Meet Everest Nwagwu, a advertising professional who pursued his dream throughout many industries

What springs to thoughts when you think about advertising? A fast Google search says it’s the exercise or enterprise of selling and promoting services or products, together with market analysis and promoting. Everest Nwagwu, who has acquired all these expertise throughout his profession, is the product advertising supervisor for Canary Level Company Providers, an organization specialising in monetary companies.

Earlier than changing into the multi-talented man he’s as we speak, Everest had labored as a content material author, content material marketer, digital marketer, and entrepreneur. In all capacities, he believed in his capacity to persuade individuals to take motion.  

Pushed by his thirst for a problem and the sheer thrill concerned, Everest has gone from being a content material author to studying the ropes and transitioning to product advertising throughout seven industries, all in ten years.

However how a lot mastery can one achieve with out honing their ability(s) for an prolonged interval? An excerpt from Malcolm Gladwell’s Outliers involves thoughts: “It takes 10,000 hours of intensive practise to realize mastery…” 

“What impressed me was seeing what I can do with media and the way powerfully I can use my phrases. I’m a advertising professional; I began from content material writing, content material advertising, digital advertising, and now I’m doing product advertising.” 

Everest Nwagwu. Product advertising supervisor, Canary Level Company Providers

Everest has at all times been interested in media, and he’s notably intrigued by what it might do past info dissemination. He sees himself as a persuasive communicator, and it’s on this premise that he determined to chart his course.

Motivated by Martin Luther King Jr’s well-known quote, “If you happen to can’t fly, then run. If you happen to can’t run, then stroll. If you happen to can’t stroll, then crawl. However by all means, maintain transferring,” Everest is often busy engaged on a mission, a price he learnt from his dad.

A permanent attraction

Lagos-born Everest grew up because the final of 5 kids in a conservative Nigerian house. For a vibrant, curious child at all times asking questions throughout conversations, finding out a pure science course didn’t look to be on the playing cards, and legislation would in all probability have made extra sense. Nonetheless, that was the route his mother and father suggested him to take. 

Regardless of a want to check medication, Everest studied human physiology on the College of Lagos, the place he discovered time to do what he loves — content material creation. He represented his division at debate competitions, contributed to the college journal by serving as an editor, and was sometimes featured on the college’s radio station. He even discovered time to strive his arms in school politics. 

“I noticed the ability of media and realised I may do way more than writing and speaking, which I used to be excellent at. I felt I wanted to see what extra I may accomplish.”

Everest Nwagwu. Product advertising supervisor, Canary Level Company Providers

He quickly recognized what he felt he may accomplish; it was advertising, one thing wherein he had no formal background. 

Understandably, Everest’s post-university days had nothing to do with physiology as he proceeded to discover writing and advertising extra. 

“I’ve at all times been enthusiastic about communication, advertising, and enterprise as a complete. Rising up in a household that values arduous work and enterprise, I felt like how else do I would like this to be a part of my life? Advertising was what got here shut as a result of media and communication are important advertising instruments. And people two issues come naturally to me.” 

Deciding to not depend upon his pure tendencies and the talents he’d picked up within the college, Everest correctly immersed himself in programs on digital advertising, administration, and the intricacies of working a enterprise. Nonetheless, he needed to begin from the fundamentals within the job market. 

Studying has been a recurring theme all through Everest’s profession, and he has taken a course for each position he’s needed to fill. A few of these have been in model administration, product advertising, and enterprise administration. He’s presently taking a web-based MBA.  

Climbing the boulders

In dialog with Everest Nwagwu. Product advertising supervisor, Canary Level Company Providers

In lower than ten years, Everest has taken on content material and advertising roles at seven completely different firms and entered the entrepreneurship area, founding two firms, certainly one of which failed. 

“Transitioning isn’t simple, however I’m an adventurous individual, and I’m inquisitive about discovering out what extra there may be. As a result of I’m project-focused and solution-driven, if a office isn’t difficult me sufficient with many initiatives or issues to unravel, I’ll get to a degree the place I really feel I must go and search for one thing else.”

However that’s not all. He believes that altering jobs might be the quickest approach to climb the profession ladder, particularly when armed with the required expertise and skills.

He acquired his first content material writing job at Infinix in 2015, after which he took a task as a digital marketer earlier than changing into the digital advertising supervisor. Curiously, this occurred inside 18 months. 

He felt he’d peaked on the firm sooner or later as a result of he was not bringing something new to the desk and thus, wanted to maneuver. So he left to fill the identical position at a advertising company, but he yearned for one thing extra.

He went on to occupy the model supervisor position at Ekulo Group of Firms, a enterprise that imports and manufactures FMCGs. Explaining what stood out for him, he stated, “It has various merchandise, which made it thrilling for me. It gave me a broader thought of promoting — doing activation, market storm, market survey, [and] arising with a go-to market plan. I used to be doing partnerships and signing model ambassadors and influencers. So, it was full-blown advertising for me.” 

After somewhat over a 12 months doing what he does finest on the firm — creating affect — Everest started to really feel one other void.

“I wasn’t utilizing expertise to unravel options, and I felt I used to be changing into a type of conventional model managers who may make something occur however wouldn’t be so good doing so with digital expertise.”

To beat this barrier, Everest headed to LifeBank — a Nigerian healthtech startup — in 2019 to function the communication and advertising lead. He was instrumental in making blood donation mainstream amongst Nigerians with the launch of the Blood Donor app.

He was nonetheless at LifeBank when the COVID-19 pandemic hit and ensuing lockdowns took impact in 2020. Although Everest admits to having stretched himself, he acknowledges it was overwhelmingly rewarding. 

“I moved from model administration, signing influencers, and doing activations to sporting gloves and face masks and guaranteeing individuals had been getting examined. But it surely was fulfilling for me as a result of it was superb to see we may very well be of service. Then getting these partnerships and getting the federal government to work with us.

“That was when partnerships got here in. I led partnerships with the Nigeria Institute of Medical Analysis (NIMER), and we constructed the primary drive-through COVID testing centre in West Africa. That was huge!”

Most likely in search of to succeed in the best level attainable, possibly like Mount Everest, Everest was prepared for one more problem. The important thing account supervisor place at Opera Promoting was the following cease on his mountainous climb. And in lower than a 12 months, he served completely different key purchasers by serving to them generate massive gross sales numbers and get new firms to enroll in the product.

Then, “I acquired a proposal at Lagos Enterprise College (LBS) to guide advertising,” he stated casually. 

Everest has bought FMCGs, digital merchandise, and MBAs and gained helpful expertise in numerous industries. Talking of the LBS, he stated, “Their entrance take a look at was once bodily, and I felt it was not sustainable. So the very first thing was to maneuver the doorway take a look at to a digital platform.”

With that out of the best way, Everest accepted his present position because the product advertising supervisor at Canary Level Company Providers. He’s answerable for all of the startup’s merchandise, that are primarily monetary companies, and is concerned in consumer acquisition, buyer retention, and different related roles.

Everest the entrepreneur

Everest Nwagwu. Product advertising supervisor, Canary Level Company Providers

In grounding himself in advertising, Everest’s enterprise intuition kicked in. In 2017, he co-founded Medical doctors’ Hub — a healthtech startup — with a buddy. The thought was a telemedicine platform, however this fell by means of due to inadequate funding. He moved on and based one other platform known as YES Mama to supply well being info in numerous Nigerian languages to ladies residing in rural areas.

“What we do is ship push notifications as a result of naturally, rural ladies would choose any calls and hear. We go to well being centres and gather cellphone numbers of individuals at completely different trimesters, put them on our database, after which ship them voice messages.” 

The voice calls — which proceed six months post-delivery — are to remind these pregnant ladies about antenatal appointments and dietary directions primarily based on the trimester they’re in.

Everest considers this a extra profitable endeavour than the earlier one. YES Mama acquired its fair proportion of recognition and funding in 2018 with a grant from the British Council and an award from the Royal Commonwealth Meeting.

Nonetheless, though it was doing fairly effectively, he nonetheless felt the necessity to enter the company world. 

Wins within the bag

Curiously, Everest can’t choose a career-encompassing win, and it’s not a shock contemplating how far and vast he has journeyed. He’s notably happy with the affect YES Mama has made, however his successes are higher thought-about within the mild of how his efforts have transformed to huge numbers in all places he has labored. 

Given his dedication to productive work, Everest has a transparent minimize thought of how he’ll run his enterprise. 

“Positively, I do know that I’ll must construct my enterprise and make use of individuals at one level in my profession. I’m going to determine individuals [like me] who’re resolution suppliers, and I’ll bombard them with sufficient issues to unravel. And after I run out of issues, I’ll say, ‘Okay, nice, you’ve conquered all these, go forward and conquer some other place.’”

Everest’s typical day sees him working from house or the workplace. He kinds out his emails first within the mornings, after which he checks out his every day schedule in his notes. He has conferences with completely different groups to get updates, after which he experiences to his boss. The remainder of his day is spent attending to exterior events like media companions and third-party distributors. 

Though he has nothing towards to-do lists, he thinks they don’t assist to prioritise your day. Instead of a complete to-do checklist, Everest makes use of his notes to seize the key actions he has deliberate for the day, corresponding to conferences, calls, emails, and so forth., thus leaving room for different issues he didn’t put together for firstly of the day.  

Having to make many calls and attend to emails every day, Everest has developed a hack to keep away from being overwhelmed with duties. 

“One main hack is decreasing the variety of tabs in your system. Works like magic. You probably have 50 tabs opened in your system, you might be distracted. However grouping your tabs makes it simpler. You group a tab and say this tab is for inner conferences, this tab is for exterior conferences, this tab is for ongoing initiatives, and this tab is for accomplished initiatives. So, it’s simple to click on on grouped tabs and work beneath them.”

After which there’s one other one which helps with productiveness, though it could not work for each position.

“I don’t take private calls throughout work hours. If my associates need to test on me throughout work hours, they often get a notification that claims, please drop a message. The textual content message will decide if I must name again instantly. This makes me extra productive at work and helps maximise my time.”

He believes that balancing work and life is dependent upon your office tradition, and he’s been lucky to search out himself in work environments that encourage individuals to have a life outdoors the workplace. Nonetheless, being productive whereas working remotely requires self-discipline. 

He seems to be ahead to a time when he can train individuals one of the best ways to run a enterprise. And in typical Everest vogue, he’s already engaged on getting skilled certificates that place him as an authority. One main step in that path was changing into a mentor on ADPList, a world assembly place for mentors and mentees.

Everest lives by a maxim he says will stay with him for a very long time: “Get the suitable expertise, then you’ll be able to negotiate. At all times arm your self with the suitable expertise and expertise; it’s only then that you could negotiate.”


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