Hassan Uthman
BSc, Business Information Technology, 2012
After graduating with a Business Information degree in 2012, I returned to Nigeria and began my career with a brief internship at Jumia Nigeria. I quickly advanced to the roles of Digital Marketing Associate and Digital Community Manager during the incubation stages of the leading e-commerce giants, Jumia and Mall for Africa, respectively.
I then moved into brand management with the BBC Company, eventually entering the entertainment industry, where I managed marketing campaigns and retail marketing for all Filmhouse Cinema locations nationwide, before leading the Product and Local Marketing team.
In 2020, I became the Marketing Manager for the non-interest banking sector at Sterling Bank, overseeing a variety of technological solutions and products to address economic challenges.
After serving as Senior Product Marketing Manager at MAX, a technology-driven company addressing mobility challenges in Africa, I transitioned into my current role as Head of Marketing at Masters Live Network, a gaming company committed to creating impactful experiences in the industry.
A typical workday as Head of Marketing starts with a comprehensive review of emails and prioritizing strategic tasks that align with our marketing objectives. Mornings are dedicated to leadership meetings where we evaluate ongoing campaigns, brainstorm innovative ideas, and analyse performance data to fine-tune our strategies.
I place a strong emphasis on my team's well-being, ensuring they have the support and resources necessary for success.
As the day unfolds, I focus on executing key marketing initiatives, coordinating with our agency, overseeing content creation, and collaborating with cross-functional teams for seamless implementation. Meetings with industry partners are also crucial, as they help drive our brand forward.
At the end of the day, I reflect on our achievements and strategize for the following day, all while staying adaptable to tackle any unexpected challenges. Overall, my workday is a dynamic blend of strategic thinking, creativity, and collaboration.
As Senior Marketing Manager at Sterling Bank, Nigeria, I spearheaded several transformative initiatives, including record-breaking activations that opened over 7,000 accounts in Kano state and 5,400 in Abuja (FCT) in just one month. I launched the "Build Your Bank" campaign, generating over 30,000 public entries for rebranding feedback, and successfully rebranded AltMall (an e-commerce platform developed by Sterling), enhancing user experience and achieving a 40% revenue increase. My strategic execution of the "Back to School" campaign led to a 30% rise in website visits and a 50% spike in revenue. Additionally, I established partnerships with major travel companies to enrich our customer offerings, launched the Hajj Savings Plan to assist customers with pilgrimage savings, enabled affordable shop ownership for traders in the Kaduna state market, and introduced the AltWoman product, which provided interest-free business solutions for female clients.
As Senior Marketing Executive at The Filmhouse Limited, I consistently exceeded Gross Box Office targets, generating significant surpluses at our Ibadan locations and attracting over 20,000 new guests in just three months. My efforts contributed to a smaller cinema ranking among the top 10 grossing cinemas for Nollywood titles in 2018. I successfully led the marketing campaign for "The Bling Lagosians," surpassing sales targets by 20%, and implemented localized marketing strategies through partnerships with schools and local businesses. Additionally, I developed engaging campaigns to boost attendance during slower periods, such as ₦999 cocktail nights and discounted movie days.
My time at Kent was a formative experience that shaped my career trajectory. The vibrant academic environment exposed me to a diverse range of perspectives, nurturing my critical thinking and adaptability. Courses in business and information management equipped me with a robust toolkit of skills, including data analysis and project management, which have been invaluable assets throughout my professional journey.
Beyond the classroom, extracurricular activities and networking opportunities allowed me to hone my communication and leadership abilities. These experiences laid the groundwork for my successful transition into the world of digital marketing and brand management, ultimately leading me to my current role in the dynamic gaming industry. Kent instilled in me a lifelong passion for learning and professional growth, setting the stage for a fulfilling and rewarding career.
My advice to students looking to get into my line of work would be:
At the beginning of your career, focus on gaining knowledge and skills rather than just a paycheque. Look for opportunities that foster growth and learning, as practical experience can often outweigh theoretical knowledge.
Develop a Diverse Skill Set. Don't limit yourself to one aspect of marketing. Explore various areas—digital marketing, brand management, market research, etc. Gaining experience in multiple spheres will equip you to lead a marketing department effectively.
Embrace Creativity and Adaptability: Don't hesitate to think outside the box. Innovation and flexibility are key in a dynamic industry like marketing. Being adaptable to change and new trends can set you apart from the competition.
Build Your Personal Brand: Establish yourself as a trustworthy and reliable professional. Your integrity and the quality of your work should be your hallmarks. Building a strong personal brand will help you create lasting relationships in your career.
As Donald A. Adams wisely said, "To give real service, you must add something which cannot be bought or measured with money, and that is sincerity and integrity." Let this guide your actions and interactions in your professional journey.
Honestly, my extracurricular activity was mastering the fine art of balancing coursework, attending fun events, meeting new people, and trying to break records in socializing.
While I didn’t join any clubs, I still had a lot of great experiences, met some unforgettable people, and had a swell time. My life at Kent is rich in memorable moments! I guess our definitions of "extracurricular activities" might differ a bit, lol! Do you have a favourite memory from your time at Kent?
If I could do anything differently, it would probably be to seize more professional networking opportunities during my time at Kent. They say hindsight is 20/20, and I definitely would have made more of an effort to connect with industry professionals through workshops and networking events. Those connections could have been really valuable today.
And maybe fewer nights playing FIFA—though I think I’ve accepted I’m never going to be a professional FIFA player! Still, I did enjoy those victories! Lol."
I have a few course mates on social media, although we don't communicate as often as we used to. It’s always great to see everyone's progress—many have started families and are embarking on exciting adventures around the world.
I aspire to play a significant role in attracting more international businesses to Nigeria, fostering economic growth and creating job opportunities. In addition to this, I have a strong desire to venture into the realm of politics. My ultimate goal is to leave a meaningful legacy that ensures free education and accommodation for underprivileged children across Africa.
I believe that empowering the next generation through access to education and basic needs can create lasting change in our communities.