How I Work: Oluwapelumi Oyetimein, Marketing & Growth Lead at Umba

When Oluwapelumi Oyetimein began his professional life in the field of software development in 2001, he quickly realized that there was more to developing a successful app than simply writing code. After dabbling in a few other aspects of the business, he ultimately settled on marketing as his primary focus. Today, Oyetimein has established himself as a prominent figure in the sector by serving as the marketing and growth director for a number of the industry's most successful businesses.

Today on How I Work, he discusses his move from software development to marketing, as well as the strategies he employs to ensure that he remains at the forefront of his field.

Position held at the moment: Marketing Lead at Umba Location(s): Ibadan, Nigeria and Nairobi, Kenya The computer I'm using right now is an HP Omen 15. The Samsung Galaxy S22 Ultra is the mobile device I am using at the moment. Give us a one-word summary of your working style: Remotely

Give us a quick rundown of how things got started for you and how you got to where you are now.

The fact that I first worked in software development is something that a lot of people are surprised to learn about me. I believe that over the course of the past ten years, I have focused more on marketing, which is why it has become somewhat less of a priority for me.

2001 was the year that I created my first website, and I didn't transition into proper desktop software development until around 2007. However, in 2011, I made the decision to transition into marketing.


So, I developed a mobile application, and it ended up getting quite a few downloads—about 300,000 at the time it was released. And I believe the moment that changed everything for me was when I got on a bus and saw someone sitting next to me using the mobile app that I had built. I came to the conclusion that a significant number of developers who have these concepts do not learn how to construct a business around them. As a result, I came to the conclusion that it was necessary for me to acquire an understanding of how legitimate businesses function in order to eventually establish one of my own.

After leaving development, I began working in operations, then moved on to accounting, and finally I worked in marketing. When I got to the marketing section, I said, "Okay, this is fine; it works better." And then with marketing, I started looking into what would be better for me considering my background, so I decided to stay in digital and double down on performance marketing and growth. Ultimately, I came to the conclusion that staying in digital would be better for me. That's where I've been playing for the better part of the last five years.

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What exactly do you do for a living? Walk us through an ordinary day at the office.

My day always begins with me going through the numbers on my various dashboards to evaluate how well they are performing. After that, I work backwards from the numbers to determine what can be done to either improve performance or ensure that things continue to operate normally.

The formulation of a plan of action and the generation of ideas comes next, of course. At this point, I take a step back and evaluate what aspects of my approach could be improved. I write down my plans on a whiteboard that I keep in my office. After that, I get together with my team for a productive round of brainstorming, during which we examine the challenges that we are able to overcome during the upcoming week. We put our heads together for a short period of time to come up with potential solutions, after which we begin putting those ideas into action for the remainder of the week. Therefore, the order of importance is data, strategy, and then execution.

And then, of course, there's the aspect of managing the team, in which I have to collaborate with the other people on the team, and especially as the lead, to make sure that every single person who is working on the team is making progress in their own way while also accomplishing what we had all planned to accomplish. In addition to this, I am responsible for managing up, as I report to superiors who require updates on the projects we are working on and seek their input regarding the company's direction.

Which applications, devices, or tools can you not live without?

When it comes to electronic devices, the one thing that I never leave home without is my phone, and other times it's my laptop. I like to joke around with the people in my social group that my office is wherever I am with my phone and laptop.

The applications that I utilize on a regular basis include Google Sheets for data analysis and the entirety of the Google Workspace, which includes Sheets, Slides, and Docs. However, apart from Google, I make use of applications such as Hotjar,, Notion, and Slack. I am aware that many people make an effort to keep their work and WhatsApp lives separate, but WhatsApp also needs to be considered.

What is your go-to method or trick for completing tasks quickly and efficiently?

One of the things that I do is make sure that everyone is aware of their role in the process. When everyone is on the same page regarding their responsibilities, it makes the work you have to do much simpler. Because I like to feel like I'm making progress with the things that I'm working on, I also make a list of everything that I need to get done and then cross things off the list as they are completed.

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What task(s) do you dislike but still do?

I despise activities that are repetitive. It truly frustrates me, but I have no choice but to carry out these tasks.

For instance, one of the things I'm working on right now is ensuring that the campaigns we currently have active on are properly documented with descriptions and everything else that goes along with it. It's boring because I have to keep going back to the campaign to look at it, copy the link, and then paste it. Even though it makes my skin crawl, I have to continue doing it because we can't keep track of anything unless we know what we have.

How do you take a break or recharge your batteries?

After that, I watch movies and play video games before going to bed. People who spend a lot of time looking at screens require more sleep than others because their eyes become tired more quickly.

What are you listening to, what are you watching, and what are you reading right now?

I've started watching Suits again. I just play any of the nineties or 2000s Hip Hop playlists that are available on YouTube Music for my current listening experience. By the way, in my opinion, the best music streaming service is YouTube Music. After YouTube and Spotify, the next most popular streaming service is Apple Music.

I haven't really had the time to sit down and read a book in quite some time, but I do occasionally look at different blogs. CXL has a blog that goes into great detail, while blogs concentrate more on business expansion.

Tell me about the most useful piece of guidance that anyone has ever given you.

To "be at the right place, at the right time, doing the right thing" is one way to achieve success. I've always tried to model my life after those words.

The second one is displayed prominently at the top of my Twitter profile and reads, "Don't just show up; show up with the intention to be excellent." Do not simply engage in activities; rather, strive to excel in them.

The third one is the adage that "everything is up for discussion."

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What is a challenge that you have not yet conquered to the best of your ability?

Having an influence on the consumer behavior of Nigerians who are less familiar with digital technology. Building a product while continuously employing the same group of people who are proficient in digital technology can be a real pain at times. How can we make certain behaviors as natural as breathing in order to break down certain barriers that are almost insurmountable?

Unfortunately, some individuals have made it worse by having a criminal mindset, so while you are working to overcome the initial barrier, you also need to begin talking about how safe digital products are. It is possible for it to be very frustrating.

Who is the one person you wish would respond to these questions?

Ntongha Ekot is a Growth and Marketing professional, and Olumide Akinsola is the Group VP of Growth and Marketing at QuickBus. Bukayo Ewuoso is the Senior Account Manager for West and Central Africa at Eskimi.