ADMARP Launches Campaign Highlighting Challenges and Realities for Women In Tech-Driven Marketing
The Association of Digital Marketing Professionals (ADMARP) has launched a research-informed campaign ahead of International Women’s Day 2026 to shed light on the structural realities faced by women in technology and digital marketing. The initiative moves beyond conventional celebration to examine the decisions, trade-offs, and systemic barriers that shape women’s professional journeys in tech-driven fields.
Across Africa, narratives about women in tech often focus on achievement headlines and inspirational soundbites. While accomplishments are celebrated, the systems that underpin these successes, including career pathways, organizational culture, access to networks, and institutional trust, remain largely unexamined. ADMARP’s campaign addresses this gap by combining lived experience with contextual insight and supporting data, emphasizing that real progress requires more than recognition alone.
Elizabeth Ogunseye, President of ADMARP, explained the campaign’s objectives: “Visibility without interrogation has become a comfort zone the industry can no longer afford. Too many stories celebrate arrival while ignoring the obstacles that made the journey unnecessarily difficult. This campaign is our way of showing that inclusion is not proven by recognition alone, but by whether the pathway itself is navigable for the next generation.”
The campaign features notable women across digital marketing, technology, and entrepreneurship, who share candid reflections on their careers, highlighting what they would do differently, which decisions shaped their outcomes, and how industry structures influenced their growth. These reflections are grounded in research and industry context, making the initiative a tool for insight, strategy, and guidance rather than a simple celebration of success.
Zion Rufus, Vice President of Communications and Events at ADMARP, emphasized the campaign’s purpose: “There is a lot masked under the feel-good language of inclusion. LinkedIn posts and motivational soundbites often dominate the conversation, but they rarely explain the work behind the work. This campaign surfaces the decisions, the pressure points, the missteps, and the systems that shaped these wins. By telling the full story, we turn inspiration into actionable insight.”
The campaign includes a mix of video content and editorial features distributed across ADMARP’s owned and earned media channels. Participants provide practical guidance drawn from personal experience, highlighting structural gaps and industry constraints, including limited access to mentorship, unequal opportunity for leadership roles, and the complexities of navigating performance metrics and institutional trust.
Early research by ADMARP highlights the scale of these disparities. Women make up approximately 30 percent of digital marketing leadership roles and less than 25 percent of senior tech roles in Nigeria, despite representing nearly half of the workforce entering the sector. These figures underscore the gap between visible success stories and structural representation.
Ogunseye added: “Our goal is not to diminish the achievements of women in tech, but to expand the conversation. We want younger professionals to understand both what is possible and what challenges they may face, so that progress becomes structural rather than exceptional.”
The campaign will run through March 2026, with content released via ADMARP’s digital platforms, including social media, blogs, and professional networks. By combining experience, evidence, and perspective, ADMARP seeks to advance industry-wide understanding of what true inclusion entails and what it takes to sustain it.
