In a boardroom filled with echoes of skepticism and condescension, a male executive brazenly declared, “You are a woman and won’t ever come close to a running Integrated Marketing Communication (IMC) Agency!” Those words hung heavy in the air, a challenge that echoed in my mind and fueled a fire within me.
As the head of a department, I refused to let societal norms and gender biases dictate my trajectory. The battleground? Nigeria’s Integrated Marketing Communication Industry was a stage where the odds seemed stacked against me. Growing up in a culture that whispered, ‘a lady is intended to be seen and not heard,’ I understood the monumental task ahead if I aimed to break through the male-dominated fortress of the marketing communications industry.
However, undeterred by the scarcity of female leaders in a sea of a hundred registered advertising organizations, I clung to my passion as a Market Researcher and Strategic Planner. My love for extracting profound insights from consumers and weaving them into compelling brand narratives became my driving force. Unconventional as it may be, I sat through Focus Group Discussions (FGDs), seeking that elusive value proposition that would forge an unbreakable connection between consumers and brands.
Fueling my passion, I spearheaded the creation of a Research Subsidiary, a realm I presided over for over five years. The fruits of this passion were manifold—numerous account victories and a well-deserved promotion to the coveted position of General Manager. A triumphant moment where I stood as the lone female director on the board, starkly contrasting to the former director who had scoffed, “You will not make it to an executive position.”
The narrative didn’t end there. Three other formidable females joined the management team, a testament to the path I had forged. In an industry where change often tiptoed, I had left an indelible mark, shattered stereotypes, and paved the way for other women.
As we navigate the challenges and opportunities of the 21st century, the journey towards EDI for women emerges as a driving force of innovation, sustainability, and social cohesion. My story is a testament to the transformative power of passion and perseverance, a beacon of inspiration for those who dare to challenge the status quo. Every obstacle lies an opportunity and a chance to redefine boundaries in every assertion of limitation.
