Precious Joy Orukpe is a certified Human Resource professional. A results-driven business leader with a passion for helping startup companies enhance their brand experience, she has a successful background in manufacturing and retail, and brings a unique blend of industry expertise and strategic thinking to her role as the Founder and Head of Brand Experience Consulting at Presi JExperiential. She holds a Mini Masters in Business Administration from Tekedia Institute and a Bachelor of Arts degree in English Education from the University of Lagos. Orukpe has certifications in branding, sales, customer service, entrepreneurship and innovations, showcasing diverse skill set as a brand experience professional. A fellow of the Tony Elumelu Entrepreneurship Programme, she also sits on the adivosry board of companies. In this interview with IJEOMA THOMAS-ODIA, she shares her passion, commitment to excellence and impact for start-ups.
Take us through your entrepreneurship journey?
It began almost a decade ago. Starting from the bottom and working my way up. I went to a fashion school after graduation from the University of Lagos; I did internships and tried out different roles, and it was a rollercoaster ride. I interned with Trish O Couture, where I spent a few months learning, before leaving for NYSC and then, joining Atafo (formerly called Mai Atafo) during my NYSC service year.
At Atafo, I found my true passion. The place felt like family, and I grew in love with branding, leadership and working with people. Then I moved to Deola Sagoe Ltd and something beautiful happened. Besides making my Sales and Customer Service unit shine, I got curious about how all the different parts of the company worked together. From Supply Chain to HR and Finance, I wanted to understand it all. When I shared my ideas on what we could do across the various units to improve sales and the overall experiences of customers, my bosses actually listened and appreciated them.
Life took a turn in 2019 when I noticed a negative trend. Many retail companies were giving customers terrible experiences, and it was affecting their growth. I wondered why and soon found out that it was a mix of a lot of things, but majorly because of toxic work environments and lack of workforce empowerment. That hit me hard, and I wanted to do something about it. So, I decided to use my HR and customer experience background to help companies in Nigeria fix these issues and make things better. Seeing the positive impact on the businesses we helped, it warmed my heart and made me even more passionate about improving brand experiences in total.
Towards the end of 2020, Adjoaa, a UK-based company, approached me for a special opportunity. They needed someone with integrity and fashion expertise to coordinate their Operations Unit, and beautifully for me, a friend recommended me. It felt like all my hard work and good vibes had paid off. Working there was like a great experience, and I got to share my brand expertise on a bigger stage, soaking up even more knowledge. As I journeyed on, I kept learning and growing because making a positive difference is what I’m all about, even with running my own company, Presi J. It’s more than just a job; it’s a passion that touches one of the deepest parts of my heart.
What spurred you on to take on startups?
We are focused on startups due to Africa’s thriving ecosystem. We admire their innovation and passion for exceptional products. However, we’ve noticed that startups often prioritise other aspects over brand experience, leaving it as an afterthought. Maintaining personalised brand experiences as the startups grow becomes harder. We help startups craft strategies and processes, allowing leaders to focus on growth. Our goal is to ensure exceptional brand experiences for their employees and customers.
Having operated in diverse sectors, how has it helped your career to evolve?
Diverse sectors have played a crucial role in my personal and professional growth, expanding my mind and giving me a broader perspective. What remains consistent across these sectors is the importance of positive brand experiences for achieving growth. Each industry offers unique knowledge and insights. Working in diverse sectors has sparked a thirst for knowledge in me. Regular research is my second nature, keeping me updated with the latest trends. We aim to guide organisations to elevate their experiences with tailored solutions, meeting global standards
What gaps have you identified in branding and how are proffering solutions through your work at Presi J?
At Presi J, we’ve noticed many business leaders and CEOs in Africa overlook the critical aspect of brand experience, focusing more on brand identity and neglecting brand culture. This poses risks, as employees might not understand the brand’s vision, leading to underperformance and dissatisfied customers.
To bridge this gap, we revamp customer and employee experiences, aligning them with the brand’s vision and promise. Our tailored framework offers well-designed strategies and streamlined processes for businesses. We believe a well-defined brand culture is vital to fulfilling promises to consumers and employees. Our mission is to help businesses meet global standards by improving brand experiences. We aim to create transformative experiences by addressing these gaps, ensuring exceptional brand journeys for all.
In May 2023, we launched Presi J Concepts, which is different from Presi J. Our services encompass Strategy, Consulting, Operations, Technology and now Presi J Concepts. Presi J Concepts was birthed out of the need to help brands across industries with the right experiential marketing, specialising in content production and event experience for brand/product launches, trade shows exhibition booths; creating unique experiences all through the customer journey from brand awareness to fostering loyalty and advocacy is our desire. We are committed to using a customer-centric approach and our expertise to develop innovative solutions that transform a brand’s connection with their audience.
What tips do you have for brands in staying competitive and being successful?
To stay competitive and successful, brands must focus on their brand culture, guiding employees to be brand advocates through effective training and efficient service systems. Shape consumer experiences proactively, both in-person and digitally, while consistently delivering on brand promises. Compete globally while catering to local preferences. Prioritise employee experiences for long-term success and customer satisfaction, making onboarding to offboarding memorable experiences. Develop strategies and documented processes to serve both employees and end-users effectively.
However, the most crucial aspect is the implementation stage. Without proper execution, all these efforts may go to waste. Hence, it’s essential to have a monitoring policy in place to ensure all initiatives are implemented and strictly adhered to.
In the course of your work, what challenges have you experienced and are you addressing them?
Leading Presi J comes with challenges like CEOs’ limited understanding of brand experience, tight client budgets, resistance to change and evolving market dynamics. We tackle these hurdles with tailored solutions, effective communication, talent development and market readiness. Despite the obstacles, we see a great opportunity to enhance brand experience and drive business growth in Africa.
What tips do you have for young women struggling to get a hold of their career?
You can take control of your career journey by researching top companies for experiences and mentorship. Embrace a mission-driven mindset, define your career mission and stay committed. Consider impactful startup opportunities and prioritise continuous learning. Stay updated with industry trends and technology. There will be challenges on the way; believe in yourself, be confident and be willing to take risks. When women win, it gives more room for other women to believe in themselves and win also.
What is your philosophy of life?
My life philosophy is “Life is Business.” It has guided my actions since I was a teenager. Just like in business, investing in resources leads to profit. I apply the same in life by investing in personal development. Becoming the best version of myself is my most valued asset.
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