A key conversation was started in the Digital Marketing Meetup group about career paths for digital marketers. Here from research, experience, and speaking to some friends, are my thoughts on six career growth paths for digital marketers in Nigeria.

The breakdown mentions the path, a brief explanation, steps to take, academic inputs/requirements, and professional bodies you will or may need to join to be better positioned.

It is based on my research and opinions so please feel free to add your thoughts, examples, and your own path.

1. Brand Manager/Marketing Manager/Head of Comms route

Here you get to become a C-suite and oversee marketing. Do take note that you will need a mix of both digital and offline marketing tactics. This is where PR and advertising pros have an advantage over core DMers.

If you are also into PR, consider this route. Two of my former colleagues did a CIM program, one of them now works with a top tech firm. A piece of advice, it is best you have media relations if you want to grow in this field.

Academics: If you want to go abroad, consider something in marketing, brand management, or international business or an MBA. If you want to stay local, Lagos Business School is your best option.

Professional bodies: CIM, NIPR, APCON

2. Product Marketing/Manager Route

They are responsible for creating products, pushing it, and are the brand-consumer product connectors. In Nigeria, PMs are big in the tech scene, but other industries need their expertise. The best route is to work in a tech space.

STEPS

Learn something about coding, data science, and product. One prominent option to consider is Product School, USA. Others are Utiva’s data school and Andela also has something like that too.

Academics: Do a master’s in digital technology/business or digital transformation or product management course.

Training/Certifications: Project Management, Scrum, and Agile.

Professional bodies: I do not know of any yet as I am still researching this route.

3. Data science/Data based route

This is looking like the future, but you will need a head for understanding codes and co. The community is growing in Nigeria with Bayo Adekanmbi leading it. Check LinkedIn for their society also UTiva has a course on this.

STEPS

Get into the Data science society in Nigeria via DSN or Utiva.

Take online courses on Edx, Coursera.

Watch YouTube videos.

Practice your learning where you are currently based and grow from there.

Academics: Consider an MSc/Ph.D. outside Nigeria (please do not do any data MSc in any Nigerian university, you’ll only be wasting money)

Bodies: DSN

4. Digital agency entrepreneur route

This is the route you can/may use to create and own your own digital agency.

STEPS

Start a side hustle, get recommendations for more jobs, pitch to SMEs and scale it until you feel you’re confident to play with the ‘big boys’

N.B Most organizations are making their DM in-house now, so you will need to develop competencies in high-value areas.

Do an MBA or go for course. Create a website and start growing influence like Ken Ndubuisi or John Obidi and me, Jude Akhabue.

Bodies: DMMN group, connect to influencers.

5. In-Agency/Within Digital Career Growth

This route means you grow in an agency or organization while still being within the digital marketing field — so the head of digital marketing role.

Steps: Get a DMI or advanced digital marketing skills certification (Facebook blueprint, advantage Google ads exams, etc) — become damn good at what you do — switch or change agencies/or stick to one agency and grow in it (perhaps become a shareholder) — find a way to remain relevant via knowledge sharing.

Bodies: DMMN group, ADMARP

6. Entrepreneur Route

Here, you simply go and build your own business.

STEPS

Find a problem, create a product, use your DM skills, and network to scale.

Academics: do an MBA or the rely on real experience aka street MBA

Bodies: Network, go out to events and connect, startup enablers, etc…

Guest blogger’s bio:

Jude Akhabue is an experienced digital marketing specialist. He focuses on product management, paid advertising, social listening, and influencer marketing. He can be reached on LinkedIn. Connect with Jude here.