Starting a career in marketing can feel overwhelming, especially without a clear roadmap. But for Gift Arku, a Marketing Associate at Smile ID, one key factor has shaped her journey: Community.
In this interview, she shares how surrounding herself with the right people and engaging with communities helped her accelerate her growth. She also offers practical advice for newcomers in marketing, from career-building strategies to interview tips that have worked for her.
If your career journey were a movie, what would the title be and why?
I’d say proximity effect because my career has been shaped by the people around me. At first, I tried to figure everything out alone. As a first-generation university graduate, there was no template to follow. But everything changed when I started engaging with communities and asking questions.
One turning point was becoming a community manager at Smarketers Hub, where I interviewed expert marketers. Their insights on breaking into tech and increasing earnings helped shape my path. That’s why I always tell new graduates to immerse themselves in communities and connect with people. The right proximity can accelerate your growth in ways you wouldn’t expect.
Tell us about your journey into the tech industry. What initially sparked your interest?
Like most people, I was drawn to tech because of the opportunities: the global reach, the chance to work for international companies, and of course, the salaries. It felt like the fastest-growing industry, and I wanted to be part of it. But I also knew I didn’t want to get into tech just for the money. I wanted to be sure it aligned with my skills and ambitions.
At first, I explored different marketing roles; social media management, working with small businesses, and even an NGO job. But I kept asking myself: if I wanted to work for a global company, would my skills translate? And the answer was always no. That frustration pushed me to seek out people who had already carved a path in tech marketing.
I started engaging on LinkedIn, learning from marketers like Peace Itimi and Aisha Owolabi, and when a role at Smarketers Hub opened up, I applied and got it. That decision changed everything. It put me in close proximity to people actively breaking into the industry, and when the Tech Marketers Support Initiative (TEMSI) launched, I applied. I had never received a scholarship before, so I didn’t expect much, but I got in.
The program was a turning point. I got a product marketing scholarship, a mentor who helped refine my CV and interview approach, and eventually, an internship that turned into a full-time role. Before that, I kept facing the same frustrating cycle: ‘You need tech experience to get a tech job.’ But the right mentorship and community gave me the break I needed.
Now, working at Smile ID, I’m surrounded by brilliant people who challenge me daily. It’s everything I hoped for when I set out on this journey.
What advice would you give to someone just starting out in marketing?
When you’re fresh out of school, there’s always this confusion about where to start. I don’t think people should necessarily follow my exact path, but they should explore different industries and see what resonates with them. One of the best ways to accelerate your growth is by getting close to people who have already made significant progress in their careers. But those people want to work with individuals who are motivated, hardworking, and self-driven. So, before reaching out to them, you need to build something, whether it’s a portfolio, a blog, or even just sharing your thoughts online.
Last year at Smarketers Hub, we ran our first volunteer program, and we specifically looked for people without formal experience but who had shown initiative. Some had started social media pages for small businesses, others had taken marketing courses, and some had personal blogs where they wrote about industry-related topics. Even in roles that don’t require experience, you should be working on your own projects to demonstrate initiative.
I always tell people to ‘follow the prompt’—pay attention to what naturally excites you. Are you drawn to writing? Engaging with communities? Analysing marketing trends? Start from there and take advantage of opportunities for interns, early-career hires, and volunteer roles. These opportunities exist, and while they might not pay much at first, they help you build credibility. If you’re in a job where you’re being asked to do everything, see it as a way to develop a strong portfolio that will position you for global opportunities.
Also, put yourself out there online. It might feel like everyone is doing it, but the truth is, not many people are actively showcasing their work. Visibility matters. Sometimes, opportunities come just from sending a DM; offering to help with an event, volunteering for a project, or even proposing a short-term collaboration. Join industry communities, because they provide resources, job leads, and connections to people who can open doors for you. The key is to stay proactive and intentional about your growth.
What specific technical skills have been most valuable in your career progression?
I don’t have a technical background, but I’ve always ensured that my marketing approach is data-driven. First, I had to develop skills in SEO and content strategy, starting with the fundamentals. Knowing how to write concisely and articulate my thoughts was essential, but I also needed to learn how to position my writing in a scalable manner. That’s where tools like Google Search Console, Google Analytics, and Ahrefs became invaluable. I began experimenting, analysing competitors, testing different strategies, and figuring out how to stand out.
Just yesterday, I was deep in data work, which, honestly, isn’t my favourite part, but it’s fascinating to see results from a well-executed strategy. At work, we’ve been able to 6x our total monthly clicks, and despite the industry-wide dip at the end of the year due to Google’s Gemini updates, we’re seeing an upward trend again, largely thanks to a report we released that’s generating strong backlinks.
In B2B marketing, everything I do has to align with lead generation and conversion. My manager constantly reminds the team that every task should contribute to moving leads through the funnel. That means prioritising content strategy, social media, and even founder-led marketing, depending on what will drive the most impact.
Another critical skill is community engagement. At Smarketers Hub, we used a simple sign-up form asking people about their biggest marketing challenges. With over 400 responses, we had a goldmine of insights, helping us tailor content, social media posts, and partnerships to what resonated most with our audience.
I also think marketers don’t talk enough about project management. In startups and small companies, you juggle a lot; product launches, stakeholder communications, content production, events, and more. It’s easy to get overwhelmed if you’re not structured. I rely on Notion, Asana, and even a simple notebook to stay on top of priorities, set deadlines, and coordinate with teams across marketing, product, customer success, and sales. That level of organisation has been key to my growth.
What’s the most hilarious learning experience you’ve had while developing a new skill?
There was a time when I worked for a celebrity fashion brand. I won’t mention the celebrity, but I remember being incredibly nervous about the entire experience; meeting her, having conversations, just the whole environment. I’ve always struggled with anxiety, and at that point, I hadn’t yet learned how to manage it. Public speaking, and advocating for myself, were things I was still figuring out.
So, I put together a content strategy, got it approved. Created the content calendar, and that was also approved. Everything was going well until it was time to post on social media. If you’ve ever worked as a social media manager, you know that when you draft a post on a content calendar, you might add ‘Caption:’ before the actual text or leave placeholders that shouldn’t be in the final post. Because I was so overwhelmed and caught up in the moment, I accidentally published a post that still had those placeholders in it. The caption literally said ‘Caption:’ and had hashtags that made no sense.
The moment I hit publish, the celebrity’s assistant saw it, and I could tell everyone was just confused. Then she called me and said, ‘Please, just breathe.’ She could sense how anxious I was. Thankfully, it was just a social media post. We fixed it quickly, but in that moment, it felt like a disaster.
That experience taught me a lesson I still apply today. Now, whenever I’m about to send an important email or publish a post, I schedule it first and step away. Then I come back to it with fresh eyes before sending it out. I’ve had a few other slip-ups, like an email where Mailchimp didn’t save my final edits, and it went out to thousands of people. My boss wasn’t thrilled about that one.
Looking back, I can laugh about it—kind of. I still take mistakes very seriously. But I’ve learned that errors happen, and what really matters is how you recover and put processes in place to avoid them in the future.
Can you share some interview tips that have worked for you?
One thing I’ve realised recently about interviews, something that has personally helped me secure roles and get offers, is the importance of connection. When you walk into an interview, try not to take it too seriously in a way that makes you overly stiff or anxious. Instead, focus on building a connection with the interviewer before diving into the serious questions.
A big part of this is confidence; confidence in your abilities, in the fact that you’ve already been selected from hundreds of applicants, and in knowing that the company sees potential in you. Your job is simply to communicate that effectively.
For example, when we were hiring a product marketing manager at my company, I was part of the final interview stage. The candidate had already spoken with my colleagues, and the moment he met me, he said, ‘Oh my goodness, you’re the famous Gift! Everyone has been talking about you. Your teammates love you and your work.’ And honestly, in my head, I was thinking, ‘Wow, that’s such a great way to start a conversation.’
That moment showed me how small things, like a compliment or a casual remark, can set the tone for an interview. Even something as simple as saying, ‘Hey, I love your hair,’ or commenting on the weather before getting into the tough questions can break the ice.
When I was hiring volunteers for Smarketers Hub or even my own replacement, I noticed something interesting: the candidates who made it to the next stage weren’t just the ones with the best technical answers. They were the ones who let their personalities shine. They made the conversation feel natural, not robotic.
I’ve been advising a lot of people on improving their portfolios, and they tell me they’re getting more interviews—but they struggle with getting callbacks. That tells me their biggest challenge isn’t qualifications, it’s the interview itself.
So, my advice? Prepare thoroughly; use ChatGPT or a friend to practice potential questions, but also, go in with the mindset that you are skilled, trained, and a great fit for the role. Talk to your interviewer like they’re a person, not just someone evaluating you. That shift in approach can make all the difference.
If you could redo one decision in your career, what would it be and why?
I wish I had gotten closer to people earlier. For a long time, I was an introvert, convinced that I learned better on my own, which, in hindsight, wasn’t true at all. The semester I embraced community, studied with classmates, and engaged more was the semester I performed the best in my entire course. It took me a while to realise that you really do go further with people. And for me, I go a lot further with people.
Looking back, my introversion wasn’t just about being naturally reserved, it was rooted in fear. Fear of looking clueless, of sitting among people who seemed to understand things I didn’t, of asking the wrong questions. But I’ve learned that if you never put yourself in a position of not knowing, you never actually learn. Breaking that fear, putting myself out there, speaking up, even if I’m wrong, has helped me grow faster than I ever expected.
If I had understood this earlier, back in 2019 when I properly started my career, I think I would have moved even faster. But I don’t dwell on regrets. Life is too short for that. Instead, I focus on sharing what I’ve learned with as many people as possible, so they can get plugged in faster.
Looking at my journey, if I were to do things differently, I would have built my portfolio sooner and aimed to work at a product-led company earlier. Many of them, backed by VCs and competing on a global level, have solid business structures that could have helped me pivot faster. But at the end of the day, my journey is mine alone. And the best I can do is make the most of the resources I have now and keep moving forward.
How has your financial situation influenced your career choices in the tech industry?
I grew up in a family where the goal was simple: work hard, be smart, and eventually take care of your parents. That was the definition of ambition. It wasn’t until later that I realised there was a much bigger world out there, one where you could dream beyond just making ends meet, where you could build, innovate, and disrupt.
When my father passed away in 2021, everything changed. He was the main provider, and suddenly, there was no financial safety net. At the time, I didn’t have a job, COVID had disrupted everything, so I started taking on small social media gigs just to keep my household afloat. My sisters were in school, and I had responsibilities. That meant I couldn’t afford to sit back, refine my skills, and apply for jobs strategically. I had to take what was available, even when it wasn’t the best fit. That kind of pressure shapes your career in ways you don’t always realise in the moment.
I worked with people who treated me horribly, but I had to push through. I leaned on free resources, Meta and HubSpot courses, my Medium blog, and anything I could use to build credibility. I told everyone I knew that I was looking for work, and slowly, things started coming together. Tunde Onakoya once said, ‘You can do great things from a very small place,’ and I live by that.
Now, with more exposure and stability, I’m focused on helping others escape that same cycle faster than I did. I still know people struggling, trying to break into a career that gives them financial freedom.
Tech was once the obvious path to better earnings, and I was determined to get into the room where people were making millions and more. But while money mattered, I also knew it wouldn’t be the thing that sustained me long-term. I’m purpose-driven. And today, I feel aligned with the work I do and where I want to go, which, more than anything, gives me fulfilment every day.
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