Op-Ed

Taye Paul Olubayo: Ode to the Brand Strategist steadily revolutionizing the face of Digital Media in Africa

Byhvzclarence

PublishedSeptember 4, 2019

There are two types of people who will tell you cannot make a difference in this world: those who are afraid to try and those who are afraid you will succeed.
– Ray Goforth

In a world prevalent with Fake News, half truths and complete lies, it is refreshing encountering, a vibrant, focused and dedicated young man, who, despite all odds, continues to rise above all the noise charting a path for himself.

My first encounter with Taye Paul Olubayo, the self-acclaimed UNILAG EFIWE, must have been sometime between 2014 and 2015. He just got out of a meeting with the Business Development Manager at that time, of Hellofood Nigeria (now Jumia Food).

As they were just finding their feet in the Nigerian space, Hellofood, being the first company to introduce food ordering services on a commercial scale in Nigeria, Taye had gone in to pitch the operation #InvadeYaba to the Hellofood team.

His tactics were simple – as the company’s office was set up in Yaba; Yaba being the tech nerve centre of Lagos and also home to three higher institutions of learning (University of Lagos, Yabatech and FCE Akoka), it was only wise to, in his words, “invade Yaba” letting students and staff of tech companies around the environs know that from the comfort of their offices and hostels, they could have delicious meals delivered to them within 15minutes.

He had rightly postulated getting a grip hold of Yaba, would have a ripple effect on other areas in the state. He further argued that the company focus on starting big and expanding as opposed to trying to take over the entire state in one swoop.

He did eventually get the contract to execute the project. But that’s not even the beauty of the story, as at that time all this was happening, Taye was only just a Youth Corper serving in some remote town in Ibadan!

I have since followed closely, and with keen interest, his activities since then. Loosing his dad in December 1999 and mum in January 2003 didn’t stop him from bagging his Degree in Philosophy from the University of Lagos.

As a lover of trailblazers, who follows with keen interest, their professional life, Taye has worked as an HR Analyst with a firm in Lekki, another e-commerce company in Yaba, Lagos and was a Consultant for a company that helped connect internet users to handymen and artisans anywhere in Nigeria.

He later then pitched his tent with 5ive Music Group and then Chocolate City Music where he handles all digital, strategic and social media communications.

Taye is someone passionate about governance in Africa and has done brand consultancy for Osun, Kwara, Niger, Gombe, Zamfara, Lagos, Ogun and Edo state governments.

Very recently also, he was:
1. Member, Sanwoolu Independent Campaign Group’s Digital team
2. Member, Strategic Communications team, Buhari Campaign Organization headed by Barr. Festus Keyanmo
3. Head, Digital Content, Prof. Yemi Osinbajo’s Campaign Organization
4. Head, Content and Strategy, Buhari New Media Centre, Lagos state.
5. Digital Project Coordinator, Ajibola Basiru Campaign Organization (Osun Central Senatorial District)

On the flipside, and away from the murky waters of political strategizing, Taye has had in hands involved in corporate projects for Mara Mentor, Slot Limited, Autofactor Nigeria and Lagos State Waterways Authority (LASWA), Microsoft Nigeria and a few others.

Little wonder in years 2014, 2015 and 2016 when Forbes, Wall Street Journal and New York Times Magazine did a list of Top 100 Global Social Media Personalities to follow on Twitter, yearly, he made the list.

He is also the current Vice President, Digital Media Practitioners of Nigeria which is a further proof of how far he has grown since my encounter with him as Corper.

Going by our last conversation where we spoke extensively about his plans and projects for the future, it is safe to say Africa needs more bright minds like him; those passionate about improving our image and at the same time making their impacts.

Aisosa Okundaye is PR Expert and writes from Lagos Nigeria.