#11: Susan Ikegwu—From Curiosity About Cookies to Growth Marketing
Susan Ikegwu’s 6-year marketing career includes roles at Google, Opera, and QuickCheck, driving growth through data, experimentation, and multi-channel strategies.
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?
My marketing journey really started with curiosity. I’ve always been fascinated by how things work, especially on the internet. The first time I noticed ads following me around the web, I couldn’t help but wonder how that was happening. It felt almost like magic, but I knew there had to be a reason, so I started digging.
That curiosity led me to learn about retargeting, cookies, and the mechanics of online advertising—and I was hooked. From there, my research snowballed, and before I knew it, I was on the path to a full-fledged career in marketing.
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How do you define growth marketing?
Growth marketing, to me, is all about understanding what truly matters to customers and optimizing every single touchpoint to support their journey. It’s not just about reaching a lot of people; it’s about creating a seamless flow that aligns with customer needs and business goals. Growth marketing combines creativity, analysis, and experimentation to uncover sustainable ways to expand while staying true to what customers value most about a product or service.
What are your key areas of expertise within marketing?
I’d say my expertise is pretty T-shaped. I have deep knowledge across the entire funnel, with particular strength in digital strategy, customer journey mapping, experimentation, and data analysis. These areas help me approach challenges with a balanced perspective, blending creative thinking with data-driven decision-making.
Which marketing channels do you prioritize, and have you found to be effective?
The channels I prioritize really depend on the objective at hand, as this is what drives the right mix. For example, if the goal is brand awareness, I might lean into a combination of owned and paid channels to expand reach.
On the other hand, if I’m focused on retention or nurturing, I’ll probably rely more on owned channels like email and in-app messaging. Ultimately, it’s the audience and the objective that determine the ideal channel mix. I’ve found that nearly every channel can be effective when used strategically—it’s all about making them work together in the right way to support the goal.
What roles have you held in your growth and marketing career?
I’ve had a diverse career in growth and marketing, starting as a Growth Executive, and then becoming a Digital Marketing Trainer. I moved into roles like Growth Marketing Manager, Growth Marketing Lead, and Senior Product Marketing Manager, and I’m now working in Product & Growth Marketing.
Which companies have you worked with?
Google – A global technology company offering products and services across B2B, B2C, and SaaS business models, spanning industries like technology, advertising, and digital innovation.
Small World Financial Services – A financial services company providing B2C money transfer solutions for global remittance markets.
QuickCheck – A fintech company offering B2C digital lending solutions in the financial services industry.
Heroshe – A B2C e-commerce platform enabling cross-border shopping and delivery for customers in Nigeria and the United States.
Haptics Nigeria – An education company providing training programs in digital marketing for individuals and professionals in Nigeria (B2C).
Opera – A technology and internet services company offering B2C solutions, including web browsers, fintech services, and digital content platforms globally.
Hotels.ng – A B2C online travel agency specializing in hotel booking services within Nigeria.
Do you have a fun fact about yourself that most people don’t know?
Sure! Here’s one that surprises people: I once took an improvisational acting class just to get more comfortable with public speaking. It was both terrifying and fun, but it taught me a lot about thinking on my feet.
What do you enjoy doing outside of work?
Outside of work, I love experimenting with new recipes in the kitchen and exploring different flavors at home.
Spending quality time with family and loved ones is also really important to me. And I have to admit—I’m always up for discovering new steakhouses!
I also enjoy immersing myself in new cultures and exploring unfamiliar places whenever I get the chance.
What advice would you give to someone just starting their career in growth marketing?
My advice would be to stay curious and don’t be afraid to get technical. Growth marketing is part science and part art, so understanding the mechanics—like data and analytics—is just as important as being creative with campaigns. Find opportunities to test your ideas, whether through a side project or by helping with marketing for a friend’s business. Most importantly, I will always learn from the data. It will be your best guide in figuring out what truly works.
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 🙂).