How this marketing lead 10x-ed her salary in a short time

If your career journey were a movie, what would the title be and why?

If I had to sum up my career journey, I’d call it ‘chasing the bag’ because I’ve been very intentional about my growth. I studied pharmacology but was focused on chasing my dreams when I moved to Lagos in 2019. Coming from Warri, I experienced a massive cultural shift, especially switching from pharmacology to finance. I applied for a few jobs in pharmacology, but at the time, the best I could find was a sales rep role for a pharmaceutical company—long hours, low pay, and a lot of stress. No disrespect to those doing it, but after a few months, I realised it wasn’t for me. 

When an internship at a financial company arose, I took it and left pharmacology behind. From there, I moved to a fast-moving consumer goods (FMCG) company because I wanted to learn from experienced marketing managers, but I quickly realised that wasn’t the right fit either.

I worked at Nuts About Cakes, and that's when I saw the potential in tech. I knew I could triple my salary by switching industries, and there wasn’t much difference in marketing. So, I moved to Softcom, then Kuda, and eventually Klasha. It’s been a wild journey, but I’ve put in a lot of work—I'm self-taught in marketing, learning everything from scratch through courses, tutorials, and personal study.

Looking back, I’ve more than 10x-ed my salary in a short amount of time by being relentless and hardworking. I don’t know where I’d be now if I'd stuck to a traditional career path, but I’m thankful I leaped. I’ve been bullish about my career, and it’s paid off.

Tell us about your journey into the tech industry. What initially sparked your interest?

If I’m being honest, what inspired me was the money. There was a lot of talk about tech being the future, and I kept seeing articles about new companies being founded and founders raising huge money. A few friends and colleagues had moved into tech and were tripling their income, and I could see the improved quality of life they were enjoying. I wanted to be part of that.

Before tech, I worked in marketing and retail. I was the marketing manager at Nuts About Cakes, one of the biggest cake companies in Lagos. I also worked at FundQuest, a financial company exploring the tech space by building a mobile app, though they weren’t exactly a tech company. I realised that marketing is marketing—it’s just a matter of the product. So, I started studying and found that my marketing wasn’t all that different from what tech marketers were doing, just more tailored to the product.

My first real tech role was as a product marketer at Softcom. I had known about Softcom through a partnership we did at Nuts About Cakes—Softcom (Eyowo) provided our payment software. I liked the company and the vibe; the team was sharp, everyone was using MacBooks, and I wanted to be part of that world. I also saw product marketing growing in the industry, so I took a few courses, got certified, and waited for the right opportunity.

When Softcom started recruiting for product marketers in early 2021, I applied and got the job. That’s where my tech journey began. I worked closely with developers and product teams and understood what it truly meant to be a product marketer.

How did you learn about marketing? What were your favourite sources and methods, both in the beginning and now?

At FundQuest, we had a digital marketer come in and train us for about three months, which was great because I had someone I could ask all my questions. After that, I did a couple of courses. I started with Utiva, but I quickly realised I could study independently, take an exam, and ace it without attending classes. That’s when it hit me—I could learn by myself. So, I dove into online research, and Coursera became my best friend. They had this seven-day free trial period, and since I didn’t have money, I’d crash through a course in those seven days. I didn’t get certificates but wasn’t focused on that—I just wanted the knowledge. I did that week after week, using platforms like Udemy and Coursera for as many free courses as possible.

At some point, it was apparent I needed a formal qualification, so I took a globally recognised course through the Chartered Institute of Marketing, UK. That gave me a badge of credibility, and it helped solidify my skills.

Now, I’m constantly consuming industry content—it's not just about marketing anymore; it’s about understanding the fintech space I work in. I read newsletters like Benjamin Dada’s Weekly Roundup, TechCabal Daily, and Fintech News. It's all about staying updated on trends and aligning myself with what’s happening in the industry. I still take a few courses, but not as intensely as before.

What strategies have you used to negotiate your salary or rates in the African tech market?

When I started as a graduate trainee in 2019, I was earning ₦70k. Back then, I wondered what it would be like to earn ₦150k. Then, in 2021, I joined this Telegram group for tech marketers, and we did a salary survey where everyone filled out a form anonymously. It was open for everyone to see. That form was a massive eye-opener for me. I saw people earning ₦500k, ₦400k, ₦700k, and I thought, ‘Jesus Christ, am I in a hole?’

That was my motivation to get into tech because, at the time, I was still working at Nuts About Cakes. I noticed a clear correlation between tech roles and higher salaries. Product marketers, especially, were making serious money. So that shaped my perspective and helped me negotiate when I moved to Softcom. I set my salary expectations based on what I saw in that survey—looking at the industry and job roles.

After Softcom, I research the going rates for roles before negotiating. I ask myself, ‘What are my peers earning at other companies? What’s the salary like in the U.S. for these roles?’ There’s not a lot of data in Nigeria, but if you want to know how much people in the US are earning, you just check Glassdoor. I can estimate from there and figure out what I should be aiming for in Nigeria.

It started with that survey, but now it’s about asking questions and doing research. The truth is HR’s job is to cut costs for the company, so the budget they tell you isn’t always accurate. But if you know your worth and negotiate based on the going rate for your role, chances are, you’ll get a better deal.

Can you talk about a time when you took a significant risk in your career?

It was a huge risk when I left FundQuest for an FMCG company and it didn’t play out the way I expected. I took a pay cut because I thought, ‘FMCGs are marketing companies, so I’ll get to work with marketing experts and level up.’ But it didn’t go as planned. I was frustrated for the three months I was there because I ended up as a street sales rep—it was nothing like what I imagined. Honestly, it was my fault. All the signs were there, but I didn’t let myself see them. I took a pay cut for it, only to find myself in an uncomfortable space where I wasn’t learning what I thought I would. Thankfully, I had the chance to leave after three months because I worried it would derail my career.

Another significant risk was when I left Kuda for Klasha. At Kuda, I was the product marketing manager, and we had a proper team. We were doing great work. But I left that to become the Head of Marketing at Klasha. It was a big jump—from being an individual contributor to leading an entire marketing project. Of course, the salary jump was part of why I left, but I didn’t thoroughly consider what taking on that much responsibility would mean.

I had solid experience in B2C marketing, but at Klasha, I was stepping into B2B, specifically cross-border payments, which I didn’t know much about then. But looking back, the risk paid off. I expanded my capacity quickly and took on things I didn’t think I could. Klasha is in a much better position now—regarding brand, acquisition, and positioning than when I first joined. It was a significant risk, but it was one I needed to take, and I’m glad I did.

What’s a funny or memorable story from your career that you love to tell?

When I first joined Kuda, I was still emotionally attached to Softcom and the product I had worked on there. I kept talking about Eyowo a lot at the office without realising it, and it annoyed my colleagues. Softcom was my first experience in tech, so it meant a lot to me. One day, I mentioned Eyowo again, and my manager finally called me out on it. He expressed his frustration, and I apologised. That was the end of it, but it was funny because I hadn’t even noticed how caught up I was in my past job. It was like talking about your ex to your current partner!

What’s the most unexpected skill you’ve picked up during your career?

I think patience and calmness are the most significant things I’ve had to learn. In marketing, you can do nothing alone—you’re constantly collaborating with finance, product, sales, or customer support. And with collaboration comes managing relationships, which can be tricky. Some people make work easy, and some make it hard. Honestly, some people are just tough to work with. And maybe they even see me that way sometimes, I don’t know.

But I’ve had to build patience and learn how to manage my emotions. You won’t find me losing my cool, especially when I feel like someone isn’t pulling their weight. I hold myself to a high standard and expect the same from others, but that’s not always realistic. So, I’ve had to become more emotionally intelligent.

You would assume being excellent at marketing was all about creativity and proactivity, but collaboration and people management is as important, if not more. . And that’s been the most crucial skill I’ve had to develop.

Besides skill level, what factors have contributed to the significant changes in your salary offers over the years?

Job hopping. That has been the major factor. Yes, founders and employers don’t like it, but job hopping is the way to go if you want to boost your pay quickly. That being said, it’s always been important to me to be competent and relevant everywhere I work. Whether I stay for a year or two years, I give 100%, even 300%. I make sure I have the right skills and work ethic and deliver exceptional results.

It’s crucial to improve your skills—be competent, take big risks, and be open to navigating internally and externally. But if I’m being honest, job hopping has been the most significant factor in doubling my pay.

Now, I’m at a stage in my career where stability matters to me. I don’t want to jump into just any company; I want to find a place that supports my growth. Because salary alone isn’t the only way to build wealth, but for anyone starting, I’d advise you to stay for a year or two, then move on. It not only helps with salary, but it also boosts your competence.

If you could switch careers with anyone for a week, who would it be and why?

Maybe product design. I love the thinking and creativity behind it and the data analysis that goes into it. There’s just so much thought involved, and I like that. Plus, I could brag and say, ‘Wow, I designed something like Google!’ Imagine how the person who designed Gmail or Google Drive feels, knowing billions of people use what they built.

But if we’re talking about something outside tech, I’d be Serena Williams, playing tennis. I love sports—it keeps me sane, no matter the situation. All I need is to turn on the TV and watch football or tennis.

Imagine travelling the world, beating everyone, and collecting all the Grand Slams. I’d inspire little black girls to pick up tennis. I’d be a millionaire, marry a billionaire, have kids... It’s the perfect life. Then, I’d retire, become a VC investor, and start making billions again.

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