Our woman of the month, Ifeoma Chuks-Adizue, fondly known as Iphie, is a wife, mother, marketing and sales professional, entrepreneur, author and personal growth coach.
With over 15 years’ experience in brand management, business development, sales, media and driving global brands to growth across West and East Africa, Iphie is currently the Head of Marketing CB West Africa at Cadbury Nigeria Plc – a Mondelēz International company.
In 2012, in addition to her full-time job, Iphie co-founded Deluxe Childbirth Services – a maternity concierge firm focused on linking expectant parents to excellent but affordable childbirth options in the USA and Canada.
Iphie is deeply passionate about helping women of African descent realize their full potential whilst maintaining stability in their homes and relationships. She is the author of the books – The Uncommon Woman and Made for MORE; and founder of the Uncommon Woman Movement where she teaches career women desiring MORE from life how to identify and birth the MORE in them whilst growing in their careers without losing the things that matter to them like their homes and sanity.
Iphie serves on the board of the Nigerian subsidiary of FINCA Microfinance bank – a global institution focused on poverty elimination, people and community growth via micro loans. She is the recipient of the Voice Out Nigeria 2018 National Pride award and the 2020 Africa’s Woman Leader award.
She is happily married to her best friend Chuks Adizue, and they are blessed with three children – Brian, OJ and Eliona.
What motivates you – in life and in your career?
Two things – purpose and growth!
Clarity of my purpose as a person has been the foundation of what drives me and guides me as I make decisions along the way. I want to make God proud. I want to leave this world knowing I gave it my best, reached and truly touched the lives tied to my destiny…and if parties happen in heaven, I want to get a really good one upon my arrival.
My passion for growth is like the fuel that just keeps me pushing and going. I truly believe that I can experience growth and even more growth across all aspects of my life as long as it’s in line with what God has planned for me….and so I pursue this.
What have your learnt from the successes and failures in your career?
A LOT!
Let’s start with the failures – even though I personally do not see them as failures but learning and improvement opportunities.
- When entrusted with a new role or assignment, I have learnt not to depend 100% on what is said. There is A LOT that is unsaid….and most times, the full story and truth lies deep in the numbers and the people. Mine these two and you’ll be on a better track to success.
- There cannot be two captains in one ship. The moment you let go of yourself to be ‘controlled’ by the thoughts and opinions of another, that is the day your career ship starts to sink. Thankfully, you can always scream ‘May Day’ if you have good results to your name.
The successes…
- You are a victim of your success! It’s exciting to be successful but each success sets a new base of expectations of you which you sure have to meet! My first manager told me this and today, it still holds true.
- Your people are your greatest asset! Build a strong team, genuinely love, trust and empower them. This way, you can deliver on every new higher expectation of you.
What opportunities do you see for the FMCG industry in Nigeria and Africa over the next ten years?
Interesting given that Nigeria and the continent have been described as lands of opportunities for a long time. LOL!!
Ok but seriously….
I see opportunities for professionals that have experience growing premium brands and successfully bringing to market profitable mass market brands. This is because as the population on the continent explodes over the next decade, more international organisations will seek to fully enter Africa and will be looking for the right talent to hire.
Given that a number of these international organisations will seek to enter Africa with as little ‘tied-down’ capital investment as possible (at least until they are more confident of sustainable revenue and profit growth), FMCG companies on the ground that have quality manufacturing processes of international standards will be hot cake for contract manufacturing arrangements.
Thirdly, consumers in Nigeria and Africa are already demanding for innovative products. As consumers continue to get exposed to international online stores shipping to the continent, they will start demanding for the same quality of brands and experiences enjoyed by consumers in developed markets. FMCG companies that can deliver this within sustainable costs structures will win the future.
There have been several waves of recession across the continent. People are becoming more value-driven in their purchase decisions, moving from ‘Brand first’ considerations to ‘Price first’ considerations. I see opportunities for local brands to accelerate growth assuming quality is good, remains consistent and consumers can ascertain this prior to purchase.
Last but not least, online shopping continues to grow bigger especially with the COVID-19 pandemic. FMCG companies that choose to see this not just as an avenue to grow volumes but also an opportunity to deepen the relationship with consumers and increase the consumer’s lifetime value will win.
From your experience, what advice you would give other women for success in their careers?
Five pieces of advice:
One…get clear on what you want for yourself – not what people expect of you or what will impress people but what will truly make you happy.
Two…pursue it ignoring the naysayers. Sometimes, this may result in changing careers or taking a pay cut. Do it. This life is too short to be fake or stuck in a life that makes you unhappy.
Three…realize that your path is different from your male counterparts. You will most likely have babies and be out for at least three months. This does not include the weeks prior to the baby when your output may slow down or the first few weeks after you resume when your brain feels like it’s full of milk.
As such, when you get on any role, give it your best shot! Deliver results fast and talk more about them. Always seek to leave people especially senior colleagues with a strong and memorable impression of you.
Four…if married and/or a mom, build a strong support structure. Be sure to include your husband early as there are some career opportunities you may be unable to take without his support.
Five…a time will come in your career when you will wonder ‘Is this all there is to life?’ When that time comes, it’s God’s way of telling you that you are made for MORE.
Do not listen to the voices that will try to keep you stuck. Trust me when I say, you can birth the MORE in you (even if it is not related to your job) while growing in your career and enjoying a loving relationship with your spouse and children.
How do you ensure a healthy work-life balance?
For me, I make time for everything and everyone that is important to me….and I plan it into my calendar. During those scheduled times, I give the task or the individual my full attention.
I also have learnt to say NO to shiny opportunities or demands on my time that are not tied to the delivery of my purpose.