. While product and content marketing will have a high impact on SaaS products, it may be different for fintech. Also, data can inform the channel to prioritize based on the quality of users from said channel.

What roles have you held in your growth and marketing career?

Growth Marketer, Growth Lead, Growth PM.

Which companies have you worked with?

• Crevatal: A B2B agency that offers product design services to product teams building web3 products.

• Whipik: A storytelling app where authors can publish chat-style stories and readers can read stories.

• Web3D Media: A product company that builds web3 products catering to designers and product teams.

• Softlink: A platform for digital creators to create online stores and sell digital products

• Rise: A financial product that gives users access to dollar denominated investment assets.

Can you share a fun or interesting fact about yourself that most people don’t know?

I love movies so much. When I was in school, I used to review movies for a friend’s blog and write movie scripts with another friend.

What do you enjoy doing outside of work?

Outside work, I enjoy playing video games and watching movies/series (The last episode of The Boys season 4 was sick!).

Can you share a resource or template that has been particularly valuable in your work?

My Growth Process Template on Notion. It contains a growth model and an experiment catalog. 

What advice would you give to someone starting their career in growth marketing?

Build yourself as a generalist by gathering basic knowledge and experience in marketing fundamentals and then refine yourself in specific channels. 

Join communities. They help you grow and learn faster. Also, consume a lot of content from experts in the space like Brian Balfour, Andrew Chen, Julian Shapiro, etc. It helps you build the mindset and understand the process of growth.

Where can we connect with you?

• LinkedIn: https://www.linkedin.com/in/olamideadurota/ 

• ADPList: https://adplist.org/mentors/olamide-adurota

Give us two marketers that you would like us to interview in this newsletter.

• Seun Sunmola

• Tife Adunade    

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Can you tell us a bit about your background, education, and how you got into marketing?

Growing up, I was always sketching ideas, building sandcastles, and reading anything I laid my eyes on. I was encouraged to pursue sciences in high school, but I switched to Advertising and Public Relations later on, as I knew I wanted to practice marketing. I studied at the University of Lagos, and during my penultimate year, I started an internship at a branding and communications agency.

The experience at the agency helped me better understand the importance of marketing professionals to the bottom line of every organization. For me, it was straightforward: I must help organizations do at least two of these things—generate revenue, reduce costs, and increase market share.

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How do you define growth marketing?

I would prefer to define it as an approach or mindset to getting the results of goals predetermined by both the leadership and the marketing team. A large part is experimentation and these days I prefer growth engineering as it covers not just marketing but also product and operations. All growth engineers have had situations where they cooked up a hot campaign, only to be let down by either operations or any other department.

What are your key areas of expertise within marketing?

Base knowledge - Behavioural Psychology, Branding, Positioning & Storytelling, and Data & Analytics.

Marketing Foundation - Copywriting, Customer Experience, CRO, Funnel Marketing 

Channel Expertise - Growth Engineering, Mobile Marketing, Partnerships & Sales, Community

Which marketing channels do you prioritize, and have you found to be effective?

It really depends on the product and the target market. I like to start by defining my audience, and these tasks help determine the best channels for reaching them. Channels identified through this exercise have worked best for me, rather than using a fire brigade approach.

What roles have you held in your growth and marketing career?

I’m having quite the adventure. I started my career in door-to-door sales, then moved on to a role as a brand and communication intern, followed by a promotion to executive. I served as a digital marketing executive with an e-commerce company, led digital marketing for an educational consulting firm, worked in growth marketing for a SaaS company, and am the head of growth and chief marketing officer of a fintech startup.

Which companies have you worked with?

• Ohgee Consulting: A branding and marketing communications firm that caters to B2B companies.

• Credit Direct: A non-secured lending organization that provides loans to both businesses and consumers.

• DigitalBoomNg: A digital marketing agency helping business owners with growth and public relations.

• GOS Software: A SaaS startup building HRM, CRM, and Accounting solutions for Enterprise companies.

• Byte: Fintech startup building the operating system for MSMEs to manage, and grow their businesses.

Can you share a fun or interesting fact about yourself that most people don’t know?

I am a productivity junkie as I am always looking for ways to systemize, optimize and simplify things from my work, workouts, relationships, finances, etc.

What do you enjoy doing outside of work?

I love watching sports documentaries, catching up on football and basketball highlights, reading books, and listening to podcasts.

Can you share a resource or template that has been particularly valuable in your work?

Noah Kagan has a template I used in the past called “The Quant-Based Framework”. I also recommend reading Copywriter by Neville Medhorra.  

What advice would you give to someone starting their career in growth marketing?

I would recommend approaching growth marketing with a mindset of finding something to grow. Look for a product, create campaigns that will push it, and develop and share content around it. Then, consider taking a course in growth engineering—I recommend Algorithm by Bili Sule, as she’s one of the best minds in growth engineering. This approach of building something and then learning how to improve it pushes you both practically and theoretically.

Where can we connect with you?

• LinkedIn: https://www.linkedin.com/in/dolapobalogun 

Give us two marketers that you would like us to interview in this newsletter.

• Seun Odegbami 

• Emmanuel Ajikobi    

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Can you tell us a bit about your background, education, and how you got into marketing?

My marketing journey began with a passion for understanding human behavior and the desire to connect with people in meaningful ways. Marketing, to me, seemed like the perfect fit for these interests.

Initially, I started with traditional marketing in an insurance company. While this experience provided valuable insights into the fundamentals of marketing, I realized that my true interest lay in digital marketing. This realization came when I joined an eCommerce company as a content writer.

In this role, I discovered the dynamic and innovative world of digital marketing. The combination of creativity, data analysis, and the ability to directly engage with a global audience was incredibly appealing to me. This experience solidified my decision to pursue a career in digital marketing.

From there, I actively sought out opportunities to expand my knowledge and skills in this field. I took on various marketing roles, each contributing to my understanding and expertise. This journey has been driven by my passion for connecting with people and the ever-evolving nature of marketing.

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How do you define growth marketing?

I would describe growth marketing as a data-driven marketing approach, that uses rapid experimentation to identify and develop strategies to drive business growth. 

It’s simply an improved method of marketing that combines conventional and unconventional methods and technologies to achieve its growth aims.

What are your key areas of expertise within marketing?

My core specialties include developing a marketing strategy, content marketing, A/B Testing, PPC & paid social.

Which marketing channels do you prioritize, and have you found to be effective?

The marketing channels I prioritize depend significantly on the goals and nature of the organization I'm working with. 

In a startup environment, I typically focus on  SEO, content marketing, email marketing, and CRO.

In other organizations, particularly those with established brands or specific short-term goals, I prioritize social media marketing and PPC.

Each of these channels has proven effective in different scenarios, and the key is to align the chosen channels with the specific marketing goals and audience of the organization.

What roles have you held in your growth and marketing career?

I doubled as Head of Growth and Product Marketing at a Commercial Bank with Fintech Solutions. In this position, I oversaw the marketing and growth strategies for four key segments: payments, lending, investment, and SME solutions. 

I have also acted as a consultant for various businesses, helping them identify growth opportunities and implement effective marketing strategies. 

Which companies have you worked with?

• Ocasa Homes: A real estate service provider offering rental homes for individuals and families.

• GrowthSkoolUK: A digital education platform delivering marketing and data training for individuals and organizations in Africa.

• Sterling Bank Plc: A digital financial service provider offering payments, lending, investment, and SME solutions for individual consumers and businesses.

• Eskimi: A demand-side platform (DSP) offering digital advertising solutions for enterprise customers in Nigeria and across Africa.

• Walify: A wallet platform designed for sports betting companies in Nigeria.

• Ikeja Electric: An electric power distribution company serving residential, commercial, and industrial customers.

• Sidmach Technologies Nigeria Limited: An EdTech and HealthTech provider offering SmartSchool solutions for educational institutions and healthcare solutions for providers.

• DealDey Limited: An online e-commerce marketplace serving general consumers. 

• Konga Online Shopping Ltd: An e-commerce platform offering a wide range of products to general consumers.

Can you share a fun or interesting fact about yourself that most people don’t know?

I used to be an avid drummer, but I don't know how to dance. I'm also an ambivert and get tired of talking quickly.

What do you enjoy doing outside of work?

I enjoy listening to gospel music and watching music performances.

What advice would you give to someone starting their career in growth marketing?

• Understand the Basics: Begin by building a strong foundation in marketing principles, including SEO, content marketing, social media, email marketing, and PPC. Understanding these basics will help you grasp the broader strategies used in growth marketing.

• Develop Technical Skills: Growth marketers often need a blend of marketing and technical skills. Learning basic coding (HTML/CSS) and understanding how to use various digital marketing platforms can be highly beneficial.

• Stay Current with Industry Trends: The digital marketing landscape is constantly evolving. Stay updated with the latest trends, tools, and best practices by following industry blogs, attending webinars, and participating in professional networks.

• Build a Strong Network: Connect with other marketers and professionals in the industry. Networking can provide valuable insights, mentorship, and opportunities for collaboration.

• Create a Personal Brand: Start a blog, contribute to industry publications, or engage in social media discussions. Building your personal brand can help establish your expertise and open up new career opportunities.

Where can we connect with you?

• LinkedIn: https://www.linkedin.com/in/oluwatobi-adekunle/ 

Give us two marketers that you would like us to interview in this newsletter.

• Ladi Ogunseye

• Tobi Banjoko  

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Master Growth Marketing across AARRR metrics, ads, onboarding, content, and more with the Complete Growth Marketing Handbook.

20% off all MIA handbooks and templates when you use the code: MIA Community.

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Can you tell us a bit about your background, education, and how you got into marketing?

I studied computer science in university and started by spending my free time on early social media networks, chatting and networking. I then built a Facebook fan page that grew quickly, thanks to a mix of organic growth and sheer luck. Afterward, I had the opportunity to work for a small, fast-growing gaming e-commerce company, managing their social media. Later, I joined Jumia, one of the largest e-commerce companies. Although I wasn’t in marketing initially, I left after less than two years to fully focus on a marketing career.

I then joined Ringier Digital Marketing, where I led the paid marketing team, and went on to work with companies like VConnect, Heineken, Tolaram, Omnibiz, and others.

I earned a diploma in digital marketing from the Chartered Institute of Marketing (UK) and completed most of the Google AdWords, Analytics, and Facebook certifications, along with several marketing courses on Coursera. I also earned a Product Marketing Alliance certification. Microlearning, like reading articles and watching YouTube videos, has played a big role in my personal development. Being part of communities like ADMARP and DMM has also been instrumental in my growth.

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How do you define growth marketing?

Growth marketing is a process & mindset. A process of looking at marketing through the AAARRR funnel, and a mindset of testing, iterating & optimizing the various growth levers across your funnel. 

What are your key areas of expertise within marketing?

Growth marketing - paid marketing, analytics, product-led growth, A/B testing.

Product marketing - customer persona, market research, positioning.

Brand marketing - influencer marketing, copywriting, advertising, social media marketing.

Which marketing channels do you prioritize, and have you found to be effective?

Given my background in paid media, I have a strong bias for paid channels so I’ll say a good paid campaign on search, social, or display channels can be a very good way to drive predictable growth for most businesses. 

I find influencer marketing done right can be a good way to create awareness for your brand with lower production cost than an ad, finding a creator who is a right brand fit & supporting the content with a decent paid budget gets good results 

SEO: Using the right content marketing strategy to drive organic traffic for your business can give you great results in the long term. 

Which companies have you worked with?

I have contributed to the growth of some of Nigeria’s fastest-growing tech companies like VConnect, and Jumia Marketplace, and also executed digital marketing campaigns for global brands like Heineken, Samsung, Siemens, Kelloggs, Colgate, Jack Daniels & Nestle.

Can you share a fun or interesting fact about yourself that most people don’t know?

I make the best memes.

What do you enjoy doing outside of work?

I love gaming & staying physically active so you will find me cycling, swimming, running & lifting weights. 

Can you share a resource or template that has been particularly valuable in your work?

Lately, I figured out that getting a foreplay account helps to find creative inspiration by checking out ads other marketers are using across different channels & formats. 

What advice would you give to someone starting their career in growth marketing?

1. Take a good growth marketing course. I recommend CXL courses, there’s a plethora of growth marketing courses & Growth marketing specialty courses to choose from.  

2. Read growth marketing books. My picks: 

   1. The Cold Start Problem: How to Start and Scale Network Effects. Book by Andrew Chen.

   2. Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising by Ryan Holiday. 

   3. Zero to One: Notes on Startups, or How to Build the Future by Peter Thiel.

3. Find a solid mentor - Someone with 5yrs+ experience you can talk to when you get stuck, need in-person advice, or someone to look up to.

4. Follow top growth marketers - DYOR.

5. Prioritise working in a tech / product-led company & preferably a growth stage company—this is where growth happens.

6. Read top growth blogs & newsletters.

7. Put what you’ve learned into practice. Don’t be scared to test theories & come up with your own theories.

8. Be active in a marketing community like ADMARP, and Digital Marketing Meetup Nigeria.

Where can we connect with you?

• LinkedIn: https://www.linkedin.com/in/princewill/ 

Give us two marketers that you would like us to interview in this newsletter.

• Innocent Uchenna 

• Fridel Makun  

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Can you tell us a bit about your background, education, and how you got into marketing?

I got into marketing during my first year at the University of Lagos in 2013, where I studied Metallurgical & Materials Engineering. My journey began at a conference where Jide Ogunsanya, the founder of Ogbonge Blog, spoke about how easy it was to set up a blog on WordPress and earn from it. Motivated by his talk and my friends, I set up a blog that same day, which led me to learn core marketing skills like content writing, social media marketing, SEO, and Facebook ads.

Running my blog helped me gain experience and soon I began managing the online presence for friends’ brands, earning referrals. In 2014, one referral landed me an internship at Infinix, and in 2015, another at Tecno, both Transsion companies. These roles gave me insight into structured marketing in larger companies and helped me develop valuable skills for my career.

After graduating, I started my career as a digital marketing specialist at a digital agency during my NYSC. Since then, I have joined other brands and led world-class marketing campaigns, further solidifying my expertise in the field.

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How do you define growth marketing?

Growth marketing, to me, is about using data-driven strategies to achieve sustainable revenue growth. It's a holistic approach that focuses on the entire customer journey, from awareness to retention, and leverages a wide array of techniques such as SEO, content marketing, social media, email marketing, A/B testing, and more. The goal is to continuously experiment, measure, and optimize to drive sustainable revenue growth and maximize customer lifetime value.

What are your key areas of expertise within marketing?

My core areas of expertise within marketing are SEO, Product Marketing, Partnerships, and Content Marketing.

Which marketing channels do you prioritize, and have you found to be effective?

It depends on the type of product. 

For a B2B SaaS, I prioritize SEO, content marketing, partnerships, and organic social (LinkedIn & Twitter). These channels effectively drive organic traffic and build long-term relationships based on results I've seen. 

For B2C products, I focus on social media & community, influencer marketing, and paid advertising because they create immediate engagement and have proven to work well for reaching a broader audience quickly.

What roles have you held in your growth and marketing career?

I have held various roles in my growth and marketing career, including Head of Partner Marketing, SEO Manager, Product Marketing Lead, Growth Marketing Manager, Digital Marketing Manager, and Head of Marketing. 

Each of these positions has equipped me with diverse skills and experiences, contributing to my overall expertise in the field.

Which companies have you worked with?

• Distrobird: Distrobird is an all-in-one SaaS platform targeting B2B sales teams in SMBs and startups. It provides tools for email sequences, SMS campaigns, a cloud call center, and a shared inbox, aiming to improve sales processes and customer engagement through a unified platform​​.

• Simpu: Simpu is a unified communication platform designed for businesses to streamline their communication channels. It integrates email, SMS, and social media messaging into one platform, making it easier for teams to manage customer interactions. Additionally, Simpu offers a precision marketing platform and APIs for marketing and SMS campaigns, serving businesses (Fintechs, e-commerce, SMBs, etc.) that require efficient communication and marketing solutions.

• Chef4me: Chef4me is a platform that connects chefs with customers to provide customized meal options. It focuses on offering personalized and healthy meal choices directly to consumers, operating in the B2C food and beverage industry. This service targets individuals and families looking for convenient and tailored meal solutions.

• SalesRuby: SalesRuby is a sales consulting and training firm that helps businesses improve their sales strategies and processes. SalesRuby operates in the B2B professional services sector, working with companies to enhance their sales team's effectiveness through training programs and consultancy.

Can you share a fun or interesting fact about yourself that most people don’t know?

I used to manage an artist before digital streaming platforms (DSPs) became popular. This experience gave me a unique perspective on the entertainment industry and taught me a lot about marketing, branding, and the importance of networking. 

It was a fascinating journey that added a different dimension to my skill set and professional experience.

What do you enjoy doing outside of work?

I enjoy watching TV series, which help me relax and unwind. I also make it a point to go to the gym regularly to stay fit and healthy. Playing video games is another hobby of mine; it's a great way to de-stress and have fun. Additionally, I love listening to podcasts, as they provide a wealth of knowledge and entertainment on various topics.

Can you share a resource or template that has been particularly valuable in your work?

Hands down, the MKT1 Newsletter by Emily Kramer. It's super valuable for anyone doing marketing in an early-stage B2B SaaS startup, providing insights and strategies tailored to this space.

What advice would you give to someone starting their career in growth marketing?

Learn Continuously: Marketing is a dynamic field. Stay updated with the latest trends, tools, and techniques by following industry blogs, newsletters like MIA, and podcasts.

Data-Driven Approach: Understand and use data to make informed decisions. Get comfortable with analytics tools and metrics to track performance and optimize strategies.

Experiment and Iterate: Marketing involves constant experimentation. Don’t be afraid to try new things, but always measure the results and iterate based on what you learn.

Build a Broad Skill Set: While having a specialty is valuable, being a T-shaped marketer with a broad understanding of various marketing channels will make you more versatile.

Network and Find Your Tribe: Join marketing communities, attend industry events, and connect with other marketers. Finding your tribe and learning from others’ experiences can provide valuable insights and opportunities.

Customer Focus: Always keep the customer at the center of your strategies. Understand their needs, behaviors, and pain points to create effective marketing campaigns.

Where can we connect with you?

• LinkedIn: https://www.linkedin.com/in/bolajianifowose/ 

Give us two marketers that you would like us to interview in this newsletter.

• Olamide Adurota

• Tayo Sadique

🎓 Learn like a T shaped marketer. Operate like a GTM engineer.

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If you have a recommendation for who we should be speaking to, or who you would like to see in this interview series, reply with their names, marketing specialty, and how we can reach them (LinkedIn, Email, Phone, Home address 🙂).