Experts Charge Women Professionals At WIMCA 2026: KPIs And Targets Keep You Employed, Career Excellence Takes You To The Next Level
Industry experts have urged women in marketing and communications to look beyond meeting targets and delivering campaigns by intentionally building leadership skills, business knowledge and personal brands that will sustain long term career growth.
The charge was made during the second panel session titled Career Excellence: Growing Beyond Briefs and Targets at the 12th Women in Marketing and Communications Conference and Awards (WIMCA) 2026, where senior executives from leading organisations shared practical lessons on building successful careers.
Opening the discussion, the President of the National Institute of Marketing of Nigeria (NIMN), Dr. Bolajoko Bayo Ajayi said career growth begins when professionals move beyond executing assigned tasks to understanding how their work contributes to business success.
“You have to understand the bigger picture. You have to understand the business, the consumer, the organisation and how your work contributes to all of those things,” she said.
Speaking on the strategic role of marketing, Chief Marketing Officer, MTN Nigeria, Onyinye Ikenna-Emeka, noted that marketers must see themselves as business leaders rather than campaign managers.
“Marketing is about looking at the beginning and the entirety of the business. Sales targets are important, but they do not define the overall strategy,” she said, adding that marketers must understand customer insights, business data and commercial performance before taking products and campaigns to market.
Drawing from her experience, Customer Marketing Director, West and Central Africa, Diageo, Bodam Taiwo, identified four capabilities every marketer should develop to remain relevant. According to Bodam, cultural understanding, commercial knowledge, the ability to influence without formal authority and measuring success are essential for career advancement.
“We need to understand our consumers and their needs. We also need to understand the financials, supply chain and route to market because marketers should think like general managers of their brands,” she said.
On transitioning from marketing into broader business leadership, Chidera Ibekwe, Chidera Ibekwe, Country Manager, Export Markets, Procter and Gamble, encouraged professionals to step outside their job descriptions and embrace new responsibilities.
“Be courageous. Be curious. Learn to collaborate,” he advised, stressing that leadership comes from understanding the wider business and working effectively across functions.
Reflecting on her own career journey, Onyinye Ikenna Emeka said her experience across sales, customer management and marketing prepared her for the role of Chief Marketing Officer.
“I don’t take a step without insights. I don’t take a step without understanding my customers or listening to feedback. Every role I have held has prepared me for where I am today,” she said.
As the session drew to a close, panelists encouraged participants to remain resilient, continue learning and invest in building their reputation alongside their professional skills.
One of the strongest messages of the session came during the closing remarks when a panelist reminded participants that while performance targets may secure today’s job, long term career success depends on continuous growth.
“KPIs and targets keep you employed. Your career excellence is what you will take to the next place you’re going,” the speaker said.
The panel session was moderated by Lynda Aguocha and also featured other speakers including; Titilope Oguntuga, Director of Sustainability, IHS Nigeria; and Chioma Afe, Director of External Affairs, Seplat Energy.
The conference also featured the Keynote address from the Lagos State Commissioner for Commerce, Cooperatives, Trade and Investment, Hon. Folashade Bada Ambrose-Medebem, who encouraged senior women executives to embrace artificial intelligence as a tool for growth rather than fear it. She noted that the technology is rapidly transforming marketing, communications and business decision making, urging professionals to build the skills needed to remain relevant and lead confidently in a changing business environment.
