Wareez Odunayo doesn’t just run marketing campaigns—he engineers digital success. With a career spanning content strategy, performance marketing, and data-driven growth, he has carved out a reputation as a results-oriented growth marketer in a fiercely competitive field. However, Odunayo’s journey didn’t begin with metrics and analytics. It started with a passion for storytelling that evolved into a sophisticated understanding of how data and creativity intersect to drive business outcomes.
Earlier this year, Odunayo attended an international marketing conference in London, where the latest trends in digital marketing took center stage. “Every industry report and keynote presentation emphasized the growing dominance of AI-driven marketing strategies and the power of data analytics in decision-making. It was fascinating,” he recalls. For Odunayo, these insights were not revelations but affirmations of the principles he had already embraced. As a seasoned growth marketer, he has long been crafting effective campaigns for high-profile brands, leveraging his expertise in social media marketing, search engine optimization (SEO), content strategy, and paid advertising to maximize their online presence.
Odunayo’s career began as a content writer, where he honed his ability to craft narratives that resonated with audiences. “I quickly realized that words alone don’t drive business growth—data does,” he explains. His first major opportunity came at YNaija, a subsidiary of Red Media, where he refined his storytelling skills. From there, he transitioned into digital marketing, taking on roles that demanded a balance of creativity and analytical precision. At Crenov8 Consulting, a Dubai-based digital firm, he immersed himself in SEO, creative writing, and performance marketing. “Crenov8 taught me ways to use data in amplifying creativity. It wasn’t just about writing; it was about understanding how content performs and optimizing it for results,” he says.
His next move was to 1960Bet, Nigeria’s pioneer sports betting and promotion company, where he served as a Growth Manager. Here, Odunayo truly cut his teeth in high-stakes marketing. “There’s no room for guesswork in growth marketing. Every campaign must be measurable, and every strategy must have a clear ROI,” he asserts. One of his standout projects was the “1960Bet’s Ibadan Takeover.” Facing lower market penetration in Ibadan compared to Lagos and Abuja, Odunayo spearheaded a campaign blending hyper-targeted ads, influencer partnerships, and on-ground activations. The result was a 48% surge in online sign-ups and over 300 new retail agents in just three months. “Marketing is about understanding people—what they need, how they behave, and where they engage. If you can crack that code, you can sell anything,” he says.
Growth marketing, however, isn’t all about big wins—it comes with its share of challenges. The long hours, constant pressure to adapt, and relentless pursuit of efficiency can take a toll. “The challenge isn’t just keeping up—it’s staying ahead. AI, automation, and predictive analytics are changing the game. The marketers who succeed will be the ones who evolve with it,” Odunayo states. For him, tools like HubSpot, AI-driven insights, and automation software are not optional but essential. He believes in working smart, not just hard, to stay competitive in an ever-shifting landscape.
Odunayo’s experience in Nigeria offered him a front-row seat to the country’s rapid growth marketing evolution. “In Nigeria, the digital space is fast-paced and highly competitive. Brands are leveraging social media, paid ads, influencer marketing, and localized campaigns to connect with audiences,” he explains. With over 122 million internet users and a young, tech-savvy population, Nigeria has emerged as a hotspot for digital innovation. Platforms like Instagram, Twitter (now X), and TikTok dominate, with brands like MTN, Jumia, and Glo leading through creative, culturally relevant campaigns. Yet, challenges persist. “Internet penetration is growing, but access is still uneven. Data costs can be high, and infrastructure gaps can limit reach,” he notes. Despite these hurdles, Nigerian marketers are innovating, using WhatsApp for customer service and sales, and experimenting with AI-powered chatbots. “The key is to meet people where they are—whether that’s on social media, messaging apps, or even USSD platforms,” he adds.
Now based in the UK, Odunayo has observed stark contrasts in the growth marketing landscape. “The UK market is more mature, with advanced infrastructure and higher internet penetration. But that also means competition is fierce, and consumers are more discerning,” he explains. Privacy regulations like GDPR have reshaped data practices, making first-party data critical. “Brands are investing heavily in CRM systems and personalized email marketing to build trust and loyalty,” he says. Additionally, trends like voice and visual search are gaining traction. “With smart speakers like Alexa and Google Home becoming commonplace, optimizing for voice search is no longer optional,” Odunayo notes. Visual search tools like Google Lens are also transforming product discovery, giving early adopters a competitive edge.
Across both Nigeria and the UK, AI and automation are revolutionizing the industry. “In Nigeria, AI is being used to optimize ad targeting and predict consumer behavior. In the UK, it’s driving hyper-personalization and streamlining workflows,” he explains. Tools like ChatGPT and Jasper are reshaping content creation, while predictive analytics empower data-driven decisions. However, Odunayo cautions, “While AI is powerful, it’s not a silver bullet. Human creativity and emotional intelligence are still irreplaceable.”
Looking forward, Odunayo sees three trends shaping marketing’s future: privacy-first strategies, immersive experiences, and sustainability. “With data privacy laws evolving globally, marketers need to focus on ethical data collection and transparency,” he says. In Nigeria, this means building trust through culturally relevant campaigns; in the UK, it’s about compliance and consumer empowerment. Immersive technologies like AR and VR are also on the rise. “Imagine trying on clothes virtually or touring a property from your living room. These experiences will redefine engagement,” he predicts. Finally, sustainability is non-negotiable. “Consumers want brands that align with their values—whether it’s reducing carbon footprints or promoting social causes,” he asserts.
As an alumnus of the School of Business, University of Hull, and a member of the Chartered Institute of Marketing (CIM) and the Data & Marketing Association (DMA), Odunayo remains committed to excellence and continuous learning. Currently operating in the UK’s energy and utilities sector, he actively participates in global conferences and workshops on growth marketing innovation. Yet, success comes at a cost. “The first challenge is the lack of work-life balance. This isn’t a career where you can simply ‘log off.’ Your phone is always buzzing, emails are relentless, and trends shift in seconds,” he admits. The mental toll is equally taxing. “A simple mistake in a campaign can spiral into a PR disaster. It’s exhilarating, but it drains you,” he adds.
For aspiring growth marketers, Odunayo’s advice is straightforward: “Be curious. Be adaptable. Learn the tools, test everything, and let data guide your decisions. Growth marketing isn’t about luck—it’s about execution.” He emphasizes anticipating trends—whether mastering AI tools or understanding emerging platforms—over merely following them. In the fast-moving world of growth marketing, those who fail to adapt get left behind. For Wareez Odunayo, standing still is never an option.
