Damilola Robert is a growth marketing expert with experience across Health tech and fintech. In this interview with BIOLUWATIFE AKINYEMI, he shares insight into the modalities of the ‘Growth Camp’, a community of 1,400 marketing professionals and how the platform helps marketers and business owners. Excerpt:
What propelled you into starting Growth Camp?
Starting Growth Camp came from a desire to share this passion and knowledge with others. I wanted to create a community where marketers and business professionals could learn, share experiences, and elevate their skills. Seeing how much the field of marketing has evolved, I knew there was a need for continuous learning and real-world insights. Growth Camp allows me to bring in experts, share practical knowledge, and help others grow in their careers. I’ve been in marketing for 8 years, with a focus on growth marketing over the past 3 years. In January, I launched Growth Camp, and by June, we successfully hosted Nigeria’s largest marketing community conference.
Can you highlight some of your achievements in the marketing space?
I’ve had significant achievements throughout my career in advertising and marketing. One of my early successes was leading the digital strategy for UBA’s *919# campaign. I was also instrumental in building one of Africa’s largest pension companies. My experience spans various industries, particularly real estate, where I’ve achieved remarkable success. In tech, I’ve successfully scaled two B2C products in HealthTech and FinTech, playing a key role in expanding these businesses across Nigeria.
With Growth Camp, we’ve built a thriving community of over 1,400 marketing professionals, hosting at least one session every month. In June, we held our first in-person event, the Northstar Conference in Abuja, which was a great success.
How would you describe the communication and marketing sector in Nigeria in recent times compared to the last five to ten years?
In recent years, the communication and marketing sector in Nigeria has experienced a significant transformation, largely driven by digitalisation. Five to ten years ago, traditional marketing channels such as TV, radio, billboards, and print media dominated the landscape. Brands relied heavily on these mediums to reach their audiences, with limited opportunities for targeted, data-driven campaigns.
However, the rise of digital platforms has changed the game. Social media, search engine marketing, influencer marketing, and digital content creation have become critical components of any successful marketing strategy. Nigerian brands are now focusing on engaging audiences through platforms like Instagram, Twitter, and TikTok, leveraging data analytics to personalise campaigns, and utilising automation tools to streamline processes.
Another shift is the emphasis on content marketing. More brands are creating value-driven content that resonates with their target audience rather than just promoting products. Digital storytelling has become a powerful tool in building brand loyalty and fostering customer engagement.
Also, the growth of e-commerce and mobile payment systems has created new opportunities for marketers to integrate digital solutions into their strategies. Brands can now create seamless user experiences from online engagement to purchase, a dynamic that didn’t exist as robustly five to ten years ago.
What is Growth Camp doing differently among major brands and marketing firms in Nigeria?
Growth Camp prioritises building a vibrant community of marketers and growth professionals. It is more than just a training platform; it’s a network where professionals across the marketing and business growth space connect, collaborate, and learn from each other. We have participants across various industry coming to our monthly session and upskilling their knowledge. We are partners in equiping personnel who work for agencies and brands in the county.
Where do you see yourself and the Growth Camp in the next five years?
In the next five years, I see myself solidifying my place as a growth consultant, helping businesses navigate complex markets and scale effectively. For Growth Camp, I envision it becoming the leading hub for marketing and growth professionals in Africa. We plan to expand our offerings, host larger conferences across multiple countries, and build a network of experts who drive innovation and excellence in the marketing and growth space.
What advice do you have for budding marketers; as well as for business owners?
For young marketers entering the space, my advice is to focus on learning and adapting quickly. Marketing is dynamic, and the landscape constantly evolves with new tools, platforms, and consumer behaviors. Build a solid foundation in the basics of marketing but also stay curious and open to learning about emerging trends like AI, data analytics, and digital marketing strategies. Networking is crucial—connect with other professionals, attend events, and join communities where you can learn from others and share your insights.
For business owners, my advice is to see marketing as an investment, not an expense. Understand your customers deeply and tailor your marketing efforts to meet their needs and desires. In today’s world, data-driven decisions are key, so leverage analytics to track performance and optimise your strategies. Collaborate with your marketing team, listen to their ideas, and be willing to experiment and iterate.
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