Ajoke Emekene is a growth marketer who specializes in performance and lifecycle marketing and currently holds a position as the Clients Solutions Manager for our favorite clock app, TikTok. How did she land her role and what exactly is performance and lifecycle marketing? This article answers all of that and we’ll be starting from the very beginning. Keep reading to learn more about this brilliant marketer. 

Tell us about yourself: What did you study at University? How did you get into marketing? What was your first job?

Absolutely - I studied HR, focusing on Industrial Relations and Human Resource Management at Covenant University. My journey began in the HR field and my first job was an employer branding assistant role at Unilever. This was right after I finished my studies in October – I can't recall the exact date, but I started the job in November. Initially, it was a temporary role, but I swiftly transitioned into their Future Leaders program, as a management trainee. Through this, I ventured into my first marketing role. At Unilever, they structure their mentoring programs to include rotations across various functions. So even though I joined the company as an HR management trainee, I was exposed to different departments. I worked in customer marketing and sales, broadening my experience. Within HR, I handled everything from leadership development and talent acquisition to being an HR business partner. During my stint in customer marketing, I was responsible for flagship skin cleansing brands like Lux and Lifebuoy. This led me all over Nigeria, managing launches and ensuring smooth operations. This also marked my initial entry into the marketing realm.

Marketing was intriguing, of course, but I didn't feel as drawn to it at the time. Brands and brand marketing had their appeal, yet the reliance on guesswork gave me pause, there was a lot of guesswork about the actual impact. So, despite being introduced to marketing at Unilever, it didn't quite capture my passion back then.

After leaving Unilever, I delved into freelance consulting, which demanded a fair amount of self-promotion. It was around this phase that I truly got into marketing. I began learning about performance marketing and growth strategies. This kind of marketing resonated with me – it's based on solid data. You can definitively point out the results of a campaign. This contrasted with my prior experience, making it more appealing. I often tell people that while I was introduced to marketing at Unilever, the kind of marketing I'm immersed in today didn't fully stem from that exposure. It did, however, cultivate an appreciation for the field.

What kind of experiences did you have before joining TikTok and how did you cultivate a global marketing mindset approach to your marketing journey?

Indeed, developing a global mindset and being proactive in applying for international roles is something that happened quite organically for me. Let me break it down.

When I reflect on my career timeline, I realize I've mostly worked for what could be considered "big" companies. Right out of school, I started at Unilever, then I became a freelance consultant where I worked on fractional roles for companies like PwC, and InterSwitch – all prominent players in their respective industries. So, when you put things in perspective, these were substantial organizations compared to their peers.

Before joining TikTok, I was living in South Africa, and I pursued a job with Meta (formerly Facebook) there.  The hiring process was quite rigorous, involving a series of interviews, even up to nine of them, and meetings with high-ranking individuals, including the VP for the region. After securing the role, there were complications with my work permit. The South African work permit procedure can be quite complex and time-consuming. Unfortunately, the permit didn't come through in time for me to take up that job, and I moved on from the South African opportunity. However, this helped give me even further experience when applying for future roles. 

When I received my offer to work at TikTok, I was pleasantly surprised. My husband, who often serves as a pragmatic sounding board, was the one to point out that I was downplaying my achievement. He questioned why I was acting like the opportunity was bigger than me when it wasn’t.

In terms of building that global mindset and applying for roles with international reach, there's a combination of factors at play. One crucial aspect was not letting the fear of rejection hold me back. I recall discussing this with others as well. Growing up, my family had an open approach to failure – it wasn't treated as the end of the world. I was taught that if something didn't work out, it wasn't a reflection of my worth. This upbringing made it easier for me to take chances.

When I see an opportunity that appeals to me, I apply for it, plain and simple. If I face rejection, it doesn't devastate me. It's more about putting yourself out there and knowing that sometimes things pan out and sometimes they don't. It's a life lesson, really. Some people might hold back from applying to certain companies after a rejection, but for me, it's more about the journey. You win some, you lose some. And my family's mentality of sharing my endeavors and outcomes openly has played a role as well. It's not about hiding failures; it's about embracing them as steps on the path to success.

Lastly, I leverage my connections and ask for help. I've always been comfortable reaching out to people for favors or assistance. When someone approaches me for help, I'm more than willing to lend a hand, as long as the request is genuine. It's a reciprocal dynamic – if I can help, I will.

If someone comes to me seeking a referral for a job, for example, I don't need them to beat around the bush. I encourage them to be direct and tell me what they're looking for. If they need a referral, they should simply ask, and I'm more than happy to assist. This kind of straightforward communication can make the process smoother for everyone.

When I was applying to TikTok, for instance, I didn't personally know anyone there at the time. So, I went to the company's LinkedIn page and looked through their employees. I targeted those who were connected to me in some way, even if it was a second-degree connection. I reached out, connected, and then sent a direct message with my request for a referral.

I sent this referral request to one person who happened to be from my school --I first sent a connection request and followed up with a friendly message asking for the referral. She was willing to help, and it turned out she had an added incentive since referrals often come with bonuses. It's essential to understand these dynamics and use them to your advantage. Many times, community members are more than willing to help because they benefit as well.

I've reached out to individuals with no prior connection, asking them to refer me for roles. Sometimes, they decline, which is perfectly fine. It's all part of the process, and I'm not deterred by it.

How did you transition from being a freelance consultant to working in a full-time role at TikTok?

My decision wasn't an abrupt leap. To elaborate, I explored these fractional roles during my time in consulting, which were a bit like working in-house but not entirely as an employee. So my transition to TikTok wasn't an impulsive choice but more of an evolution.

Although my attempt to work with Meta didn’t work out, the desire to work for a company like Meta remained strong. When I moved to the UK, I reached out to the recruiter from the previous South African opportunity, but it was no longer available. Amidst this process, I explored other job opportunities, and I received offers from three different positions. The TikTok offer stood out, the appeal was tied to the brand itself, and I felt a strong resonance with the potential it held.

Now that I'm at TikTok, I can confidently say that my decision was the right one. To provide some insight into my current role. While it might seem like I'm in-house, the situation is a bit more nuanced. I work as a consultant for companies running campaigns on TikTok. My day-to-day responsibilities involve overseeing client accounts, checking their progress, analyzing spending patterns, and helping them meet their goals. During bi-weekly meetings, we discuss their targets for the quarter or specific periods. I assist in creating strategies, testing plans, and optimizing campaigns. If new campaigns arise, I advise on setup and budget allocation to ensure they achieve their targets – whether it's the payback period or the cost per acquisition. In essence, my role is to guide them toward success, enabling them to spend more on the platform. This position strikes a balance between being in-house and being a consultant, allowing me to deliver value while maintaining the flexibility that initially attracted me to freelancing.

Tell us about a day in your life as the Clients Solutions Manager for TikTok and a Content Creator

Usually, my mornings start with checking in on the tasks and projects I'm working on. I ensure everything is on track and address any immediate needs. I consider myself more of a content creator on LinkedIn, not so much on the professional side. But thanks for the mention anyway!

Back to my TikTok role, whether I'm at the office or working from home, my primary focus revolves around my clients. I begin by reviewing the performance of the campaigns my clients are running. It's crucial because my job entails ensuring they're achieving their goals and getting the desired value from their spending on TikTok. I prioritize my time based on the clients who have a significant impact on our business.

For instance, there are clients whose campaigns are so crucial that even a short pause could lead to noticeable losses. Those clients are my top priority. So, I delve into their performance metrics, make sure everything is running smoothly, and take immediate action if any issues arise. It could be anything from performance drops to technical glitches. I'm all about maintaining optimal performance.

Throughout the day, I might have meetings with clients to discuss campaign strategies, address concerns, and provide guidance. Sometimes, clients might reach out to escalate an issue, and I'm there to assist and resolve it.

It feels weird to call myself a LinkedIn Creator but I guess I’m owning it. I have a small team which I collaborate with on content creation for LinkedIn. We have regular meetings to brainstorm, strategize, and plan our content. I've already created a pool of content that I can post during my breaks.

Of course, every day can bring its own set of unique tasks and challenges, but that's the essence of what I do. 

Your LinkedIn profile says ‘I'm a growth marketing professional with a deep expertise in performance and lifecycle marketing.’ Can you walk us through what this entails?

So, growth marketing is essentially about driving growth, but it's a multifaceted discipline. What some may not realize is that growth marketing isn't a standalone field; it's more about achieving the result of growth through various marketing channels and strategies. To truly excel in growth marketing, I believe you need to have a deep understanding of at least one area. For me, it's performance marketing and lifecycle marketing.

Performance marketing is all about using paid media to fuel growth. This involves channels like paid search and paid social. I'm well-versed in these areas, with a leaning towards paid social. It's the process of strategically placing ads where users are actively searching for related content. This targeted approach can yield effective results.

On the other hand, lifecycle marketing focuses on nurturing customers throughout their journey. It's about using your owned media, such as email and in-app notifications, to engage users at every stage of their interaction with your brand. This includes tactics like personalized email campaigns, relevant app notifications, and more.

On the lifecycle side, I harness the power of owned media to maintain a consistent connection with customers. This encompasses crafting engaging email marketing campaigns, delivering tailored in-app messages, and ensuring users stay connected through various channels.

It's worth noting that while social media is a component of lifecycle marketing, I tend to focus more on other channels due to the rapidly evolving nature of social media platforms.

So, in essence, my expertise lies in leveraging both paid media and owned media strategies to achieve growth targets and maintain meaningful engagement with customers throughout their journey.

What are the steps and processes you take as a growth marketer to help businesses scale?

One of the initial things I do is ensure that the foundational aspects are solidly established. What I mean by that is having the correct attribution in place and ensuring accurate measurement. Because here's the thing: if we're not tracking what we're doing meticulously, it's like building castles in the air. We need that data to make informed decisions, to know if we should shift focus from one platform to another, what type of content resonates, or even which audience segment performs better. It's like having a map to navigate the marketing landscape.

But beyond tracking, there's another crucial step: understanding the priority in terms of growth. This aligns with the client's aspirations. Let's say we're talking about a startup in the tech space. Do they value rapid growth above all else, or are they balancing growth with profitability? It's a critical conversation because chasing hyper-growth might temporarily dent profitability. Finding that equilibrium is key. You can have ambitious growth targets, but you need to acknowledge that pursuing profitability and aggressive growth concurrently might require a slightly different approach.

I often engage in discussions like, "If you were to pitch to investors in the next few months, what would matter more? Showing profitability or demonstrating substantial growth?" These conversations help us chart a course. Knowing the client's stance—whether they're more interested in profitability or impressive growth—gives me a foundation to craft a strategy.

And of course, there's another metric that plays a significant role: customer lifetime value. Understanding this figure is like holding a powerful tool. It determines what you're willing to invest to acquire a customer. Take, for instance, the debate around Customer Acquisition Cost (CAC) versus Payback Period. There's a delicate balance here. Imagine a real estate company selling properties averaging $200,000. If acquiring a customer involves a cost of $5,000, and that customer brings in $200,000, it's a win. Sometimes, we focus too much on cost and miss out on the value we gain. Platforms are catching on to this—Google introduced value-based optimization, recognizing the value of higher-converting, high-value customers. TikTok has followed suit.

It all comes down to recognizing that sometimes investing more in acquiring high-value customers can yield better results in the long run. Obsessing over cheaper leads might not be the best strategy. It's about balancing the cost with the ultimate value gained.

So, to sum it up, I lay a robust tracking foundation, align with the client's growth priorities, and comprehend customer value, all while maintaining a balanced perspective on costs and value. 

Beyond your work experiences, how have you grown your knowledge and skills in Marketing?

 It didn't come from the usual suspects like formal courses or established communities. However, I have dabbled in a few courses from CXL. While I never embarked on a full-fledged journey with them, I did participate to glean insights. Then there's the sphere of reading—I'm an avid reader, constantly absorbing knowledge.

During the phase when I was shaping my consulting business, I tapped into the wisdom of a marketing coach. To be fair, he was more of an all-encompassing business coach than a dedicated marketing guru. Nonetheless, his insights left a mark. Interestingly, his emphasis rested on a specific avenue—paid media, specifically paid social. This notion resonated deeply with me, so I was all in. I embraced the idea that paid media was the conduit for growth, particularly through platforms like Facebook. It was a case of putting my money where his mouth was.

The intriguing part is that I decided to learn by doing. It was my cash on the line as I ventured into Facebook ads. This was back in 2018. I delved into this journey, honed my skills, and became even more technically adept than many in my cohort. The proof was in the pudding—my consulting business soared to six figures. So, I've got a unique blend of combining insights from courses, voracious reading, the guidance of a multifaceted business coach, and the immersive experience of investing my own money into Facebook ads.

What’s one part of your career/job that you struggle with and what part do you enjoy? 

Well, my role involves a lot of client interaction. I'm fully committed to maintaining engaging conversations. It's about always wearing a smile and being genuinely cheerful wherever I go. Small talk becomes quite a significant aspect—whether it's during casual dinners with clients or making brief interactions count. Promoting myself comes into play here too, even in industry events. Honestly, it's quite a struggle. Life's a tough one.

On the flip side, the love I have for my job is immeasurable. Unlike when I was slogging through HR and feeling like my head would implode from sheer boredom, things are remarkably different now. The field is incredibly stimulating, and this is even more pronounced here in London due to the caliber of companies that I interact with. I mean, we're talking about the crème de la crème of FinTech, day in and day out. It's an ongoing revelation—like, "Wow, this is what people are doing to shape the industry." Understanding the intricacies behind these entities is invigorating. When you see a major brand or a substantial FinTech enterprise, we're often privy to their plans before they embark on publishing, for instance. It's part of our responsibility to ensure all systems are a go. We're clued into their annual budget, and how they're allocating resources, including their TikTok investments. 

They divulge their strategies for the upcoming half-year period. The access we're granted is mind-blowing. And, you see, that's something everyone on the other side, like being on the agency or in-house side, yearns for. Your clients desire it too, naturally. If someone's launching a new brand or stepping into a new market, they're curious about their competitors. And working in FinTech, I'm in the loop about your competitors' moves, your A-game, everything. I handle both parties with a smile, striving to satisfy them both. What sets them apart becomes crystal clear; why one excels over the other on a given platform becomes discernible. It's all about comprehending differences in team dynamics, workflow approaches, and operational methods. 

What life hack have you picked up over the years that people don’t say enough about but has helped you?

A life hack that has guided me, not necessarily just in my marketing journey, but throughout my entire life—it is the profound impact of a positive mindset. This concept often gets a somewhat negative reputation due to how it's presented by motivational speakers. People tend to think it's about merely believing and things will miraculously fall into place. But it’s more than that, life is complex; your mindset plays a monumental role in shaping who you become, irrespective of your circumstances.

Yes, circumstances can be utterly dire at times, demanding immense effort to climb out of a pit, so to speak. However, what I believe is that your mindset significantly influences how you navigate life and your career. When you hold onto an expectation of triumph, more often than not, you end up succeeding. Of course, challenges arise, and that's undeniable, but having that baseline expectation of victory leads to more wins than losses. This outlook has certainly held true for me.

Another key aspect is anticipating assistance from others. If you're open to the idea that people will offer their support, you'll find help coming your way. Conversely, if you're convinced that help won't materialize, you might not even ask for it. An interesting anecdote: I have a friend who hesitated to ask for help because they thought the other person might not want to assist. But in my experience, when someone comes to me for help, I'm always more than willing. I think, if roles were reversed, they would appreciate the chance to help too. It's a reciprocal kind of understanding. After all, if you reach out for help, you're essentially offering the opportunity to others to fulfill their innate desire to assist.

For people who do not respond to my queries or seem distant, I don't take it personally. They might be facing their own challenges, and it's got nothing to do with me. In essence, your mindset crafts your journey. 

What’s one piece of advice you’ll offer to budding marketers in our community?

One thing I really want to see more of is voices based on real experience. There's an influx of opinions online, with some claiming that product-driven growth is the only path, while others insist it's sales-led growth. I hope to see more African marketers, more of us, sharing insights drawn from our market realities. This is how the "big players" in marketing evolve—by offering fresh perspectives rooted in personal journeys.

I understand the allure of following the loudest voices, but our voices can and should carry weight too. A key piece of advice is to delve deep into the technical aspects. Immerse yourself in data. When you're at the table with colleagues from various departments—be it product, sales, or operations—you'll gain greater respect by grounding your arguments in facts and figures. Conventional marketing wisdom is valuable, but it's often based on established principles. What sets you apart is your willingness to test, experiment, and adapt based on your audience and market nuances.

When you're in conversations with, say, a product manager proposing a new tagline or altering the onboarding flow, your experimentation becomes a powerful asset. If you've run tests, if you've tried different strategies, you can engage in a more informed dialogue. You're not just exchanging opinions; you're bringing data to the table. This boosts your credibility and can make your recommendations more influential. Essentially, gaining respect in your workplace hinges on your intimacy with data.

Furthermore, as a marketer, aim to become an expert in at least one area. Whether it's influencer marketing, paid social, paid search, or brand strategy, focus on mastering one realm in and out.

You become the go-to person for that aspect, and it's not to say you ignore everything else—rather, you comprehend the broader landscape. This is often referred to as "T-shaped" marketing, where you have in-depth expertise in one area while maintaining a solid understanding of the broader marketing spectrum.

What can we expect from Ajoke going forward? Any upcoming projects? Anything else you want to share?

Well, for now, I'd say keep an eye on this space. There's some exciting stuff in the works, and I can't wait for everyone to see it unfold.

Connect with Ajoke Emekene on Linkedin, X(formally Twitter), and YouTube.