#23: Abiola Oyajumo—From Project Management to Growth Marketing
Abiola Oyajumo is a growth marketer with a track record in ads, email, and growth strategy, working with startups and financial brands across Nigeria.
This is the African Growth Marketers Spotlight series for the Marketing In Action Newsletter where we interview diverse marketing practitioners who are putting marketing into action. Share it with your network! ~James
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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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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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