By Josfyn Uba
She parades a rich resume. She is a lecturer, an entrepreneur, an expert in consumer marketing and now, an author. Having transverse the financial services sector for more than two decades, Omotola Bamigbaiye, who holds a Doctorate in Marketing, continues to compliment practical lessons with theory sharing her marketing and brand management experiences across her lecturing and facilitation series as adjunct lecturer at University of Lagos Business School (ULBS), facilitator at Orange Academy.
Omotola, who currently serves as Marketing Director, Sub Saharan Africa at pladis Global Limited, has added another feather to her cap.
In a recent chat with Daily Sun, talks about her new book, Imperfectly Awesome where she gave some nuggets on how best to navigate storms of life while learning to wear disappointments like badges of honour.
The book captures the power of resilience and hope.
Can you give us an insight into your journey as a marketing professional?
Over two decades, my marketing journey started with a stint as a Retail Development executive in the financial services sector, and since then, I have loved the art of landing believability of proposition and later transitioned into the FMCG sector.
There is always something new to consider which makes marketing dynamic, interesting and challenging through insights from consumer behavior. Most especially, finding new and exciting ways/platforms to build brand love and stay competitive. As marketers, we are constantly saddled with building the consumer’s desire through activities and communication elements and why they should part with their money in exchange for our brand as their choice.
With expertise in crafting and implementation of consumer-centric and resonant marketing strategies in global FMCG companies, how have you been able to hone your skills?
There is no room to sit on the fence. Hence, every activity is laser focused, goal oriented and positioned to win at the point of purchase. I have mostly learnt on the job from my supervisors, tailored training programs, as well as through experience over time in deploying brand plans.
You are known to be a visionary leader, strong influencer with track record in portfolio management. How are you able to infuse these traits into your passion for writing?
The ‘Art of story Telling’ is critical to brand messaging and mastering this comes with crafting compelling brand stories that instigate trial and repeat purchase. Armed with this skill set, I passionately told stories of my becoming in an honest and relatable manner.
What informed this line of thought in your first book?
What informed it is that there is no perfect life. Just when you think you have mapped out a perfect plan to shine and take over the world, then come reality, smacking you hard and letting you know that pitfalls exist and we are all a little flawed and need more help than we sometimes admit.
From career expectations to motherhood, relationships, and the nagging whispers of imposter syndrome. There is always something to grapple with in life. However, you can do so with razor-sharp wisdom and large dose of humour. The world may only play off-tune beats but you can create your rhythm and dance to it gracefully or however else you please.
In a nutshell, what is the book all about?
The Book ‘Imperfectly Awesome’ captures the power of resilience and hope. Written in an honest and relatable tone, I share stories of becoming to help you love yourself, reinvent, and bloom just the way you were designed to.
With many books about personal life and experiences in the corporate world, why do you think anyone should be interested in yours?
It is interesting because everyone has a story in them, but not everyone gets to write it. We are all diverse and unique passing through different experiences in life. The challenge is not always that there will not be issues along the way, but how we react to it differs. This book is about building your own ladder, one rung at a time, with laughter, tears, and maybe a little lipstick smeared on the way. It’s embracing the unexpected and realizing that you are ‘good enough’ even when the circumstances surrounding your life say otherwise, and ‘balance’ is a tricky act you get better at every day. It is about learning to love yourself, flaws and all, and embracing the messy, beautiful chaos that is life.
Who is the book targeted at and how much of influence does the book have at this time in our society when the economy is filled with uncertainties?
As there would always be uncertainties, this book adds to the body of knowledge of navigating life through other people’s experiences. You gain wisdom, avoid pitfalls, are unapologetic about your existence, own your mistakes, and become equipped to run your life’s course better. That’s why I’ve written this book. Throughout its pages, I have woven diverse stories on different phases of my life: career, relationships, transitions, self-love and boundaries, and other numerous and often hilarious happenstances. Each chapter ends with thought-provoking questions to make your reading more engaging and actionable.
You are also a lecturer and now an author. How are you able to bring your many sides together and still be at your best?
I have learned not to push the pause button on happiness even as I try to excel in other areas of life. Time is life’s most precious resource. The world will never stand still for you to catch up. So, each day, I am learning to savour every moment I encounter, to smell my roses even as I climb the mountains. Additionally, I have experienced the warmth of a mother who was passionately committed to seeing me conquer life’s toughest battles and bask in the realm of fulfilled dreams by supporting me through every phase.
What drives you for success?
I never stop dreaming big. Life is not all sunshine and rainbows. Yes, there will be chapters filled with tears and tantrums, but there will also be chapters overflowing with laughter, love, and confidence. Embrace them all and live it to the fullest, owning your mistakes and learning from them.
What key lessons have you learnt over the years?
Someone else’s opinion shouldn’t matter. They are not going to determine my destiny and whatever doubts they had were their problems not mine.
Building your resilience table is the most important. It should always be, Your Table, Your guests!
Do what works for you and do away with anything that no longer serves you unapologetically. There will always be lemons and more lemons – remember to add a bit of garnishing while making your Lemonade.
I learnt to wear my disappointments like badges of honour. For me, it was proof that I was strong enough to keep going.
From your book, what key lessons can women especially, take on?
The challenge is not always that there will not be issues along the way but how we react to it differs. This book is about building your own ladder, one rung at a time, with laughter, tears, and maybe a little lipstick smeared on the way. It’s embracing the unexpected and realizing that you are ‘good enough’ even when the circumstances surrounding your life say otherwise, and ‘balance’ is a tricky act you get better at every day. It’s about learning to love yourself, flaws and all, and embracing the messy, beautiful chaos that is life.
Your described your book as a manual tool to help one bloom, reinvent oneself just the way one is designed. What do you think are some of the reasons one gets stuck in a rut, personally, socially and at the work place?
I have also learned that there is no manual to teach you how to navigate the world of work or life in general. Most of us had to learn many things the hard way. However, I have observed that life is easier when you learn from other people’s experiences. You gain wisdom, avoid pitfalls, are unapologetic about your existence, own your mistakes, and become equipped to run your life’s course better. That is why I have written this book.
Throughout its pages, I have woven diverse stories on different phases of my life: career, relationships, transitions, self-love and boundaries, and other numerous and often hilarious happenstances. Each chapter ends with thought-provoking questions to make your reading more engaging and actionable.
What are some of the signs that suggest one is in a rut?
Life will throw curveballs. You will stumble. You will doubt. You might even trip on your shoelaces but here is the secret. Every stumble is a lesson. Every doubt is a chance to dig deeper and every shoelace mishap is a hilarious story to tell later. So, pick up your tools, grab your shoes, on to the field of life and start building your masterpiece. Don’t wait for someone to invite you to the table. Build your table!
What is your life mantra?
I have an attitude of gratitude and if I am kind to people, then I know I am living according to my value of kindness.
You are so many things – a mother first and foremost, a lecturer, an entrepreneur, an expert in consumer marketing and now an author. How do you find time to handle your different roles without one of them suffering?
Even in the storm, I discovered something amazing: I wasn’t alone. I experienced the warmth of a mother who was passionately committed to seeing me conquer life’s toughest battles and bask in the realm of fulfilled dreams. I also learned to love myself more and choose me.
Would you consider yourself a fulfilled woman?
I have learned not to push the pause button on happiness even as I try to excel in other areas of life. Time is life’s most precious resource. The world will never stand still for you to catch up. So, each day, I am learning to savour every moment I encounter, to smell my roses even as I climb the mountains. It’s embracing the unexpected and realizing that you are ‘good enough’ even when the circumstances surrounding your life say otherwise, and ‘balance’ is a tricky act you get better at every day. It’s about learning to love yourself, flaws and all, and embracing the messy, beautiful chaos that is life.
It has obviously not all been rosy. What are some of your greatest challenges and how were you able to overcome them? This book encapsulates some of my current experiences but I learned to navigate boardrooms with a baby strapped to my back, mastered the art of the ‘work-mom ponytail,’ though it was a chaotic one at first, and discovered that sometimes, the best career advice comes from the least expected persons in the most unlikely situations. I wrestled with imposter syndrome, and juggled work and motherhood. Then, comes the horrible stuff. The job loss, career switches, unstable relationship experiences that toyed with my emotions. I learned the hard way but I learned anyway that work friends aren’t always your best friends. Although you laugh, play, and seemingly share similar dreams. I have had to battle the feeling of inferiority complex because I was the youngest in the room – or a woman – and my supposed colleagues didn’t think I deserved the role. But through it all, I discovered a secret weapon: ‘Resilience.’ You know, that magical inner power that lets you bounce back from a face plant with a ‘hold my bag’ and keep climbing.