Ayoni serves as the Marketing Lead at Leatherback, a global fintech company specializing in connected banking solutions. In her role, she orchestrates marketing efforts across key markets in Nigeria, the UK, and Canada, Leatherback’s headquarters, ensuring the brand resonates with audiences in these diverse regions. With a strong foundation in both agency and client-side marketing, Ayoni’s experience spans multiple industries, including lifestyle, finance, and automotive, where she has developed a strategic approach to branding, digital campaigns, and public relations.
Before joining Leatherback, Ayoni honed her skills on the agency side, working with various high-profile clients and gaining valuable insights into the nuances of brand-building and audience engagement. Transitioning into the tech and startup ecosystem with Leatherback has been a significant step in her career, marking her second year in this innovative space.
In this exclusive conversation, Ayoni opens up about her role as the Marketing Lead at Leatherback, a global fintech company that provides innovative connected banking solutions. She delves into her journey from agency-side branding and marketing to leading Leatherback’s marketing strategies across multiple international markets.
Can we get to know you?
My name is Ayoni, and I’m currently the Marketing Lead at Leatherback. My role involves managing the overall marketing operations across the various countries where Leatherback operates. Though we offer globally connected banking solutions, our presence is particularly strong in Nigeria, the UK (our headquarters), and Canada. My responsibilities include crafting strategies to deepen our engagement with audiences across these markets, which encompasses digital marketing campaigns, PR initiatives, and other activities that align with our core goals.
Before joining Leatherback, my career was rooted in agency roles, giving me experience on both the agency and client sides of marketing. I began in branding and marketing, although this path wasn’t closely related to my academic background. This is now my second year in the tech and startup sectors, with Leatherback being the first brand I’ve worked with exclusively from the client side. In my agency experience, I worked with clients across a variety of industries, including lifestyle, finance, and automotive.
Outside of work, I enjoy connecting with people—whether that’s catching up with friends or exploring online trends to inspire my projects. I’m also a huge movie enthusiast, with subscriptions to all the major streaming platforms, as I find that films often fuel my creative process. Additionally, I have a passion for fashion and sewing, which allows me to explore new trends and express my creativity in another way.
Tea or coffee? Which one gets you up and running in the morning?
Prior to now, I would probably say I was a coffee addict. I would say I was a coffee addict, but I had to stop based on health issues. And now what I drink is water. I do water, or you see me taking my Greek yogurt unsweetened. So I don’t do tea, I don’t do coffee anymore, because they are not good for my health.
Can you tell us about your journey into product marketing?
I studied Industrial Design, specializing in textile design, but my journey into marketing took a different path. Initially, I planned to pursue a career in the medical field, but circumstances led me to choose Industrial Design to secure a degree and move forward. My determination to graduate with strong grades helped set the foundation for my career.
After graduating, I explored my interests to determine where I fit best. A friend suggested marketing, noting my creativity and ability to engage people. This led me to discover digital marketing in 2017, a field that fascinated me with its potential to connect people and drive business growth.
I started by taking online courses, following industry experts, and gaining practical experience through volunteering. My first formal role was with a branding and marketing agency, managing social media accounts for various businesses. Later, I moved to a PR agency, where I took on digital marketing leadership roles.
At the PR agency, I worked on campaigns for notable clients like Flutterwave and Nigerian Breweries, managing brand strategies for products like Life Beer, Goldberg, and Star. I also handled social campaigns for Suzuki by CFAO, creating engaging lifestyle content to boost brand awareness.
Over time, I realized my passion lay in the tech space. The excitement I felt while working on tech brands was unmatched. This realization drove me to pursue certifications, including training with the Chartered Institute of Marketing (CIM), and volunteer strategically to build experience.
My transition to Leatherback came through a client relationship during my agency days. After working closely with their former CEO on projects, I was offered the opportunity to join in-house as Marketing Lead. Leading Leatherback’s marketing efforts has been a fulfilling journey filled with challenges and growth.
Each step of my career has been deliberate, and I’m excited about the journey ahead as I continue to build impactful strategies and explore new opportunities in the ever-evolving tech space.
Do you have any role models or mentors who influenced your career path?
I wouldn’t say there’s one specific person I look up to; rather, it’s about observing a variety of people who are making an impact in their respective fields. I learn from those who are excelling and doing the right things, but I also take lessons from observing mistakes. Seeing someone take the wrong approach can be just as insightful, teaching me what not to do.
In the early days, I followed TriciaBiz, a marketing coach on Instagram, quite closely. Whenever she posted content, I would dig deeper into the topics she discussed, learning as much as I could. Recently, I’ve been consuming more content from Peace Itimi, observing her growth as a professional in the startup space.
It’s not so much about having direct mentorship or coaching from these individuals, but more about drawing inspiration and learning from their journeys, approaches, and experiences.
What are your main responsibilities at Leatherback?
Working in a startup means adapting to constant change. Goals often evolve, as startups are inherently agile, requiring flexibility and responsiveness. Beyond my daily tasks, the key expectation of my role is to ensure that the Leatherback brand is one that customers genuinely love. This involves intentional brand building—shaping a positive and lasting image in the minds of our audience.
My core responsibilities include driving the adoption and continuous use of our products. This spans our retail app, web app for businesses, and API solutions. It’s not just about acquiring users but fostering ongoing engagement, generating referrals, and maintaining customer loyalty to keep the brand thriving. At the heart of marketing in a business is the ultimate goal of driving revenue, so everything I do ties back to that objective—whether it’s increasing visibility, fostering engagement, or enhancing user experience.
Additionally, my role involves creating and executing strategies while collaborating closely with other departments such as product, customer success, and compliance. Marketing serves as the central driver, ensuring alignment across teams and effectively communicating with our audience on behalf of the company.
Can you describe a typical day in your role?
On a typical day, my activities vary depending on priorities and projects, but here’s an example using today as a reference. We have an exciting upcoming campaign tied to a company-wide transformation, and although I can’t share much yet, it involves creative initiatives like video content.
My day started by checking and responding to emails, ensuring nothing urgent was unattended. Since I work closely with the product team, I touched base with them about updates and features necessary for the campaign. This also included discussions with the Client Experience (CX) team to align on customer-related insights.
Later, I was on-site for a video shoot, directing the creative process alongside our videographer and content team, ensuring everything aligned with the campaign vision. I also monitored online conversations about our brand, staying updated on public sentiment. Interestingly, one of my team members flagged an organic post from a customer praising our product—a gratifying moment since it was unsolicited and genuine.
What projects are you most proud of at Leatherback?
I find it hard to pin down a single achievement as a highlight because I’ve learned to celebrate the joy in small wins and the impact of every effort. Each project feels significant since it contributes to our overarching goals.
One milestone I’m particularly proud of was establishing the marketing structure for Leatherback when I joined. This is my second year with the company, and initially, very few people were aware of the brand. Today, it’s incredible to see how much recognition Leatherback has gained—not just in Nigeria but internationally. That growth in brand awareness, especially across diverse markets, is no small feat. It required intentional PR efforts, strategically sharing our story publicly, and inviting people to be part of our journey.
Another proud moment was the launch of our mobile app. I collaborated closely with the product team to refine the user journey, ensuring a seamless experience across all touchpoints. Being part of such a pivotal product development process was incredibly rewarding.
Currently, I’m deeply engaged in an exciting project that’s shaping up to be a defining achievement for me. While I can’t share much about it now, it will be unveiled in the coming weeks, and I’m thrilled about the impact it will bring.
What emerging trends in Product Marketing are you most excited about?
I consider myself a 360-degree marketer, essentially a generalist who oversees multiple facets of marketing. As the lead for brand marketing, I manage product marketing, PR activities, and other marketing functions. This breadth of responsibility gives me a holistic perspective on marketing strategies and execution.
That said, I also have specific areas of expertise—brand and product marketing. What excites me most about brand marketing is the art of storytelling. Humans are inherently emotional, even when they approach decisions logically. Crafting compelling stories allows people to connect emotionally with a brand, making the marketing feel less like selling and more like fostering a genuine relationship.
For product marketing, my passion lies in launching products or features and seeing them resonate with the market. It’s incredibly fulfilling to witness how these solutions address real problems and improve people’s lives. At the core of my marketing philosophy is providing value—connecting people with products that genuinely work and make their everyday lives better. This sense of purpose is what keeps me deeply engaged and motivated in my role.
If you weren’t into marketing what career do you think you would be in right now?
If I weren’t in marketing, I’d likely find myself in the healthcare space. It’s always been an area of interest for me. Alternatively, I could see myself in the fashion industry—but even there, I’d still focus on storytelling, exploring the deeper narratives behind the fashion scene.
Of course, there’s also a part of me drawn to anything involving finances—perhaps a role that allows me to “count money.” While passion is essential in any career, let’s not forget that paying the bills is just as important! It’s about finding that balance between pursuing what excites you and ensuring it’s sustainable.
What are some of the most rewarding aspects of working in marketing?
The most rewarding aspect of my work is seeing how the ideas, stories, and marketing efforts truly connect with people and help them find solutions to their problems. There’s a special kind of joy in knowing that the content you’ve created resonates—whether it’s a video, an ad, or a campaign—and inspires action, like downloading an app, clicking a link, or making a decision based on what they’ve seen.
It’s fulfilling to witness the results of those efforts. No one creates content just for the sake of it—every brainstorm session, campaign, or ad is designed to connect and drive meaningful engagement. The real reward is in the audience’s acceptance and how they talk about it.
For instance, this morning, after sending out an email campaign, I received a message from a contact congratulating me and mentioning how well-crafted the email was. Moments like that reaffirm the impact of the work I do—knowing that what I’ve put out there has been positively received is the ultimate reward.
Digital marketers must learn how to sell too. Is it a myth or a fact from your own perspective?
For me, it’s not a simple yes or no. I firmly believe that whether you’re in customer success, product, or any other department, everyone in a business should know how to sell in some capacity, because ultimately, it’s all about driving revenue. Selling is critical to the business’s success.
That said, my role in marketing is not about direct selling. Instead, it’s about creating opportunities for people to discover and embrace the product. My job is to lay the groundwork—crafting the messaging, building the brand, and designing strategies that make the product appealing and accessible to potential customers.
This is where the distinction lies: I’m not the one closing sales, but I’m responsible for ensuring that the sales team has the right tools and environment to succeed. Marketing and sales are interconnected, but each has its own unique responsibilities. Selling might not be my direct job, but the results of my efforts make it possible for sales to thrive.
How do you stay updated with the latest development in the field of marketing?
I make it a priority to stay updated and continuously learn. Subscribing to newsletters plays a big part in this. While I didn’t initially mention it as part of how I start my day, it’s crucial. Even though my work officially starts at 9 a.m., I sometimes work late into the night. Just last night, a colleague jokingly called me a night crawler because of how late I worked.
To start my day, I first check my emails, including newsletters I’ve subscribed to, such as those from CXL and Social Media Today. These newsletters keep me informed about emerging trends in marketing. The marketing landscape evolves rapidly, with new strategies and tools constantly emerging, so staying up-to-date is essential. I’ve carefully curated newsletters that resonate with me and ensure I remain in touch with the latest developments.
Beyond newsletters, I spend significant time on LinkedIn. I follow marketing experts, leaders, and even budding professionals. Learning isn’t limited to those who are established—fresh perspectives from up-and-coming professionals often offer valuable insights. Sometimes, experienced marketers might overlook these nuances, so engaging with a diverse range of voices is enriching.
Additionally, I watch videos on marketing strategies and case studies, often on YouTube, to learn how others have achieved success. Finally, I’m an active member of marketing communities, which provide valuable opportunities for networking, knowledge sharing, and staying informed.
What advice would you give to someone aspiring to become a marketer?
If you want to grow quickly as a marketer, the most important advice is to put yourself out there. I always tell my team that there’s no such thing as a stupid idea in marketing. The idea you think is insignificant might be the one that makes the biggest impact. So, be bold, experiment, and don’t hold back from sharing your thoughts.
Connect with people who have real-world experience in marketing. Be cautious of “noise-makers” who sound knowledgeable because they’ve read many books or watched countless videos but lack hands-on experience. While theoretical knowledge is important, it’s practical experience that truly shapes your understanding. Marketing is one field where the phrase “experience is the best teacher” holds especially true.
Confidence in marketing grows as you gain experience. Doing the work reveals insights and practical lessons that books or videos often miss. Early in my career, I didn’t land a job immediately, but I was eager to gain experience by volunteering. I worked with NGOs and even offered to help friends with their social media and websites for free. These efforts not only sharpened my skills but also built my portfolio, paving the way for paid opportunities.
What do you enjoy most about working at Leatherback?
The first key point is that Leatherback is a global business, and over the past two years, I’ve had the opportunity to collaborate with people from all over the world, including the US, UK, Canada, Nigeria, and even parts of Asia, such as India and Pakistan. This exposure to diverse cultures has been invaluable.
Such an experience can’t be bought. The global perspective and influence have not only expanded my horizons but also helped elevate my career and professional stature. At the end of the day, everyone wants to feel recognized, and the opportunity to work on a global scale provides just that. It has contributed significantly to my personal growth and skill development. If I were working with a local Nigerian brand, I don’t think I would have acquired the same level of expertise and insight, which is one of the most rewarding aspects of working at Leatherback—gaining access to global marketing opportunities and enhancing my professional image.
What digital marketing tool or process do you like the most?
It’s a bit challenging to pinpoint just one tool, as each tool I use serves a specific purpose. I work with a variety of tools, including CRM systems, app store platforms, and data analytics tools. Each of these has its unique role in managing customer relationships, tracking app performance, and gathering insights. So, rather than relying on one particular tool, I leverage multiple tools depending on the task at hand.
What piece of tech gadget can you not do without right now?
It’s my phone—someone actually told me today that I can’t live without it. Even when I’m with friends and they complain about me being on it, I remind them that being in the marketing space means I can’t afford to be without it. Even though you’re supposed to have some time off, I find it hard to do so. My phone is like my baby; I can’t go five minutes without checking it, and I’m already looking for it the moment it’s out of my reach.
What’s your favorite way to unwind after a busy work week?
Hanging out with my friends really helps me recharge after a stressful week. Whenever I’m feeling overwhelmed or need to take my mind off work or a project, I just want to be around my loved ones. It doesn’t have to be a party—just spending time with friends or family is enough to help me relax and rejuvenate.
Share a book, podcast or resource that has helped significantly influence your career?
I recently started following podcasts, but I’ve always been into YouTube videos, especially when it comes to learning strategies. If I come across a brand that does something well, I’ll go on a binge, watching their content to see if they have any case studies online—YouTube is great for that. I’ve done this with brands like Mastercard, Revolut, and Lemfi. I also explore marketing books, especially the ones recommended during my CIM. These books focus on campaign planning, market launches, and leadership skills.
One book that stands out is Borrowing Brilliance, although I’ve forgotten the author. It teaches that there are no truly new ideas—what you can do is borrow from people who are already doing great things and then redefine those ideas, not just copy them. I also take short courses and training programs, like the ones offered by CXL, which offers short, 2-3 hour marketing courses that are very practical.
It’s been a pleasure talking to you Ayoni.
Thank you for having me. it’s a pleasure as well.
