Eneyi Alexandra Obi is a marketing professional with eight years of experience in 360-degree marketing. She has a track record of developing and implementing multiple successful campaigns that deliver return on investments and is listed among the top 109 female strategists to watch out for by the Group Think UK. She has a passion for creativity and a keen understanding of market dynamics and believes in leveraging data to make winning marketing decisions that achieve business objectives. Obi holds a Bachelor’s degree in History and International Relations from Babcock University Ogun state; a certification in Integrated Brand Experience from Orange Academy Lagos and is a member of the prestigious Chartered Institute of Marketing UK. Her early career spanned multiple advertising agencies, exposing her to diverse challenges and opportunities and shaping her into a versatile marketing professional capable of navigating complex landscapes.
Currently the head of marketing for Risevest Technologies Limited, a fintech company providing access to the best global investment opportunities for Africans, she spearheads the development and execution of comprehensive marketing strategies aimed at enhancing Risevest’s brand visibility, driving customer acquisition and fostering engagement. She is also passionate about mentoring and inspiring other women to achieve their potential, especially in the tech and marketing space. In this interview with IJEOMA THOMAS-ODIA, she shares her vision, leadership and relentless pursuit of excellence, as she continues to shape the future of marketing in the organisations she leads.

Share with us your background and how it influenced your career path in marketing?
Growing up, I never envisioned myself working in marketing. I am diplomatic and opinionated, so I always saw myself brokering peace treaties or winning cases in court, inspiring me to study History and International Relations at Babcock University. After university, while waiting to get the foreign affairs job I wanted, I ventured into sales to keep myself busy. I was saddled with the responsibility of figuring out how to generate leads and convincing people to buy pretty expensive real estate properties in Abuja and trust me, it was not a walk in the park.

I had to figure out how to get leads at the National Assembly, Central Bank, the Nigerian National Petroleum Corporation and other ministries and parastatals with my target audience. This experience taught me to be innovative, confident and resilient. Words like, “No,” and “Not at the moment” all became motivating words that spurred me to keep going. I began to enjoy the art of selling opportunities to people and convincing them to take action. This inspired me to start thinking of new career options. I was also fascinated by the idea of being able to marry logic and creativity and knew I had found my place. I left my comfortable life in Abuja and moved to the bubbly city of Lagos, ‘the land of hustle”; honed my skills at Orange Academy Lagos and delved into advertising agency life. I worked for multiple agencies, which allowed me to work on diverse brands including banking, hospitality, FMCG, telecommunications and technology to name a few. This diverse experience gave me a strong understanding of marketing fundamentals and strategies.

You have a proven track record of developing and implementing multiple campaigns. How are you able to achieve this?
I believe that strategic planning is essential for the success of any campaign and one of my core strengths is my exceptional strategic thinking. I excel at thinking through a project from start to finish before implementing it. I envision and map out my desired outcome, ensuring that every step is accounted for as much as possible. This helps me foresee any roadblocks and to get organised. Also having worked as a marketing strategist and a brand manager has trained me to manage complex projects and juggle multiple priorities simultaneously. By establishing clear timelines, delegating tasks effectively and utilising project management tools, I ensure that each campaign stays on track and achieves its objective. I strongly believe in the power of collaboration. Throughout my career, I have worked closely with cross-functional teams to bring campaigns from concept to execution. By fostering open communication and leveraging the unique skills and perspectives of team members, we can develop campaigns that are not only creative and engaging but also aligned with our overarching marketing objectives.

As a professional who has worked in different markets, how have your experiences shaped you and your work?
In various ways, really. As I mentioned earlier, one of the privileges I have had in my career is the opportunity to work with brands that operate in different markets. This experience has taught me the importance of adaptability and versatility. I have learned that as consumers are different, cultures are also different. What works for Risevest in Nigeria isn’t what will work in Kenya. I have learnt that infusing cultural nuances into your campaign is what makes you stand out and also fit into each market. To garner consumer loyalty, consumers must see you as one of their own and not just some foreign brand coming to make money off them. This ensures that I invest time in conducting in-depth market research, analysing competitor strategies, and understanding the needs and preferences of each market. I have also gained a profound appreciation for cultural nuances, communication styles and business practices, allowing me to build strong relationships and effectively engage with stakeholders from diverse backgrounds. Overall, my experiences in different markets have been invaluable in shaping me both personally and professionally. I approach new markets with a mindset of curiosity and I am committed to continuous learning and growth as I navigate the dynamic landscape of global business.

Share with us your achievements at Risevest and their impact?
’ve worked at Risevest for two years and have had the privilege of achieving several milestones that have contributed to the company’s growth and success. These achievements span areas such as company expansion, nationwide campaign deployment and new feature launches.
However, one of my key achievements at Risevest was leading the development and implementation of a comprehensive 360 nationwide marketing campaign, Risevest’s first-ever brand campaign “Defy Gravity”, which generated substantial brand awareness, leading to an acquisition of over 200,000 new users in the launch year. I spearheaded the development of targeted strategies, driving expansion into three new countries Ghana, Kenya and Uganda in 2022, resulting in increased customer acquisition and brand presence in these new markets. I also played a pivotal role in the ideation and development of an exciting new feature just launched in the market, The Rise Naira Wallet, which has cemented Risevest as a full-service investment platform resulting in an 85 per cent decrease in churn rate in the first quarter of 2024’s economic volatility. These achievements have significantly impacted Risevest, contributing to our overall growth trajectory and market positioning and have solidified our position as leaders in the fintech/investment industry, delivering financial growth for our users.
Looking ahead, I’m excited to build on these achievements and continue pushing the boundaries of what’s possible at Risevest.

What winning marketing decisions can you proffer to new businesses looking to achieve their objectives?
One of the fundamental things I have learnt throughout my career is knowing who your audience is. As a new business, it is important to first determine who you are talking to, what they like, how they think and their pain points. This is crucial for tailoring marketing strategies effectively. When a business is not specific in who they are targeting, it will most likely never achieve product market fit. New businesses should focus on differentiation and developing a compelling value proposition that resonates with their target audience. By highlighting what makes the business unique and communicating this value proposition clearly, they can attract and retain customers effectively.
It is also important to manage marketing spending effectively. I live by determining the right communication channels for my brand and sticking to those. I also try not to be swayed by “trends or fads” because I know who my brand is talking to and what it stands for. A new business should also learn to grow through organic marketing, generating relatable content and building a community of loyalists that will stick with the brand in its expansion phase.
Lastly, measurement and optimisation are critical for new businesses to achieve their marketing objectives. By leveraging analytics tools to track key metrics and make data-driven decisions, they can continuously optimise their strategies to maximise results and drive business growth.

What drives you for success?
My drive for success stems from intrinsic motivation. I am motivated by the inherent satisfaction of accomplishing my goals and making a positive impact. This internal drive fuels my commitment and resilience, enabling me to overcome obstacles and stay focused on achieving my aspirations. I believe that God put us on earth to replenish it and this comes from doing good work, work that changes lives and makes people better. I am always excited when I see the impact of my finished work on the world and this motivates me to push for more. I also want to be able to experience life to the fullest and attaining a certain level of success is needed to travel the world exploring diverse cultures.

With your goal to bring brand visibility, drive customer acquisition and foster engagement, what challenges have you been confronted with and how are you able to surmount them?
Working for a fintech company focused on investments for Africans, particularly Nigerians across the world comes with multiple challenges. A major one is evolving consumer preferences and behaviour in response to economic trends. As a mostly dollar-denominated investment company, foreign exchange volatility and economic policies affect user behaviour a lot, causing them to switch rapidly with their investment choices. In response to this, we focused on creating and promoting knowledge-based content around the fundamentals of investing like long-term, compounding interest and dollar cost averaging, amongst others. We also focused on spotlighting the stellar returns users can get from the different asset classes on Risevest, allowing us to shape minds and build positive habits towards investing.

Another challenge is the limited budget and resources for marketing initiatives. As a startup, the company’s budget is lean and every naira has to be judiciously spent to meet business objectives. To overcome this, we implement targeted digital marketing campaigns to reach specific segments, with content that will resonate with each segment, increasing the chances of conversion.
Another strategy we also implemented to address this is growing our organic marketing capacity and leveraging the Risevest Telegram community. Through that, we have been able to grow loyal users who also drive word of mouth for the brand.

How can we get more women to become successful and rise to the top as you have done? What tips do you have for younger women?
To empower more women to rise to the top, we need to promote gender diversity and inclusion in all aspects of professional life. Organisations must create inclusive environments where women feel valued, supported and empowered to pursue leadership opportunities.
One key I advise I’ll give to younger women is to believe that they deserve to be at the table and be audacious about vying for opportunities. They must prepare themselves for when the opportunities come and also ensure that they are available and visible to be chosen. Many times when I’m hiring for roles, I find that many women don’t even apply. Overall, I get more applications from men than women, already tilting the scales away from them. Building confidence and assertiveness is critical for women to succeed in their careers. I encourage younger women to cultivate self-confidence by recognising their strengths, setting ambitious goals and pushing themselves outside of their comfort zones. They should also seek out mentors and sponsors who can provide guidance, support and advocacy as they navigate their professional journeys. They don’t have to reinvent the wheel.
Finally, I encourage younger women to stay resilient and persevere in the face of challenges. Success often comes with setbacks and obstacles, but it’s important to stay focused on your goals, learn from failures and keep pushing forward.

With your passion for inspiring and mentoring other women, especially in the tech and marketing space, what is your central message?
My central message to women in the tech and marketing space is the power of skill development and continuous learning as a means of empowerment. I believe that investing in your education, developing technical and marketing skills and embracing growth opportunities can unlock your full potential to achieve success in your careers. Do not be afraid to take your seat at the table as you bring fresh ideas and insights needed to drive the industry. I also believe that it is necessary for us as women in tech to build a supportive community that allows for openness, learning and mentorship horizontally and vertically. By building strong relationships and learning from others, we can navigate challenges, overcome obstacles and achieve our goals.

What is your life mantra?
My life mantra is ‘Thankful for the Here and Now.’ This mantra reminds me to appreciate every moment, both the highs and lows, and to find joy and growth in every experience. It reflects my belief in the importance of being present, adaptable and open to life’s twists and turns and knowing that nothing lasts forever.