EXMAN Women Urge Strategic Positioning, Stronger Voices
Women in Experiential Marketing under the umbrella of the Experiential Marketers Association of Nigeria (EXMAN) have renewed their call for women in the marketing communications industry to strategically position themselves for greater influence and impact.
The message resonated strongly at a special women’s hangout hosted in Ikeja over the weekend. The gathering, themed “This is Her Stage: Amplify Her Voice,” brought together female professionals across the marketing ecosystem to reflect on career growth, mentorship, and the need for stronger representation of women in leadership roles within experiential marketing.
President of the Experiential Marketers Association of Nigeria, Tolulope Medebem, encouraged women within the industry to take advantage of platforms that promote inclusion and leadership development. According to her, the increasing presence and participation of women within EXMAN signals progress toward a more balanced industry.
“Seeing more of you in EXMAN means my work is done. Work-life balance is important. Take care of yourself. Outsource certain duties where necessary to afford yourself the time to rejuvenate and focus on your priorities,” she said.
She also highlighted the importance of maintaining work-life balance, advising women to prioritize their wellbeing and consider delegating or outsourcing certain responsibilities in order to focus on what truly matters.
Event Organising Lead, Nana Milangrosa, reminded participants that experiential marketing goes beyond campaign briefs and on-ground activations. She explained that the discipline also involves a critical business component, including strategy, commercial understanding, and leadership capabilities, areas she noted have historically been less accessible to many women.
“Experiential marketing is beyond the briefs or running around; there is a business part of it. That is knowledge that is often kept from you. That is why we are here. It is about building communities and safe spaces. We have so much to give, but we are not strategic enough. Position yourself to be an impact maker in the business,” she said.
According to her, initiatives like the hangout are designed to build communities and safe spaces where women can exchange knowledge, support one another, and develop the strategic mindset required to become impact-driven professionals.
Also speaking at the event, Agnes Ailuelohia urged women to be audacious and persistent in pursuing their ambitions. She stressed that tenacity and courage are essential qualities for women seeking to make their voices heard in competitive professional environments.
“Make sure your voice is heard. Tenacity and audacity are imperative if you want to thrive and make impact in this industry,” she stated
Speakers at the event urged women not to retreat into silence or invisibility, particularly in spaces where they may be the only female voice. Instead, participants were encouraged to step forward with confidence, competence, and clarity of purpose.
While advocating for women to speak up, industry leaders emphasized that professional competence and continuous capacity building remain critical to achieving lasting impact. The forum therefore underscored mentorship, knowledge sharing, and community building as essential tools for empowering women in the sector.
Sharing experiences from their careers, several female executives noted that women had historically been silenced or sidelined in professional spaces, limiting the full expression and utilization of their potential. They stressed that deliberate efforts are required to dismantle such barriers and create opportunities for women to thrive.
Beyond the thought-provoking discussions, the event featured interactive sessions, including question-and-answer segments and networking activities that fostered deeper engagement among participants.
The gathering attracted several high-profile women across the marketing communications landscape, including Brenda Nwagwu, Vice President of the Media Independent Practitioners Association of Nigeria; Oluwaseyi Layade, Chairperson of Women in Advertising; and Adeola Odesanya, Coordinator and Chairperson of the Women in Out-of-Home Advertising Network (WOHAN), among others.
Participants agreed that continued collaboration, mentorship, and strategic positioning would be essential in ensuring that more women rise to positions of influence within the experiential marketing and broader marketing communications industry.
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