Joyce A. Onyegbula (JAO) is the Founder and CEO of Joixell Events Place.
Joixell Events Place is an event management firm committed to creative expressions of brand identity.
Joixell Events Place is focused on seamless execution of key corporate events such as conferences, seminars, workshops, annual general meetings, board meetings, exhibitions, product launch, team bonding sessions, year-end appreciation events, customer and staff loyalty events and special anniversaries, among others.
Prior to the establishment of Joixell Event Place, Ms Onyegbula spent twelve years in national and multinational organisations delivering value in key business functions such as corporate communications, sustainability, project management, human resource, and administration.
Her career cuts across various sectors of the economy including aviation, knowledge management, auto recovery / breakdown assistance and manufacturing.
In this interview with Pride Magazine Nigeria (PNG) she tells us how she got into the events and sponsorship space after spending twelve years in corporate Nigeria, how she delivers value, as well as the challenges in the events and sponsorships space.
PNG: Tell us a bit about Joyce Onyegbula?
JAO: I like to describe myself as a reserved and calm person who loves to have a very intellectual conversation with like-minded people. I am easy going, but firm and assertive when it is necessary. I also enjoy simple pleasures like a long walk at the beach and listening to inspiring music.
PNG: Can you give us some insights into your educational background and how it has helped you in your career?
JAO: After primary and secondary education in Lagos, Nigeria, I obtained a Bachelor’s Degree in English Language and Literatures. I also have a Masters Degree in Public Administration (with specialisation in Human Resource and Administration).
I will say that my educational background has proved most helpful for me in terms of business communication, people management, and of course administration.
The degree in English Language and Literatures fuelled my love for creative expressions and use of words, which in turn has given me great leverage in effective communication and public speaking.
I am also at ease managing and relating with people, which I can equally attribute to my educational background.
PNG: Before you veered into event management you worked in corporate Nigeria across various sectors and fields. What would you say was the high point and the low point of your corporate career?
JAO: I have had various high points and of course low moments, but the most outstanding high points will be the times when remarkable success was made in achieving set objectives. For me, the thrill of high achievement is an expression of the creativity of the human spirit and evidence of the power of resilience.
My low points are those moments when in spite of all the very best efforts, the required results were not achieved. I choose to see these moments as special learning curves and opportunities to pause, re-evaluate and possibly explore other opportunities to birth the dream.
PNG: Given your vast experience in the corporate world, why did you decide to quit and set up your own business?
JAO: I have always loved the event space because of the unique opportunity it affords me to leverage my creative side. So it came naturally for me to venture into the event management space. I am also still involved with the corporate world because at Joixell Events Place, our special focus is on corporate events management.
PNG: Why the events and sponsorships business as opposed to other businesses?
JAO: It comes to me naturally because in this space, there is ample opportunity to express your innate creativity, and for me that is absolutely irresistible.
PNG: How and where did you learn how to run an event management business?
JAO: Events have always been embedded in a number of my roles I had in the corporate space, and just before I finally took the bold step to branch out, I was privileged to lead event operations for a multinational brand.
PNG: Where does the sponsorships aspect of your business fit into the event management aspect?
JAO: Events and Sponsorships go hand in hand for the most part. Some events are paid for by attendees i.e. registration fees, while some other events are sponsored by corporate organisations or NGOs who are interested in the event objective. Sponsorships are enablers for effective event execution.
PNG: As someone with versatile experience in the corporate world, what do you bring to the event management sector that makes a difference for your clients?
JAO: Having spent over a decade in different roles across different sectors, I bring to bear a sound understanding of key drivers of business success and of course an in-depth understanding of the criticality of properly positioning events as a marketing, public relations and communications strategy.
I am better able to distil event objectives into the entire conceptualisation, planning and execution phases of event management, generate and analyse post-event feedback to quantify returns on investment and for business projections.
For me and indeed for the Joixell team, events are key business projects for the organisations holding the events and they do have huge overall impact on how the organisation staging the event is perceived. Perception is very important in today’s business.
PNG: Are you where you want to be in the event management space or are there “still many rivers to cross?” If so, how do you plan to reach a leading position in events management field in Nigeria?
JAO: For me, continuous improvement is central to business and personal success. While grateful for the journey so far, I know there are still quite a number of rivers to cross. I believe the key to market leadership is to consistently and sustainably exceed customer expectation.
PNG: Since starting your business have you had cause to wish that you stayed in the corporate world rather than set up a business for yourself?
JAO: I think entrepreneurship has its gains just as well as the “9 to 5”. Not everyone is called to entrepreneurship, but if one is “called” into this space, it is best to get on with the vision rather than to look back with regrets and “wishes”.
PNG: A lot of young people think they can make a career of event management. What do you see as the challenges they may face trying to get a foothold in the industry?
JAO: It is very commendable for young people to aspire and to dream. However, they must be willing to back up their aspirations with hard work and a good dose of patience.
At the risk of sounding cliché “Rome was not built in a day”.
The event business has a reasonably low entry barrier, so it is paramount to define your niche and creatively set yourself apart by delivering excellent service consistently.
PNG: What advice do you have for them?
JAO: My Advice: Be consistent, be focused, and of course, be patient! Build sustainably.
PNG: Outside of your business commitments, what do you do for leisure and relaxation?
JAO: I love adventure travels. It’s amazing to experience the diversity and common threads that bind humanity together.
1 Comment
I testify!
Joyce is a bundle of experience ✔