Essien Otobong Justin has emerged as one of the most influential marketing leaders in Nigeria’s rapidly evolving communications and brand engagement ecosystem, driving innovation at the intersection of fintech and consumer marketing.
Business Insider Africa As Head of Offline Marketing at Piggyvest, one of Nigeria’s foremost digital savings and investment platforms, Essien directs the strategic execution of all face-to-face and grassroots marketing efforts that shape how millions of Nigerians experience the brand.
At a time when trust and action have become key drivers of fintech adoption, his work has helped deepen Piggyvest’s connection with users nationwide.
From Engineering to Creative MarketingEssien’s journey to marketing prominence is unconventional. He studied Petrochemical Engineering in southern Nigeria and briefly worked in the oil sector in Port Harcourt.
Recognising that his creative instincts did not align with traditional engineering roles, he relocated to Lagos, Nigeria’s hub for advertising, media, and communications, to pursue a marketing career.
Beginning with an internship at an entertainment PR agency, Essien’s early work included managing high-visibility campaigns notably the public relations rollout for Skales’ hit “Shake Body” in 2014.
He also worked with entertainment icons like Rita Dominic and Adesua Etomi, honing his skills in cultural and celebrity-driven marketing long before fintech became his focus.
Growth Across Global BrandsHis expertise soon expanded beyond entertainment. Essien took on leadership roles at Alive Now, a Dubai-based digital agency, where he led marketing for Pepsi’s Nigerian operations, gaining valuable experience in global brand building.
He later held senior marketing responsibilities at Seven Up Bottling Company, focusing on visibility, competitive presence, and scale within Nigeria’s highly contested consumer beverages space.
Redefining Fintech Marketing The transition to fintech came through strategic consulting.
Piggyvest approached Essien during its sponsorship of Big Brother Naija a platform long dominated by FMCG brands and he advised the company for two years before joining its marketing leadership team.
In fintech, Essien emphasizes that awareness alone is not enough. Unlike traditional FMCG campaigns, users must trust a platform with their money and take deliberate actions such as investing or saving.
This shift has made Piggyvest’s offline strategy more data-driven and results-oriented.
Campaigns and Community Engagement Under his leadership, Piggyvest executed the OpenHouse Series, an offline engagement tour across five cities that drew nearly 20,000 attendees not just as spectators, but as active brand advocates.
The event reinforced organic growth through word-of-mouth and strengthened community loyalty across Nigeria’s major markets.
Entrepreneurial Ventures and Industry ViewsOutside corporate marketing, Essien co-owns Yellow Hammer, a digital creative agency under the RIOT (Right Ideas One Time) group.
The agency has worked on campaigns for global brands including Adidas, Pepsi, and 9mobile, blending creative activations with talent partnerships and strategic content.
He also takes a pragmatic view of artificial intelligence, seeing it as a tool to enhance not replace human creativity and strategic judgment in marketing.
Recognition and Future OutlookEssien’s contributions have attracted industry recognition, including marketing awards within the fintech and broader communications space, affirming his impact on the sector.
As Nigeria’s marketing landscape continues to evolve, his blend of strategic leadership, data-driven insight, and grassroots engagement positions him as a key architect of the country’s next generation of brand-to-consumer experiences.
Image Credit: Google
Source: Business Insider Africa
