—Throughout Black History Month, The Message will be sharing short profiles of Black professionals from across the industry: marketing, advertising, PR, media, and production. Written by POCAM members, the profiles are a way to “fight invisibility,” an exercise in representation for an industry where representation must get better—
Ibukun Adeleye is a brand strategist at Saatchi & Saatchi and a photographer at IBKA Studio. Before delving into advertising, she pursued a degree in Architecture at the University of Toronto, with an additional focus on Human Geography and Urban Planning. It was during her undergraduate years that she honed her skills in design with people in mind, a principle that continues to guide her approach to strategy.
After graduation, Adeleye embarked on a multifaceted career path, spending two years in marketing where she gained valuable experience in content and email marketing, paid advertising, and event programming. However, her true calling lay in brand strategy, where she found the perfect blend of creativity and analytical thinking.
Thanks to black-led mentorship initiatives such as AllthingsAd, imdoingit and Obsidi, Adeleye was able to connect with BIPOC industry professionals like Zemina Moosa and Baaba Hughes who've shed light on her path. She encourages young black talent to document and share their wins (big or small) and to find a way to express their voice. She knows how tough it is to break into strategy after school and is always happy to chat about her experiences - what worked and what didn’t. These mentors not only shared their wisdom and insights but also served as beacons of inspiration, illuminating her path towards success.
Mentorship, she emphasizes, is a two-way street—both mentors and mentees benefit from the exchange of knowledge, experience, and perspectives.
One of the initial concerns Adeleye faced was whether she could deepen her strategy skills without compromising her creative side. However, she soon discovered that the two aspects complemented each other, leading to new and exciting opportunities which included exploring her passion for photography, literature, and exploring the intersections of art, work, and well-being.
For young Black talent aspiring to break into the industry, Adeleye offers this advice: document and share your wins, no matter how big or small. Your voice matters, and expressing it authentically is key to making an impact.
She understands the challenges of entering the world of strategy post-graduation and is always willing to share her experiences, the successes, and the setbacks, offering invaluable insights to those following in her footsteps.
This POCAM #BHM 2024 profile was written by Joycelyn David, owner and CEO of AVCommunications and member of the POCAM board and steering committee.
Rose Napoléon is a freelance marketing and communications consultant, whose passion for this industry is driven by its power to shape culture.
Napoléon is a Montrealer born and raised who is dedicated to supporting women entrepreneurs with their marketing needs on their unique and personal paths to achieving their dreams. Working with female solopreneurs at a critical phase in their business journey, she focuses on helping them define their positioning, understand strategic approaches and develop visibility so they can independently navigate the marketing world. “What truly ignites my passion is creating personalized offerings and guiding my clients on their journey. No two days are ever the same. I find joy in empowering women to take action and pursue their vision with alignment.”
While her path hasn't always been easy, Napoléon says she has been fortunate to have incredible mentors and colleagues who have guided her along the way. “My natural curiosity and enthusiasm have allowed me to connect with a diverse range of individuals in the industry, including freelancers and agency professionals,” she said. “I have had the privilege of being mentored by inspiring BIPOC individuals such as Dorothy Alexandre, a communication consultant, Melanie Piard, a brand director, and Aicha Diallo, an Account Director at Rethink.”
Looking at her career – then and now – Napoléon is thankful. “Every new client and project is an exciting opportunity for me, and I cherish the chance to learn from experienced professionals. I am grateful that my journey in marketing has been free from microaggressions, as I have had the privilege of working among open-minded individuals,” she said.
Her advice to young Black talent who want to get into the communications industry: “Embrace training opportunities, seek out a serious mentor, and persistently network to expand your professional circles.” Impactful advice when combined with Napoléon’s personal motto of "if you never try, you will never know." “It reflects my belief in taking chances and pushing boundaries to explore new possibilities,” she said.
This POCAM BHM 2024 profile was written by Natalie Bomberry, VP, operations at Pilot PMR and member of the POCAM board and steering committee.
