A few months back, we sat down with Oluwatofunmi Alo (Popularly called Tofunmi) to delve into her marketing journey and the valuable lessons she's picked up along the way. Her narrative is a blend of remarkable passion, resilience, and dedication, offering insights that can benefit marketing professionals at any level. So, grab some popcorn and brace yourself for an enlightening ride.

Before we dive in, a quick heads-up: This interview with Tofunmi took place in 2023, shortly after she became a UK Global Talent while serving as the Marketing and Communications Lead at Spleet. Since then, Tofunmi's life, marked by an unwavering dedication evident in this article, has undergone more transformations. She's now in a new country, making waves in global marketing.

Let's jump into our conversation with Tofunmi.

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

Honestly, I've always known that my path was in marketing or communications, especially during my time in secondary school. My secondary school had day and boarding students and the borders always felt disconnected from what was happening outside, so I took it upon myself to fix that.  Every day, I'd go on Nairaland, BellaNaija, and many other similar sites, compile a list of entertainment and political news, and present it to the class. I became the go-to news guy, keeping everyone updated on what was happening with celebrities and in the country, and everyone really looked forward to it. I would say that was when the seed of my marketing/communications journey was planted. 

When it was time to choose my university major, my friends pushed me toward law because of my vocal nature. But I opted for mass communication. When I got into mass communication, everyone expected me to end up in journalism (a brand of my course), because of what I did in secondary school, but I chose PR and advertising because it reflected more of what I thought I would be great at – it is important to always remember to be true to yourself.

Settling into PR & Advertising in school, I started making some money by managing social media pages for people and this was my first foray into practicing marketing. 

Following that, I got an internship with a PR firm called the OddLot Company. I worked on media relations for a movie project called Isoken, ensuring journalists were cared for at press parleys. From there, I continued working on media relations for another movie, "Banana Island Ghosts." This internship laid the foundation for my marketing career, as I was able to learn practical marketing skills from experts. 

Since then, I've worked in marketing across various sectors—food, fashion, finance, agency, and now, tech. That's been my marketing journey so far. Six wonderful years and counting.

Following your experiences from various Industries, how did you land your first tech job? 

To move from one industry to another, the important thing to remember is how well you can communicate your transferable skills from your previous role to fit into your next job — both personal and professional skills. 

In terms of personal skills that have been vital in my tech role, adaptability stands out as the first key factor. The ability to be malleable and fit into diverse environments signals to recruiters that I can understand various target audiences and sell to them, market various products, and immerse myself in new sectors. 

Another personal skill that forays into professional skills is the willingness to learn new skills and embrace transferable ones. Transitioning from a predominantly creative marketing background to a more analytical role in tech required a shift in mindset. Despite being known as a creative marketer, I was open to learning analytical skills like calculating CTR and CPC. When you enter a new role, understand the metrics that your stakeholders are interested in, be adaptable to learning those new skills, and actually learn them. 

Be open to learning new marketing tools too. Before my first tech job, I wasn't familiar with tools like Intercom, Mailchimp, or Hubspot. However, I embraced the opportunity to learn and applied my newfound knowledge during interviews, demonstrating adaptability and proactivity

During your interviews, it is important that you stay authentic. Recruiters have highlighted that they appreciate my genuine demeanor. I ensure my responses aren't robotic but rather tied to personal examples and real-life experiences and most especially RESULTS. 

During my application process, I also submitted a robust portfolio of personal and professional projects. Personal projects show recruiters you’re a self-starter and professional projects show that other people have taken bets on your abilities and seen results. One of the personal projects I showcased was a social media page I’d founded called "UNILAG and Killing It,"--- a page that showcases the lifestyle of Unilag Students, and ‘WatchYoruNolly’ – a page for Yoruba Nollywood memes. Recruiters have reached out to me because of my work on personal projects more times than I can count. The lesson here is people are excited by self-starters, it shows grit, and tenacity and that you are passionate about your profession. 

In summary, adaptability, a willingness to learn, authenticity, and a portfolio showcasing both professional and personal projects have collectively contributed to my entry and success in the tech industry. These qualities not only make me a valuable team member but also demonstrate my genuine passion for the profession.

Can you tell us more about your role at Spleet? How has your role developed over time, and what does a typical day in your life look like?

I joined Spleet as the Head of Marketing and Communications and at the time, I was the only person on the marketing team. This made my initial days a bit of a whirlwind. Initially, I focused on operations and team restructuring, a focus that continued for about six to eight months into the role.

During my interview with Spleet, I asked them what marketing challenges they wanted to address immediately (this is a great question to ask in any interview). And their answer was content. They believed they lacked sufficient content presence and top-of-mind awareness in their sector. Consequently, my primary focus shifted to content as soon as I started. At the time, the Spleet website didn’t have a blog but a medium page and it lacked consistency. I then built the content engine from the ground up, the backbone of the blog, and initiated the first major content plan, kicking off my role.

In the early stages, my responsibilities revolved around posting on social media, executing content marketing strategies, and organizing events and giveaways, to enhance brand recall and consistency. After a few months, I added three brilliant associates to my team, and my role evolved into overseeing their work and focusing less on day-to-day content marketing.

I could then focus on other areas where we needed to grow even more, areas like sponsorships, partnerships, paid acquisition, data analytics, content marketing oversight, team management, and extensive writing—press releases, project features, product announcements, blog posts, and more.

My typical day was waking up, checking social media performance, and reviewing paid platforms like Google Ads, YouTube Ads, Meta, and Twitter Ads for optimal performance. I also checked our marketplace for new listings, conducted Google searches for industry-related keywords, and ensured we ranked appropriately. Engaging in budget discussions with management, reviewing numerous sponsorship pitches, and seeking relevant opportunities were also part of my routine.

Additionally, I maintained constant communication with cross-functional teams. This included discussing website optimization with the engineering team, providing reports to the product team, addressing direct customer concerns with the customer service team, and participating in strategy meetings. Every day brought a unique set of challenges, but there was a consistent rhythm of adapting to new challenges. 

You hired three marketing associates to help in your marketing efforts. In your opinion, how can organizations spot the right marketing talents when filling in marketing roles? 

Identifying the right marketing talents for an organization is a critical task, especially in our growing digital village where online portfolios may not always accurately reflect actual capabilities. If I were asked this question six months ago, my initial advice might have been to assess past work, but the proliferation of content online has made this approach less reliable. Many individuals with impressive portfolios may not perform as expected on the job.

One effective method is to provide marketing tasks aligned with the role being filled. These tasks should be relevant to the specific responsibilities the candidate will handle. These tasks do not have to be time-consuming and exploitative, for example, you can ask a content writer to write a 500-word article about one of your products. 

Don't be overly rigid about ticking every box in the job description. I’ve been very fortunate with my employers because they’ve taken bets on me and believed that my good work in the past would translate to my dedication to learning something new. Sometimes, a candidate might not meet all the criteria but could still be a great fit. Being open to candidates who are teachable and show a willingness to learn can be key. If a candidate lacks one or two skills but excels in others, consider the growth potential. The openness to learning and adaptability can make a significant difference.

Additionally, don't underestimate the importance of a positive attitude. Assessing a candidate's attitude towards work, openness to learning, and overall work ethic is crucial. If you can, reach out to previous employers for insights into a candidate's attitude and work approach. That is a great way to know.

Let’s talk about your UK Global Talent endorsement. Can you walk us through how you were able to achieve this amazing stride while being a marketer living and working in Nigeria?

One key factor that helped me secure my endorsement was meticulous documentation of my achievements over the years. This typically involves cataloging everything, from project stats to social media metrics for social media managers and project outcomes for performance marketers. It's about chronicling the journey from project initiation to completion.

Personally, this documentation proved to be a lifesaver during the application process. Even when I initially felt I might not have enough to showcase, the act of putting together the documentation, interpreting graphs, and explaining the impact of projects at all the companies I’ve worked at revealed that I indeed had substantial evidence for the application. The most stressful thing about this process for me was doubting that I didn’t have enough evidence to pull together. Other than that, the process was pretty seamless for me. 

One key factor that brought about this ease was having friends who had gone through the process before me. I would often send my application to them, seeking their feedback and ensuring that I had covered all the necessary aspects. Their insights provided a fresh perspective and reassurance that I was on the right track.

The application process involved a fair amount of writing, going beyond just stating what I did. It was necessary to explain how those actions positively affected the company commercially. This required a bit of "blowing my own trumpet," which is highly recommended.

What advice would you give to someone starting their application process for the UK Global Talent visa right now? 

One key piece of advice for anyone going through the endorsement or application process is to start capturing your evidence from now on. This means taking screenshots, and pictures, and assembling concrete proof of your achievements. Even if you weren't diligent about documenting a project from the beginning, explore ways to retrieve early-stage data or metrics. Platforms often allow you to track growth over time, so utilize that information to showcase the progress made.

Many individuals underestimate their contributions until they start reviewing comments and feedback and tracking their progress over the years. In my application, I had about 7-8 documents prepared to show how my skills have led to direct commercial growth.  

For anyone who lacks evidence, the trick is to take a proactive approach. Request more responsibilities at work that yield tangible results. If there's a particular aspect, like data analytics, that you've been avoiding, now is the time to dive into it. Learn how to use data tools to visualize the impact of your creative endeavors. You can also use the insights from social media platforms to showcase the quantitative impact of your work

Taking screenshots and creating a spreadsheet can be an effective method. For instance, as a social media manager, maintain a spreadsheet tracking follower numbers, engagement metrics, and percentages regularly. This provides a clear picture of your achievements but also aids in articulating the commercial impact you've made for the company.

You’ve talked a lot about upskilling and becoming more data-driven as a marketer. How can marketers get better skilled at their data skills? 

When it comes to learning about marketing data, there are various options. But data is beyond learning, you have to find ways to practice as well. Have this at the back of your mind when you venture into data. 

One highly recommended platform for in-depth data courses with certifications is CXL. They offer comprehensive courses that delve into various aspects of data analytics.

However, if you're seeking to learn without pursuing certifications, YouTube is an excellent resource. There are numerous tutorial videos available that cover tools like Excel, Tableau, and more. YouTube can serve as a valuable learning companion, providing step-by-step guidance on using these tools effectively. Most of the time, these Youtubers are marketers who will teach you real-life case studies, so I highly recommend them. 

For those who prefer a more structured approach, data boot camps can be a great option. Many of them offer random prompts and assignments to solve, helping you apply your skills in a practical setting. Joining such boot camps can provide a supportive community and additional opportunities to develop your data analytics skills.

In my personal experience, I initially turned to YouTube. I watched videos tailored to my specific learning needs and followed along, practicing the formulas on Excel or Google Sheets. This hands-on approach helped me solidify my understanding of data analytics concepts.

Additionally, having a subscription to platforms like Coursera or Skillshare can offer structured courses on data analytics. These platforms often provide a curated selection of courses, and having a subscription allows you to explore different resources at your own pace.

Lastly, remember to not be afraid of the data, it almost always steers you in the right direction.

How do you currently balance creative and data-driven decision-making in your marketing endeavors? 

In the past, I was one of those creative marketers, you know, the type that just loves to ideate and come up with innovative ideas. But then it hit me that if I really wanted to advance in my career, moving from an associate to a specialist, or even to a team lead, I needed a diverse skill set, to command the salary I aspired to and progress rapidly. Now, my life revolves around balancing creativity and data.

In the earlier days, when I worked as an intern or associate, I used to lean on people who worked with the data but I never really understood the relevance of it. There was always this tension between what I wanted to do creatively and what the data suggested. I often felt that the data-driven insights were hindering my creative vision. However, from my current perspective, I've come to realize the immense value of data. I'd even say that I consider data to be 60% of my entire marketing process, with creativity making up the remaining 40%. Learning to leverage, interpret, and visualize data has been transformative. It feels like magic because when you integrate insights derived from data into your creative assets, the results are tangible.

I regret not embracing data sooner. It could have significantly enhanced my role, making me more productive and achieving more. At my team at Spleet, I push my team to care about that too. When they bring a wonderfully creative idea with no backed data, I would say "Hey, I love your creativity, but let's consider what the data is telling us." It's like playing a good cop, bad cop dynamic within our strategies. I allow my team to be creative, but I also make sure the data is there to guide us. It works well because it prompts them to align their creative process with the insights we gather from the data we track. At the end of it, we always found a nice middle ground that works for us.

You’ve worked in Social Media Marketing, Content Marketing, and Product Marketing. How are these roles different and where do they intersect? 

I like that you mention that they intersect because these roles rely heavily on each other. The intersection of product marketing, content marketing, and social media marketing is crucial for achieving a company's overall goals, such as revenue growth and brand awareness. While they all contribute to a common objective, they each have distinct focuses and objectives.

Product marketing centers around effectively marketing and positioning a product. This involves crafting messaging, ensuring strategic positioning, and addressing various factors to facilitate successful market expansion. The primary goal is to drive product sales.

Content marketing, on the other hand, is about creating compelling content related to a product, company, or industry. The aim is to build authority, increase awareness, and build an audience. The goal is to create content that resonates with the target audience, making them interested and want to return for more.

Social media marketing focuses on ensuring the company or product's presence is well-positioned on social media platforms. It involves building and engaging with a community on social media, allowing for the effective sharing of content and product marketing collateral. The objective is to leverage social media as a channel for communication and promotion.

While all three functions contribute to overarching goals, they have distinct objectives and emphasize different aspects. Social media marketing places a strong emphasis on community-building and maintaining a presence on social platforms. Content marketing aims to establish authority and awareness through valuable content. Product marketing concentrates on effectively marketing and positioning the product in the market.

Ultimately, these different aspects work in harmony, and their synergy is vital for a comprehensive marketing strategy. Companies benefit from a well-rounded approach that considers the unique objectives and channels associated with product marketing, content marketing, and social media marketing.

What’s one part of your career/job that you struggle with?

Handling crisis management and reputation management I would say is my least favorite part of my job, particularly dealing with negative comments on social media. While I wouldn't classify it as a struggle, it's my least favorite part. Managing the impact of negative comments on product perception and consumer interest can be stressful.

Overcoming this challenge involves acknowledging that negative comments are inevitable. It only takes one unfavorable comment to cast doubt on a product, affecting potential customers. The frustration arises from having to do extra work to reinforce the product's value and worth.

To navigate through this, I remind myself that people who recognize the product's value will eventually come. It's essential to stay focused, continue what I'm doing, and trust that the value will be acknowledged. While negative comments can be disheartening, there will always be individuals who genuinely appreciate the product.

Responding to negative comments is the way to go. I make an effort to engage calmly and professionally, addressing concerns, clarifying misconceptions, and providing additional context. Responding actively demonstrates the company's commitment to transparency and customer satisfaction.

About providing additional context, there was a time when somebody criticized the environment in a housing product (a beautiful loft apartment) from Spleet. To prove this person wrong, I simply shared a video showcasing the actual environment, which completely closed that speculation.

Silence is not the best response, as it allows negative comments to persist and potentially influence others. Responding promptly, professionally, and with transparency is essential to maintaining the company's reputation and addressing customer concerns. If you’re silent, the lie becomes the truth.

On the flip side, what is the most enjoyable part of your job? 

I'm really passionate about my role at Spleet, and what I particularly love is delving into our SEO efforts and witnessing the results. When people ask me about my favorite aspect of marketing, I always point to SEO. It's like the heavyweight champion of marketing, the most fulfilling activity for me. SEO demands an investment in time, effort, and money, depending on the channels used, but the returns are immensely rewarding.

One of my greatest sources of happiness is when I start my day by searching our industry keywords. The excitement hits when I find us ranking, perhaps at number five on page one. The thrill intensifies when, after checking back in a few weeks or a month, we've claimed the top spot on page one. The joy this brings to my work is unparalleled. I vividly remember our SEO audits at the beginning of the year, huddled in a room, meticulously searching for the right industry keywords, and crafting our strategy. Despite the initial challenges and uncertainties, the persistence paid off.

This, without a doubt, stands out as my favorite part of the job, at least for now.

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

An underrated life hack that has proven to be immensely valuable for me — is writing things down. I find this to be a powerful tool, perhaps not for everyone, but it's worked wonders for me.

Reflecting on my journey, back when I was pursuing mass communication in school, I had a clear vision of what I wanted in terms of my career and life goals. I'd set these intentions, but at times, they would get lost in the chaos of life, and I'd lose track of my pursuits. That's when a friend introduced me to the practice of journaling my thoughts. Being a Christian, there's a biblical principle that says, "Write your vision down and make it plain," which further reinforces this truth.

Over the years, I've consistently written down my aspirations, whether it's career goals, personal growth, or SEO strategies for work. There's almost a psychological effect at play when you repeatedly see your goals in writing. It instills a positive sense of commitment. If I said I wanted to achieve something by March, and it's February, seeing it on paper urges me to take action. It's like a self-imposed accountability.

This practice has not only been beneficial on a personal level but has extended to my professional life. Documenting ideas and plans reduces the time spent explaining cross-functional concepts to other teams. It adds a layer of organization and structure. In my role, we have a strong emphasis on documentation; every idea or project we're working on needs to be written down. This has proven invaluable, especially when revisiting plans made earlier in the year (when the creative juices are at their peak).

Setting timelines and writing things down creates a constant reminder for yourself to work towards those goals. Whether it's a simple note or a detailed document, the act of writing things down serves as a reliable reference point, a compass guiding me toward my aspirations.

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

To find your direction in marketing, learn to explore various facets of the field and identify your true passion. If you're just starting and feeling overwhelmed by the multitude of marketing branches like performance marketing, social media, content creation, and more, consider trying a bit of everything. It's common to face challenges in gaining experience, especially with a limited or no background in a specific niche.

Here's a strategy: Start by writing down your interests and pinpointing the marketing fields that intrigue you the most. Test these areas by creating a portfolio or a content platform showcasing your skills. For instance, if you're passionate about the iPhone and interested in social media, you can develop an Instagram page called "iPhone tips and tricks." Apply best practices like using hashtags, captions, and carousels, and document your journey, week by week. This serves as a compelling portfolio when you decide to apply for jobs.

Similarly, for SEO, leverage free platforms like WordPress or Medium for blogging, implement SEO strategies, and document your progress. Share case studies, such as the impact of keyword optimization or local SEO efforts. This not only demonstrates your skills but also gives recruiters insight into your dedication.

The key is to creatively build a portfolio aligned with your interests, whether it's in social media, SEO, or product marketing. Showcasing your passion and initiative, even without formal experience, can make recruiters take notice. If you've faced challenges in securing a job, think outside the box to create a portfolio that reflects your capabilities. This proactive approach not only sets you apart but also helps you decide the marketing niche you want to focus on.

Recruiters find reassurance in candidates who've taken the initiative to work on owned projects, even without compensation. So, whether it's social media, product marketing, SEO, or any other niche, think creatively and find ways to create a portfolio that reflects your interests and skills.

Lastly, what can we expect from Tofunmi going forward? Any upcoming projects? Anything else you want to share?

My move to London permanently is a challenge, leaving behind everything I've known my entire life. However, I'm genuinely looking forward to working with new tech startups in Europe, especially the UK, and seeing how I can continue making my mark, and doing impactful work.

Connect with Oluwatofunmi Alo on Linkedin, and X(formally Twitter). 

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