Career lessons from Peace Obinani - Head of online marketing, PiggyVest
In just a few short years, the perception of working in the tech industry has undergone a remarkable transformation. Not too long ago, mentioning that you were in tech would typically lead people to assume you are a Programmer. However, times have changed, and nowadays, the response you get is quite different. When you tell someone that you work in tech, the immediate follow-up question is often centered around which specific field you're involved in. This shift in mindset can be attributed, in part, to the rise of "Non-Tech in Tech" - a community of tech talents across the continent.
Recently, we had the pleasure of sitting down with Peace Obinani, the visionary Founder of Non-Tech in Tech and an accomplished Product Marketing Manager at PiggyVest. She graciously shared valuable insights into her remarkable career journey, which took her from a social media manager to product marketing. But that's not all; Peace has even grander aspirations. She aims to revolutionize the event scene within the tech industry, and we couldn't be more excited to learn about her plans.
In the following sections, we'll delve deeper into Peace's inspiring story and her vision for the future. So, keep reading to discover more.
Tell us about yourself: What did you study at University? How did you get into marketing? What was your first job?
My name is Peace Obinani. I studied Microbiology at the University of Lagos. My journey into marketing wasn't exactly a linear one. It wasn't like I studied marketing courses and then suddenly became a marketer. It was something that happened gradually over time. You see, as a kid, I had a knack for talking to people and convincing them. I remember this one incident when someone wanted to buy something at my mom’s shop, and somehow, I managed to convince them to make the purchase. They praised my persuasive skills and called me a great marketer, although I didn't fully understand the meaning of the word at the time. There have been several instances like that throughout my life, and it slowly but naturally led me toward marketing. Despite being focused on my science subjects and aspiring to become a doctor, I took up a social media management job with an events company during my time in school. I would say that was the official start of my marketing journey. From there, I gained experience and eventually landed my first role as a social media manager for a company called Mahogany.
Peace Obinani working at Mahogany
After completing my microbiology degree, I realized that the field of sciences wasn't really my passion. However, this realization came a bit late for me, somewhere between finishing secondary school and entering university. During that period, I went through a phase of self-awareness and realization. Unfortunately, I had already chosen to pursue the sciences, so I couldn't turn back. But deep down, I knew that I didn't want to practice anything related to sciences or microbiology. I understood that my career path would have to be something completely different from the world of sciences. I was drawn to events management and other fields that were far removed from the realm of science.
Peace’s final year project ending her journey in the sciences
How did you land your current role at PiggyVest?
I initially joined as an intern, specifically as a customer support intern focused on social media. From there, it was a natural progression. I went from responding to customers to supervising a team of customer support representatives for social media. I started as a one-person team and eventually built a team of about 10 people for social media support. Alongside that, I took on the responsibility of social media content management. So while overseeing the support team, I also managed the content. As the company grew, we acquired other companies, and I was tasked with overseeing them as well, as they became subsidiaries under the parent company. It was a continuous process of growth and taking on more responsibilities within the expanding tech industry.
Peace’s first week at PiggyVest
You moved from social media marketing to product marketing. What were some of the biggest challenges earlier in your career and through that transition period?
Okay, I apologize, but I may struggle to answer the challenges question as I tend to focus on the positive and don't remember past problems unless I document them. So I might not be able to provide a detailed answer. For me, it was a natural progression. I found myself naturally gravitating toward different roles, and I was fortunate to have a supportive environment that allowed me to make the switch. It didn't feel like a drastic change from social media marketing to product marketing; it felt like a seamless transition. Initially, I joined the company as an intern, and I was moving quickly, and I needed to prove to my employers that I was capable of taking on more responsibilities. So, if that counts as a challenge, it was about demonstrating that I deserved the position.
My decision to pursue product marketing wasn't a predetermined plan. It was more about understanding my current position and thinking about the next step that offered higher opportunities. I assessed what was available within the company and where I could fit in. So it was a natural progression based on the company's needs at the time. To provide some context, my team lead, who was responsible for product marketing, went on maternity leave. This gave me the opportunity to step up and prove to everyone that I was capable of handling the role. Initially, I juggled both product marketing and social media responsibilities. However, it became evident that it made more sense for me to focus solely on product marketing and have someone else manage social media.
Regarding what I had to do, it involved identifying the marketing needs of the company and stepping up to fulfill them. It required being proactive and heavily involved in various aspects of the business. Working in the FinTech space is intense, and I found myself involved in everything, from engineering to legal to accounts. My name was attached to multiple areas. Product marketing is a cross-functional role, so I had to invest myself in various moving parts to contribute to the overall growth, branding, and marketing of our products across online and offline platforms. It was a lot of work, but I embraced the challenge and took on the responsibility to drive the company's marketing efforts.
What do you look out for when hiring for a marketing role?
Personally, when I'm hiring for a marketing role, I look for individuals who possess a natural talent. I can spot raw talent from a distance, and I'm willing to take a risk on someone with potential. Marketing, in itself, is a field where some people are born with a knack for it. They possess great communication skills, generate creative ideas effortlessly, and have the ability to execute those ideas effectively. So, I seek a balance between creative thinking and the drive to execute. It's not just about having ideas; it's about having the motivation and determination to bring those ideas to life. Additionally, being easy to work with is important since working with creative individuals can be challenging at times. Strong interpersonal skills and the ability to collaborate effectively are valuable qualities.
Experience is also considered. While natural talent is valuable, having relevant experience can be beneficial. Marketing is a field where the more you practice and learn, the better you become. However, someone who consistently applies their natural talent and knowledge over time is like a goldmine. So, experience is a plus. Furthermore, I look for audacity. The best marketers often require audacity to execute their ideas. Being bold, confident in their ideas, and willing to take risks is crucial. Sometimes ideas may not make immediate sense or be widely accepted, but having the audacity to stand behind them and face any consequences is important.
These are some of the personal details and qualities I consider when hiring for a marketing role. Of course, standard criteria such as analytical skills and a well-rounded resume also play a role, but from a personal standpoint, these are the aspects I prioritize.
Peace directing a PiggyVest video shoot in 2020
Can you tell us about a successful marketing campaign you've been a part of?
Sure! Let me talk about one of the most daring and successful campaigns I've worked on, which was the Piggy Santa campaign. It had a giving back and corporate social responsibility theme. The main objective was to connect with our customers and show that we genuinely care about them. The campaign involved me traveling between five states in just four days, distributing food items to our users. The impact of this campaign was incredible. It created a strong emotional connection between our brand and our customers. It was fulfilling to see the joy we brought to people's lives during the Christmas season.
The campaign resulted in a significant increase in numbers, both online and offline. It was a success in terms of customer engagement and brand loyalty. However, it was also physically draining, as I had to travel extensively and manage multiple locations within a tight timeframe.
The lessons I learned from this campaign are:
Connect with your customers on an emotional level: Show genuine care and concern, and create experiences that make them feel valued
Be audacious and take risks: Daring campaigns can yield great results and leave a lasting impact
Pay attention to offline engagement: While online campaigns are important, don't overlook the power of face-to-face interactions and the impact they can have on customer relationships
Prepare for the challenges: Daring campaigns can be physically and mentally demanding, so it's essential to plan and manage your time and resources effectively
These lessons can be applied to other marketers' campaigns by focusing on creating meaningful connections, taking calculated risks, balancing online and offline engagement, and being prepared for the challenges that come with ambitious campaigns.
When creating your own marketing campaigns, always prioritize your customers and everything you do should revolve around them. It's important to be an emotionally connected brand and not lose touch. There are rewards for being empathetic and grandiose, striving to show empathy whenever possible. This doesn't mean you have to travel the country handing out bags of rice. It can be anything. Over time, we've learned that making customers happy is crucial. For example, we focus on our response time on support channels to ensure people are satisfied. We also take customer feedback seriously and work on improving our product. We want customers to feel seen and heard in various formats and ways.
Peace speaking at a Martech Summit in Zanzibar, Tanzania
How did you come up with the idea for Non-Tech in Tech and how has it impacted your career?
When I entered the tech industry, I found myself yearning for a community or like-minded individuals to connect with. As a social media manager, I wanted to tap into the vast resources available and find people who could relate to the challenges I faced. Unfortunately, I couldn't find exactly what I was looking for. I came across other tech communities, but they didn't feel like the right fit for me. So I thought about starting something of my own, specifically for marketers. However, as I toyed with this idea, it occurred to me that there was nothing out there for those in tech who didn't code. I wanted to create a non-technical tech community where people working in tech could gather. There were already many misconceptions and myths surrounding the industry. For instance, when I told someone I worked in tech, they automatically assumed I was a software developer. I aimed to change that narrative and address other reasons as well. I didn't want to settle for mediocrity. In short, I decided to build this community to connect with like-minded individuals. Little did I know that there were hundreds if not thousands, of people who felt the same way. I initially envisioned a small community where people could come together, make friends, and find support in marketing or non-technical tech roles. And here we are today.
Guests at the Inaugural edition of the No-Code Tech summit co-organized by Non-Tech in Tech & Treford group
How do you balance your responsibilities as a Product Marketing Manager at PiggyVest and running a tech community like Non-Tech in Tech?
Well, to be honest, I'm not entirely sure how I manage it all, but I do it anyway. I'm a very passionate person, once I commit to something, I see it through and make sure it's done well. I strive for excellence. When I take on multiple responsibilities, I don't want anyone to suffer. Yes, it takes more time and leaves me with less personal time, but I believe life chose me for this path. I guess I didn't know what I was getting into, but it's a lot of work. You simply can't afford to give anything less than your best.
What are some of the most important lessons you've learned so far in your career as a marketer and community convener?
Lessons, oh yes, there are a few I've learned. Firstly, taking risks is essential. Without taking chances or being audacious, you can't make a significant impact. As someone who used to be a chronic procrastinator, I remind myself of how things could have turned out if I had kept procrastinating. It's a reminder to push through and not let procrastination hold me back. Secondly, it's crucial to embrace the possibility of failure. I'm still working on that myself. Many people are comfortable with the idea of failure, believing that it leads to better things. However, I want to take my time and ensure I don't experience failure. Maybe I should learn to take more risks in that regard. These lessons apply not only to others but to myself as well. I'm trying to internalize them. Another important lesson is to focus on your own journey. The tech space is vast, and each person's trajectory can be vastly different. Two people who start out in tech today can end up on completely opposite paths based on a single decision. Joining the wrong company or joining the right company at the wrong time can lead to diverse outcomes. It's crucial to concentrate on your own journey, make the right decisions, and progress without comparing yourself to others. Some individuals may have achieved more last year, but things may have changed now. Comparing ourselves to others can lead to depression. So, it's best to stay focused on our own path and ensure we make the right decisions for ourselves.
What are some of your future plans and goals for your career and your community, Non-Tech in Tech?
Currently, my immediate project and the baby I'm nurturing is my events company - Produced by Lucid. Last year, it was more of a side project, but this year we're being more vocal about it. The company focuses on niche tech events. We handle a wide range of events, including product launches, conferences, tech-themed weddings, and more. As long as it's tech-related, we're on it. I have significant experience in event management, spanning over 10 years, including my first work experience in events. It made sense for me to leverage that wealth of knowledge and experience to benefit the tech ecosystem. So, that's the events company.
In addition to that, we're planning the second edition of the No-Code Tech Summit and considering expanding to another country. Currently, we had one in Nigeria, and we're looking forward to branching out to another country (fingers crossed!). Oh, and by the way, we're also looking at growing our community and enhancing our reach in terms of marketing.
Personally, I've been contemplating starting a blog or YouTube channel where I can delve into specific campaigns or marketing strategies I've worked on. I want to share lessons and insights, benefiting fellow marketers and also reflecting on my own experiences.
Connect with Peace Obinani on Linkedin and Twitter.
Join us for a Twitter Space with Peace on Friday, 4th of August 2023, to discuss “Empowering Marketers in Tech: How to Build and Benefit from Communities”
Set a reminder here.
