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
The MIA Academy runs bootcamps where marketers build skills in product marketing, growth, GTM, and AI while working on real projects. Learn more about the bootcamp here.
Can you tell us a bit about your background, education, and how you got into marketing?
I hold a B.Tech in Urban and Regional Planning, so my path into digital marketing has been unconventional.
While studying at university in Nigeria, I developed an interest in blogging, explored the internet, and taught myself how to build and manage my first website. This sparked my curiosity about digital marketing and marked the beginning of my journey as a self-taught marketer.
My professional career started in Nigeria as a digital PR and communications intern. I later moved into product marketing, where I gained experience positioning products, communicating their value, and connecting them with target audiences.
To deepen my knowledge, I moved to the UK to pursue an MSc in Marketing and Brand Management at Kingston University London. After graduating, I began working in the UK and transitioned into performance marketing, an area I’ve worked in for the past four years.
These experiences have shaped how I approach marketing today.
👉🏽 Join the MIA Academy to learn product marketing, growth systems, GTM strategy, and AI workflows the practical way.
How do you define growth marketing?
Growth marketing focuses on the end user. I would define it as a strategy that optimizes the entire customer journey, from the first interaction with a brand through to conversion and retention.
My philosophy is that growth should always start with the customer. It’s about taking a human-centred approach to understanding what people need, improving their experience at every touchpoint, and then using data, experimentation, and creativity to drive sustainable growth.
What are your key areas of expertise within marketing?
I have broad knowledge across digital marketing, growth marketing, product marketing, digital communications, and marketing analytics, with deeper expertise in performance marketing and paid media. My supporting strengths include strategy, media planning, data and insights, branding design, experimentation, and conversion optimisation.
Which marketing channels do you prioritize, and have you found to be effective?
I prioritise paid social, paid search, organic social, SEO, programmatic display, influencer and creator marketing, and content marketing. The effectiveness of each channel depends on the campaign objectives, target audience, and stage of the customer journey, so I focus on selecting the right mix of channels to reach the right people, drive conversions, and achieve measurable results.
What roles have you held in your growth and marketing career?
Throughout my marketing career, I’ve held roles as a Digital Communications Lead, Product Marketing Manager, and Senior Performance Marketing Executive. Each role has given me experience across different areas of marketing, from communicating product value and positioning to planning and executing campaigns that drive measurable results.
Which companies have you worked with?
Marketlyeverafter (UK) – Founder. I’m currently building a marketing and ad-tech studio focused on bringing brand identity, content and advertising together for product-led companies, creating a more consistent and considered brand experience across touchpoints.
Radancy (UK) – A talent acquisition and employer branding technology company. I managed performance marketing campaigns for global clients across the UK, wider EMEA region and the US, using paid search, paid social and programmatic advertising to drive campaign results.
SINE Digital (UK) – A digital marketing agency where I managed multi-channel paid media campaigns across Google Ads, Meta, TikTok, X and programmatic advertising. I also supported client relationships, campaign strategy, performance reporting and optimisation.
DKT International (NG) – An international organisation focused on reproductive health and family planning. I worked on product marketing and digital campaigns, including the #InCaseofEmergency campaign for PostPill, supporting brand awareness and audience engagement.
Wildflower PR (NG) – I worked as Digital Communications Lead, delivering digital communications and marketing campaigns for brands including Coca-Cola and Globacom. My responsibilities included social media management, content development, PR planning and digital campaign execution, including promotional activity for the film Potato Potahto and managing a fan page dedicated to Nigerian artist Waje.
Can you share a fun or interesting fact about yourself that most people don’t know?
A fun fact about me is that I stumbled into marketing. It wasn’t part of my original plan but it’s become a career I genuinely enjoy.
What do you enjoy doing outside of work?
Outside of work, I’m a bit of a foodie. I love trying new recipes. I also enjoy playing around with cameras.
Can you share a resource or template that has been particularly valuable in your work?
A really cool resource is Are.na. It helps you archive and organise articles, images, ideas, references, and other sources of inspiration. I think of it as a creative research library or almost like an API for your mind, because it gives you a place to collect, connect, and develop ideas over time. It’s especially useful for marketers who like to explore and build on ideas.
What advice would you give to someone starting their career in growth marketing?
For anyone starting out in growth marketing, my advice is to keep learning, do plenty of research, and build your network. Don’t be afraid to start small. I began my career as an intern, and that experience helped me get to where I am today. Most importantly, stay persistent and keep going.
Give us two marketers that you would like us to interview in this newsletter
Omobolaji Ajibare – Founder & Creator Economy Strategist, TheSocialMediaOga
Nimide Fala – Chief Experience Officer at Zest
🎓 Learn like a T shaped marketer. Operate like a GTM engineer.
Join the 12-week, execution-first bootcamp built on frameworks, templates, and playbooks used by 2,000+ marketers and founders in real GTM teams. Learn product marketing, growth, lifecycle, performance, and applied AI by shipping real work, not watching theory.
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 🙂).