Okusanya: BAT Dedicated to Equal Opportunities, Gender Balance

Mrs. Kikelomo Okusanya, the Director, Marketing Deployment at the British American Tobacco, West and Central Africa (BAT WCA), joined BAT in 2003 as trade marketing representative and climbed the corporate ladder to the directorate level. In this interview she tells of her two decades experience and the factors that keep her rising. Dike Onwuamaeze brings the excerpts:

Describe your career trajectory and your journey in the marketing industry?

I would like to describe my career journey as an exciting game of chess and I would tell you why I say so in a minute. I joined BAT as a trade marketing representative in Ilorin 2003. We were the second batch of mass recruitment and the examination that proved that we could thrive in a male dominated space. I was the only female on my team, which became a regular occurrence through most of my career journey and we had exciting times learning, sharing and winning. We had so much energy and excitement then to work at BAT. I acquired my certification in marketing from the Chartered Institute of Marketing, United Kingdom during this period. After gaining some experience in trade marketing and distribution and demonstrating skills in self-leadership, I then progressed to mid-level management positions, which spanned across consumer marketing, popularly known as brand marketing these days. I also benefitted from an exchange program, which exposed me to market development and marketing operations, critical skills I still use today, brand management and business development. This phase laid my foundation for a thriving career in marketing from understanding insights and interpreting them to proffer innovative product solutions which we launched as brands as well as managing marketing campaigns. The major highlights of my career journey are leading through people, and more importantly, winning and celebrating together across different period.

As a female leader in the marketing industry, what are the challenges you have encountered in your career journey and what are the strategies you have employed to surmount them?

I have encountered several challenges that have tested my resolve and determination. However, I firmly believe that challenges are opportunities in disguise, and I have employed various strategies to surmount them. Throughout my career, training and development have provided the skills and knowledge required for me to excel. BAT is an oyster of possibilities like many other multinational companies where you have to be deliberate about personal development. Almost everything is available; you only need to reach for it. Asides training and development, I have also learnt from my mentors and coaches who played significant roles to help me evolve and adapt through my leadership passage, providing networking and peer coaching opportunities for me which simplified the ambiguity that I encountered in different stages of my career so far. Achieving a work-life balance has been another hurdle. Life at BAT is great. I joined as a young single female and I have in 20 years been able to balance work and life. I am able to fulfill my role as employee at work as well as daughter, wife, mother and friend to those around me. BAT started the extended maternity leave, which allowed mothers take their annual leave in the same year that they were away on maternity leave even before that became a thing around here. Little wonder why I have been here this long! I have three children and they were all born in my time here at BAT.

As the Marketing Deployment Director at BAT, kindly explain the scope of your responsibilities and elaborate on how your leadership expertise has contributed to enhancing the company’s operations?

My role as the marketing deployment director encompasses a wide range of responsibilities that are pivotal to the company’s success in the Nigerian market. I oversee an elaborate portfolio of tasks and strategies aimed at enhancing our market presence and ensuring the efficient deployment of marketing resources. My primary responsibility involves developing and executing comprehensive market strategies. This includes conducting market research, competitor analysis, and consumer insights to identify opportunities and threats. My team and I then craft strategies that address these insights and align with the company’s overall objectives. A crucial aspect of my role is leading and mentoring a diverse team of marketing professionals. I provide guidance, set clear goals, and create an environment that fosters creativity and innovation. By empowering my team, we collectively drive performance and exceed targets. Leaders always need be comfortable with quiet. We are able to think strategically and critically, for short-, mid- and long-term strategies. We find comfort with ambiguity and are able to break down seemingly difficult tasks into smaller and simpler sprints and then clearly define pictures of success and milestones for our teams to run with. This includes exploring digital marketing, e-commerce, and other innovative avenues since the marketing landscape is ever-evolving.

Knowing that the Nigerian’s marketing industry is active and vibrant, what strategies do you employ to maintain motivation, both personally and for your team? Firstly, I focus on setting clear, achievable goals that aligned with our organisation’s mission. These objectives serve as a compass, guiding my team’s efforts and ensuring everyone understands their role in our shared vision. Secondly, fostering a positive work environment is paramount. I encourage open communication, value diverse perspectives, and promote a culture of continuous learning. By recognising and celebrating individual and team achievements, we boost morale and motivation. I stay attuned to industry trends and innovations. This keeps me excited about the ever-evolving landscape and inspires my team to explore new strategies and technologies. Embracing change is essential in marketing, and I encourage a culture of adaptability. Furthermore, my personal motivation stems from a commitment to self-improvement. I engage in ongoing professional development, attend conferences, and seek mentorship. Leading by example, I demonstrate that growth and learning are lifelong pursuits. I also prioritise work-life balance to prevent burnout. Encouraging my team to do the same ensures sustained enthusiasm and productivity. By blending these strategies, I maintain my own motivation and help cultivate a dynamic and inspired marketing team in Nigeria’s flourishing industry.

As the second woman to serve on the BAT’s West and Central Africa Board of Directors, what influence does this have on your career and what does it signify regarding BAT’s dedication to equal opportunity and promoting gender balance?

BAT provides equal opportunities to everyone. I have never felt like I needed to break glass ceilings. I have always known that if I did what was required of me well and exceptionally, I would be rewarded duly because reward and recognition at BAT is fair. Serving on the board demonstrates the recognition of my expertise, experience, and leadership capabilities within the organisation. This experience provides me with invaluable exposure to high-level decision-making and strategic planning, which is instrumental in advancing my career. It also showcases BAT’s dedication to equal opportunities and gender balance which sets a positive example for the corporate world. It underscores the importance of diversity at the highest level of leadership and reflects a commitment to creating a more inclusive and equitable future within the company. Compensation and benefits are also competitive especially in the category that we play in. And although it sounds very cliché, BAT is indeed a great place to work! Similar to a game of chess, my ultimate career goal is to achieve “Check-Mate” and that for me means becoming the first African female on the management board. Big dream but BAT makes me believe that this is achievable.

What are your long-term professional aspirations, and what strategies do you have in place to attain them?

My long-term professional aspirations are shaped by a desire to continue growing as a strategic leader in the marketing industry while contributing meaningfully to BAT’s success, which include achieving executive leadership status, becoming an industry thought leader, continuous learning, and fostering a balanced work-life integration. I believe in nurturing the next generation of marketing professionals. I’ll continue to mentor and develop young and passionate youths, by empowering them to take on leadership roles.