#04: Aniefiok Ntia—From Agricultural Science to Growth Marketing
Aniefiok Ntia is a growth marketer who has used SEO, PPC, ASO, Email Marketing, and ABM to drive success at Jumia, Konga, Andela, Shopify, and Metamap.
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
Can you tell us a bit about your background, education, and how you got into marketing?
I always wanted to be a computer engineer or programmer and pursued an A-level diploma in computer science, intending to advance to a BSc. However, the school had other plans. Most students were forced (literally) to study courses related to agriculture, as it was an agricultural science institution. You can imagine my disappointment, and I wasn’t keen on starting over. So, from the beginning, I planned to study the course just to obtain a degree while pursuing my passion on the side.
I took a course in database management, where I learned basic and intermediate SQL to stay current with computer science knowledge given the limited resources I had at the time. After finishing school and completing my NYSC, catching up with programming was challenging since internet access was limited (2010-2011).
Entering the job market, I needed to acquire a skill relevant to employers. Digital marketing ranked third on the list after software and data engineering. I was fortunate to secure a job at Jumia when they launched in Nigeria as a social media analyst, which allowed me to delve into digital marketing. I started with SEO, then moved into PPC, and as my career evolved from B2C to B2B, I became proficient in growth and product marketing, transitioning from creative to analytical roles. Earning an MBA further enhanced my journey in marketing and business.
Interestingly, I am now particularly interested in the agricultural sector of the Nigerian economy, where I see many untapped opportunities. This is what I am looking to explore next in my career.
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How do you define growth marketing?
Growth marketing is applying the combined knowledge of traditional marketing, digital marketing, and data to help find missed or missing opportunities that will positively affect key metrics such as customer acquisition, customer retention, and reduction of customer acquisition cost. This is mostly achieved through informed decisions derived from experiments done across every stage of the user-to-customer journey.
What are your key areas of expertise within marketing?
On the tactical side: SEO, PPC, customer marketing, email marketing, ASO, affiliate marketing, and content marketing.
On the strategic side: Product marketing, product-led growth, growth marketing, and account-based marketing.
Which marketing channels do you prioritize, and have you found to be effective?
SEO, Content marketing, and PR work magic at the upper funnel.
Paid ads, and event marketing at the mid-funnel.
Email marketing and mobile/app marketing at the lower funnel.
What roles have you held in your growth and marketing career?
I’ve been a Social Media and Content Analyst, SEO Manager, PPC Manager, Digital Marketing Manager, Growth Campaigns Manager, Growth & Product Marketing Manager, & Head of Growth Marketing.
Which companies have you worked with?
Jumia: Jumia is an online marketplace that connects buyers and sellers, offering a wide range of products and services across various categories in Africa.
Konga: Konga is an e-commerce platform in Nigeria that provides a diverse array of products, including electronics, fashion, and home goods.
Andela: Andela is a global talent network that connects companies with vetted, remote software engineers from emerging markets.
Shopify: Shopify is an e-commerce platform that allows businesses to create online stores, manage products, and handle payments and shipping.
MetaMap: MetaMap offers a platform for identity verification, providing tools for businesses to securely onboard and verify customers.
Remotepass: Remotepass simplifies the management of remote teams by offering solutions for payroll, compliance, and contractor payments across borders.
Can you share a fun or interesting fact about yourself that most people don’t know?
I am Nigerian from Akwa-Ibom state but speak Yoruba better. I play adventure video games to help with my strategic thinking and approach to my career. As silly as it sounds, it works.
What do you enjoy doing outside of work?
Traveling, I love to get my adrenaline pumped. So I always choose my destination based on the fact there must be something adventurous to do instead of just sitting by the beach.
Can you share a resource or template that has been particularly valuable in your work?
I created a meta tag suggestions template here, and a keyword research tempate here for SEO enthusiasts. I hope you find it useful.
What advice would you give to someone starting their career in growth marketing?
I would say start as a creative marketer by choosing one of the tactical areas to specialize in and then become analytical by becoming good with data and experimentation. At this point, you will be ready to climb the marketing ladder of success.
Where can we connect with you?
Give us two marketers that you would like us to interview in this newsletter.
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 🙂).