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Victoria Olajide, a University of Ibadan graduate of Ecotourism and Wildlife Management, now wields her expertise as a communications strategist, a brand developer, and a community builder. She is the founder of TVOTRIBE and the content marketing manager of Devcenter. In this interview by Awau Adegoke, she speaks about her work and the creative industry.
You studied Ecotourism and Wildlife Management. Where did the passion for writing and content marketing come from?
Yes, I studied Ecotourism and Wildlife Management, but my passion for writing, storytelling, and marketing grew stronger during my undergraduate days. It began with creative writing in high school and solidified in my third year when I saw the potential to turn storytelling into a career. Concurrently, I pursued courses in creative arts and filmmaking, laying the foundation for my future in the industry, deepening my understanding of the digital economy, and recognising its potential as a platform for cultural expression. My experience has equipped me with a keen eye for detail and an understanding of the power of visual storytelling to promote African stories, creators, and startups globally.
Your LinkedIn bio sells you off as a communications strategist, a brand developer, and a community builder. Nothing about ecotourism. Did you regret studying the course? If you were to study another undergraduate course, what would it be and why?
I enjoyed studying Ecotourism Management because it allowed me to explore a deep understanding of conservation and sustainability ethics. However, my current focus is on communications, brand development, and creative strategy. These are areas where I see immense potential to improve the portrayal and opportunities of Africans on a global scale. African creators are talented but often struggle to find the channels and support systems to share their stories and market their products and ideas. As a communications and marketing expert, I aim to help tell these stories and position African talent and products globally.
If I were to study another course, it would likely be in Global Communications and Media or International Communications and Marketing because they align with my passion for amplifying African stories and building impact.
In a past interview, you stated that “Writing is the foundation of everything I have become.” What/whom have you become and how did writing help you to become or achieve that?
I remember sharing that in my interview with Neem Tree Press, and it remains true. Writing and storytelling are the foundation of everything I am today. I am a marketing manager and creative director with over six years of experience across the B2C and B2B SaaS, tech, and creative industries. I specialise in creating and executing impactful product marketing strategies that drive growth, leveraging passion, tech and visual storytelling expertise to collaborate with brands and companies, shaping their media and communications strategies.
Writing serves as the bridge between my thoughts and stories which sustains a passion for storytelling and communication, connecting with people, supporting creatives, and unlocking unexpected opportunities.
Your bio says one of the aspects of your work involves scaling technological solutions for the creative industry. What do you mean by this and how do you go about it?
The creative industry is evolving with high-end potential. Through my experience in media, marketing, and communications, I build and scale brands and organisations that connect African creators to global opportunities and experiences. Scaling technological solutions for the creative industry means developing and implementing tools, strategies, and platforms that address the unique challenges creatives face, while also helping them thrive.
I focus on integrating technology to simplify processes like project management, creative collaboration, marketing, and content distribution utilising digital tools that connect creators to global opportunities.
At TVOTRIBE, we built a community for African creatives by providing resources and tech-enabled platforms to connect, collaborate, and improve their skills. At Devcenter, I focus on using marketing technology to bridge the talent-opportunity gap, empowering African developers to access global markets.
You are the founder of TVOTRIBE. Tell us about it and the impact it is making in society.
In 2019, as an undergraduate at the University of Ibadan, I founded TVOTRIBE, a community-driven organisation aimed at bridging a significant gap in the African creative industry. I recognised that emerging creatives often work in isolation and lack access to the resources and opportunities needed to make local and global impact. By empowering and marketing emerging talent on a global scale, TVOTRIBE is significantly improving the growth of Africa’s creative economy.
To date, our community has empowered over 1000 African creatives and our broader mission is to reach and empower 54,000 creatives across the continent, providing them access to growth resources, mentorship and global opportunities.
In a 2021 interview, you said that the creative community you have built is moving “society on a path that accepts diverse culture, belief systems, and stories.” Using Nigerian society as an example, in recent times, how have you been doing this?
We are ensuring cultural inclusivity and diversity through targeted initiatives and projects that highlight our heritage and amplify creative voices. Through TVOTRIBE’s foremost award programme, the Umdala Award, we have made significant strides in highlighting the depth of Nigerian culture. The 2022 edition of the award was themed Ụkabụilu (Parables), sharing the profound role of Igbo parables in teaching moral lessons and elevating society.
Another effort was our partnership with the Girl Child Development Hub, which allowed us to empower over 100 female secondary school students in Ibadan with access to literary education and mentorship. We have also hosted physical workshops and creative meet-ups at institutions and art centres like the University of Ibadan, Obafemi Awolowo University, and the Tunde Odunlade Art Gallery. These sessions provide avenues for creatives to learn and improve their skills.
The internet and social media are full of creatives, content creators, and influencers. What can someone starting as an online creative do to stand out from the crowd and make money?
When starting as a creative, the first step is to determine what makes you unique. This could be your perspective, your skill set, or the story you have to tell. Next, focus on the quality and consistency of your content to build trust, engage the audience and create value.
You pride yourself on being a brand development strategist. If you were consulted by President Bola Tinubu to develop a national brand campaign that would transform the image of Nigeria in the global community, how would you go about it?
There is a term in marketing I really like: ‘Employee branding’. It involves using your team and staff as ambassadors to shape and elevate the perception of your brand. In a nationalist context, this can be likened to how countries like the United States use storytelling to build patriotism internally while projecting aspiration and admiration externally.
If I were to advise President Bola Ahmed Tinubu on developing a national brand campaign, I would propose a strategy rooted in intentional storytelling and comprehensive communication. This would involve creating campaigns that reframe Nigeria as a land of resilience, innovation, and cultural richness. By maximising storytelling, public relations, and a dedicated media platform that keeps Nigerians informed and engaged, we could bridge the communication gap between the government and its people. The goal would be to build trust and create a sense of belonging and pride in our national identity.
I will also emphasise spotlighting Nigerians excelling on the global stage, not just to ride on their achievements but to celebrate and amplify their successes as a representation of the Nigerian spirit, encouraging others to redefine their citizenship and take ownership of our collective image and story.
How do you manage the stress and challenges associated with your work? And where do you see yourself in your line of work in five years?
Stress is inevitable, you just have to choose what is worth it. Leaning on my amazing support system, including family and friends, helps me decompress and find balance.
In five years, I see myself consulting for governments on global communication and strategy policies while supporting creatives and startup founders in marketing and product communications. By then, TVOTRIBE will have directly and significantly impacted at least 10,000 creatives across the continent, providing resources and opportunities that elevate African storytelling. With Child Creative Studio, we would be serving founders and businesses with innovative creative marketing and multimedia production.
What two things do people not know about you that you want them to know? And what two qualities do you like in men you befriend or associate with?
People do not know I can be very playful and dramatic once you are in my circle. Second, I am a Christian, and my faith is the core of who I am. I align my work and purpose with my faith.
As for qualities I appreciate in men: faith and kindness. I admire people with a strong belief in God and a desire for spiritual growth. And kindness? Genuinely kind people bring light into every space, and I deeply value that.
Christmas is around the corner. What gift do you wish for Christmas and how do you intend to spend the Christmas holidays?
This Christmas, I would wish for some cash. I am in the middle of upgrading my gadgets, and with the work I sense coming my way, it is a worthwhile investment. As for the holidays, I plan to focus on rest, recharge, and spend quality time with loved ones.
What is your advice to women in your line of work aspiring to attain the feat you have achieved?
My advice to women in my line of work is: Embrace your uniqueness and stay relentless in your pursuit of growth. Master your craft, invest in excellence, and build meaningful relationships with people who inspire and challenge you. My growth has been fueled by my community (creatives I collaborate with, and my mentors). Surround yourself with support and always keep learning and showing up for yourself and your vision.
Finally, be audacious. Build resilience and confidence in your abilities, speak up for what you believe in and take risks. You belong in every space you aspire to be in, and your work has the power to create a real impact.
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