Every policy, programme and government promise eventually faces the same question: Do people understand it, trust it, and know what to do with it? Our Woman Crush Wednesday, Oluwafunmilayo Ajala believes the answer lies in communication that goes beyond words. It takes strategy, an understanding of people, and the ability to connect messages to the issues that matter in their lives.
With over a decade of experience across journalism, government communications and development, Funmi, as she is fondly called, has built a career helping governments, development partners and organisations communicate with purpose. Her work sits at the intersection of public trust, gender advocacy and digital storytelling.
Her journey began in a Lagos newsroom. At Timbuktu Media, she rose from rookie reporter to Online Editor at 234NEXT, when many Nigerian media houses were still finding their feet in digital publishing. She led a team of 10 content creators, grew the newspaper’s social media following by 50 per cent and trained more than 90 newsroom staff to use its content management system. Those early years shaped her understanding of storytelling, audience engagement and the importance of making information accessible.
But the newsroom was only the beginning.
Funmi moved into government communications with the Government of Ekiti State, where she served as Senior Technical Assistant (digital media) and later as Senior Special Assistant on Media and Public Affairs Strategy. Here, communication became about more than visibility. It was about public trust, reputation and helping people understand government priorities.
She developed and implemented the digital brand strategy for the then First Lady of Ekiti State, achieving a 90 per cent crisis-free record. She also helped launch the state government’s first digital communication roadmap, which drove a 60 per cent increase in website traffic. Her work included producing social-impact documentaries and leading a quarterly development magazine.
Her commitment to using communication for social change was evident in her work on a Ford Foundation–supported gender-based violence project in Ekiti State. Through digital advocacy, she achieved a 75 per cent online engagement rate, helping bring greater attention to an issue that many communities still find difficult to discuss openly.
That commitment continued into the development sector.
As Development Communication Lead at Eden Venture Group, Funmi worked on WEEliftNaija, a Women Economic Empowerment initiative. She helped shape the campaign’s brand identity and develop an integrated communication plan aligned with its policy objectives. She also led social media engagement, supported media outreach and coordinated communication across Kaduna, Kano and Lagos. Her work helped strengthen stakeholder awareness and increase digital engagement, bringing greater visibility to conversations about women’s economic empowerment.
Funmi has also worked internationally as Social Media Consultant for the Smallholder and Agri-SME Finance and Investment Network (SAFIN), based in Rome. She supported the launch and growth of its digital channels, using strategic content, multimedia storytelling and stakeholder engagement to strengthen the network’s online presence and connect its work with relevant audiences.
Beyond her professional engagements, she is the Managing Partner of The Baruch Company Limited, a communications and storytelling firm focused on helping individuals, brands and institutions communicate their stories with clarity and purpose.
Her academic background includes a master’s degree in corporate and marketing communication from IE Business School in Madrid, Spain, where she received the IE 3 Collaboration Award, and a postgraduate diploma in journalism from Pan-Atlantic University, Lagos. She is also a fellow of the International Institute of Journalism.
For Funmi, sharing knowledge is an important part of the work. Through her personal brand, #CommswithFA, she develops practical communication frameworks, including the Mama Sidi Test and the AUDIT framework, designed to help communicators approach their work with greater clarity and an understanding of local realities.
Her commitment to community building began long before her leadership roles. During her National Youth Service, she established an AIESEC local committee in Calabar, creating a foundation for member development and collaboration. She has also volunteered as Social Media and PR Manager for the Global Mentorship Conference Africa.
Pride Magazine Nigeria celebrates Oluwafunmilayo Ajala’s journey, which reflects a consistent belief: communication is most effective when it helps people understand, connect and act.