Olajumoke Abiodun is a specialist in marketing communications management, with 13+ years’ experience in effectively managing people, processes, and projects and a lively career progression to show for it.
Voted Marketing Professional of the Year 2022 by Business Insider Africa, her professional experience spans business development, human resources, retail operations management, with experiential knowledge of integrated marketing communications.
She is currently the Chief Executive Officer at ShopexTV, a direct-response teleshopping e-commerce business modelled as the QVC of Africa. Prior to that, she was the Chief Marketing Officer at Jumia (JMIA:NYSE), Africa’s first unicorn, where she managed the end-to-end marketing value chain of the e-commerce, food delivery (Jumia Food), and fintech business (Jumia Pay).
She was also Head Of Marketing at Wakanow.com Limited, Nigeria’s biggest traveltech company, overseeing the marketing function for Nigeria, Ghana and Kenya.
Olajumoke has relevant agency experience as Chief Marketing Officer at Cerebre Digital Limited, a boutique digital advertising agency in Lagos.
Olajumoke is the founder and principal consultant at The Olajumoke Coaching Co., a boutique coaching and management consulting firm. There, she helps mid- to large-scale product-based enterprises multiply their revenue by identifying and fixing gaps/loopholes in their operations and systems.
She wasn’t always a marketing rockstar, as she originally studied to be a Microbiologist. She is a certified Project Management Professional (PMP), a certified Professional Scrum Master II (PSM II), a certified Professional Scrum Product Owner II (PSPO II), a Certified Life Coach (CLC), a fellow of the Institute of Management Consultants (FIMC) and a Certified Management Consultant (CMC).
She loves to spend quality time with her children, travel and try out new recipes.
What strategies have you implemented to develop new business opportunities in various industries successfully?
My approach to developing new business opportunities across various industries, or diversification as I like to call it, is to apply an integrated approach that combines market research, innovation, strategic partnerships, and most importantly, a customer-centric focus.
We deploy intelligent market research to understand market trends, consumer behaviour, and unmet needs within the industry. I use data analytics, surveys, and focus groups to gather insights. At Jumia, we would hold monthly focus groups to sample customer opinions on new product categories, pricing, and sometimes opinions on some of our marketing creatives and assets. It’s also vital to study competitors and identify their strengths and weaknesses. This can highlight opportunities to differentiate your own product in that new industry and go to market with a unique value proposition.
Another critical strategy is collaboration. We often underestimate the power of partnership and try to do it all by ourselves. Seek out and form alliances with companies that offer complementary products or services. This can create synergies and open up new markets. At ShopEx, we partner with retail businesses that stock some of our inventory and help us reach customers who would rather shop at brick-and-mortar establishments.
Next is to leverage technology to open up new opportunities. Organisations must embrace digital transformation, AI, and automation to enhance and scale their business operations. In some cases, launching an e-commerce storefront might be all the diversification the business needs to open up new opportunities otherwise unavailable with brick-and-mortar operations.
Finally, invest in talent acquisition and development. Retain a pool of talented individuals who can drive innovation and growth. Provide ongoing training and development to keep skills up-to-date. Keep your talent engaged by creating an organisational culture that encourages collaboration, open communication, and continuous learning.
How have you effectively managed human resources to drive employee engagement and productivity within your organisation?
Effective HR management begins with a collaborative leadership style. When team members feel heard and respected, you are better able to cultivate a positive and inclusive company culture.
My personal leadership style is approachable, empathetic, and communicative and I am able to inspire trust and loyalty among employees. I invest in continuous mentoring and coaching via weekly one-on-one meetings with each senior manager and team lead to ensure my leaders have the skills to support their teams effectively. I prioritise transparent communication, provide opportunities for professional development, and recognise and reward employee achievements with meaningful incentives to team members. It is also important to involve employees in decision-making processes, especially those that affect their work, this increases their commitment and engagement. Conversations about general bonuses, incentives, and performance review expectations are held during monthly town hall meetings, and open interaction is encouraged and expected.
Additionally, I’ve implemented flexible work arrangements to accommodate diverse needs and maintain a healthy work-life balance. The work-from-home arrangements from the COVID era reinforced the reality that some roles can be satisfactorily performed remotely. I am a big fan of trust and autonomy in the workplace as long as productivity remains satisfactory.
Most importantly, I ensure that employees have clear, achievable goals aligned with the organisation’s objectives, helping them understand their role and contribution to the company’s success. Leaders need to be able to draw a clean, straight line between what each team member does day-to-day and the company’s goals and objectives.
I am proud to say attrition rates within my teams have been almost zero within the first two years of my leadership.
What experience do you have in retail operations management, and how have you optimised operational efficiency and profitability in the retail sector?
My experience in retail operations management spans almost a decade, during which I have overseen various aspects of retail operations, from inventory management to customer service. Some key initiatives I have successfully implemented include the following:
At ShopEx, I introduced an advanced inventory management system that utilised real-time data to track stock levels, sales trends, and reorder points. This system reduced stockouts and overstock situations, improving cash flow and customer satisfaction.
We’ve also built strong relationships with reliable global and local suppliers, allowing us to negotiate better terms and ensure timely delivery of goods. We recently negotiated NET-30 terms with a few key suppliers, which is unprecedented in our mostly cash-upfront industry.
At Jumia, we established multiple channels for collecting customer feedback, including surveys, suggestion boxes, and online reviews. Analysing this feedback helped us identify areas for improvement and implement necessary changes. We also leveraged customer data to personalise shopping experiences by recommending products based on purchase history and preferences, increasing customer loyalty and sales.
To maximise the return on investment for retail marketing spend, I use data analytics, market knowledge, and my marketing expertise to develop targeted marketing campaigns that reach niche audiences with targeted messages.
Finally, I like to focus on the customer as the core of efficient retail operations. Integrating CRM systems, such as our proprietary system at ShopEx called Unilogix, allows us to track customer interactions and preferences, providing valuable insights about customer behaviour and preferences for personalised marketing and customer service.
Can you provide examples of your integrated marketing communications strategies and the impact they had on driving sales and customer engagement?
At Jumia, I led the deployment of omnichannel campaigns across digital channels such as social media platforms, search engines, and programmatic ads to reach a broad audience with targeted messages. We developed personalised email campaigns based on customer behaviour and preferences, highlighting special promotions and new arrivals. We’ve partnered with beloved local influencers to create authentic content that resonated with the target audience, increasing brand credibility and reach. We also deployed offline marketing via TV, billboard and radio advertisements in key markets to complement digital efforts, ensuring a cohesive brand message across all channels.
The omnichannel approach significantly increased website traffic, with a 35% rise during campaign periods. We also saw higher conversation rates as personalised email campaigns and targeted ads led to an average of 20% increase in conversion rates as customers received relevant offers and product recommendations. Collaborations with influencers boosted brand visibility, particularly among younger demographics, leading to a 25% increase in social media followers and engagement.
At ShopEx, we deploy a multi-platform advertising strategy anchored on our television infomercials, highlighting our products’ convenience and value proposition. We run targeted ads on Facebook and Instagram to reach potential customers based on their interests and demographics. We also utilise Google Ads for search and display advertising, ensuring visibility when customers search for related products online. We’ve also recently unlocked WhatsApp as a marketing and sales channel with impressive outcomes.
Some of the results we’ve seen with this approach include a 25% increase on average in overall sales compared to the previous period, with notable spikes following TV campaigns. Our direct marketing efforts via WhatsApp resulted in a 15% increase in repeat purchases as customers felt informed and valued. Social media and Google Ads campaigns expanded ShopEx’s reach to new customer segments, contributing to a 20% growth in the customer base.
What key insights have you gained from operating a direct-response teleshopping e-commerce business in Africa?
Here are five key insights I can share:
Consumers in many African countries still don’t trust the e-commerce model. They prefer to physically see, feel, and experience the product before purchasing. This means that successful e-commerce businesses must not only work hard at building a reputation for delivering quality products but also invest in an immersive experiential UI/UX on their storefront to simulate the physical retail experience. They must also provide excellent customer service, which is crucial for gaining and retaining customers. Investing in educating consumers about the benefits and features of the products, as well as the convenience of teleshopping and e-commerce, helps overcome skepticism and encourages adoption.
Secondly, television still remains a powerful medium in many African households. Targeted television infomercials have helped us reach a broad audience and we see uplift across all other channels when we are live on TV.
Thirdly, we’ve learned to tailor our product offerings and marketing messages to resonate with diverse cultural nuances. We have TV infomercials in English and Yoruba languages, and we are currently working on the Igbo and Hausa versions. This level of localisation drives adoption in key markets where those native languages are spoken. Additionally, we’ve leveraged mobile technology, widely used across the continent, to reach a broader audience.
Fourthly, it is crucial to develop the ability to adapt quickly to changing market conditions, such as economic fluctuations or shifts in consumer behaviour. For us, this has involved adjusting product prices, changing marketing strategies, or introducing new product lines based on current trends.
Finally, local partnerships are powerful. Forming partnerships with local logistics providers has helped us navigate complex and varied logistical challenges across different regions. Local partners have better knowledge of the infrastructure and can ensure timely deliveries.
How have you leveraged technology and digital platforms to enhance the customer shopping experience and drive sales in the e-commerce space?
My first focus is always to ensure a user-friendly website and mobile app design. I constitute dedicated onsite teams to provide a round-the-clock focus on optimising and improving the website and mobile app experience. My approach is always mobile first, as research and customer data show that between 60% and 70% of website users do so via mobile phones. So, optimising the e-commerce platform for mobile users is a no-brainer.
I also deploy automation via chatbots to provide instant customer support, answer queries, and guide customers through purchasing. As a personal principle with running e-commerce businesses, there must be no downtime in responding to customer inquiries. Sales happen throughout the day, every day, and the business should be ready to respond and convert accordingly. We offer customer support through various channels, such as live chat, social media, email, and phone, ensuring customers can reach out through their preferred method.
It is also important to simplify the checkout process by reducing the steps to payment and offering guest checkout options to minimise cart abandonment. We always provide a variety of payment methods, credit/debit cards, bank transfers, and cash on delivery, where applicable, to cater to different customer preferences.
What challenges have you faced in adapting the teleshopping business model to the African market, and how have you overcome them?
Adapting the teleshopping business model to the African market presented several challenges immediately post-launch. Here are some of the main challenges faced day-to-day and some of the solutions implemented:
First challenge was building trust and creating brand awareness. Teleshopping as a retail sales model is still relatively novel to this market, and except for South Africa, which has established teleshopping companies, we faced the challenge of creating brand awareness and establishing trust in a market where consumers are largely skeptical of new business models and online shopping. To overcome this, we invested in influencer partnerships. We worked with names like Mercy Johnson, DiaryOfAKitchenLover, Kitchen Muse, and so on to promote our kitchen and cookware category and build credibility. We also leveraged customer testimonials and success stories to build trust and demonstrate the value and reliability of our products.
Another big challenge is inconsistent local infrastructure, including unreliable transportation networks and delivery systems, which posed significant logistical hurdles. To overcome this, we’ve formed partnerships with local logistics providers who have in-depth knowledge of the terrain and can navigate the complexities of local delivery. We integrate APIs to ensure that we can track our packages remotely and inform customers of them. We have strategically located regional warehouses to reduce cross-country delivery timelines and efficiently manage inventory.
I’d also like to highlight the challenges of navigating the sometimes complex and varied regulatory requirements. We engage legal experts and stakeholders within the regulatory agencies to ensure compliance with broadcast content requirements, import duties, taxes, and consumer protection laws. Proactive communication with regulatory bodies to stay updated on any changes in legislation and adapt accordingly cannot be over-emphasised.
Can you share your approach to identifying and capitalising on emerging trends and consumer preferences in the retail and e-commerce space?
I like to leverage social listening tools to gather real-time consumer feedback and identify preference shifts. Consumer needs are constantly changing, and it’s essential to maintain an agile approach to quickly adapt our strategies to capitalise on these trends and meet evolving consumer demands.
I must emphasize the power of engaging with industry experts and thought leaders. I network intentionally and participate in industry conferences and trade shows, such as GITEX and ERA Global Conference, to connect with thought leaders and gain insights into upcoming trends.
Innovation and experimentation is also a necessary approach. At ShopEx, we launch pilot programmes for new products to test market acceptance before a full-scale rollout. This allows for adjustments based on market response and customer feedback.
What measures have you taken to ensure a seamless and efficient supply chain and logistics process in your retail and e-commerce operations?
A key measure for me is implementing an integrated supply chain management system that provides real-time visibility into inventory levels, order processing, and delivery status. This allows us to address any issues and ensure timely order fulfillment proactively. We’ve also built strong relationships with reliable suppliers and logistics partners to maintain a smooth and efficient supply chain process. We’ve diversified our supplier base to mitigate risks associated with dependency on a single supplier or region, ensuring continuity in case of disruptions.
Establishing warehouses in strategic locations has been important for our business to minimise delivery times and transportation costs. This includes regional distribution centers closer to major customer bases – Lagos, Abuja, Port Harcourt, Kano.
Lastly, we use predictive analytics to forecast demand, leveraging historical sales data, market trends, and seasonal patterns (Black Friday, Summer Sales, and so on) to ensure optimal stock levels. We also ensure collaborative planning with key suppliers and logistics partners to align production schedules and logistics operations with anticipated seasonal demand.
How do you stay updated on industry trends and best practices in business development, human resources, retail operations, and integrated marketing communications?
I stay updated by regularly attending industry conferences, participating in professional networks, and subscribing to leading industry publications. I take at least one certification course per year, new knowledge is always an enabler of innovation. I also actively use LinkedIn to follow industry leaders, join relevant groups, and participate in discussions. LinkedIn is a powerful platform for networking and staying updated on industry trends. I engage with mentors who have extensive experience and can provide guidance and insights into industry trends and best practices, this has been invaluable to continuous learning.
What area does ‘The Olajumoke Coaching Co.’ specialise in and why?
The Olajumoke Coaching Co. is a premier consulting firm that specialises in digital transformation and helps businesses establish a scalable and profitable digital presence.
Establishing a robust online presence is not only advantageous in today’s digital age, it’s essential for sustained growth. We specialise in guiding clients through the complexities of digital transformation, ensuring they harness the full potential of digital technologies to enhance operational efficiency, improve customer engagement, and achieve sustainable growth.
We offer various services, including digital strategy development, digital presence optimisation, technology integration, e-commerce solutions, data analytics, and training workshops.
Our tailored strategies empower clients to build a formidable digital reputation and scale their operations profitably across online and digital channels. Whether you’re a startup venturing into e-commerce or an established enterprise aiming to optimise your online sales, we provide the strategic insights and practical solutions you need.
From Microbiology to marketing and then to others. How were you able to make this transition?
I think I knew from my second year in school that I wouldn’t spend my career as a microbiologist. I was too restless and business-minded to function in a laboratory. My passion for understanding human behaviour and communicating effectively drove my transition from microbiology to marketing. I worked at United Bank For Africa during my mandatory youth service programme, and I was exposed to the world of business, marketing, and sales. I haven’t looked back since then. That being said, the analytical skills and attention to detail I developed from my training as a microbiology laboratory scientist has proven invaluable in my marketing career. I pursued further education in marketing, business, human resources, agile project and product management and gained practical experience through various roles. This multidisciplinary background has allowed me to approach marketing with a unique perspective and flexibility.
What have you learnt from all the places you have worked before establishing your own?
My previous work experiences taught me the importance of adaptability and customer-centricity. No strategy should be cast in stone, but embracing change and being flexible are crucial for staying relevant and competitive in any industry. Prioritising customer needs and preferences is fundamental to building a successful business.
My former boss at Wakanow, would repeatedly say that we exist to serve the customer. I still work by that ethos. Additionally, the power of a solid collaborative team cannot be overstated. Motivated and skilled teams drive organisational success, and effective internal and external communication fosters teamwork and builds strong relationships. Sound financial management ensures sustainability and growth, which is critical for long-term success.
Innovation and continuous improvement are vital to maintaining a competitive edge, and resilience and perseverance are necessary to navigate through challenges. Building strategic relationships and partnerships opens doors to new opportunities and resources, while ethical leadership and integrity build trust and credibility.
Lastly, my critical learning point has been to learn from failures and view them as opportunities for growth and improvement. Fail fast but fail forward!
What is the greatest lesson life has taught you?
The greatest lesson life has taught me is the power of perseverance. Success is often a result of overcoming numerous setbacks and failures, and it’s crucial to remain focused, resilient, and adaptable in the face of challenges. Life’s ups and downs have shown me that persistence, a positive attitude, and a willingness to learn from mistakes can turn obstacles into opportunities. Embracing change, continuously striving for improvement, and never giving up, even when the path seems tough, are essential for achieving long-term success.
This lesson has reinforced the importance of staying true to one’s goals and values, regardless of the difficulties encountered. It’s about maintaining a steadfast commitment to one’s vision while being flexible enough to adapt strategies as needed. This perseverance has helped me navigate professional challenges and enriched my personal growth, teaching me to approach every situation with determination and resilience.
Concluding words
In conclusion, embrace the journey of continuous learning and adaptation. Success is not a straight path, and challenges are inevitable, but they offer valuable lessons and opportunities for growth. Stay resilient and persistent in the face of setbacks, always keeping your goals and values at the forefront. Cultivate strong personal and professional relationships as they are key to support and collaboration.
Focus on understanding and meeting your customers’ needs, and always appreciate the power of a motivated and skilled team. Leverage technology and innovation to stay competitive and maintain ethical standards and integrity. Remember, every failure is a stepping stone to success. Keep pushing forward, stay adaptable, and always strive for excellence. With these principles, you can navigate the complexities of the business world and achieve lasting success.
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