#17: Aderinsola Ogunbiyi—From Physiology to Marketing Lead
Aderinsola is a growth-focused marketer with a track record in fintech and insurtech, leading brand strategy and driving user growth through data-driven campaigns.
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 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
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 🙂).