At the sideline of the high level professional marketers event in Abuja, Mr Subuloye Oyetayo, a chartered marketer, creative director and T-shaped communication leader, spoke to CHRISTIAN APPOLOS on his passion as a professional marketer and the job opportunities therein for Nigeria’s teeming unemployed youths.
Can you give us insight into who a chartered marketer is?
In a nutshell, a chartered marketer is a professional marketer who has achieved a high level of expertise and competence in marketing, as recognised by a professional marketing organisation such as the Chartered Institute of Marketing (CIM). To become a chartered marketer, one typically needs to meet the eligibility criteria set by the CIM or equivalent organisation. Complete a graduate-level marketing qualification or equivalent experience; pass a series of assessments and examinations to demonstrate expertise in marketing strategy, planning and execution; maintain continuous professional development (CPD) to stay up-to-date with industry trends and best practices.
Chartered marketers possess advanced knowledge and skills in areas like marketing strategy and planning, brand management, digital marketing, market research and analysis, customer engagement, marketing communications etc. Being a chartered marketer signifies expertise, professionalism and a commitment to ethical marketing practices. It is a mark of excellence in the marketing profession.
Are there enough job opportunities for the teeming unemployed persons in a country like Nigeria in the marketing profession?
I will say, yes, emphatically. In fact, in a country like Nigeria with a large population, professional marketing as a sector or component of the business world has so much capacity to provide millions of job opportunities for unemployed youths in various ways. We currently are in the digital age, therefore, digital marketing is the new frontier in the business world. So many job opportunities abound. Succinctly put, as businesses shift online, the demand for digital marketers grows, creating opportunities for social media managers, content creators, SEO specialists,and more.
Like digital marketing, marketing agencies is another avenue for job opportunities. Marketing agencies need skilled marketers to serve clients, offering jobs in account management, campaign creation and market research. Also, companies require brand managers to develop and maintain their brand identity, creating openings for creative and strategic thinkers. Youths can find work in market research, analysing consumer behaviour and providing insights for businesses. With the rise of e-commerce and online platforms, young marketers can start their own businesses, creating jobs for themselves and others.
The demand for high-quality content creators, bloggers and vloggers is increasing, providing opportunities for youths with strong writing or video production skills. Again, as technology advances, companies need professionals to manage and optimise marketing automation tools, creating new job openings. Youths with analytical skills can find work in data analysis, helping businesses make data-driven marketing decisions. Marketing events, conferences and activations require skilled professionals to plan and execute, creating jobs in event management.
As marketing evolves, the need for educators and trainers grows, allowing experienced marketers to share their knowledge and skills with others. Professional marketing offers diverse career paths for unemployed youths, leveraging their creativity, analytical skills and entrepreneurial spirit.
Are there certain advantages Nigeria as a country with large population offers to those in marketing profession?
Of course yes. Professional marketers in a country with a large population can explore advantages such as diverse market segments. This simply means that a large population offers various demographic segments to target, increasing opportunities for tailored marketing strategies. Economies of scale: bigger market enables companies to benefit from economies of scale in production, distribution and marketing. You also will enjoy increased demand. A large population generates higher demand for products and services, creating opportunities for businesses to grow. There is also competitive landscape: a bigger market attracts more competitors, driving innovation and improvement in marketing strategies.
Data collection and analysis is also another advantage. A large population provides extensive data for market research, helping marketers refine their strategies. Talent pool is also a factor: a bigger population offers a larger talent pool for marketers to recruit from, accessing diverse skill sets and perspectives. Also, government initiatives. Governments in countries with large populations often launch initiatives to support businesses and marketing efforts. A large population also enables marketers to form strategic partnerships and collaborations. Marketers can leverage the large population to build strong brand awareness and recognition. By exploring these advantages, professional marketers can develop effective strategies to reach and engage with the vast audience, driving business growth and success.
What was your journey into marketing and becoming a chartered marketer like?
I actually started my journey in communication and creativity. It all started from my undergraduate days at Ladoke Akintola University of Technology (LAUTECH) as Fine and Applied Art student. Afterwards, during my National Youth Service Corps (NYSC) programme in Oyo State, I was fortunate to serve on the editorial board of the NYSC Periscope Magazine as the Creative and Production Editor. This experience ignited my love for design and storytelling. After my NYSC, I pursued further studies in Mass Communications and Public Relations, which solidified my foundation in the field. Over the years, I have had the opportunity to work on a wide range of projects, from traditional marketing campaigns to digital initiatives. This exposure has allowed me to develop a T-shaped skill set, with deep expertise in marketing and a broad understanding of various disciplines like creative direction, media strategy and digital marketing.
The chartered marketer designation is a testament to my commitment to the marketing profession. It signifies a high level of expertise and professionalism. Achieving this certification has opened doors to new opportunities and enhanced my credibility in the industry. It is a constant reminder to stay updated on the latest trends and best practices.
Building a successful agency from the ground up has been both rewarding and challenging. One of the biggest challenges is staying ahead of the curve in a rapidly evolving industry. We have overcome this by fostering a culture of innovation and continuous learning. Success has come from building strong client relationships, delivering exceptional results and cultivating a talented team.
Also, my passion for using communication for positive impact led me to explore opportunities in public health. The intersection of media, design and public health was a natural fit for my skill set. Working on tobacco control campaigns has been incredibly fulfilling, as it allows me to contribute to a healthier society.
My focus as a media consultant has been to translate complex public health issues into compelling narratives that resonate with the target audience. In the context of tobacco control, I have been privileged to work with Management Sciences for Health (MSH) and Nigeria Federal Ministry of Health on campaigns aimed at raising awareness about the devastating consequences of tobacco use. Our approach involves a deep understanding of the target population, their behaviours and the most effective channels to reach them.
I worked as a visual design consultant for the World Health Organisation (WHO) in the area of designing graphic health warning images for tobacco product packaging in Nigeria. Designing these images was a challenging yet rewarding experience. We had to adhere strictly to the guidelines outlined in the World Health Organisation Framework Convention on Tobacco Control and the Nigerian Tobacco Control Act. The goal was to create visually striking images that accurately depict the health risks associated with tobacco use. It required a delicate balance between impact and compliance.
The project gave me insight to understanding the synergy between media and design in effectively communicating public health messages. Media and design are two sides of the same coin. Media helps us reach the audience, while design ensures the message is delivered in a compelling and memorable way. By combining the power of both, we can create campaigns that not only inform but also inspire behaviour change. In the case of tobacco control, we aim to create visuals that shock, educate and motivate people to quit smoking.
One of the biggest challenges is the constant evolution of media landscape. Staying updated with the latest trends and platforms is crucial. Additionally, gaining buy-in from stakeholders can sometimes be difficult. To overcome these challenges, we rely on data-driven insights, collaboration and a deep understanding of our target audience.
Another incredible project I have worked on was a Brand Expo and Exhibitions (BE). The Expo (BE) was borne out of the need for a platform where brands can connect, share knowledge and showcase their offerings. The goal is to create an immersive experience that drives business growth and fosters collaboration within the industry. By bringing together influential brand owners, we aim to inspire innovation and elevate the overall brand landscape.
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