#13: Peace Attah—From Customer Service to Product Marketing Leader
Peace Attah is a leading product marketer using market research, storytelling, and product positioning to drive growth in fintech and B2B SaaS companies.
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 started my career as a customer service representative at a boutique in Abuja right after graduating with a political science degree and a mini degree in fashion & styling. I then moved into social media management for an online retail store, which was my first real introduction to marketing.
I began by writing content for social media and my personal blog. It became clear that I loved creating content and connecting with people through it, so I decided to make a career out of it. It made more sense to get paid for doing something I was passionate about.
After that, I transitioned into digital marketing and later marketing communications, both within the financial services sector. I eventually found my way into product marketing as an associate in Fintech after a 7-month transition process, and now I’m working as a product marketing manager in the B2B SaaS space.
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How do you define growth marketing?
I see growth marketing as a process of refining customer journeys to be more efficient, exciting for customers, and scalable. I think this is why experimentation is very important for growth teams, to get to the best possible loop for customer activation, engagement, and retention.
What are your key areas of expertise within marketing?
My core specialties are: GTM strategy, product positioning and messaging, storytelling, customer onboarding, retention journeys, and customer advocacy – which includes a lot of customer interviews to understand their point of view.
Which marketing channels do you prioritize, and have you found to be effective?
It depends on the GTM or product launch. I keep an open mind across all channels. The most important thing for me when selecting channels is understanding the quantity of my customers on there and what their goal of being there is.
For example, customers on Reddit are probably looking to explore solutions to one or two problems while customers on LinkedIn might just be there to network professionally and learn from thought leaders.
What roles have you held in your growth and marketing career?
This is the order of the roles I have held: social media marketer, content marketer, product marketing associate, and product marketing manager (x2).
Which companies have you worked with?
Companies I have worked with (well, the ones I share publicly) include:
Rich Oak (now WhiteCroft): An alternative finance platform for individuals and businesses in Nigeria that provides investment and credit solutions.
Kippa: A bookkeeping and payments platform for Nigerian small and medium-sized businesses (SMBs), helping them manage transactions and financial records.
InterviewHQ: An AI-powered interview management software for hiring teams and recruiters, streamlining candidate assessments and interview processes.
Rayda: An employee equipment management software for global remote businesses, enabling companies to track, assign, and manage workplace assets efficiently.
Can you share a fun or interesting fact about yourself that most people don’t know?
I don't have a bunch of jobs I worked at on my CV, if I did, I’d have about 10 years of work experience. Lol. I started working at the age of 15.
What do you enjoy doing outside of work?
Watching K-dramas, listening to music (lately into classical music), dancing, and cooking.
Can you share a resource or template that has been particularly valuable in your work?
The entire Product Marketing Alliance resource library helped me to understand the basic frameworks when I just transitioned into product marketing. It’s available on the Pro membership but it’s totally worth it. Also, ADPList has connected me with so many great mentors that I am so grateful for.
What advice would you give to someone starting their career in growth marketing?
Be intentional. Seek help from those who have been where you are now and thrived. Be humble and pay attention to feedback. Also, be ready to stay learning - tools, channels, customers, and pretty much everything changes very fast, you don’t want to be playing catch-up.
Give us two marketers that you would like us to interview in this newsletter
Onyinyechi Nneji - Product Marketing Specialist at Panaseer
Ruth Oye - Communications Manager at Horton Housing
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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