Fiona Odumosu is a wife, Mom to Kian, 8, and Kara, 3, and a marketer on a mission to bring purpose to the forefront. Born and raised in Dublin, Ireland, Odumosu left Ireland in 1999 to study Journalism at Columbia College, Chicago. Odumosu has worked in marketing for a large fitness retailer, global financial services organization and most recently as a digital marketing account manager for an agency in Naperville, Illinois. Odumosu also attended Roosevelt University where she received her Master’s degree in Integrated Marketing Communications.
The Fifth P of Marketing
1. What is your passion/dream for your work/business?
As a Nigerian Irish woman, at the age of 12 I had a life-changing vacation to my father’s home country of Nigeria. While there, I witnessed a sharp divide between poverty and wealth, seeing the painful effects of malnutrition on young children. These images of large-bellied children were burned in my memory, and I made a secret promise to myself to make a difference for people in need in my future career. Fast forward many years, and I have since become a passionate advocate who believes Purpose is the fifth p of marketing principles. Cause marketing is a personal mission of mine and I’ve had the chance to create partnership CSR campaigns with organizations such as Soles4Souls, charity:water; St. Jude Children’s Research Hospital and Pencils of Promise.
2. How has your passion translated into your mission for your work/business?
As a marketer, the principles of product, price, place and promotion help guide all company business and communication objectives. I’ve also incorporated the principle of purpose as a way for companies to humanize their brand and make a compassionate contribution to society. This passion drives me to consistently ask how brands can bring purpose to a marketing plan that is authentic and makes a meaningful difference for causes, consumers and employees.
3. As a mompreneur what challenges do you or have you faced that you feel have slowed your progress or hold you back currently in your business?
One of the biggest challenges I faced early on was building the confidence to know that when I have balance in my working life I am a better employee and Mom. This means knowing that when I am in the office I am committed and focused on my work goals; however, when I leave the office I focus solely on my family and their needs. I have a personal rule to not check emails in my children’s presence and leaving the office on time is a priority that makes me focus and maximize my daily activities. Work will always be there but you cannot get the time back to be fully present in your children’s life.
4. How does fear of failure/success factor into your progress towards living out your mission?
Purpose driving marketing is such a powerful way to affect change. I participated in a volunteer shoe distribution, providing shoes at a homeless shelter. One homeless man needed a specific pair of shoes for a job interview. This simple gift of shoes was the difference between this man getting a job to break the cycle of poverty, or staying stuck in his situation. Failure to me is not maximizing the opportunity to do good when possible. Profits and purpose drives me to bring the added-value of cause marketing as a business goal.
5. How do you see the tech/digital environment factor into your progress? Or have you thought about how it could serve you in your business?
Digital marketing has allowed more nonprofit organizations to reach and show meaningful impact for their social imprint. This type of digital transparency to show exactly where donors funds are allocated is one example of the future of cause marketing. Charity:water does this so well through their online presence, and this is the future of building trust for the nonprofit industry. By building on this this digital conversation through interactive websites and social channels with consumers and donors, business and nonprofits can create authentic storytelling to showcase the impact of consumers’ trust for future local and global change.