#22: Amos Feranmi—From Civil Engineering to Growth Marketing
Amos Feranmi is a growth marketer specializing in branding, digital campaigns, and product growth, working with fast-growing tech and fintech 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
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Can you tell us a bit about your background, education, and how you got into marketing?
I studied Civil Engineering at the University of Lagos, and I’m currently pursuing my MBA. I always knew engineering wasn’t my long-term path, but the real challenge was figuring out what was. My journey into marketing started back in university when a few friends and I launched a fashion brand. I took charge of the branding and marketing, and I did such a good job that people assumed the business was thriving, even though in reality, we weren’t making enough money to sustain it.
That experience lit a spark in me. I began to wonder: if I could make people believe in a brand that wasn’t even performing that well, what would happen if I actually learned how to do marketing right and drive real results?
That curiosity led me to growth marketing. I dabbled in social media management and even handled the marketing for a restaurant while still working in construction. Eventually, I came across a fintech startup doing work I admired, pitched myself to them, and offered to work for free. That risk paid off. It became a paid role and marked the true beginning of my career in marketing.
My first official marketing role in tech was in growth marketing, and that’s when everything clicked. It felt like finding “the one.” I finally decided to leave construction behind and go all in on marketing, and I haven’t looked back since.
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How do you define growth marketing?
To me, growth marketing is simply marketing done right.
It’s about focus, knowing the core metrics that matter (most times, revenue). Then comes data, you make decisions based on what’s actually happening. And finally, experimentation, because data only comes from trying things out, testing, learning, and improving.
In short, growth marketing is a cycle of focus → data → experimentation → growth. It’s a mindset, not just a tactic.
What are your key areas of expertise within marketing?
My core specialties include growth marketing, performance marketing, and product marketing. I’m skilled in running paid ad campaigns, lead generation, email marketing and automation, data and analytics, funnel building, and lifecycle marketing.
Which marketing channels do you prioritize, and have you found to be effective?
There’s no one-size-fits-all; it always depends on the product and the customer. That said, if I’m starting from scratch with less data, I’d focus on lead generation. It gives you insight into your audience and creates room for nurturing and learning.
Over time, the channels I’ve found crazy effective include: SEM/paid search, referrals and Community-led growth.
What roles have you held in your growth and marketing career?
I’ve grown through roles as a Growth Associate, Growth Manager, Digital Lead, and now Product Marketing Manager.
Which companies have you worked with?
Engineering for Marketers – This is my personal publication where I break down the technical side of marketing, like tracking, automation, analytics, and performance, for marketers who want to build a technical edge.
Selar – Product marketing manager. I currently lead Product and Performance Marketing at Selar, a digital commerce platform that enables creators to sell digital products, such as courses, e-books, and tickets. It operates a B2B2C SaaS model targeting African creators, coaches, and entrepreneurs within the creator economy and e-commerce space.
Pluglink – Digital lead. Pluglink is a digital marketing agency where I led performance marketing and digital strategy for startups across edtech, fintech, and crypto. It functions as a B2B agency serving African digital products and tech startups.
Keble – Growth marketer. Keble is a proptech-fintech platform that helps users invest fractionally in real estate. It operates a B2C digital product model targeting young professionals and new investors in the fintech and proptech space.
Other brands I’ve worked with include Topgro, TechEonomy, Paper (SendwithPaper), LoadConnect, Optimus AI Labs, and GrowthSkoolUK across industries like recruitment, media, fintech, logistics, AI, and edtech.
Can you share a fun or interesting fact about yourself that most people don’t know?
I know it might not be the most exciting thing to everyone, but I genuinely enjoy talking about politics. Not just the headlines, I’m fascinated by the systems, the strategy, and how decisions are made behind the scenes. I’ve explored it a bit already and see myself getting more involved someday, especially because I believe in Nigeria and its potential.
What do you enjoy doing outside of work?
Outside of work, I’m a huge fan of indoor activities. I wouldn’t necessarily call myself an introvert, but give me a good series with suspense and I’m hooked. Netflix and Prime Video are my go-to platforms, and I enjoy binge-watching TV shows as a way to unwind.
Can you share a resource or template that has been particularly valuable in your work?
You can find a couple of resource templates that have been especially valuable in my work at engineeringformarketers.selar.com. To make them more accessible, I’ve included a free coupon code, Marketinginaction, that you can use to download any of them at no cost.
What advice would you give to someone starting their career in growth marketing?
For anyone starting a career in growth marketing, my biggest advice is simple: focus. It’s incredibly easy to get distracted, whether by meetings, busy work, or trends, but staying focused on your goals and KPIs is what moves the needle. Don’t let the noise become an excuse for poor performance. Keep your eyes on what truly matters, and you’ll keep making progress.
Give us two marketers that you would like us to interview in this newsletter
Tobi Obafemi – Marketing specialist, founder Reckon marketing
Daniel Chukwu– Growth Marketing Expert
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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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