Our Comms Spotlight for this week dreamed of becoming an acclaimed Investigative Journalist. However, she soon realised that she wanted a different career path after an internship with a newspaper outfit. Bunmilofe Akingbola started her career in an Advertising agency and today, she’s the Head, Brand Management and Strategy, Unified Payment. Bunmilofe shares her career journey and some insights to help professionals navigate a career in the Finance sector.
Can you tell us about your role as Head, Brand Management and Strategy at Unified Payment?
In my role as Head, Brand Management and Strategy, I am responsible for articulating the brand strategy for all the brands within the group in line with organisational objectives.
This entails developing and executing comprehensive Marketing Communications strategies that support the achievement of the organisation’s financial and non-financial goals. I am also positioned to manage the Advertising function for the business across the board, championing processes, policies and procedures for brand visibility and equity growth.
How did you begin your career in Communications and what steps have you taken to grow professionally over the years?
I studied Mass Communication at the University and specialised in Journalism intending to become an acclaimed Investigative Journalist. However, an internship with a newspaper outfit called my aspirations into question as I recognised that was not the life I wanted.
I have always been adept at almost any form of writing and even though I had not specialised in Advertising and Public Relations, I was able to land my first role as a copywriter at an Advertising agency. In the first three months of the job, it was clear that I was on the right track, and I could see my journey up.
Over the years, I have tried to make the best of opportunities, deliver more than I am required to, and learn voraciously.
Tell us about some common misconceptions about Brand Management you’ve heard and how you address them.
I think the biggest misconception would be that Brand Management is a cost centre that cannot be measured. That could not be further from the truth, particularly in this time and age.
My approach to addressing this misconception is to take active interest in the core business of any organisation I work with, to put tracking measures in place from the outset of any initiative, and to communicate results proactively.
Another misconception would be the myth that Brand Management and Marketing Communications are just fun careers that do not demand major thinking. This is also super wrong, I often even say to people that I ‘think’ for a living, because our work goes beyond formulas, it takes a lot of creative intuition and follow-through.
Lastly, the misconception that anyone who is extroverted and lively can do what we do has to be the most laughable of them all. There are disciplines, skills, and competencies required, and the difference is always clear when people who do not have the training and intuition for the work are encumbered with it.
What do you think Communications professionals need to excel in the Finance sector?
Communication professionals are crucial to the success of Finance organisations, and more such institutions are acknowledging this pivotal role.
To excel in the Finance sector, a Communications professional must be adept at turning Marketing principles into actionable strategies and communicating the same clearly.
You must be comfortable with numbers and able to prove your contribution to the bottom line. It is also important to learn the relevant terms, be able to use them appropriately and interpret and communicate them clearly.
Your task is to be the bridge between the man on the street with his pain points and the finance professional with the expertise.
Tell us about a major career challenge you’ve faced and how you were able to overcome it.
I started my career as a copywriter and went on to take content-related roles, although I was privileged to work with organisations that demanded and made room for all-round competence.
After some rewarding years of specialising in Content Marketing, I wanted to actively explore other aspects of Marketing, particularly Brand Management and Corporate Communications. I, however, met brick walls at every turn. It was evident from my conversations that I had the competence and knowledge base for the roles, but the job titles on my CV did not reflect this.
My opportunity came when a colleague resigned from a role similar to what I was prospecting. I quickly volunteered to take on the tasks before a replacement was sourced. I ended up doubling on that role for about 6 months and could finally claim the experience and job title.
One thing led to another, and I not only pivoted into Brand Management, but I also currently lead a brands team.
What advice would you give to your younger professional self?
- Prioritise experiences, beyond building the person you become, they always come in handy at the most unexpected moments.
- Jump on opportunities, that is the only way to grow, connect, and thrive.
- Retain your connections, people are the bridge to everything.
- Build bridges everywhere you go, and leave the door open for more opportunities to come in.
- The journey is your career, not the stops that look like destinations, enjoy the journey, every step of the way.
