Aderayo Adesokan shapes how Moniepoint is seen and understood, leading its brand and communications across markets. She manages external messaging, campaign production, global experiential activations, and corporate brand perception, ensuring consistency in how the company presents itself. With experience spanning banking, finance, FMCG, BNPL, insure-tech and entertainment, she focuses on narratives that reflect business priorities and connect with key audiences. She works closely with senior leadership to align communication with strategy, ensuring Moniepoint’s presence remains clear and trusted as it serves over 10 million businesses and individuals in its ecosystem.
If you were explaining your work to a 5-year-old, how would you describe what you do?
I’d say I’m like Blossom from the Powerpuff Girls – the one who keeps things organised and makes sure everyone’s doing what needs to be done. It’s a bit like being a headgirl for a school, making sure everything’s in order, representing the school in the best way, and ensuring the students are updated with the latest news. And being organised, making sure everyone is on the same page, and ensuring everything runs smoothly. And of course, I try to keep it relatable and impactful.
How did you transition from working on digital strategies to leading communications for Moniepoint, one of Africa’s fastest-growing brands?
I spent a lot of time in creative advertising, working with transformative technologies like augmented and virtual reality, helping big brands communicate in innovative ways. But I found myself wanting to focus more deeply, rather than hopping between industries. I realised my strength was in strategic thinking, ideation, and project management. After researching the tech space, I saw a great fit for my skills in roles like digital communications. When a role at Moniepoint opened up, I knew it was the right opportunity. Fast forward, here I am, leading brand and communications for one of Africa’s rapidly growing financial brands, and I don’t regret the decision for a second.
What does it take to build a brand presence that not only stands out but also resonates globally in such a competitive tech landscape?
It takes grit, intentionality and clarity. When I joined Moniepoint, we had almost no digital presence, so I had to build it from the ground up. The key was creating storytelling that resonated locally while also being globally recognised. Had to hack showing trust, impact, and connecting with real people. From the start, we knew we were shaping something bigger than just a payment system or financial solutions. It was purposefully creating value that felt genuine and belonged in people’s lives. It’s not always easy, and it takes persistence, but with the right direction and consistency, people will notice.
You’ve worked on strategic communications that attracted investor interest in startups. What’s your approach to crafting messaging that inspires trust?
It’s two words for me, impact and relatability. Investors want to see the value in what you’re doing, but also want to feel a connection to the brand and its journey. Crafting a message that shows how your product or service can make a difference and speak to real needs is super crucial. Of course numbers are important, but at the heart of it, investors want to know that the brand aligns with their values and has a clear, positive impact. There is a lot of critical thinking that goes into weaving even a sentence or a report to align with specific messages to a certain audience.
Storytelling is central to your work. How do you balance the need for compelling narratives with driving measurable business results?
Everything we do has to be measurable (Let’s not do things for vibes or because it’s cool). I’m fortunate to work with amazing colleagues like Tosin and Didi at Moniepoint, who have helped me refine the art of data-driven decision-making. We don’t create content just for the sake of it – I may sound like a broken record to people cause this is my mantra. Each story has a purpose. Each piece of communication, be it digital, a campaign, hard paper, or whatever, has to have a purpose or something you want people to take out that falls within the context of the business direction at the time cause we yield the perception. I always ask, and it’s embedded in my subconscious: Why are we telling this story? How does it connect with the brand and the audience? Does the data support it? In the end, it’s not just great storytelling; it’s important to align that storytelling with the company’s broader goals and making sure we can measure its impact.
What’s the biggest lesson you’ve learned about shaping a company’s public perception, and how has it shaped your career?
“Thank you very much for that question” *breaths in* … my biggest lesson- is it takes time to knock a narrative into people’s heads – I know that sounds a bit rough. So many theories tell you the what and the hows, but not how important it is to be a brand that people see themselves in. Experiences are great but ensuring your audience can relate to the brand’s journey. This has shaped my approach to communications, teaching me to be patient and deliberate. The longer you nurture a narrative, the more people will connect with it. It’s not always instant, but with consistency, people begin to see themselves in your brand story.
What advice would you give someone starting out in communications who wants to follow a similar career path?
Find what you’re truly good at and build on it. Communications is vast, and there are many paths to take. Start by focusing on what sets you apart, then think globally while staying locally relevant. Don’t be afraid to try new things, and remember that there are no bad ideas- only bad execution. Make sure you’re always learning, and don’t limit yourself to the boundaries of your current environment. The world is wide open.
What excites you the most about the future of communications, especially in the African tech space?
What excites me most is seeing products built for local markets in Nigeria and other parts of Africa grow into global products while still owning their narrative. There’s a lot of potential for African tech to create real solutions for real problems. The challenge will be maintaining that authenticity as the products scale, but the opportunity to show the world what we can do is what keeps me excited about the future. And I’m grateful to be a part of the people shaping that.
