Our Comms Spotlight for this week started her career in Journalism. Years later, she’s flying high as a Financial Communications specialist. Chinwendu Ohakpougwu is the Head of Marketing and Communications at TrustBanc Holdings and a GLG Communications PR Powerlist Honoree for 2024. In her interview with us, she shares valuable insights on what is needed to thrive in the Financial sector.
How did you begin your career in Communications?
I started my career in Communications as a Journalist at Sahara Reporters Media Group from April 2017 to February 2018. There I anonymously conducted investigative Journalism, managed multimedia content production, and secured interviews with key figures, providing in-depth coverage of critical issues.
After working for a few months at Sahara Reporters, I decided to transition to Public Relations, largely because Journalism seemed to require me to lose my flowery writing style – and I knew it had to be useful elsewhere.
Tell us what you do as the Group Head of Marketing and Communications at TrustBanc Holdings.
As the Group Head of Marketing and Communications at TrustBanc Holdings, I am responsible for refreshing the TrustBanc brand, driving impactful campaigns, and overseeing Strategic Communications. I provide comprehensive Marketing Communications support for the four subsidiaries under TrustBanc Holdings. This has involved me setting up the Marketing Communications department, and spearheading Marketing initiatives targeted at the Group’s key customer segment.
Additionally, I collaborate with HR to reform the TrustBanc culture to foster a positive, inclusive, and high-performing organisational environment.
Can you share some highlights from your career journey with us?
Throughout my career, I have achieved quite a few significant milestones but here are some that stand out to me:
• At DLM Capital Group, I established and led the Marketing and Communications department, increasing market share by 50% and repositioning the company’s perception.
• I also developed and executed Communications for the entry of DLM Capital Group into Nigeria’s digital banking space and launched the Group’s digital bank subsidiary with positive results.
• At Hill & Knowlton Strategies, I managed the PR accounts of the firm’s financial clients such as Standard Chartered, Augusto & Co, FBNQuest, Coronation Group, AppZone, and WorldRemit.
• Working with Chimamanda Adichie, which was immensely impactful on my career not only from a professional standpoint but also being able to learn things like self-mastery closely from her.
Tell us about a project or a campaign you’ve worked on that stands out to you to date.
One notable project I worked on was the Visa Where You Shop Matters campaign which was designed to support small and local businesses, emphasising the importance of shopping locally. It was the start of the pandemic and Visa wanted to show solidarity with local companies in the countries it operates in.
The Visa “Where You Shop Matters” campaign successfully combined market insights, strategic objectives, creative storytelling, and multi-channel execution to support small businesses during a critical time. By highlighting the importance of local shopping, Visa not only helped local economies but also strengthened its brand connection with consumers.
What are some unique challenges you face as a Communications practitioner in the Financial sector and how do you deal with them?
Unique challenges I have faced as a Communications practitioner in the financial sector majorly revolve around managing reputational crises and ensuring compliance with regulatory requirements.
A huge part of dealing with regulatory compliance in Financial Communications involves ensuring all Communication/Marketing materials are truthful and not misleading; maintaining clear and transparent communication with customers; disclosing all terms and conditions, as well as, avoiding false claims about products/services.
I recall a time at Renmoney when we had just announced the resumption of a new Senior Management Executive, only to receive a letter from CBN directing that all publications about the announcement be recalled. This was because the executive had not yet been cleared and approved by the regulator. Immediately, the Comms team (myself included), initiated a Communications strategy to comply with the Central Bank of Nigeria’s directive, achieving a 100% recall of media content within 48 hours.
Looking back on your career, what advice would you give to professionals aspiring to pursue a similar path?
My advice to aspiring professionals aspiring to pursue a career in Financial Communications will be:
• Build a strong foundation in both Strategic Communications and Crisis Management.
• Gain experience across various industries to develop a versatile skill set and try your hands on all facets of Marketing Communications.
• Focus on continuous learning and professional development, such as pursuing certifications and participating in industry-related courses.
• Be mindful of career reputation and stigma. When you work in financial services (in Nigeria), the fallout of corporate fraud can be severe, ranging from difficulty in securing future employment due to the stigma of being associated with fraudulent practices or other negative experiences. Even if not directly involved, the association with a fraudulent organisation can impact future career prospects. So stay vigilant while working in financial services and know when to leave.
