Building Financial Bridges: Insights from Omolara Dada

Omolara Dada, Senior Product Marketing Manager at Busha, a Nigerian digital asset exchange, is building the business-to-business (B2B) marketing function from the ground up. With over six years in African fintech, her experience spans Anchor and Earnipay, where she focused on go-to-market strategy for financial products.

The intersection of complex finance and clear communication defines Dada’s work. She explains her role as helping people discover useful solutions they didn’t know existed—ensuring businesses understand how Busha helps them move money safely and efficiently.

The Trust Challenge in Nigerian Fintech

Dada highlights trust as the biggest operational hurdle: “You’re asking businesses to move their money through a new system, which requires proving credibility beyond just having a good product.” This emphasis on reliability is crucial given past experiences with financial platforms and Nigeria’s economic volatility.

Dada notes that marketing digital assets shares fundamental similarities with traditional fintech—both require building trust while facilitating money movement. However, key differences emerge:

  • Education: With crypto, marketers often need to explain the entire category before promoting specific products
  • Regulation & Perception: The evolving regulatory landscape and public skepticism add complexity compared to established financial systems

Dada’s approach involves separating genuine infrastructure solutions from speculative hype—focusing on the real utility digital assets offer businesses.

Key Takeaways for Professionals

Beyond her work at Busha, Dada coaches professionals in salary negotiation and career development. She advises:

  • Don’t accept first offers: Research industry benchmarks and advocate for your worth—your silence is essentially leaving money on the table
  • Focus on value: Frame requests based on what you bring to the company rather than personal need
  • Continuous learning: Expand beyond your comfort zone, whether it’s data analytics or new technologies