In today’s edition of the Inside Tech Series, we feature Odiri Erusiafe, a marketing and communications expert with a track record of driving growth through thoughtful strategies and a deep understanding of customer behavior. Having gained experience in content marketing, community building, and now growth marketing at Nomba, Odiri has honed his ability to connect with audiences and deliver impactful results. From an early career in banking to shaping customer engagement strategies at leading fintech companies, Odiri’s journey reflects resilience, adaptability, and a focus on innovation.
Tell us about yourself briefly.
I am a dynamic marketing professional with a relentless drive to get things done. I’ve had the chance to work in various roles—content marketing, community management, product and growth marketing—that taught me how to really connect with people and drive growth. Now, as a Growth Marketer at Nomba, I’m all about finding fresh opportunities to drive growth for my organization, optimizing how we acquire customers, and using data to make every move count.
Can you walk us through your career journey so far?
My career began in Banking, where I focused on customer engagement particularly through social media.This foundation in effective communication set the stage for my transition into the fintech space, starting at PalmPay as a Content Marketing Associate. I built online communities, launched campaigns, and contributed to significant user growth.
Next, at Zedcrest Capital, I expanded my expertise in content marketing, taking the lead on product launches moving on to QuickCheck, I developed communication strategies that improved customer journeys.
Currently, as a Growth Marketer at Nomba, I apply a blend of data-driven insights and creative strategies to drive user acquisition. Whether through online campaigns or offline initiatives, my goal has been to deliver results that align with both user needs and business objectives.
Wow, that’s quite the ride. What inspired you to transition into the Fintech space?
Omo, na money! (Just give me my moneyyyy).
But on a more serious note, I began my career as a contract staff in the banking sector. While it provided a starting point, there wasn’t a clear path to becoming a permanent staff member, which to me represented growth and stability.
At the same time, I knew I had untapped potential and spent a lot of time reading about technology trends. Fintech was just starting to gain traction then, with players like Paystack, PiggyVest, and Kudi (now Nomba) making waves. It was exciting, and I was eager to explore this space. Luckily, my break came when I landed a role at PalmPay, and that’s where my fintech journey began.
Interesting! How has your experience in roles like Content Marketing and Community Management shaped your current position as Growth Marketer at Nomba?
My early roles in content marketing and community management served as the perfect foundation for my current position at Nomba by teaching me how to harness data to drive decisions. At PalmPay, for example, I learned how to build and engage online and offline communities, which gave me insight into user behavior and loyalty-building techniques.
At Nomba, I have further developed these skills to execute growth initiatives that are both impactful and scalable.
Looking back, what has been the most pivotal role in your career, and how did it prepare you for the Fintech industry?
In the early stages of my career, I had the opportunity to be part of building a brand from the ground up, where I gained hands-on experience in below-the-line (BTL) campaigns and direct customer engagement. This helped me understand the true value of connecting with people face-to-face to drive growth.
That said, I feel my current position has truly allowed me to grow—getting my hands dirty with the tougher, more complex aspects of growth marketing has not only shaped my skills but also propelled my career forward.
What excites you most about the current state of Fintech in Nigeria and globally?
What excites me most about the current state of fintech in Nigeria and globally is how the industry is constantly pushing boundaries to create financial systems that are more inclusive and efficient. In Nigeria, fintech is addressing long-standing gaps, particularly in financial inclusion, by providing solutions that empower underserved people and small businesses.
For example, mobile payments and digital wallets have shaped how transactions are consummated, bringing millions into the financial ecosystem.
Globally, the integration of technologies like AI, blockchain, and open banking is transforming the financial landscape. Fintech is no longer just about disruption; it’s about collaboration with traditional institutions to reimagine banking, lending, and investing. What excites me the most is the emergence of cross-border solutions that are breaking down barriers, enabling seamless transactions and opening up global markets to everyone.
As a Growth marketer, how do you balance data-driven decision-making with creativity in your strategies?
I see data as the compass that tells me where to go, while creativity is the vehicle that gets me there. I focus on experimenting and refining ideas, testing different approaches to find what works. By continuously optimizing, I’m able to stay on track with clear, measurable goals while still bringing fresh, creative solutions to the table. This balance keeps things dynamic, helping me drive growth and maintain a sense of innovation.
What challenges do you think Fintech companies face when trying to scale, and how can they overcome them?
In my own opinion, fintech companies in Nigeria face challenges like regulatory hurdles from evolving policies, funding constraints and fierce market competition.
How do you stay ahead of the curve in an industry as dynamic as fintech?
I do that by by continuously learning, keeping up with trends, and adapting quickly
For young professionals aspiring to enter the Fintech or growth management space, what skills or experiences would you recommend they focus on?
If you’re aiming for a career in fintech, focus on understanding the industry’s evolving trends, customer needs, and regulatory framework. Gaining experience in finance, tech, or startups is valuable, along with building skills in data analysis, product management, and problem-solving.
For growth marketing, focus on developing a strong understanding of data and customer behavior, and become proficient with digital and growth marketing tools. Learn to balance data with creativity, test ideas, and communicate clearly. Resilience and adaptability will set you apart in this fast-paced field.
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