#24: Tominiyi Alabi—From Content Writing to Product Marketing
Tominiyi Alabi is a product marketing manager skilled in messaging, content strategy, market research, and product launches for tech startups.
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?
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.
👉🏽 Join the MIA Academy to learn product marketing, growth systems, GTM strategy, and AI workflows the practical way.
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
🎓 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 🙂).
 | A guest post by
|
This was really insightful
I’ll be sure to check out the resources.
Thank you so much for sharing this immense knowledge and experience with us.