From woman in Tech to woman in Comms, our Comms Spotlight for this week highlights how limitless we are as Communications professionals! Joy Mabia studied Mass Communication in university but she decided to explore a career in Tech and actually self-taught herself to code. She transitioned back to Comms and has built her career in the industry ever since. Among other things, she’s passionate about gender equity and utilising storytelling for impact and social change. Joy currently works as the Manager, Marketing and Communications at Endeavor Nigeria. In her interview with us, she shares some valuable lessons she’s picked up over the years and something that caught our interest in her own words is “the power of intentional networking”.
What motivated you to pursue a career in Communications?
I studied Mass Communication at university and was fascinated by the multi-faceted nature of this field. I pivoted to tech for a bit—exploring digital marketing and teaching myself how to write code in Python, PHP, JavaScript, C++, and C#. I also became skilled at customising platforms for learning management systems (Moodle), e-commerce (WooCommerce, Shopify), and website builders (WordPress, Wix), along with graphic design.
However, I have always been drawn to storytelling—the power of words to shape narratives, connect people, and drive impact. Looking back, it makes perfect sense that I returned to Communications. Over time, I realised that beyond storytelling, I had a natural ability to craft compelling messages, build relationships, and position brands effectively.
What keeps me motivated is having the opportunity to work on projects that create meaningful impact. Throughout my career, I have collaborated with organisations driving change through entrepreneurship, innovation, and social good. During my time at Ventures Platform, I worked on initiatives with The Rockefeller Foundation, the World Bank, Facebook, Google, the European Union, USAID, and the British Council, the Office of the Vice President and the National Social Investment Program, Kaduna State Government, the French Embassy, Lagos Innovates, and Institut Français du Nigéria, among others.
Being part of these initiatives, witnessing their real-world impact, and helping to shape the conversations around them reinforces my passion for strategic communications every day.
What do you do in your role as Manager, Marketing and Communications at Endeavor Nigeria?
As the Manager, Marketing and Communications at Endeavor Nigeria, I wear multiple hats, as is common with communications professionals. I lead all branding, marketing, and communications efforts, ensuring that Endeavor remains a recognized thought leader in high-impact entrepreneurship.
I shape our brand positioning, execute strategic initiatives, and maintain a compelling presence across all digital and offline channels. Refining our messaging, securing media coverage, and producing content that drives industry conversations are key priorities, with a focus on amplifying Endeavor’s influence in Nigeria and beyond.
I oversee the creation of high-impact materials—whitepapers, reports, and multimedia content—while managing external communications, including newsletters, public and media relations, website updates, and digital strategy. By collaborating with our global team across 45+ markets, I align regional and international messaging to strengthen Endeavor’s brand and mission.
Event strategy and execution are central to my role. I have successfully planned and managed four editions of Endeavor Nigeria’s Annual Entrepreneurship Summit, curating high-impact conversations and convening a diverse mix of industry leaders, investors, and scale-up founders. In addition to our flagship summit, I coordinate internal network events, ensuring each one delivers meaningful engagement and strengthens our entrepreneurial community.
Beyond Communications, I cultivate and manage corporate partnerships, securing funding to support our programmes and events. Over the years, I have successfully secured partnership support from companies such as Moniepoint, Flutterwave, Filmhouse Group, Qore, 7Up Bottling Company, Shekel Mobility, MAX, Carbon, Paga, RMB, Helium Health, Dangote Foundation, Stanbic IBTC, and others.
I also work closely with my colleagues to identify the needs of our portfolio entrepreneurs, developing strategic initiatives that provide tangible support while deepening Endeavor’s relationships within the ecosystem.
Tell us about a project or campaign you’ve worked on that still stands out to you today.
People who know me well would have sworn my go-to answer to this would be the planning and execution of our annual entrepreneurship summit for four years. But no. One project that stands out is the International Women’s Day campaign I led in 2022.
The goal was to spotlight women breaking barriers in traditionally male-dominated roles—both technical and non-technical. We interviewed 12 incredible women, capturing their experiences with bias, discrimination, and resilience. The campaign not only resonated with audiences but also secured sponsorship from Helium Health, TradeDepot, and Paga.
This project meant a lot to me because it aligned with my passion for gender equity and storytelling for impact. It was a reminder of how communication can be a tool for social change, inspiring others while driving meaningful conversations in the industry.
Can you share a major highlight from your career journey?
One of my biggest career highlights has been successfully coordinating Endeavor Nigeria’s annual summit for four years (2021-2025)—there it is. It has been an intense but fulfilling experience, bringing together top entrepreneurs (both local and global), investors, ecosystem leaders, and business executives for high-level conversations. Managing everything from brand positioning to event production to sponsorships and speaker coordination has been a huge undertaking, but seeing it come to life will always be a proud moment.
Another personal highlight was stepping into thought leadership—whether through mentoring young professionals or contributing to industry conversations. My journey has been largely self-taught, so being able to share insights with others is something I deeply value.
Can you share any valuable lessons you’ve learned along your career journey that you wish you had known earlier?
One key lesson I have learned is the power of intentional networking. Early in my career, I focused so much on execution that I did not prioritise building strategic relationships. Over time, I have realised that opportunities often come through people, and nurturing meaningful professional connections is just as important as delivering great work.
Another lesson is that confidence is built through action. Like many others, I have battled (who am I kidding, still battling) imposter syndrome, which has made me doubt myself, shy away from opportunities, and refuse to approach potential prospects. But I have learned that the best way to overcome it is by showing up, doing the work, and recognising that growth comes from pushing past self-doubt.
Finally, I have come to understand that communication is not just about words—it is about strategy, clarity, and impact. The best communicators are not just good writers or speakers; they are problem solvers who understand their audience and craft messages that drive results.
What advice would you give to someone at the start of their Communications career?
First, be very curious and voracious for information. Marketing and Communications is an ever-evolving field, so continuous learning even way beyond your field and scope is key. Stay updated on trends, experiment with different formats, and always be open to new ideas.
Second, build a strong foundation in writing and storytelling. No matter what niche you choose—PR, Branding, Content Marketing, or Corporate Communications—the ability to craft clear, compelling messages will set you apart.
Third, seek out mentors and communities. I navigated most of my career without direct mentorship, which made some lessons harder to learn. If you have access to mentors, leverage them. If not, join industry groups, attend events, and learn from the experiences of others.
Be open to learning and take your lessons from wherever you can get them. Be open to criticism—it might be constructive or delivered harshly—but be discerning enough to know what is important to work on and what is not.
Lastly, understand that your work has an impact. Comms is not just about press releases and social media—it shapes reputations, builds trust, and drives business success. Take pride in your role, and do not be afraid to bring your unique perspective to the table.
