Vivienne Odofin-Daniel is redefining marketing and business strategy in Nigeria — blending storytelling and cultural insight to build brands that truly connect to the Nigerian consumers.
In a country where entrepreneurship is both a necessity and a calling, Vivienne Odofin-Daniel stands out. Not just for her success, but for the way she redefines what it means to build with purpose. Her story is one of business acumen, grit, values, and vision. From shaping global brand strategies that speak directly to the Nigerian consumer to nurturing large companies. Vivienne offers rare insight into what it takes to lead, innovate, and create meaningful impact. It’s no wonder that Shefa Ink, the company she founded, is one of the forerunners of marketing, business and brand strategies in Nigeria.
In this edition of #MCNWorkLife, we spoke with Vivienne Odofin-Daniel about how she built her business from the ground up to achieve success, working with clients such as Gucci, L’Oréal, Dolce & Gabbana, Shea Moisture, and Revlon. Whether you’re building a brand, navigating a career switch, or simply looking for inspiration — you’ll want to read her story.
What was the first job you had?
I was my father’s unofficial business strategist. He often ran ideas by me. As a clinical pharmacist, he operated both a pharmacy and a lab. He managed government contracts for setting up hospitals and clinical solutions across the country. Whenever he had an investment idea, he would ask for my opinion, and if he secured the contract, he would give me a small stipend as a reward. That was my first unofficial job as a child. But officially, my first paid job was when I was 15. I worked with Elizabeth R events, an event company by the Late Ibidunni Ighodalo. At the time, she was creating a new experience for handling events, hosting experiences and celebrations in Lagos. She called us hostesses, and we would be in charge of coordination, ensuring that everything was on schedule.
What did you learn from working for your father at an early age?
One thing I learnt is confidence in myself. I will always appreciate that he made me feel like my opinion had value that could be rewarded. I got critical thinking from those experiences. It helped me understand the concept of responsibility. I also realised that my opinions were trustworthy and valued. This realisation was crucial in shaping my formative years.
Growing up, what did you dream of becoming?
All my life, I had always said I was going to be a lawyer because I was told I was going to be a lawyer. My dad was very strict; he was an Igbo man with four daughters. I knew that he wanted all of us to be professionals. So, I actually pursued law for 10 years. I got into law school and passed the bar. I was very intentional in making him proud, going through law school and seeing exactly what it was like. I’m thankful that I did that because it gives me a certain kind of discipline and even helps me in deciphering contracts.
What was your experience like switching from law to enrolling in the Brand and Idea Management program at Orange Academy?
It was quite a shocking experience. Coming straight from law school, I was used to statutes, precedents and an entire constitution and book of rules to follow. So, enrolling at the Orange Academy, where they are not streamlining you by any rules, was very exciting. There was so much to absorb. It was humbling transitioning from strict to creative rules. It was a great experience, and a great foundation for me.
What sparked your interest in marketing and strategy?
After graduating from law school, I realised that I wanted to pursue a professional career similar to what I was doing for my father. I have always had an innate ability to identify business opportunities and understand how they should be positioned in the market.
My goal was to be able to capture the essence and stories of businesses. Why do people want to go into businesses in the first place? Why do people want to build brands? What is the brand saying? How do you relate to the people you want to target? Why would people listen to you? At that time, I didn’t have the language yet to understand that this was marketing and business strategy. But I knew that there was a place for brand storytelling, and I knew without any shadow of a doubt that I was going to do it.
What inspired you to start Shefa Ink? What gap did you see in the market that you felt compelled to fill?
I officially started Shefa Ink in 2016. Then, I had been working with several global brands in my previous employment. Most of the brands I knew wanted a presence in Africa. I realised that most people were pushing and pitching for launches in Africa to be in South Africa. Yet, we were the ones in Nigeria who were pulling the numbers. I had access to data, and I kept wondering why there were not enough brand narratives directed at the Nigerian consumer.
There was always a disconnect in communication that was localised to the average Nigerian. I had to fight for the Nigerian market 10 times harder than the person representing South Africa.
We are very consumer-conscious, but most importantly, very culturally informed on market entry strategies for global brands to enter Nigeria. We started with fragrances, beauty and skin care, which kicked off our journey into an entire genre of brand management, and we’ve been at it for almost a decade.
What has changed about the Nigerian market compared to when you first started?
There have been numerous changes in the industry. Now, it’s a legit job. You can say you are working in brand management, and people will understand. Then, a lot of people didn’t understand what it entailed. We’ve come a long way. Now, we have campaigns that are created and crafted for the Nigerian consumer and for the Nigerian society. We also have local influencers working for global brands.
Our agency created precedents and narratives by being brave enough to say we should do this — I think our market deserves this. Every time I see campaigns that target Nigerians telling Nigerian stories, influencers working for global brands professionally, it gives me immense joy. It’s amazing seeing brands coming into Nigeria and engaging the Nigerian consumer through experiences. Those were actions we took in the beginning that seemed like a leap of faith.
It’s immensely fulfilling to see this happen. It reassures me that I wasn’t unrealistic— it really was possible. It reminds me to always try, because you never know; even the smallest spark could be shaping culture.
How do you approach understanding what truly drives people’s choices, especially within the Nigerian market?
I always say, “Culture will eat strategy for breakfast any day.” Even the most reliable strategy will fail if it doesn’t align with the culture of the markets we’re entering. This has always been a huge guide, understanding that culture plays a great role in ensuring that your audience understands your brand. It’s important that people can find a place for your brand in their daily lives. If they don’t find a way to need you, if you don’t mean something to them, it will never translate to trade.
Understanding how Nigerians think and what they want will help shape the growth of a brand. Being able to sit down and articulate who your demographic is key.
The analogy I always use with my team is that real work is like baking a cake, mixing the dough and knowing the kind of flour to use.. I always remind them not to get so excited about the fireworks and the sparklers on the cake. Our work here is to ensure the quality of the flour, butter and all the ingredients.
We strip the market bare to find out how your brand fits into the entire puzzle and the complexity of the Nigerian consumer. We have to create value. Sometimes the consumer does not know what they want until they feel something. There’s also a whole process of appreciating and giving reverence to culture, as well as respect to the consumer. This is what makes a successful brand campaign.
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How do you deal with the oversaturated business space?
I have a complicated relationship with digital communication, not just because I am a millennial. We have a responsibility to our clients and consumers to engage in ethical digital communication. It is such a powerful tool and can also be a weapon. You have to do a check and balance on the best use of digital, and then ensure that every campaign brings some sort of substance.
Even with the advent of AI, I believe we should hold ourselves to a higher standard of responsibility in terms of tone and communication. We have the opportunity to use AI as an incredible and impactful tool.
You’re a CEO and also a mum — how do you navigate the balance between your professional responsibilities?
There is no balance. I just give myself grace, taking each day as it comes, showing up, not just in presence, but in mind and in thought,
It’s a juggle every day, some days you will fail and some days you will do so well. When it’s amazing, I celebrate and I bask in it; when it’s not, I say, I’ll do better. I ask for help. I’ve learnt how to ask for help and be able to receive that help.
There may be no balance, but there is intention, and there is a constant reason to show up relentlessly every day. I think for me, that is how I can say I’ve been able to navigate this. I just know I have to show up. And when you show up, you figure out what you’re not doing well and you get better at it.
With the marketing landscape constantly evolving, how do you stay creatively inspired and avoid burnout?
I am a Nigerian woman who works in Lagos. In the morning, the air has a little bit of burnout in it once you wake up. Lagos will suck you dry if you let it.
Life has shown me that I cannot pour from an empty cup, and I cannot create without inspiration. I’ve been able to learn how to regulate myself. Once that light starts to flicker within me, I pause. I stop driving and feed my spirit.
I’ve also learnt to pour into myself, and I know when I need to be alone. Sometimes I just need a new environment to see things with a different eye. Travel means a lot to me in these moments because I can rest and experience culture that inspires me. I make sure not to push myself till I crash, and I understand when it gets to that point.
Has your identity — culturally, as a mother, and a woman — influenced the way you lead or the kind of clients and projects you’re drawn to?
Yes, I was speaking with a friend at dinner two days ago and mentioned that there is a new sense of responsibility that comes with how you handle brands as a mother. As a mother, you are nurturing them. You’re more patient with brands; that same concept of care, nurturing and birthing is present in my work. You’re not waiting for instant gratification, and you don’t mind if it’s going to be a one-to-three-year plan, because as a mum, you understand the value of time.
I approach brands with this mindset. I will not push my 11-month-old to do what her older sister can do because I know it’s not possible. The baby has to crawl and take its time to walk. It gives me a more reasonable approach to business growth.
As a mother, I feel a responsibility regarding the brands I choose to work with because I care about the humanity of my consumers. There is nothing I cannot walk away from. I’ve reached a point where I can say this isn’t the right fit for me, as it doesn’t align with my values. I often think about my daughters — would this be something I’d want for them? How would I sleep at night after accepting a certain check? Those questions give me a moral compass and the patience to truly nurture a brand and watch it grow.
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What’s one thing most people misunderstand about marketing or brand strategy — and what would you say to set the record straight?
I think some people see marketing as simply making a lot of noise — believing that the loudest voice automatically has the most impact. But this is not necessarily true, especially in an environment like Nigeria. Some people are quietly doing amazing, impactful work that builds into a lasting legacy. Others, however, equate success with making the most noise — and for them, that noise is the performance metric. Some brands take the approach of “Let’s just do what we can right now to make the most of it.” They believe the end justifies the means, but I disagree. That short-term thinking rarely serves the brand well in the long run. In Nigeria, I believe we need to navigate these choices more thoughtfully and professionally.
You’ve worked with several high-profile clients — what do you think draws such prominent brands to your agency?
I always say that “my work is my business card to the universe.” When I started saying that, I wasn’t even aware of the power of what I was saying. I work from a place of excellence, and it has paid off, because 90% of my clients are referrals. Everything that you have to do, do it amazingly and to the best of your ability. I would never stop trying my best to deliver excellent and impactful work. Somebody is always watching, that’s just the testimony of my life.
I honestly can’t remember the last time I had to pitch or actively seek out work. It has always been a case where I have reached out to provide solutions. Success will always pressure you to turn out even more successful and excellent work. When I started, Nigeria was notorious for its lack of attention to detail and failure to present true excellence. However, excellence has always been my passport into global conversations. It’s what makes people entrust me with their businesses, their dreams, and their brands. I do not take it for granted, and I never want to ever take it for granted. It’s not something that I would boast about, because it still humbles me.
Looking ahead, are there any upcoming projects or collaborations you’re particularly excited about?
We have some amazing projects for the second half of the year for four key brands. It is because of the trust that they have been able to get over the years at Shefa Ink. They are now trusting us to impute more hyperlocal strategies, and this has been one of the greatest joys of my life.
I was so excited the first day I launched my first mall campaign for Gucci in Nigeria. In London, I’d walk through malls and see large-scale animation campaigns — something I had never seen back home. I always wondered why we can’t do that here? So when I finally got approval, the giddiness I felt bringing it to life is the same way I still feel today when creating solutions and experiences for brands.
We’ve come to the place where brands are listening to me more. Getting such strategies approved makes me so happy. Finally, we can focus on the very important people, that’s what I’m very excited about for the rest of the year.
What advice would you give to young women — especially Nigerian women — looking to enter the marketing and strategy space or build their own agencies?
For the Nigerian women who dream of a career in marketing, ask yourself what you want to solve. Be very serious about doing impactful work. Don’t fall for the hype. We can’t all do the same thing, and we can’t all have the same approaches or processes. As long as you stay true to the reason you got into this in the first place, you’ll be doing it from the best place.
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