How would you define your experience as a marketer in 2024? Perhaps the year has been good to you, or maybe it could’ve been better. Whatever the case, there’s always room for growth, progress, and success.

As part of our dedication to empowering African marketers within and beyond our community, the Smarketers Hub team hosted its annual end-of-year event on Friday, December 13, 2024, at 4 PM (WAT). The theme, Marketers on Marketers, focused on building strong and sustainable marketing careers for 2025.

A fresh approach to event format

Rather than the traditional panel discussions, we adopted an open, peer-to-peer dialogue format. This setup allowed for an authentic exchange of ideas between seasoned marketers and those newer to the field.

Our distinguished lineup of speakers included:

• Efe Uduigwomen

• Binjo Adeniran

• Treasure Okure

• Damilare Olasinde

Key takeaways from the event

Have you ever been to an occasion and wished it didn’t end just yet? That was the sentiment of some attendees towards the end of the event.

The event focused on three core areas for marketers:

• Job search in 2025

• Navigating finances

• Doing excellent work and building a healthy marketing career in 2025

Here are some of the most enlightening points from the conversations.

Job search in 2025

The hiring landscape has shifted dramatically since 2020. As companies tap into global talent pools, competition for top-tier talent has intensified, leaving less experienced candidates struggling to stand out.

That said, marketers who want to be outstanding need creative approaches to job search.

• For early-stage marketers: Don’t wait for formal opportunities to showcase your talent. Start with projects you can control (e.g., personal branding, volunteer work, or internships). Create tangible proof of your abilities, such as case studies or a portfolio. The more you demonstrate your ability to solve problems, the more opportunities you’ll unlock.

• For mid-level marketers: Take ownership of your career by identifying gaps in your skills and finding ways to fill them. Volunteer for cross-functional projects to gain diverse experience and enhance your value.

• For everyone: Adopt an "agentic" mindset. Rather than relying solely on job boards, you can actively pursue opportunities that pique your interest. One way is to track tech press announcements, identify promising companies, and directly reach out to their founders. Using publicly available contact information, introduce yourself via email or phone, highlight your skills, and explain how you could contribute. 

💡 Pro tip: Treat interview preparation as both an art and a science. Research the company’s needs, align your skills with their goals, and assess cultural fit during interviews. Remember, an unprofessional interviewer may signal a poor company fit.

Navigating finances

For early-career marketers, job roles may evolve as employers recognize potential. This sometimes leads to workload creep. If you’re distantly familiar with this situation or are currently experiencing it in one form or another, the speakers share tips that have worked for them.

• For early-stage marketers: When negotiating salaries, ensure your income meets your needs for at least 12–18 months. Account for inflation and potential workload increases. If new responsibilities arise, view them as learning experiences, but document them for future salary negotiations.

• For mid-level professionals: If responsibilities grow without pay adjustments, use this as a chance to prove your value. Periodically assess your contributions and renegotiate terms. Present a clear case outlining your achievements and value to the organization.

• For everyone: Build rapport with decision-makers and back your salary request with data such as industry benchmarks, revenue increases tied to your work, or additional responsibilities. Frame your ask around your long-term commitment to the company.

Doing excellent work and building a healthy career

Remember that your career isn’t just about the next paycheck; it’s about sustained growth and satisfaction. But none of that should come at the expense of your mental and physical well-being.

• Set boundaries: Avoid overcommitting to projects. If the workload is too heavy, communicate early to reset expectations.

• Cultivate the right skills: Be selective about what you learn. Prioritize skills that align with your role and industry trends, and focus on those with clear ROI.

• Be adaptable: The marketing landscape evolves quickly with different tools and platforms taking center stage. Stay ahead by "following the money" and choosing areas where market demand is growing.

On a final note

As the marketing world changes, building a sustainable and fulfilling career in 2025 requires being intentional, adaptable, and having a strong understanding of your personal and professional values. 

Did you miss the event or want to revisit the discussions? Watch the recording here.

We hope these key insights guide you at every stage of your marketing journey.  Join our Slack community for practical tips, resources, and opportunities as you plan for the next year.

Here’s to your success in 2025! 🧡