‘Jumia Nigeria Takes Lead in Empowering Women in Tech, E-commerce’

Globally, International Women’s Day and the entire month of March hold significant importance as dedicated dates for celebrating the social, economic, cultural, and political achievements of women. For Jumia Nigeria, gender inclusion and diversity are cornerstones of the company’s values, aimed at fostering an environment where every individual, regardless of gender, can thrive and contribute to the company’s success. In this interview, Jumia Nigeria’s leading women—HR Director, Enitan Oyenuga; Chief Operating Officer, Marilyn Oruwari; and Head of Advertising, Sheila Mwaura—shed light on Jumia’s unwavering dedication to promoting gender diversity and inclusivity. They discussed the company’s initiatives to support and elevate women in various roles, emphasising their contributions to professional development and success. Excerpts

Enitan

Can you tell us about your journey and how you reached the position of HR Director at Jumia Nigeria?

My professional journey has spanned over a decade, primarily focusing on Human Resources and Organisational Development. In January 2022, I assumed the position of HR Director at Jumia Nigeria, a pivotal role within a company that shares my commitment to diversity and inclusion. Throughout my career, I have been driven by the belief that a diverse workforce leads to innovation, creativity, and overall success and been fortunate to have leaders who provided the platform and supported my growth.

How does Jumia Nigeria foster a culture of inclusion and belonging for all employees, regardless of gender and your purpose as the Human Resources Director?

At Jumia Nigeria, our vision for diversity and inclusion is to create an environment where everyone can bring their best selves to work without fear of discrimination. We aim for everyone to feel like they belong and are valued members of the team. Internally, I have had the privilege of leading initiatives aimed at promoting gender diversity and inclusion, ensuring that every voice is heard and valued. Through strategic hiring practices, inclusive policies, and ongoing education and training programs, we’re fostering an environment where women are empowered to excel in every aspect of their careers. Similarly, our customer base is diverse, including a significant number of women as both consumers and vendors. It is crucial for us to reflect the diversity of the markets we serve. Therefore, it is a no-brainer to provide women with visible platforms and opportunities. We believe Nigeria presents excellent opportunities to bridge this gap.

One third of our employees in Nigeria are females. This clearly has implications for female representation in our talent pipeline and for leadership roles and we recognise that we need to think carefully about how we attract, grow and retain our women; knowing that increased gender participation enhances productivity and the best ideas flourish in a diverse and inclusive environment.

In 2022, we launched the Jumia Women’s Network and it is open to all women across every level of the organisation. It is intended to provide support, learning and networking opportunities for all its members. The network aims to support and empower you to reach your full potential both personally and professionally and equip women so that they can make informed and empowering choices and decisions. We actively monitor gender diversity at Jumia, recognizing that diversity encompasses more than just gender. We are committed to fostering a culture of inclusion that embraces diverse perspectives. To achieve this, our hiring processes are designed to attract, develop, engage, and retain a diverse talent pool.

Marilyn Oruwari

Given your remarkable ascent to the role of COO in your career. What insights can you share about the industry’s receptiveness to women professionals aspiring to advance their careers?

The industry’s openness to female professionals has positively evolved, yet there remains room for further advancement. Organisations are progressively acknowledging the importance of diversity and the distinct insights that women contribute.

At Jumia, I can confidently assert that there is no gender bias, and the culture fosters diversity and is very supportive. We make a concerted effort to amplify & elevate the voices of women within our organisation, with numerous women occupying significant leadership roles and engaging actively in decision-making processes. Moreover, the company emphasises support for female entrepreneurs. In our drive to empower more women in Nigeria, particularly entrepreneurs, Jumia has established the Vendor Hub. This platform offers a variety of resources for vendors to acquire essential knowledge, including business growth accelerators, effective customer engagement strategies, and marketing techniques designed to promote business expansion.

Furthermore, aligning with our goal to mitigate unemployment issues, Jumia initiated the ‘Women & Youth Empowerment’ pilot program in Yaba, Lagos, in 2019. This program is intended to offer training and support to young women looking to broaden their income sources, while also empowering them through e-commerce opportunities. Additionally, the JForce Initiative grants more women access to employment opportunities by acquainting consumers with the advantages of e-commerce, thereby earning commissions from sales generated.

In your view, what strategies and practices could organisations adopt to mirror Jumia’s success in promoting gender diversity across roles and fostering an inclusive workplace?

Jumia’s commitment to fostering the inclusion of skilled women is profound and deliberate. From the outset, the company has dedicated resources to a comprehensive framework aimed at seeking, attracting, retaining, and advancing women within the organisation. This approach starts with the formulation of explicit policies that guarantee equal opportunities for individuals of all genders, thereby levelling the playing field for career progression. In addition, Jumia has adopted recruitment practices centred on merit instead of gender. This strategy is designed to eliminate bias and guarantee a just and varied candidate pool.

Unconscious bias can be a significant barrier to gender diversity in leadership roles. Organisations can follow Jumia’s lead by implementing unconscious bias training. This helps people recognize and challenge their own biases, creating a fairer playing field for promotion and advancement.

Mentorship programs can be incredibly powerful tools for promoting gender diversity. Jumia connects senior female leaders with high-potential women in the company. This guidance and support empower women to develop their skills and confidence, preparing them for leadership roles.

Sheila Mwaura

As the Head of Advertising, what leadership qualities do you believe have been instrumental in your success at Jumia Nigeria?

Success in advertising is a team effort. I’ve fostered a collaborative environment where everyone feels empowered to share ideas and contribute. This open communication and teamwork allow us to develop creative and effective advertising strategies that truly connect with our customers.

At Jumia, we have a vast amount of customer data. By prioritising data analysis and using insights to inform our advertising strategies, I’ve been able to drive targeted campaigns for several top Brands and deliver strong results. This data-centric approach has been crucial in maximising our advertising impact.

The e-commerce landscape is constantly evolving. I believe it’s important to be a leader who embraces change and encourages innovation. By staying ahead of the curve and exploring new technologies, advertising channels, and marketing trends, we’ve been able to maintain Jumia’s position at the forefront of the Nigerian market.

As a woman in a leadership position, how do you see the impact of women in leadership roles, particularly in the tech and e-commerce sectors?

I believe that women play a crucial role in shaping the landscape of leadership, especially in the dynamic and fast-paced sectors of tech and e-commerce. As the Head of Advertising at Jumia Nigeria, I have personally witnessed the positive impact of having diverse leadership teams, where women bring unique perspectives, skills, and problem-solving approaches to the table.

In the tech and e-commerce sectors, innovation is key, and diversity fosters creativity. Women contribute valuable insights that can lead to more comprehensive and inclusive strategies. Our ability to empathise and understand diverse customer needs is a distinct advantage in tailoring products and services to a broader audience.

Moreover, having women in leadership positions serves as a powerful catalyst for change. It not only breaks gender stereotypes but also inspires and encourages more women to pursue careers in these fields. When young girls see women in leadership roles, it opens up possibilities and helps dismantle the notion that certain industries are exclusively for men.

QUOTES

“In 2022, we launched the Jumia Women’s Network and it is open to all women across every level of the organisation. It is intended to provide support, learning and networking opportunities for all its members. The network aims to support and empower you to reach your full potential both personally and professionally and equip women so that they can make informed and empowering choices and decisions. We actively monitor gender diversity at Jumia, recognizing that diversity encompasses more than just gender.”

“Jumia’s commitment to fostering the inclusion of skilled women is profound and deliberate. From the outset, the company has dedicated resources to a comprehensive framework aimed at seeking, attracting, retaining, and advancing women within the organisation. This approach starts with the formulation of explicit policies that guarantee equal opportunities for individuals of all genders, thereby levelling the playing field for career progression.”