From crafting compelling narratives to leading Marketing Communications at Accion Microfinance Bank, Anita Oguni’s career journey is a testament to the power of storytelling. In this interview, she opens up about her path, the challenges of aligning creativity with business objectives, and the lessons she’s learned along the way. She also shares tips for navigating the complexities of the communications world and her advice for aspiring professionals.
Tell us about your role as Acting Head of Marketing Communications at Accion Microfinance Bank.
As the Acting Head of Marketing Communications at Accion Microfinance Bank, my role revolves around crafting and executing strategic communication plans that enhance brand visibility and engagement.
I oversee the development of Marketing campaigns, manage Corporate Communications, and ensure our messaging aligns with our mission of financial inclusion.
It is a dynamic role where I get to blend creativity with strategy to effectively reach our target audience and drive business objectives.
How and why did you begin your career in Communications?
I began my career in communications driven by a deep passion for storytelling and the ability to connect the dots through diverse and compelling perspectives.
I started in media, crafting articles and blog posts tailored to segmented target audiences. Over time, I transitioned to the agency side, where I took on roles as a Content Writer and Social Media Manager, honing my skills in audience engagement and strategic content creation.
Tell us about a career challenge you have faced on your journey and how you were able to overcome it?
One of my biggest career challenges has been aligning creative and communication efforts with business objectives in a way that satisfies key stakeholders. While I wouldn’t say I have fully overcome it, I have learned to manage it effectively through collaboration.
Working closely with cross-functional teams, setting clear KPIs, and continuously evaluating performance have helped me strike a balance between innovation and ROI.
This approach has ensured that marketing and communication investments deliver tangible value, driving both brand impact and business growth.
What is one thing you are currently learning about Communications?
The dynamism of this industry is here to stay, and it is essential for communications professionals to be adaptable, ready to move in whatever direction the wind is blowing in their industry or current organisation, at any given time.
My mantra is, “Make solid plans but stay fluid.”
What book or podcast would you recommend to other Communications professionals and why?
A podcast I would recommend is Bit of Optimism by Simon Sinek. The podcast emphasises the power of hope, resilience, and purpose-driven leadership—qualities that are essential for Communications professionals. In a field where narratives shape perception and engagement, optimism fuels creativity, strategic thinking, and the ability to navigate challenges with a solution-oriented mindset.
For Comms professionals, optimism isn’t just about positivity; it’s about seeing opportunities in uncertainty, crafting messages that inspire trust, and driving meaningful connections between brands and their audiences.
Can you share any valuable lessons you’ve learned on your career journey that you wish you had known earlier?
Building solid relationships across board: Creativity is great, but excellent relationship management is just as essential.
Assertiveness: Being great at what you do is not enough, you have to act like you are great at what you do – this shows in both verbal and non-verbal interactions.
Self-awareness: Knowing what works for you as a professional and aligning your day-to-day decisions accordingly.
