Women & Money is a monthly PiggyVest series that explores the relationship between real Nigerian women and money. This series sheds light on money, career and business from a female perspective.

For this month’s episode of Women & Money, we spoke to Adebukola Ajayi, a 25-year-old content executive living in Lagos. In this conversation with PiggyVest, she discusses the root of her love for philanthropy, discovering a passion for content marketing and teaching herself the value of saving money.

Do you recall your introduction to money growing up?

My parents are accountants, so I was used to handling money quite early. My mum would hand us cash to count and confirm the exact amount. My background was what I’d call “comfortable,” so when I started to spend money, I didn’t think to haggle. I would just pay any price the vendor mentioned. My parents, especially my dad, had to enlighten me about how prices are fixed for goods; just because something is priced at ₦2,000 doesn’t mean you have to buy it at ₦2,000. There is always room for negotiation. 

I was also privileged to have parents who supported our passions as children. If I wanted to learn a new skill, my parents would support me financially. But as we grew older, they suggested we work for our money. Entering secondary school, I already knew how to work with a budget — there was no room for “My pocket money has finished.” I had to make do with the provisions and pocket money they gave me for the term.

Who better to teach you money management than your accountant parents?

Exactly. Going to boarding school made me independent in a way, as I had to make decisions for myself. Some students set up small businesses to make money; I thought it was smart and fascinating, but it wasn’t my passion, so I didn’t take that path. My orientation was more to be content and manage what I had — except there was a pressing need, and I had to call home for money. And if I wanted money for fun, I had to save it from my pocket money.

How did this orientation impact how you interacted with money as an adult?

It was mostly the same thing when I entered the university. My parents would give me a set amount, say ₦40,000, to last a specific period. But I could also call home when I needed money for an urgent need. Soon enough, my dad got tired of us always needing “help,” so it made us ask less.

I’ve also learnt over time that I don’t have the best money habits. I never saved money unless it was towards something, like an expense or purchase I wanted to make. My books, school fees, and accommodation were all paid for, so it wasn’t until my final year came with all the levies, hangouts, dinners and other activities that I realised I needed extra money.

So I decided to get a job. But I didn’t have anything I was passionate about doing then. I had been focused on my studies all the while. So, all I could do was apply for jobs. I was eventually offered a remote role as an influencer outreach executive for a hair brand.

What did the role entail?

My job was to scour the internet to determine the strength of an influencer’s audience and traffic to gauge how much profit we could make from collaborating. I earned ₦30,000, but I was working to have extra cash to spend, not because I wanted to start saving money.

Fair enough. Was this when you decided to go into content marketing?

It pointed me in that direction. At this job, I created social media posts and wrote several articles. And even before then, I was interested in writing and content creation. In university, I studied mass communication and did many projects that involved writing for news and TV, recording events, or scriptwriting. But this job showed me that there was more to creating content, so I decided to explore more opportunities in this field. 

It meant I had to pivot to grow in my career and earn more. I juggled my job with NYSC, which was also during the lockdown, so I had a little flexibility. After spending two years at that company, I realised I was no longer gaining any value except insights on becoming an entrepreneur, which wasn’t my thing. So, I decided to apply for a job at a marketing agency. I sent a DM and was offered a social media manager role in 2021.

After a while, the marketing agency decided to switch to PR. It was already exhausting enough to deal with multiple clients, and luckily, I saw a job opening at Simpu in December of 2022 and decided to give it a shot. My experience liaising with customers also came in handy in this new role. 

What have you learned on the journey so far? 

I’ve learned that we tend to push ourselves a bit too hard. When I stumble on the things others have written while doing research for my work, I find myself comparing my work to theirs and feeling not good enough. 

One day, I decided to study the profile of a person whose work I enjoyed and found out they had ten years of experience. From then on, I learned to give myself grace, enjoy the process, and focus on learning as I grew. 

Many creatives can relate to this. So, what do you do in your current role? 

Content strategy. I also write blog and social media content. 

What does career growth look like for you?

Learning. I will either get a master’s degree, do a product marketing course, or both. There’s so much to know, and I’m excited about the wealth of knowledge I’ve yet to unlock. As for my career, I’m pretty spontaneous; I like to switch things up, so one part of me wants to stay on this path, and the other wants to start an online publication. I’ll probably just do both. 

Are there any gender-specific challenges you’ve faced during your career journey?

Yes. Mansplaining. Precisely when the things I say are not taken seriously until they come out of a man’s mouth. As creatives, we’re supposed to ideate together, right? But somehow, their opinions often override mine. And while that’s mostly fine, I have to execute it and take the blame when things don’t go as planned. It’s a tough spot to be in.

But I’ve learnt, again, to insist when it matters, to put my foot down in cases where it may affect my deliverables, and to ask why I should choose their method over mine. After all, the important thing is getting the desired result.

Word. Let’s talk about money for a bit. What does financial freedom mean to you? 

To me, it means being able to pay twice. And the privilege of a stress-free life. 

As someone who is also passionate about humanitarian causes, financial freedom also means having the financial capability to execute or support important projects that I believe in. I believe I have a responsibility to society to help out in one way or the other, and I will be financially free when I can easily accomplish this.

And how are you working to attain this? 

I’m doing my best. [Laughs]. But the truth is I don’t think I can attain financial freedom by just being a career person. There is more to be done. But on the plus side, I have started taking saving seriously. I now save just because, for emergencies, rainy-day funds, whatever you call it. 

Love to hear it! Are you good with money?

I’m definitely not good with money. I say no because I’m never able to track my expenses. I love eating out, sales and discounts, but I’m working on getting better.

What’s your favourite purchase you’ve made?

I’ll say my gadgets. Phones, laptops, my tripod, and lights — all stuff that I use for work. A few courses as well. 

All very reasonable. What about any money mistakes?

No major mistakes. But I’ve had slight discrepancies in my orders here and there. Nothing crazy.

What advice did you receive that changed your outlook on life?

Not advice per se. My mum is a giver. She taught me that there are people who need some of the things that I have in abundance, and so she instilled in me the value of generosity. It might seem illogical, but I believe the more I give, the more I receive. God has given me this money, but it doesn’t belong to me alone, so a certain percentage goes into helping people. And living by this principle works for me. 

That’s an impressive outlook to have. Are there things you wish you knew when you were younger? 

Yes! I wish I was taught how to save and the value of saving money. Sure, I was told to save, but nobody told me the importance of setting aside, say ₦100 out of every ₦1,000. Now, saving is really tough for me, but adulthood has taught me the essence of having money to be secure. 

Would you like to share any career advice for aspiring content marketers/creators?

Find out what your biggest strength is and leverage it. Marketing is very broad: content, social media, product, and more. You want to pick the one that suits your skillset and then learn how to be the best. In learning to be the best, you will find out that even your “average” output is great work because you’re exceptional on your best day. 

For example, when working on a campaign, I like to come up with multiple ideas. When it’s time to execute, I have a well of ideas from which I can pick the best.

Another thing is not to feel intimidated by others. Your experience and knowledge are unique and important. Don’t be afraid to speak up, but only when you want to. As a woman, you might feel the pressure to prove you’re worthy of being in the room, but as long as you know your onions, feel free to speak when you have something to say, not out of compulsion.