On this episode of My Tech Story Africa, we sit down with Brian Abel, Head of Growth at Welcome Tomorrow, to explore his journey in the tech marketing landscape across Africa.
Brian shares his unexpected path from aspiring accountant to becoming a leader in growth marketing, highlighting how his experience with global brands like Twitter, Snapchat, Spotify, and TikTok at Aleph (formerly Adynamo) shaped his approach to bringing world-class marketing strategies to African businesses.
Brian emphasizes two core principles that fueled his rapid career advancement: an unwavering work ethic and a perpetual beginner's mindset. "The ultimate seduction in life should be your work," he shares, explaining how this philosophy helped him rise to leadership positions by his mid-twenties. His willingness to pivot, learn, and unlearn has been instrumental in navigating the evolving digital marketing landscape.
At Welcome Tomorrow, Brian and his team focus on three key pillars: data and measurement, performance marketing, and content strategy. They specialize in localizing advanced growth marketing techniques for ambitious African brands, helping them build robust measurement frameworks and leverage first-party data while ensuring the solutions match each client's digital maturity.
Their unique approach combines creative strategy with data science, moving beyond traditional "madman era" advertising to deliver measurable results.
Looking toward the future of marketing in Africa, Brian highlights the continent's growing digital adoption and the rapid shift from traditional to digital advertising.
He sees tremendous opportunities for tech marketers who can bridge marketing knowledge with technical expertise, particularly in building and implementing appropriate tech stacks for businesses at various stages of growth.
His advice to aspiring tech marketers? "Invest in yourself so that when you decide to get into the market, you're buyable." Brian encourages continuous learning through certifications and training to stay ahead in a rapidly evolving field where understanding when and how to implement new technologies is just as important as knowing how to use them.
To keep up with Brian's journey, check out his LinkedIn: https://www.linkedin.com/in/brian-abel
Check out Welcome Tomorrow:https://welcometomorrow.io/
00:00 Intro
01:29 Meet Brian Abel
02:55 Journey into Marketing
12:57 Welcome Tomorrow vs Aleph
14:00 What does Welcome Tomorrow do
16:00 How to build a winning AD
17:25 Tech Marketing
21:27 Can you measure the Impact of PR
27:26 Predictions on Tech Marketing
29:00 Brian's Final thoughts
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