A marketing professional and author, Omotola Bamigbaiye, talks to OGHENOVO EGODO-MICHAEL about her career, book and other issues
What inspired you to pursue a career in marketing, and how has your journey shaped your perspective on consumer-centric strategies?
My first job post-NYSC was in retail development in the financial services sector, where I had to market and convince customers on the need to open a product account with the bank. It required a different kind of skill set, where one had to first understand the needs of the customers, and why the product account would support those needs. The ability to tell compelling and convincing stories on how my offer matches the consumer’s needs, and the joy of winning a customer over have continued to be my motivation, even as I eventually moved into the fast moving consumer goods sector.
What are the notable works you have done as a marketing strategist?
There have been too many to count in the over 20 years of my career, with each notable work having its own challenges, scale and scope.
From developing the West African markets through a consumer demand model for global brands, I led my branch to break even in less than nine months as the acting Business Development Manager while in the financial sector.
I also birthed and managed a food drink for the elderly while working on the beverage category. I worked with my team to reverse the decline trend of a local bleach brand, while sustaining double digit growth on a global toilet cleaning brand, as well as celebrating the first World Toilet Day in Nigeria, which has become an integral brand building pillar.
Additionally, I supported the Technical Working Group on National Malaria Elimination Programme in collaboration with key stakeholders through purposeful marketing while working on a global insecticide brand.
How do you balance your roles as a marketing professional and an adjunct lecturer, and how do they complement each other?
It gives me great pleasure to share practical examples to compliment the theories taught in the classroom. While the principles have not changed, the dynamism is accommodated in actual execution. There is always something new to consider, which makes marketing dynamic, interesting and challenging through insights from consumer behavior. Most especially, finding new and exciting ways and platforms to build brand love and stay competitive.
As marketers, we are constantly saddled with building the consumer’s desire through activities and communication elements. Through my lecture series, I create a fusion between academic and actual deployment.
What motivated you to share your personal journey in your book titled, ‘Imperfectly Awesome’, and what message do you hope readers will take away from it?
It is that, there is no perfect life. Just when one thinks one has mapped out a perfect plan to shine and take over the world, there comes reality, smacking one really hard and letting one know that pitfalls exist. We are all a little flawed and need more help than we sometimes admit. From career expectations to motherhood, relationships, and the nagging whispers of imposter syndrome, there is always something to grapple with in life. However, one can do so with razor-sharp wisdom and large doses of humour. The world may only play off-tune beats, but one can create one’s rhythm and dance to it gracefully.
In the book, you discuss the importance of embracing one’s imperfections. How do you apply this mindset in your personal and professional life?
We are all diverse and unique, passing through different paths. The challenge is not always that there will not be issues along the way, but how we react to it differs. The book is about building one’s ladder, one rung at a time, with laughter, tears, and maybe a little lipstick smeared on the way. It is about embracing the unexpected and realising that one is ‘good enough’, even when the circumstances surrounding one’s life say otherwise. Balance is a tricky act that one gets better at every day. It is about learning to love oneself, flaws and all, and embracing the messy, beautiful chaos that is life.
What advice do you have for individuals facing challenges in negotiating social expectations while pursuing their professional goals?
Life is easier when you learn from other people’s experiences. You gain wisdom, avoid pitfalls, are unapologetic about your existence, own your mistakes, and become equipped to run your life’s course better. That is why I wrote this book. Throughout the pages of the book, I weave diverse stories on different phases of my life, including career, relationships, transitions, self-love and boundaries; as well as other numerous and often hilarious happenstances. Each chapter ends with thought-provoking questions to make the reading more engaging and actionable.
What does success mean to you personally?
Time is life’s most precious resource. The world will never stand still for you to catch up. So, each day, I am learning to savour every moment I encounter, to smell my roses even as I climb the mountains.
Success is about embracing the unexpected, and realising that you are ‘good enough’, even when the circumstances surrounding your life say otherwise. It is about learning to love yourself, flaws and all; and embracing the messy, beautiful chaos that is life.
How do you navigate the balance between vulnerability and professionalism, especially when sharing personal stories in your book?
Over the years, I have learnt to navigate boardrooms with a baby strapped to my back. I have mastered the art of the ‘work-mom ponytail’. I have also discovered that sometimes, the best career advice comes from the least expected persons in the most unlikely situations. I wrestled with imposter syndrome, and juggled work and motherhood. But through it all, I discovered a secret weapon— resilience.
What advice do you have for aspiring entrepreneurs looking to launch their own ventures?
They should be curious about the why and how their products match the consumer’s need. They should craft compelling stories about the unique selling proposition in a manner that instigates trial and convinces the consumer to part with their money in exchange for the value that their products offer.
How do you stay innovative and adaptive in an ever-evolving industry, and what strategies do you employ to anticipate consumer trends?
It is important know your audience, monitor trends and competitors, and experiment and innovate with a robust pipeline. You should also be flexible and agile, engage and communicate; and lastly, constantly learn and improve.
Can you discuss the significance of family ties in your personal journey and how they have influenced your career decisions?
I wasn’t alone all through my journey. I experienced the warmth of a mother, who was passionately committed to seeing me conquer life’s toughest battles and bask in the realm of fulfilled dreams. I also learnt to love myself more and choose me.
How do you overcome moments of self-doubt and uncertainty, both in your professional and personal life?
I have learnt not to push the pause button on happiness, even as I try to excel in other areas of life. Time is life’s most precious resource. The world will never stand still for you to catch up. So, each day, I am learning to savour every moment I encounter. It is about embracing the unexpected and realising that you are good enough, even when the circumstances surrounding your life say otherwise.
What strategies have you found effective in managing anxiety, especially in high-pressure moments, such as public speaking engagements?
I have practised slow breathing over time, while being mindful of my speech challenge. I usually talk myself through my speaking engagements in my head to beef up my confidence.
In your experience, what role does mentorship play in career development, and how have mentors influenced your own trajectory?
Mentors play a vital role in career development by sharing their knowledge and experience with the mentees to not only set better goals, but to also choose the right paths. Mentors provide valuable guidance, support, and insights to help younger colleagues navigate their career paths, mostly serving various roles such as model, teacher, counselor, advisor, sponsor, advocate, and ally, depending on the specific goals and objectives negotiated with the mentee. While I have a couple of mentors across different sectors, depending on the objective for each relationship, they have not only guided my path but have been instrumental to my career growth and choices.
How do you approach diversity and inclusion in your marketing strategies, ensuring they resonate with a global audience?
Personally, I am more accepting of other people’s blind spots, as they are usually not visible without a deep understanding of their behaviour. This same technique secures an inclusive perspective into resonate marketing strategies, which ensure everyone is catered to within the target sphere.
What are some common misconceptions people have about marketing that you would love to correct?
Everyone can actually be a marketer. However, thoughtful marketing always produces results. Marketing takes an enormous amount of time and dedication if you want to see your efforts pay off. Additionally, marketing is not only about acquiring new customers. Acquiring customers is only half of the battle, the other half is holding on to them. It is crucial to generate some level of lifetime value that you can offer your consumers, so you can show that you’re still useful to them after the initial interaction.
What is the importance of storytelling in marketing, and how do you leverage narrative techniques to connect with consumers?
Storytelling acts as a gateway to truth-telling, helping to inform consumer opinion and decision making. It is such a powerful marketing tool used to connect with customers on an emotional level, build trust, and ultimately drive sales. It helps marketers design narratives that connect with customers on a deep, emotional level. Through stories, brands can make their products and services more relatable and memorable.
What advice do you have for young professionals aspiring to pursue a career in marketing?
With marketing, you will learn, unlearn and relearn frequently, based on the market and consumer dynamics while being creative. Marketing provides a varied, challenging and exciting career which can take you all over the world. From the communications aspect to the innovative and creative responsibilities, I can happily say it has been my dream job for the past two decades.
What strategies do you employ to stay motivated and inspired, especially during challenging times?
I take a pause to celebrate small wins to keep me motivated. Additionally, I never stop learning. As new consumer touch points are being discovered, I delve into them to get a better understanding, which ultimately keeps me inspired.
What are your career and personal aspirations for the future?
They are centered around constant growth and skill enhancement. I am committed to staying updated with the latest trends and technologies in the industry.
What kind of environment did you grow up in and how did it shape your career choices?
I grew up in a small family and while growing up, I read lots of magazines and newspapers. I initially wanted to be a lawyer. That however changed, as I studied Insurance and got my first job in the financial sector. Since then, marketing has been a part of me.
