In Nigeria’s fast-evolving financial ecosystem, few voices resonate with the blend of intellect, intuition, and innovation quite like Akunnaya Ukeje. As the Chief Marketing Officer at Nathan’s Finance Limited, Ukeje represents a new generation of women redefining leadership within the finance and corporate marketing space. With a background in law and a master’s in corporate law, her career path has been anything but linear, one that gracefully bridges the worlds of compliance, strategy, and creativity.

From her early years in asset management at Afribank Capital to leading marketing at Marathon Asset and Fund Management, and now steering the brand and communications strategy at Nathan’s Finance, Akunnaya’s professional journey reflects resilience, adaptability, and a deep understanding of how storytelling drives financial trust. Her track record speaks for itself, having led two start-ups to profitability within their first year, she continues to prove that effective marketing isn’t just about visibility, but about vision.

Beyond the boardroom, Ukeje embodies a thoughtful balance between purpose and passion. She brings a human touch to finance, one rooted in empathy, innovation, and authenticity. In this conversation with THEWILL DOWNTOWN’s Johnson Chukwueke, she delves into her remarkable career trajectory and the evolving role of marketing in shaping Nigeria’s financial future.

You’ve had a unique career path, moving from corporate law to asset management and now into marketing leadership. What inspired these transitions?

 

I didn’t start my career with a defined plan, nor did I set out to become a Marketing Executive or a finance expert. I have always been drawn to building meaningful relationships and solving problems that make a difference in people’s lives. I am a trained lawyer with a Master’s in Corporate Law, largely influenced by my Dad, who encouraged me to pursue law. Like many fresh graduates at the time. I was chasing opportunities in industries like telecoms, oil, and banking, which were booming then. I eventually chose to do my NYSC in the banking sector and started out at the Front Desk.

Interestingly, customers would always commend my customer service to senior management, and before long, I was moved to the FX Treasury desk to understudy a colleague. After NYSC, I was still uncertain about my career path, but I figured my law degree gave me a solid foundation. I took an entrance exam for Afribank, passed, and shortly after, began my career there. Though I started in credit, I was moved to marketing, and I remember our first task was reactivating dormant accounts. I strategically chose top oil sector accounts and proactively approached their offices. One particular visit stood out after confidently introducing myself at a major oil company; I impressed their CEO, which led to praise from my own management and ultimately a double promotion. That was the moment I realised I had a knack for finance and marketing.

Afterwards, I went to the UK for my Master’s in Law, with my job still secured. Upon returning, I was moved to the investment banking subsidiary of my bank and worked closely with the MD of that subsidiary, who believed in me from the start.

However, life took a pause when I got married, became pregnant, and had to step away from work for 6 years to raise my children. Sadly, after the loss of my son,  I was invited back into the industry by my former ED, who was launching an Asset Management firm. He asked me to come on board as the Chief Marketing Officer, but first, I had to pass a regulatory exam to be a Sponsored Individual. Which I did.

Starting with a blank slate, we ended the first year profitable, which was a huge milestone for a new firm. Four years later, I moved on to another start-up and achieved even stronger results, applying the same strategic principles. That’s essentially how my journey in finance and marketing unfolded.

As CMO at Nathan’s Finance, what strategies are you currently driving to differentiate the brand in Nigeria’s finance space?

 

My approach is centred on humanising finance. As a CMO, I see modern marketing as a balance between strategic capital management and authentic relationship building. At Nathan Finance, I focus on raising third-party liability by engaging institutional investors, high-net-worth individuals, and other individuals. This involves not just pitching but clearly communicating our value proposition and listening to customers’ needs.

Trust is everything. I emphasise active listening, not just to reply but to truly understand the investor’s needs. That’s how we offer meaningful solutions. My deep knowledge in banking gives me the ability to sit with customers, hear them out, and provide tailored financial guidance. I often joke and say that if I were not in finance, I would be a shrink, as people tend to open up to me easily

My strategy isn’t just about selling products. It’s about building lasting relationships, understanding customers’ pain points, and offering real solutions. When customers trust you, every other thing becomes easier.

You’ve led marketing for two start-ups that closed their first year in profit. What lessons from those experiences do you now bring into your work at Nathan’s Finance?

 

Leading Marketing efforts for two start-ups that turned a profit in their first year taught me that selling in a start-up environment is completely different from selling with an established brand. In a start-up, you become the brand – you are selling yourself first, and trust becomes your most valuable currency. People are more likely to support a new venture if they believe in the person selling it.

Being able to give professional, credible advice also sets you apart. If you can convince people to invest in a new business, especially when their money is on the line, you can sell just about anything.

When you are a CMO starting from scratch, your first priority is identifying your target audience. While it’s common advice to start with family and friends, they are usually the last to come on board. You need to win over strangers first and then build meaningful connections. At Nathan Finance, my goal is to break down the barriers around finance- it’s not just about money, it’s about people, purpose, and building strong partnerships.

What would you say has been your most defining career challenge, and how did you overcome it?

 

One of the most defining challenges in my career has been navigating situations where my personal values didn’t fully align with those of the organisation. As someone who is self-driven and motivated by purpose, these misalignments can create tension. However, instead of avoiding the issue, I take it as an opportunity to advocate for alignment and demonstrate, through results and persistence, how a values-driven approach can benefit organisations.

Working in a start-up environment requires a great deal of patience and flexibility, as you often experiment and pivot until you find out what works. Many times, leaders and team members may lack that patience, so part of the challenge has been continuously reassuring them, encouraging long-term thinking, and promoting the importance of organic growth.

Outside of work, what hobbies or passions do you pursue to unwind and stay balanced?

 

Outside work, I enjoy a variety of activities that help me stay balanced and energised. I am passionate about fitness and regularly share my workout routines through weekly videos. I also love travelling, exploring new experiences, gardening, which I have been dedicated to for years, and hosting or entertaining at home. When I am interested in something, I dive in wholeheartedly and live by what I believe.

In addition to these, I am a certified image consultant, trained at the South African Image Academy. I also run a teaching platform called The Confident Professional, where I teach soft skills -something often overlooked by traditional education. I strongly believe these skills can be taught and make a significant difference.

I encourage young people to know a little about everything.

 

How do you balance the demands of such a high-pressure career with maintaining personal relationships and self-care?

 

I have built healthy coping mechanisms around the things I am passionate about.

For instance, gardening is incredibly calming for me; I can enjoy a cup of tea, chat with my plants, and unwind in the fresh, clean air they provide. Exercise has also been essential in helping me manage anxiety. Over the past decade, I have developed these habits to help handle stress. I also enjoy entertaining, so I often host small gatherings with people who uplift me. Surrounding myself with positive energy and consistently making time for activities I love helps me maintain a balance between my demanding career, personal relationships, and self-care.

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