Career lessons from Milton Tutu - Chief Marketing Officer, Selar

Meet Milton Tutu, one of the youngest Chief Marketing Officers (CMOs) in Africa. His career journey began as a life coach, where he earned his first million by selling digital products. Today, he leads the marketing efforts at Selar. In 2022, Selar distributed a whopping $4.5 million to its users, solidifying its reputation as the ultimate platform for digital creators. This remarkable achievement owes much of its success to the effective marketing campaigns spearheaded by Milton. In this article, we will explore Milton's daily routine, the path that led him to Selar, and how his unwavering optimism catapulted him into the life he's always dreamed of.

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

I'm Milton Tutu, the Chief Marketing Officer at Selar, and I'm also the CEO and founder of Blurpe. My life revolves around marketing; I live, eat, and breathe marketing. I'm passionate about helping startups grow and supporting young talents in Africa to advance in their careers. I'm also a published author with three books to my name: 'In Depth,' 'At the Riverbank,' and 'Digital Product Sales on Steroids.' I'm proud to say that I'm an Amazon bestselling author and a keynote speaker. I have spoken at various events including the African Creative Market, Youthspark Pan African Conference (Rwanda), and The 1 Percent Circle Event (where Akin Alabi was one of the speakers).  When I'm not busy moving the needle, you can find me playing Call of Duty on my PS console, reading a book, writing, or traveling.

In terms of my education, I hold an OND in computer engineering, and I also have a BSc in computer science. Interestingly, my dad initially wanted me to become an aeronautical engineer, but my heart was set on computer science and computer engineering. It was a bit funny because my dad wasn't thrilled at first, but he's proud of me now, I think. In high school, I excelled as the best ICT student, and that's when I realized my knack for all things computer-related. I even developed a social media app for my classmates back then, although I didn't take it seriously at the time. It got me thinking, "Why not pursue a career in something I love?"

As for how I got into marketing, well, it wasn't something I actively sought out. It kind of found me. Initially, I started out as a motivational speaker, Spoken word artist, and life coach, even at a young age. I proudly called myself the youngest life coach in Nigeria, and you can still find evidence of that on my social media profiles. Even if I was too young to be one, the passion to help people was what propelled me to pursue a career in life coaching. At the age of 18, I became certified as a life coach and results consultant through Innocent Usar Coaching Academy. It was one of the most expensive trainings I had ever paid for — N400K as of then.  I also delved into Neuro Linguistic Programming, hypnosis, behavioural coaching, and consulting. My fascination with how the human mind works and the art of persuasion was the foundation of my eventual career in marketing.

I published my first book at 18, followed by my second at 19. My first book didn't sell much; in fact, the first two buyers were my dad and my best friend. That's when I realized I needed to learn marketing and sales techniques. I dove into the world of copywriting and published my second book, which made me my first million within two months. It was incredible to be a 19-year-old making substantial money online. During this time, I was still studying in Benin City at Benson Idahosa University. Back then, I and Peace Itimi had a group called “The Glorious Future Initiative”. We used to visit different schools, motivating and inspiring students. It was an eye-opening experience. I also used to perform spoken word at various events in Benin City. Those were my “Come Up” days and I value them so much!

Milton’s early days as a motivational speaker

Later on, while still in school, I was introduced to network marketing. However, I approached it differently, leveraging digital marketing strategies like Google Ads, creating sales funnels, and offering consulting services. This period not only brought in substantial income but also taught me valuable marketing lessons, like crafting compelling offers, directing traffic, optimizing sales pages, and utilizing keywords effectively.

I didn't stop there. I ventured into freelancing, worked with a friend's T-shirt company, Crooked Tie, and even did door-to-door sales, gaining diverse experiences in marketing and sales. After completing my studies, I began consulting for various tech companies, including Chigisoft Technologies in Port Harcourt and Vestpay. I also collaborated with a FinTech company called Aimtogetet in Ibadan. I did some consulting for them and helped them launch their co-working space at Bodija.

Then came the moment when I launched my first startup, Square Academy, in beta after finishing NYSC.  It was a thrilling experience, but I soon realized that selling digital products, like ebooks, was entirely different from marketing tech products. Although I was very passionate about the product, 6 months down the line, the startup really didn’t start. I was still learning the ropes when I moved from Port Harcourt to Lagos.

In Lagos, I reconnected with a senior friend, Ferdy Adimefe, who invited me to his office for a chat. I had met Mr. Ferdy when I was interning at an advertising agency in Lagos called Amore. I did my Industrial Training there and connected with Mr. Ferdy through one of my previous bosses in the company called Dr. Foy.  Mr Ferdy admired the work I had done with Square Academy and offered me a chance to work at his company, which I gladly accepted. This was my gateway into the Lagos tech scene. I worked as a product and content manager at Ultra, handling remarkable projects. Eventually, I transitioned into the agency side of things, where I worked with the team at Imaginarium responsible for high-profile clients and banks. This experience honed my skills in PR and project management. While I was working with Imaginarium, I was also working with an agency in the USA as an Email Marketing Specialist.

Milton working at Imaginarium in Lagos, Nigeria

During this time, I connected with Douglas Kennedy, the founder of Selar, and our shared experiences and interests in the creator economy led to him offering me a role as the Growth and Marketing Manager at Selar. Douglas was aware of the work I had been doing with Square Academy, Ultra, and Imaginarium. Getting to work at Selar was just the best fit. It was like we were made for each other. It's been quite a journey so far.

When I first met Douglas, I did tell him that he had to write a check to me for always talking about his product and he responded, “do you want a check or you want a contract?”. Well, he ended up giving me a contract.

Tell us about a day in your life as the CMO for Selar and the Founder of Blurpe.

Being the CMO at Selar is a fulfilling and exciting role for me. I genuinely enjoy my work, and I love my job. It allows me to collaborate with a diverse team that spans various aspects of marketing, from content creation to product marketing, social media management, PR, SEO, support, and product development. My primary responsibility is to drive results and meet our different goals, and I do this by working closely with these various teams.

I'm involved in multiple facets of marketing, whether it's product marketing, public relations, SEO, content management, products, social media engagement, or partnership development. For example, leading discussions for events like the Selar Creator Summit. This involves identifying potential partners and companies to join forces with to promote our message effectively. 

One of our significant ongoing projects is expanding into new markets, particularly in Ghana and other African regions, including Francophone and East African countries like Kenya and Rwanda. I play a central role in shaping and driving these expansion efforts.

My day is typically filled with meetings, analyzing reports, and engaging with partners. I also keep a close eye on my team's progress and participate in hands-on work. What makes managing both my role at Selar and my startup, Blurpe, feasible is having exceptional teams at both organizations. They are not only highly competent but also self-driven, which means I don't need to micromanage them. I provide the vision, and they know how to execute it effectively. This strong support system and dedicated teams have been instrumental in helping me maintain balance in my life as the CMO of Selar.

How did you land your role at Selar, what are the measures you put in place to secure a promotion to CMO?

When I joined Selar, we were relatively small, with just 9,000 creators and 50,000 users. We've grown our creator base from 9,000 to over 100,000 creators in just 2 years and currently, we have over 1,000,000 users in Africa. At the end of 2021, 6 months after I joined Selar, we closed the year with 20,000 creators (from 9k), and when we checked how much we spent on ads that year, it was just $1500. That was the year we paid $1M to creators in Africa.

But it's not just about numbers; it's also about leadership and management. As you step into roles like CMO, it's crucial to understand that it goes beyond individual contributions. It's about how well you can lead a team, how effectively your team executes their tasks, and how you manage the dynamics.

I prioritize feedback and transparency with my team. We conduct regular check-in calls every three months where I assess my team, and they assess me in return. This two-way communication helps us improve and stay aligned with our goals.

What I'm most proud of is my team. Each member is an expert in their domain, from SEO to PR, social media, content, and product marketing. They're passionate about what they do, and that's invaluable.

One piece of advice I'd give is never to settle for mediocrity. Many people tend to do just enough to get by, but I believe in going the extra mile. For example, I recently closed a partnership with a leading bank, Wema Bank Nigeria to collaborate with us on a project. These are things that stand out because they go beyond what's expected. You have to go the extra mile

Lastly, creating a healthy work culture is vital. I've seen firsthand how a positive culture can motivate people to put in the extra effort. So, in a nutshell, my approach is a combination of hard work, leadership, exceeding expectations, and fostering a positive work environment, all of which I continue to implement at Selar.

Offer from Douglas Kendyson for Milton’s first role at Selar in 2021

As the founder of Blurpe, can you walk us through what Blurpe does, and how it hopes to help every marketer reading this?

Blurpe is all about bridging the gap between marketing talent and startups in Africa. The challenge we're addressing is that startups often struggle to find top-notch marketers, whether it's growth marketers, product marketers, social media experts, or content writers. There's a significant gap in the market, and we aim to fill it by helping startups discover the right marketing talent while also providing job opportunities for skilled marketers.

But our mission goes beyond just matchmaking. We're passionate about empowering marketing talent and enhancing their skill sets. For instance, we recently completed a GTM (Go-to-Market) strategy masterclass with the esteemed Onyiyechi Nneji. We offer training in various areas, such as content marketing, SEO writing, product marketing, and more. Our goal is to prepare marketers for the real-world job market by teaching them not only valuable skills but also how to improve their CVs, set up their online profiles, and build portfolios.

Think of us as the "Andela for Marketers." Similar to Andela's approach to developers and product designers, we're dedicated to nurturing marketing talent and helping them find fulfilling roles in the industry. What sets us apart is our commitment to tailoring our courses and content to fit the unique needs of the African marketing ecosystem. We collaborate with content creators and marketers from Africa to create courses and classes that are relevant and effective in our region.

In essence, Blurpe is a platform where marketing talent can find exciting job opportunities, receive top-notch training, and gain the skills needed to drive growth for businesses. We're passionate about empowering marketers in Africa and bridging the gap between talent and startups. That's the essence of what we do at Blurpe.

On your communication channels, you describe yourself as a Growth Marketer- can you walk us through what this entails?

I try to avoid the whole  "growth marketing" conversation lately due to a fairly recent conversation I had on Twitter, where people were questioning the relevance of growth marketers. However, it's essential to clarify what distinguishes growth marketing from generic marketing.

Generic (Traditional) marketing, which is excellent in its own right, often focuses on top-of-funnel activities like creating awareness and generating leads. It's a crucial part of the marketing process. However, when it comes to tech and products, such as the ones we deal with in growth marketing, it goes beyond that.

In growth marketing, we dive deeper into the user journey. We don't stop at acquiring leads; we want to ensure they convert and become active users. This requires us to collaborate closely with the product team, as sometimes conversion issues stem from product-related challenges. We might need to streamline the user onboarding process or address issues that hinder activation.

Additionally, growth marketing often involves experimenting with growth hacks or innovative strategies to accelerate a product's growth. It's about constantly testing and optimizing different aspects to take a product from zero to one and beyond.

So, in a nutshell, growth marketing isn't just marketing in the ideal sense; it's about being at the center of everything, analyzing data, and taking a holistic approach to improving the entire user lifecycle. It's about finding what works through iteration and collaboration, ensuring that users not only enter the funnel but also navigate it effectively and convert into active users.

Milton at a teaching event

What are some courses and resources for growth marketing? 

Most of my knowledge about growth marketing didn't come from courses or books, though I did take some excellent courses at CXL Institute and read books like "Growth Hacker Marketing" by Ryan Holiday. These resources gave me a solid theoretical foundation and shared some insightful case studies.

But the real learning happened when I got my hands dirty in the field. I launched my startup, worked as a growth consultant for startups, and dived into various marketing initiatives. That's where I truly honed my skills. I found that practical experience, experimentation, and adaptation were the keys to success.

Don't get me wrong; courses and books are fantastic for building a foundational understanding. They provide valuable insights and frameworks. However, they should be seen as supplements to real-world experience. You need to apply what you've learned, make mistakes, and refine your approach based on actual results. It's the hands-on work that truly solidifies your knowledge in the world of growth marketing. So, my advice to others would be to balance theory with practice, as practical experience is where you'll gain the most valuable insights.

What’s one part of your career/job that you struggle with and how do you overcome it? 

One challenge I used to face, but I've managed to overcome, is the struggle to balance everything in my life. I tend to take on a lot of responsibilities. Selar, as a whole, is like a world of its own, and as the CMO, my role comes with significant responsibilities. On top of that, I have my personal projects, including Blurpe, my mentorship commitments, and content creation.

In the past, finding the right balance was a real challenge. I used to try to handle everything on my own. However, that has changed, and I don't struggle with it as much anymore. The key to overcoming this challenge was seeking help and building a support system. I'm fortunate to have an exceptional team at both Blurpe and Selar who assist me in various aspects of my work.

I now have a manager and an executive assistant who help me manage my tasks efficiently. My team at Blurpe and Selar have been instrumental in moving things forward. When I need help, I'm not hesitant to ask for it. I've also learned the importance of delegation. Delegating tasks to capable team members has allowed me to focus on the bigger vision and strategic aspects of my work.

In essence, having a supportive community, seeking help when needed, and learning to delegate effectively have helped me overcome the challenge of balancing my many responsibilities. It's no longer a struggle, thanks to the collaborative efforts of my team and the support system I've built around me.

What are some of your tips on properly delegating to your team? 

When it comes to delegation, there are several key principles I follow to ensure successful outcomes. First and foremost, I believe in hiring great people because only great individuals can consistently deliver exceptional work. Setting high standards is crucial, and when you have a team of talented individuals, they help set those standards collectively.

Next, when delegating tasks, it's important to establish clear standards and processes. Team members need to understand the expectations and the steps to follow. This clarity ensures that everyone is on the same page and can replicate successful processes.

Additionally, hiring great people also means they are more likely to produce high-quality work. When delegating, it's essential to set specific goals and key performance indicators (KPIs) that you'll use to measure progress. This provides your team with clear guidance on what needs to be achieved and aligns their efforts with your objectives.

Trust is another critical aspect of delegation. I trust my team to get the job done and give them the autonomy to do so. While I believe in giving people the chance to learn from their experiences, it's also crucial to help reduce the rate of failure. Having a balance between allowing for learning opportunities and minimizing failure is essential.

Providing clear and constructive feedback is something that many people overlook when delegating. I make an effort to offer feedback that is both clear and helpful. This involves acknowledging the positive aspects of the work and then providing specific suggestions for improvement. How you deliver feedback is just as important as the feedback itself. Applying emotional intelligence and empathy when giving feedback is crucial, as it fosters a positive working environment where team members feel appreciated and supported.

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

Passion is a fundamental driver of success in any endeavor. It's something that I've always embraced and believe in wholeheartedly. Being passionate about your work is not just a suggestion; it's a mindset that can significantly impact your journey. Here are a few key insights I've gained about the power of passion:

• Passion fuels excellence: When you're passionate about what you do, it's a natural motivator for striving for excellence. You don't settle for mediocre results; you aim for the best possible outcomes in every task and project.

• Passion is contagious: Your passion is not something you keep to yourself; it radiates from you and influences those around you. People can sense when you genuinely care about your work, and it often inspires them to do their best as well.

• Consistency across all aspects of life: How you approach one aspect of your life often reflects how you handle others. If you put in half-hearted efforts at work, it's likely that this attitude carries over into other areas of your life. Conversely, being passionate about your work can positively impact your personal life and relationships.

• A source of resilience: Passion can act as a reservoir of resilience. When challenges arise, your passion for what you do can be the driving force that helps you overcome obstacles and keep pushing forward.

Milton in Rwanda, balancing passions and living his best life

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

You know, one thing I've learned in my journey is the incredible power of self-belief. It's like this unwavering conviction that I carry with me everywhere. I've made it a rule never to utter a negative word about myself. I mean, why would I? Your soul, your Chi, they're always listening. So, I always speak of myself in the most positive light. I truly believe that I can achieve anything I set my mind to, and that belief has driven me to places I never thought possible.

I've come to realize that I should always aim high. Set goals that seem almost delusional because, honestly, why not? If we limit ourselves to what seems achievable, we're holding back our potential. That's why I tell my team, "We're the blind optimists." If we say we're going to the moon, get ready because we're going to figure out how to get there.

Confidence is another crucial piece of the puzzle. It's not about arrogance, but about knowing your worth. You have to carry yourself like a king because, in a way, you are. I mean, think about it, you're the light of the world, the salt of the earth. Wherever you go, you should be the one who shines the brightest.

Being a blind optimist means keeping that positive outlook even when things get tough. It's about staying resilient and solution-oriented, not dwelling on problems. This mindset has not only helped me but also my team. We all aim high, we believe in our abilities, and we tackle challenges head-on with optimism.

In summary, it's all about the power of self-belief, setting ambitious goals, speaking kindly about yourself, embracing blind optimism, and carrying yourself with confidence. These principles have not only shaped my journey but have also influenced my team's mindset. Together, we're all working towards reaching the moon, and we couldn't be more excited about it.

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

Looking ahead, there's quite a bit in the pipeline both for me personally and for Blurpe. One of the exciting projects I'm currently immersed in is my upcoming book. It's all about growth, a sort of playbook that doubles as a handbook for marketers and startup founders. The goal is to provide a comprehensive guide on how to take a product from ground zero to that magical point of success.

At Blurpe, we're working diligently to bring this growth playbook to life, ensuring it becomes a valuable resource for those navigating the challenging terrain of startups and marketing. It's going to be a knowledge-packed manual that can genuinely transform the way people approach growth strategies.

Aside from that, we have several other initiatives in the pipeline. If you're interested, you can check out our website. We're consistently working on content across various platforms to provide insights, education, and mentorship opportunities for marketers, both new and seasoned.

One exciting series we're working on is a mentorship program for aspiring marketers, where they'll have the chance to engage with experienced industry professionals. It's all part of our commitment to fostering growth and learning within the marketing community.

So, in the months to come, expect to see a lot from me and Blurpe. We're passionate about sharing knowledge, empowering marketers, and making a meaningful impact on the industry. Keep an eye out for our projects, articles, and collaborations – there's much more to come!

Connect with Milton Tutu on Linkedin, X(formally Twitter), and Instagram.