Transitioning Into Marketing or not?

Tosin Thomas shared her career journey from Biochemistry to Head of Marketing...

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Each episode has been jam-packed with invaluable insights from seasoned marketers, and today is no different. I’m beyond excited to introduce Tosin Thomas. She’s been a personal inspiration since the beginning of my marketing journey. From her remarkable milestones to her deep expertise, Tosin is someone I’ve followed closely—and trust me, she’s worth listening to.

Let’s dive in!

Q1:Can you share a bit about your career journey? Specifically, how did you transition from biochemistry to marketing, and now to your role as Head of Marketing at Financial Cents?

Tosin Thomas: I studied biochemistry and initially wanted to pursue a career in healthcare. I worked tirelessly to find a job, even personally delivering my CV to health management organizations around areas like Anthony and Palm Grove, Lagos Nigeria. I also got admitted to a Master's program in Public Health but couldn't afford the tuition to study in the UK.

Eventually, my aunt helped me secure a role at Nature's Gentle Touch by Recare Limited , a hair care product company. I initially hoped to work in their lab, but I was offered a role as a digital marketing executive instead. At that point, I had no prior knowledge of digital marketing and had to research it extensively before starting the job. The HR manager mentioned that my personal blog convinced them I had marketing potential, which launched my career in this field.

From there, I joined a digital marketing agency, Playhouse, where I spent three incredible years working on diverse accounts like Stanbic IBTC, ExxonMobil, and NGOs. The experience was invaluable, exposing me to different facets of marketing. I also earned a DMI certification, which expanded my skills beyond social media and reputation management.

Wanting to diversify further, I transitioned into tech marketing. I worked briefly at startups and another agency, learning the ropes of the fast-paced startup ecosystem. One highlight was joining a Canadian startup as their first digital marketing hire. I launched a podcast, built a content hub, and managed their social media.

Eventually, when it became clear that I’d be moving to Canada I started job hunting early. To my surprise, within three weeks, I received two offers: one from a large company and another from Financial Cents, a small but dynamic firm. After much thought, I joined Financial Cents as employee number six and the first marketing hire.

Here, I’ve built a marketing team of five and led impactful initiatives, including launching brand events like WorkflowCon, converting our blog into a rich content hub, building the brand, relaunching our podcast etc. It’s been an incredible journey, and I feel blessed to contribute to the company’s growth while honing my strategic, content, and event marketing skills.

Success Lawal: Thank you so much for your response. It was very detailed, and honestly, I feel like I’ve been a part of your journey in some way. I’ve been following your career closely since I started in digital marketing. You’ve worked with some organizations I’ve kept an eye on, and whenever you moved to a new role, I found myself looking into what you are doing and learning from it. You’ve truly been a huge inspiration to me.

Q2: Was there a specific experience or turning point that solidified your decision to stay in marketing?

Tosin Thomas: When I got my first job, I didn’t expect it to be in digital marketing. I was anticipating a graduate trainee position, perhaps in a laboratory setting. But when I started, the person currently in the role was transitioning to trade marketing (visiting physical offices and interacting directly with clients). She trained me for a few months before leaving, and then I had to take over completely.

It was during that time I discovered I had a natural flair for marketing. I realized how much I understood strategy, which is such an important aspect of marketing. It’s not just about tactics; you have to know why you’re doing what you’re doing. Right from the beginning, I was able to design campaigns and create social media content that generated a lot of traffic. That experience proved to me that I had a knack for this field.

Honestly, I didn’t need years to figure out that marketing was the right fit for me. That first year was enough to show me how much I enjoyed the work and found it intuitive. On top of that, the way I landed the job felt like divine alignment. I hadn’t even applied specifically for that role, yet it turned out to be exactly what I needed. That was the defining moment for me; realizing this was where I belonged.

Q3: I’m currently planning an event, and a lot of people on my waitlist are transitioning into marketing from other careers. Do you have any strategies you used to build your knowledge and skills, especially early on? While I know you gained a lot of hands-on experience, were there specific courses, events, or other resources you found particularly helpful?

Tosin Thomas: What I do is identify the areas where I’m lacking and actively seek ways to improve. For instance, when I was in Nigeria, after completing the DMI certification - which I thoroughly enjoyed, I realized just how much more there was to marketing than I had known. That sparked a drive in me to learn and grow.

I took advantage of numerous free resources, completing courses on SEMrush, Ahrefs, and HubSpot, among others. I stayed up overnight sometimes, fueled by a desire to keep up with the latest trends and best practices. I felt an obligation to excel..

One pivotal moment for me was during COVID-19 when I sought out programs to become more growth-oriented. At the time, a lot of marketing in Nigeria wasn’t very numbers-driven. People celebrated impressions - "Hallelujah, we got 1.5 million impressions!" - but rarely connected those metrics to the bottom line, like free trials or conversions. I wanted to change that for myself.

After extensive research, I came across CXL, which was offering a scholarship. I applied, got it, and completed their program. It was a game-changer, completely data-driven and focused on results. Around the same time, I discovered Growclass, but I couldn’t afford it initially. I reached out to them, explained my situation, and received a scholarship. Both programs helped me sharpen my ability to use marketing to drive measurable outcomes.

I’m constantly evaluating my skills. For example, I realized I needed to improve my email copywriting and nurturing sequences. So, I took a program by Copyhackers, led by Joanna Wiebe, which was incredibly helpful. Similarly, in January this year, I attended the Traffic and Conversion Summit in Las Vegas. It was a fantastic experience that reaffirmed I was on the right path for the new year’s strategies at Financial Cents.

Each year, I reflect on my strengths and weaknesses. No one is perfect, so I list areas I’m strong in and those where I need improvement. Then, I create a plan to address the weaknesses.

As I’ve advanced in my career and now serve on the leadership team at Financial Cents, my focus has shifted beyond technical skills. I’m now working on leadership-oriented areas like empathy, emotional intelligence, negotiation, and people management. It’s not just about fixing weaknesses anymore; it’s about becoming a well-rounded leader who can inspire and guide others effectively.

Success Lawal: It’s like you’re reading from my eBook! I recently finished the ebook, and it feels like you’ve picked out a segment from it. I mention the importance of self-evaluation: taking stock of your skills, identifying gaps, and planning for improvement. It reminds me that growth is a personal responsibility - it’s not up to your employer or anyone else.

Q4: have you faced any significant challenges in your career? And how have you navigated them?

Tosin Thomas: Oh, absolutely. Everyone faces challenges in their career. Like I mentioned earlier, I’ve been really blessed with most of my jobs. Aside from one company where I only lasted three months before I resigned , I’ve had incredible bosses who genuinely cared about my growth. They opened doors for me, gave me opportunities, and I’ve been highly favored in that regard.

That said, one of my biggest challenges has been imposter syndrome; the nagging feeling that I’m not good enough or don’t belong. Another challenge is the temptation to get completely consumed by work.

For the imposter syndrome, my strategy is to document my successes. Whenever I achieve something, I take a screenshot or save it in a folder I’ve dedicated to my wins. I remind myself: You did this. You’re not lazy. I know that no one will celebrate my achievements more than I will, so I take the time to recognize my efforts. This practice helps me counter those feelings of inadequacy when they creep in.

As for getting too absorbed in work, it’s a challenge because I genuinely love what I do. For example, just last night, I was brainstorming strategies for 2025 until 2 a.m., then woke up at 6:30 a.m. for a meeting. It’s easy to lose yourself in work when you’re passionate.

My husband gave me advice I’ve held onto: find things you enjoy outside of work. Next year, I’ll be focusing on hobbies and side projects that bring fulfillment, like hosting a career boot camp and training others in digital marketing. These activities don’t necessarily make much money, they’re not business ventures, but they give me a sense of purpose and allow me to give back. That balance is essential for staying grounded.

Q5: Having worked in both Nigeria and Canada, how has your experience in these different environments shaped your understanding of global marketing?

Tosin Thomas: I live in Canada but work for a U.S.-based company. Our primary target audience is American, followed by Canadian. While the foundational principles of marketing, like understanding your target audience, are consistent across regions, there are nuances.

When I first joined Financial Cents, I struggled because I didn't fully understand our target audience, and I was self-conscious about my accent. I avoided calls because I feared miscommunication. In Canada, for instance, even face-to-face, people sometimes struggle to understand my accent, which made me apprehensive. But customer research and interviews are key to marketing success, and neglecting this initially affected my confidence and contributed to imposter syndrome.

Regardless of the market, understanding your audience helps you design strategies to meet them where they are, influence their decisions, and position your brand effectively. Cultural differences, however, are critical. For example, interacting with people in North America requires a different approach than in Nigeria. Being culturally sensitive, whether managing a team, engaging with customers, or interacting with partners, is essential to avoid missteps and foster meaningful connections.

In the end, marketing fundamentals remain the same: understand your audience and meet their needs. Position your company as a trusted partner invested in their success.

Q6: What are some lessons you've learned that you wish you knew earlier in your career?

Tosin Thomas: Reflecting on my career, there are two key lessons I’d highlight:

1. Discover and Develop Your Strengths: While building yourself as a well-rounded marketer, start identifying your unique strengths early. These strengths will set you apart in the job market and within any organization. For example, when I applied for my current and previous roles, I focused on content marketing and built a portfolio showcasing my expertise in written, audio, and video content. I included metrics, like email open rates and event attendance, to demonstrate the impact of my work. This targeted approach made my portfolio stand out and played a significant role in getting hired.

2. Become a T-shaped Marketer: This means having broad knowledge across marketing disciplines while being deeply skilled in a few areas. For me, content strategy and event management are my specialties, but I also understand SEO, paid ads, and social media management. This breadth enables me to guide my team effectively, provide feedback, and strategize. For instance, we recently doubled our website traffic by focusing on SEO projects targeting top-of-funnel keywords with high search volumes. My understanding of SEO allowed me to contribute meaningfully to that success.

Ultimately, these lessons taught me to embrace my strengths while ensuring I have enough general knowledge to collaborate and lead effectively.

Success Lawal: That’s so insightful. It’s like shaping yourself into a T-shaped marketer, broad yet specialized.

Tosin Thomas: Exactly. Being a generalist makes you versatile, but your areas of depth set you apart. This balance helps you contribute meaningfully while carving out your niche in the industry.

Q7: What would you say are the key traits that help marketers stand out? You’ve mentioned understanding your strengths, but are there other traits or advice you would give to help marketers grow in their careers?

Tosin Thomas: I’ve already touched on a few points that have helped me. The first is consistently assessing your strengths and weaknesses and creating a plan to improve on those weaknesses. Nobody’s perfect, and we all have areas to grow. For instance, right now AI is everywhere. If you look at job ads on LinkedIn, especially for leadership roles, you'll see a common theme: understanding how AI works and how to integrate it into your marketing efforts is a must. I’ve personally been setting aside time to learn how AI can enhance everything from content personalization to strategic planning.

So, number one: always take stock of your strengths and weaknesses, then create a plan to improve. Number two: keep a "swipe file" of your achievements. It’s not just for personal satisfaction; when it’s time to apply for jobs or showcase your progress, you’ll need a portfolio. I’ve interviewed dozens of marketers, and the ones who stood out were those with portfolios that showcased real, tangible results. Anyone can claim achievements, but without proof, it’s hard to believe. When I join a company, I take screenshots of key metrics from day one. For example, if I say I grew something by 50%, I can back it up with data.

Number three: focus on being results-oriented. To be truly strategic, you need to be data-driven. As you advance in your career, your intuition will guide you, but you must be able to present the data that proves your point, especially when making decisions that affect the company’s bottom line. For example, if you want to double your marketing budget next year, you can’t just say “I feel like we should,” you need to back it up with data showing what’s working and why. Data platforms like HubSpot and Salesforce can give you a clear view of how your channels and content are performing, helping you make informed decisions that drive growth.

Lastly, confidence is key, especially for those transitioning from working in Africa to the Western world. You might be entering a team of people who have had different educational and work experiences. There can be a tendency to feel inferior, especially with things like accents, but I can assure you that confidence trumps all. I’m the head of marketing at a U.S.-based company, and I’m the only female on the leadership team. I have an accent, but that has never held me back. I’ve never felt less than anyone else. When you speak with confidence, your skills and values shine through, regardless of background or accent.

Our African accent challenge often lies in how we emphasize certain words, not the speed. It’s simply a matter of getting used to each other’s accent and pace. Once they understand your rhythm, the communication flows. So, yes; confidence is critical. Speak up, ask questions, and build relationships. These things make a huge difference. And one final piece of advice: network and build strong relationships. They’re invaluable.

Success Lawal: I was actually about to ask about how networking has played a role in your career.

Tosin Thomas: Building relationships is something I constantly do. I always encourage my team, especially the Nigerians on the team, to reach out and build connections with others in the industry who share similar roles. While not all of them have taken that step yet, I lead by example. I created a community for heads of marketing from apps that sell to accountants, there are about six of us. We meet once a month for an hour to have informal discussions, share ideas, and get feedback.

This community has been invaluable to me. Whenever I need advice or introductions, I can turn to them. For example, if I need to connect with someone or ask about working with a particular person, I know I can reach out and get helpful feedback. It’s been really impactful for my personal growth, and I believe it can help anyone looking to advance in their career.

In addition, I speak with a mentor twice a month. She’s a VP of marketing at a Fortune 500 company, and my company connected me with her. Relationships like these, whether with peers, superiors, or up-and-coming professionals, are essential. You need that full spectrum. These connections allow you to learn from others, share your own knowledge, and grow together.

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Meme of The Week

maybe dreams come true…

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Wins of The Week

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Also Read:

• Career Advice from 5 Top Marketers Worldwide with Olivia Hanlon of Girls in Marketing

• Starting Your Career: Generalist or Specialist?

• Content Writing Vs Content Marketing - What's The Difference?

See You Next Thursday at 13:00 WAT

Best,

Success Lawal

Your Marketing Buddy.