Scotland’s 40 Under 40
Yekemi Otaru joins 39 other business innovators included in the Scotland’s 40 Under 40 list for 2016. She is Managing Director at YO! Marketing Limited. She is also a second year part-time DBA student with the Department of Marketing at Strathclyde Business School.
On hearing the news, Yekemi noted, “I’m totally honoured to have made the Scotland’s 40 Under 40 list with a host of awesome achievers.”
Before YO! Marketing
Yekemi worked in software-related engineering roles for five years. She then moved into senior marketing roles because she saw an opportunity to translate complex engineering ideas into ideas that senior managers can buy into.
She won several internal awards for her leadership, creativity and passion for sharing knowledge with her peers. Yekemi led strategic marketing for the flexible pipes business at GE, providing customer, competitor and market intelligence which was vital for developing business’ product line strategy.
Yekemi recently became a published author with her first book, ‘The Smart Sceptic’s Guide to Social Media in Organisations’ (Rethink Press 2016). She based the book on research she conducted between 2012 and 2015. She interviewed marketing experts from companies like IBM, Dell, GE, SAS and EMC as part of her research. The result was a three-step framework for implementing social media programmes with employee participation. The book entered Top 100 in five categories on Amazon UK during its launch in February 2016. The book continues to rank well in the Social Networks (Kindle) and Web Marketing (Paperback) category.
Most recently, Yekemi drew on her research into social media to led the implementation of the company’s first employee social media advocacy programme. Starting with 30 employees, the initial pilot was successful. Website traffic increasing by 15% and several sales leads generated just a few weeks into the programme. Plans are in place to roll out the programme to up to 100 employees across all Lloyd’s Register.
Now and The Future
Yekemi is now a B2B marketing consultant, working with mostly with engineering and advanced manufacturing firms.
Along with her Bachelors & Masters degrees in Chemical and Petroleum Engineering, Yekemi has an MBA (Distinction) from Henley Business School, Reading. At the business school, she is researching the conditions for positive market outcomes in digital innovation. She plans to develop an offering to support digital innovation in various industry sector.