#14: Tobi Banjoko—From Graphic Design to Growth Marketing
Tobi Banjoko is a growth marketing leader with 10+ years of experience driving digital innovation and revenue growth in SaaS, EdTech, FinTech, and eCommerce.
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 Soil Science at the university, although I initially applied for Computer Science (a story for another day). However, I have always loved branding and marketing. I taught myself graphic design using CorelDraw and Photoshop and became one of the top designers at the university. It felt like a natural progression to want to work at an advertising agency to hone my skills and work with larger brands.
After my NYSC, I got the opportunity to work at an outdoor agency. Shortly thereafter, I discovered digital marketing through reading and research and eventually worked my way into Jumia’s early marketing team.
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How do you define growth marketing?
I believe growth marketing is about viewing your entire marketing funnel through a lens and oiling the gears at the different stages depending on the needs of the business. The process of lubricating the gears can be done through conventional or unconventional ways, so a growth marketer should not be confined in their execution. Ultimately, a growth marketer's output is usually linked to increased revenue.
What are your key areas of expertise within marketing?
My key areas of expertise include funnel conversion management, conversion rate optimization, and campaign tracking. I have a strong background in marketing automation, PPC advertising, A/B testing methodologies, and SEO, utilizing tools like Google Tag Manager, Google Analytics, and Google Search Console to drive data-driven decisions.
I also specialize in customer and market insight, multichannel CRM, and social media management, with experience running LinkedIn, Snapchat, Twitter, and SEM campaigns. Additionally, I am proficient in Facebook Business Manager, email marketing, and campaign performance analysis using tools like HubSpot and Hotjar.
My technical skills extend to Figma, Google Ads Manager, HTML, CSS, and Microsoft Office, allowing me to optimize marketing strategies with a blend of analytical and creative approaches.
Which marketing channels do you prioritize, and have you found to be effective?
SEO, email marketing, partnerships, and paid search have been very effective over the years, as we have consistently generated quality leads at scale.
What roles have you held in your growth and marketing career?
It’s been quite an interesting journey! I started as a graphic designer, then transitioned to customer service advisor, digital marketing executive, head of digital marketing, head of marketing, growth manager, product marketing manager, senior marketing manager, and finally, growth and digital marketing manager.
Which companies have you worked with?
Jumia: A retail e-commerce platform for consumers across Africa, providing a marketplace for shopping, food delivery, and logistics.
Dealdey: A retail e-commerce platform for Nigerian consumers, offering daily deals and discounts on products and services.
FINT: A fintech platform for individuals and businesses in Nigeria, facilitating peer-to-peer lending and investment opportunities.
uLesson: An EdTech platform for students in Africa, providing digital learning content, video lessons, and live tutoring.
Haymarket Media: A media and publishing company serving both businesses and consumers globally, offering industry news, insights, and events.
ScreenCloud: A B2B SaaS company providing digital signage solutions for businesses worldwide, enabling remote content management on screens.
Can you share a fun or interesting fact about yourself that most people don’t know?
During my time at the university, I was a member of a dance group for about five years.
What do you enjoy doing outside of work?
I love traveling and have explored incredible places like Dubai, Morocco, Canada, Portugal, Albania, and Montenegro with many more destinations still on my list!
Can you share a resource or template that has been particularly valuable in your work?
I’d highly recommend MKT1 for strategic marketing insights, Growth.Design for its engaging case studies on user psychology and conversion optimization, and Lenny’s Newsletters & Podcasts for in-depth discussions on growth, product, and marketing strategies. These resources have been invaluable in shaping my approach to growth marketing and staying ahead of industry trends.
What advice would you give to someone starting their career in growth marketing?
You have to love data and numbers. The earlier you familiarize yourself with them and reporting, the more output you can create.
Give us two marketers that you would like us to interview in this newsletter
Jiboye Idowu - Global Marketing Manager at Diageo
Deji Akintade - Head of Digital Marketing at Rova
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 🙂).