In the world of digital technology, career paths are rarely linear. For Olayemi Awoeyo, a Lagos-based Business Analyst with a background in digital marketing, navigating this complexity has been both a challenge and an opportunity. With several years of experience helping brands grow through digital channels, Awoeyo made a career pivot into business analysis, a decision that reflects not only personal ambition but also the evolving needs of Africa’s tech ecosystem. In an exclusive interview with The Nation, he shares his journey as an emerging voice in African digital
transformation, insights into building a career in product strategy and digital analysis, and offers advice for professionals looking to evolve in a competitive tech landscape.
Can you take us through your professional journey — from working in digital marketing to becoming a business analyst? What influenced that transition?
My journey started in digital marketing, helping businesses connect with customers and grow their online presence.
Over time, I became curious about the reasons behind business decisions, not just promoting value, but understanding how businesses create it.
This curiosity led me into business analysis. I wanted a role that allowed me to align business goals with technology solutions. The transition wasn’t instant, but it was deliberate.
I built new skills, took on projects that involved working with different teams, and gradually moved into the analyst role I hold today.
Many people struggle with switching careers, especially across disciplines. What gave you the confidence to make such a bold move?
Confidence came from clarity. I took time to understand the core of what I enjoyed doing and the kind of impact I wanted to have. I also paid attention to the direction the industry was heading. Business analysts are playing an increasingly important role in tech-led growth, especially in markets like Nigeria where organizations are still learning how to use data and technology effectively. Once I saw the opportunity, I focused on building the right skills and aligning with mentors who had made similar transitions. It wasn’t without doubt, but I had enough conviction to stay the course.
What does a Business Analyst really do, particularly within the context of tech-driven organizations in Africa?
A Business Analyst acts as a bridge between business needs and tech solutions.
In African tech-driven companies, this means I work closely with teams to clearly define problems and find opportunities for growth.
My role includes gathering and analyzing data to understand business challenges, defining clear requirements for tech teams to build effective solutions, ensuring projects align with strategic business goals and testing and validating solutions before they reach users
Ultimately, my job helps businesses make smarter, data-driven decisions that boost efficiency, customer satisfaction, and growth in Africa’s fast-evolving tech landscape.
Looking back, how has your background in digital marketing shaped your perspective as a business analyst?
It’s been incredibly useful. Marketing taught me to think from the customer’s perspective, to always ask, “Who is this for, and why should they care?” That lens has helped me approach business analysis with empathy and user-centricity. It also gave me strong communication skills, which are critical when you’re trying to align business stakeholders with development teams. Being able to translate between business and tech is something I credit to my marketing experience.
What key experiences have influenced your decision to deepen your work in digital marketing and business analysis?
My journey in digital marketing and business analysis has been shaped by hands-on experiences that have never felt like work, but as part of my everyday life. I have supported over 200 SMEs in adopting digital tools to scale their operations, mentored and trained more than 120 junior professionals in product strategy and digital analysis, many of whom are now thriving in tech roles around the world, and volunteered with the NYSC to train over 5,000 students in digital literacy and technology fundamentals. These opportunities strengthened my passion for the field, expanded my technical knowledge, and reinforced my belief in the transformative power of technology when knowledge is shared and applied with purpose.
In your experience, what are the essential skills required to thrive as a business analyst today?
Critical thinking is non-negotiable. You need to be able to break down complex problems and ask the right questions. Communication is another key skill, both written and verbal. You’re often in the middle of conversations between developers, product managers, and executives, and you need to ensure everyone is on the same page. Technical literacy is important, even if you’re not writing code. Understanding systems, data flows, and APIs can make you a better bridge. Lastly, adaptability because things move fast in tech.
What are some of the biggest misconceptions people have about the business analyst role?
A common one is that business analysts just document things, that we sit around writing reports or creating flowcharts. In reality, the role is far more dynamic. You’re actively involved in shaping product direction, identifying opportunities, and sometimes even influencing business models. Another misconception is that you need to have a strictly technical background. While that helps, a good analyst is someone who can think strategically and work collaboratively, the technical part can be learned.
The tech industry is evolving fast. What role do you think business analysts play in driving innovation and digital transformation, particularly in Nigeria and across Africa?
Business Analysts are critical in driving innovation and digital transformation, especially in Nigeria and across Africa.
We do this by identifying growth opportunities through data-driven insights, understanding market trends and customer behaviors to guide strategy, aligning technology solutions with clear business goals to ensure meaningful impact, and facilitating collaboration between technical teams and business leaders to speed up innovation.
In Nigeria and Africa’s rapidly evolving tech space, Business Analysts like me help organizations adapt quickly, stay competitive, and deliver real value through digital solutions.
For professionals looking to transition into tech or grow within it, what advice would you give, especially in terms of continuous learning and positioning?
Don’t wait for permission to learn. There are so many resources available now, courses, communities, mentors. If you’re curious, start exploring. Volunteer for cross-functional projects, document your learnings, and don’t be afraid to start small. Also, understand that positioning isn’t about self-promotion, it’s about clarity. Know what you want to be known for, and be consistent in showing that value to the market.
Beyond your current role, do you see yourself building a company or launching a tech solution of your own anytime soon?
It’s something I think about. I believe that many of the challenges we face in Nigeria and across Africa require local solutions. I’d like to contribute to that, whether through entrepreneurship or by supporting ventures that align with my values. For now, I’m focused on sharpening my craft and contributing meaningfully to the teams and products I’m part of.
Finally, what excites you most about the future of technology in Africa, and how do you hope to contribute to it?
What excites me is the potential. We have a young population, a growing digital infrastructure, and an appetite for innovation. I see technology not just as an industry, but as a tool for transformation, from education and health to finance and governance. My hope is to keep playing a role in making that transformation thoughtful and inclusive. Whether as an analyst, mentor, or future founder, I want my work to contribute to a more empowered and connected Africa.
