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Empowering women in tech: the inspirational journey of Adebola Olomo
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Adebola Olomo champions women in tech and her experience, from Nigeria to Ireland, is a narrative of empowerment and inclusivity where she uses curiosity as her compass.
In the rapidly evolving world of digital marketing and technology, Adebola Olomo shines brightly as a powerful advocate for women in leadership and an agent of change in digital marketing and tech integration. As the founder and CEO of Deefrent Media Agency, she is not only excelling in her field but also uplifting others along the way. Her career path is as rich and diverse as her experiences, tracing a journey from Nigeria to Ireland and inspiring many along the way.
Adebola’s story began in Nigeria, where she was raised in an environment that, she says, encouraged her independence and ambition. Initially pursuing a legal career, she obtained a degree in law but soon realised that the corporate environment was not the right fit for her. “I always thought I would end up in a law office,” she recalls, “but life had other plans.”
The foundation for those “other” plans was potentially laid a few years earlier when she took her first job while she waited to attend law school. “You had a gap when you had to wait for admission to law school, so it was a natural time to work,” she explains. “I almost did not go for the interview because, as I said to my dad, it was an office full of ‘real adults’, serious people doing serious things! I didn’t think I would fit in there. But he encouraged me to do the interview and it meant I started work as a personal assistant for a technology company.
“When I stepped into that office for the first time, I saw a world I didn’t know existed,” she reflects. “It was exciting and intimidating all at once, but I was determined to learn.” She cites her curiosity and willingness to embrace new challenges as factors which enabled her to adapt and thrive. “Being curious was also the reason I got the job. The guy was showing me things on his screen to try to show me what they did and I was asking ‘are you creators for the arts? What is this?’ and he explained that it was a website and I decided, yes, I would work in a website company. That brought me into tech.”
Every woman who rises helps another woman climb. We need to open doors for one another.
Over the years, Adebola went from being a personal assistant to a manager within the same firm, learning the intricacies of the digital landscape. She then moved to South Africa to work with a major telecommunications company. At the time, her husband was still in Nigeria but she knew they could “make it work”.
“That experience was pivotal, travelling across different countries and learning about different markets,” she shares. It was a steep learning curve but one that solidified her belief in the power of technology to drive change. She returned to Nigeria, following another job offer, and a short time later it was her husband who flagged to her that “I turn everything into tech, tech, tech,” she laughs. “I decided to take that as my cue to take advantage of my love for tech and to start my own thing. I made my first hire the next day and that is how I started my first agency.” She went on to grow a thriving agency that designs tailored strategies that drive innovation and efficiency in financial institutions, real estate and the public sector.
Adebola’s career took another major turn seven years ago when her husband accepted a role in Ireland and she decided to move too. The reason? “Our daughter,” she says. “Previously we had worked in different countries but with our daughter, we wanted to be together, and so, I moved too, believing I would easily get a job. The transition was not easy. I had a thriving career in Nigeria, and moving here felt like starting all over again,” she admits. Job hunting was not successful in spite of her impressive skills, passion and CV. “I learned that local experience mattered a lot. Ahead of that, it was hard to even get my foot in the door,” she says.
Pictured, left, Siobhan Noble and Adebola Olomo as part of the IMAGE x PwC Women in Tech series.
Adebola refused to succumb to disappointment and as the job hunt continued, she enrolled in a master’s in marketing at the National College of Ireland (NCI). “I was eager to learn, to adapt and to understand the landscape I was stepping into,” she explains. This decision paid off and allowed her to build a solid network of peers and mentors, fostering essential connections in the country she now calls home.
“It was in those classrooms that I realised how crucial it is for women in tech to support each other,” Olomo says, a sentiment she champions fervently. She emphasises the importance of role models, stating, “Every woman who rises helps another woman climb. We need to open doors for one another.”
After completing her degree and gaining valuable insights into the local business dynamics, she took the bold step of founding her own agency, Deefrent Media Agency. “I did not want to create just another agency. I wanted a space that represents diversity and empowers women,” she says.
Today, Deefrent is headquartered in Ireland with a subsidiary in Nigeria and has grown to include a talented team of 17 professionals. Adebola believes the agency’s strength lies in its diverse portfolio that spans across Africa and Europe. “We specialise in technology adoption for organisations, helping them integrate advanced digital solutions to enhance their operations,” she says.
When you are curious, you seek knowledge, and that opens up opportunities.
But her dedication to inclusivity does not stop within the walls of her agency. As the Director of Communications for Women in AI, she works to amplify the voices of women in technology. “Women in AI is about creating a supportive community where we can learn from and uplift each other,” she explains passionately.
When discussing the challenges women face in tech, she points to the evident need for change. “Up until now, the conversations around women in STEM have been limited. We need to address not only entry but also advancement in these fields,” she explains. She draws on her own experiences to motivate others. “When I first moved to Ireland, I stumbled a lot. I applied for over a hundred jobs and faced many rejections,” she says. “But I learned that frustration can fuel innovation. It pushed me to create Deefrent.”
“Curiosity has always been my compass. When you are curious, you seek knowledge, and that opens up opportunities,” she advises young professionals seeking to navigate the complexities of the tech landscape. Adebola actively promotes curiosity and learning among her interns and team members. “I empower my team to take ownership of their projects, trusting them to lead while providing support when needed,” she explains. She creates an environment that nurtures leadership skills, believing everyone has the potential to lead.
Pictured, right, Ashling Cunningham, Anne Sheehan, Siobhan Noble, Kelly McKillen, Shreya Aggarwal and Adebola Olomo as part of the IMAGE x PwC Women in Tech series.
As she reflects on her journey, Adebola recognises the importance of representation and mentorship. She is committed to creating pathways for women from diverse backgrounds to thrive. “The more we support each other, the stronger we become,” she asserts.
Adebola is optimistic about the future. “Technology and AI present a unique opportunity for us to rethink everything – with inclusivity at the forefront,” she says enthusiastically. She continues to be actively engaged in discussions about how AI can promote diversity, believing that technology must be built for everyone.
As her agency continues to expand, she remains dedicated to nurturing a community that champions diversity and encourages women to claim their rightful place in tech. “Together, we can create a world where every woman confidently claims her space in technology,” she concludes.
This article originally appeared in the IMAGE Autumn 2024 issue.
The “Women in Tech” series, sponsored by PwC, spotlights seven inspiring leaders who have carved out remarkable and diverse careers, while contributing to the advancement of Ireland’s technology scene and empowering other women to excel in the sector.
Credits for this photoshoot include – Photography: Barry McCall, Stylist: Sarah Rickard, Hair: Eva Kyne, Make-up: John Bowe, and Video: Dan Dunne.
Styling credits: Ashling Cunningham wears Italian crepe dress, And Tate, €850 at Emporium Kalu. Anne Sheehan wears jacquard dress, Natan, €939 at Emporium Kalu; velvet courts, Ted Baker, €135.95 at zalando.ie. Siobhan Noble wears satin pleated dress, Amsale, €1,050 at Emporium Kalu; leather courts, €65 at Marks & Spencer. Kelly McKillen wears pinstripe waistcoat, €129; and trousers, €139; both Whistles at Brown Thomas; cream boots, Dwrs, €149.99 at styledby.ie. Shreya Aggarwal wears fit and flare dress, Weekend Max Mara, €325 at Brown Thomas; suede courts, €65 at Marks & Spencer. Adebola Olomo wears blouse, Avn, €339 at Emporium Kalu; tapered trousers, €120 at Marks & Spencer.
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