Oluwatobi Adekunle: From Traditional Marketing to Digital Growth
Oluwatobi Adekunle: From Traditional Marketing to Digital Growth
Oluwatobi Adekunle is a growth and marketing professional, and tech enthusiast with a track record of over 12 years in fintech, AdTech, e-commerce, and EdTech.
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?
My marketing journey began with a passion for understanding human behavior and the desire to connect with people in meaningful ways. Marketing, to me, seemed like the perfect fit for these interests.
Initially, I started with traditional marketing in an insurance company. While this experience provided valuable insights into the fundamentals of marketing, I realized that my true interest lay in digital marketing. This realization came when I joined an eCommerce company as a content writer.
In this role, I discovered the dynamic and innovative world of digital marketing. The combination of creativity, data analysis, and the ability to directly engage with a global audience was incredibly appealing to me. This experience solidified my decision to pursue a career in digital marketing.
From there, I actively sought out opportunities to expand my knowledge and skills in this field. I took on various marketing roles, each contributing to my understanding and expertise. This journey has been driven by my passion for connecting with people and the ever-evolving nature of marketing.
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How do you define growth marketing?
I would describe growth marketing as a data-driven marketing approach, that uses rapid experimentation to identify and develop strategies to drive business growth.
It’s simply an improved method of marketing that combines conventional and unconventional methods and technologies to achieve its growth aims.
What are your key areas of expertise within marketing?
My core specialties include developing a marketing strategy, content marketing, A/B Testing, PPC & paid social.
Which marketing channels do you prioritize, and have you found to be effective?
The marketing channels I prioritize depend significantly on the goals and nature of the organization I'm working with.
In a startup environment, I typically focus on SEO, content marketing, email marketing, and CRO.
In other organizations, particularly those with established brands or specific short-term goals, I prioritize social media marketing and PPC.
Each of these channels has proven effective in different scenarios, and the key is to align the chosen channels with the specific marketing goals and audience of the organization.
What roles have you held in your growth and marketing career?
I doubled as Head of Growth and Product Marketing at a Commercial Bank with Fintech Solutions. In this position, I oversaw the marketing and growth strategies for four key segments: payments, lending, investment, and SME solutions.
I have also acted as a consultant for various businesses, helping them identify growth opportunities and implement effective marketing strategies.
Which companies have you worked with?
Ocasa Homes: A real estate service provider offering rental homes for individuals and families.
GrowthSkoolUK: A digital education platform delivering marketing and data training for individuals and organizations in Africa.
Sterling Bank Plc: A digital financial service provider offering payments, lending, investment, and SME solutions for individual consumers and businesses.
Eskimi: A demand-side platform (DSP) offering digital advertising solutions for enterprise customers in Nigeria and across Africa.
Walify: A wallet platform designed for sports betting companies in Nigeria.
Ikeja Electric: An electric power distribution company serving residential, commercial, and industrial customers.
Sidmach Technologies Nigeria Limited: An EdTech and HealthTech provider offering SmartSchool solutions for educational institutions and healthcare solutions for providers.
DealDey Limited: An online e-commerce marketplace serving general consumers.
Konga Online Shopping Ltd: An e-commerce platform offering a wide range of products to general consumers.
Can you share a fun or interesting fact about yourself that most people don’t know?
I used to be an avid drummer, but I don't know how to dance. I'm also an ambivert and get tired of talking quickly.
What do you enjoy doing outside of work?
I enjoy listening to gospel music and watching music performances.
What advice would you give to someone starting their career in growth marketing?
Understand the Basics: Begin by building a strong foundation in marketing principles, including SEO, content marketing, social media, email marketing, and PPC. Understanding these basics will help you grasp the broader strategies used in growth marketing.
Develop Technical Skills: Growth marketers often need a blend of marketing and technical skills. Learning basic coding (HTML/CSS) and understanding how to use various digital marketing platforms can be highly beneficial.
Stay Current with Industry Trends: The digital marketing landscape is constantly evolving. Stay updated with the latest trends, tools, and best practices by following industry blogs, attending webinars, and participating in professional networks.
Build a Strong Network: Connect with other marketers and professionals in the industry. Networking can provide valuable insights, mentorship, and opportunities for collaboration.
Create a Personal Brand: Start a blog, contribute to industry publications, or engage in social media discussions. Building your personal brand can help establish your expertise and open up new career opportunities.
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 🙂).
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