Conversation with Oluwayemisi Mafe

1. Tell us about yourself 

I am a graduate of English from the University of Ilorin. I started my career as a Freelance Journalist with Herald Group of Newspapers in Ilorin, and over the years I have gained experience in the Marketing Communications industry working with leading Advertising and Public Relations agencies. Presently, I head the Brand Communications department of Equity Assurance Plc. Before now, I was the Manager, PR & Government Relations at Konga Online Shopping Limited where I was responsible for managing the online giant’s brand communications, public perception and strategic engagement of her public by ensuring consistent delivery of the brand message in a timely and relevant manner. I had a brief stint with a Microfinance Bank before Konga.

I possess outstanding skills in Strategic Brand Communications and I am excellent at using Communication tools to create and sustain demand and preference for brands. I am exceptionally motivated, creative and versatile with extensive experience creating Copy and Editing within publishing and corporate communications industries demonstrating a strong background in Government, Corporations and Non-profit Organizations. I have been able to develop, edit and manage print and web content, as well as prepare internal and external executive presentations.

I am a 2014 Vital Voices Lead Fellow who enjoys the membership of various professional bodies being an Associate Member of Women in Management, Business and Public Service (WIMBIZ), Nigerian Institute of Public Relations (NIPR), Full Member National Institute of Marketing in Nigeria (NIMN).

I am very passionate about touching lives and give expression to this by volunteering for social causes that impact women.

2. What do you like most about what you do?

I love the novelty and unpredictability of being able to create visibility and take something or someone from obscurity to a place of acceptance and recognition.

3. Tell us about your time as a journalist

It was a very exciting period of self-discovery for me because I was given an opportunity to express my creativity by writing for a newspaper. My parents were very supportive and they greatly encouraged me to develop this skill and give it my best shot. All through my undergraduate days, I was writing as a freelance journalist for the newspaper and I enjoyed it a great deal. This experience paved the way for me to secure a job with a PR outfit immediately after school because I already had five years of writing experience.

4. You started out as a journalist before branching into branding communications. How did that happen?

My immediate elder brother was very instrumental to my switch from journalism to brand communications. He is a brand communications guru and his encouragement helped me to make that switch easily.

5. How do you juggle your personal time and your job expectations?

While at work, I focus on achieving my deliverables but once I step through the door, my family, friends and every other thing of interest takes my focus.

6. What are the hidden challenges of your job and how can a newbie navigate through same?

Working in brand communications gives you the opportunity to have fun and be paid for it. The only snag is that if care is not taken, you can get sucked in and have no life outside of work so you must make conscious effort to get a life outside of work.

7. How has the internet made your work easier?

The internet has really simplified things a great deal. I remember my early days in PR, you have to make daily rounds to various media houses sharing press releases but these days, you can simply send same to media contacts. Another thing that the internet has done is in the accessibility of data, knowledge sharing and information which often feed into the brand planning process.

8. Please cite a story/event where justice prevailed due to the power of media

While no incidence readily comes to mind, I will always reference the pen as being mightier than the sword.

9. Do you think mentorship is important?

Mentorship gives you the opportunity to stand tall and see far on the shoulders of someone who has been there so it is very important because it helps you to avoid mistakes that could set you back or cause you to lose focus.

10. What is your greatest fear?

The fear of leaving a situation the same way I met it without any visible impact.

11. What are your hobbies?

I love gardening, cooking, watching movies, spending time close to nature.

12. Who is your biggest fan/cheerleader?

My daughter.

13. Who would you rate as number 1 in the media space?

Every medium holding on to the tenets of this noble profession ranks high for me always.

14. Share a surprising fact about you

Staying calm when all hell is let loose.

15. What is your perfect Saturday like?

Rest and generally wind down.

16. If you were not working as a Brand/Marketing Communications professional, what other profession would you have considered?

Journalism.

17. What does the AWIM group mean to you and how can it become better?

A place to gain knowledge, network and exchange ideas with people of like gender.

18. Where do you see yourself in 5 years?

Well, I’m really excited about my current role because, in five years, I would like to be seen as someone with deep expertise in the brand communications industry because I am taking on more responsibilities leading on some projects across Anglophone countries.

19. Describe yourself in 3 words

Adventurous, compassionate and no-nonsense.

20. Kindly drop a word of advice for upcoming journalists and marketing communications professionals

You can make it if you really try.