In a field dominated by men, many women have been excelling in their various roles. AirtelTigo, one of the leading telecommunications companies, recognizes and values the contributions of women to its business. In a move to embrace equity, the company is highlighting some women whose impact on the organization has been significant.
In this week’s profile, Nancy Assor Asiedu-Amrado shares her achievements within the company, the influence of mentorship on her career, and her commitment to helping other women thrive.
Mrs. Nancy Assor Asiedu-Amrado, is a marketing professional and the Head of Brands and Communications at AirtelTigo. She was born at Atibie-Kwahu in the Eastern Region and is a native of Akyem Hemang in the Fanteakwa South District. She is married to Surv. Alex Asiedu Amrado and has three children.
Assor started her basic school education at CKC Baptist International School at Mpraeso Kwahu and later continued at Nana Kwaku Boateng Experimental school in Koforidua (a school that has produced many distinguished personalities in Ghana including our eminent NSMQ Quiz Mistress, Professor Effah Haufman, Sammy Awuku, Abeiku Santana, just to mention a few). Growing up, she had a dream to pursue General Science at Aburi Girls to become a pharmacist, but before her BECE results were released, Assor had a change of mind to pursue Business instead.
Except for her brother Jones who understood her strong conviction and the burning desire to switch subjects, no one else in the family was convinced. It took a lot of persuasion for her dad to come to terms with her new interest despite having the good grades, to pursue General Science. Her dad had to now find a school in the Eastern Region that offered Business since her preferred choice, Aburi Girls did not offer the program. He successfully found one school on top of the cool mountain, Okuapeman Secondary School and that propelled her to pursue Bachelor of Education (Social Sciences, Accounting and Management) at the University of Cape Coast.
- How did you end up in your role as a Head of Brand?
My first job experience was in ‘Marketing’ during my National Service at Vanguard Assurance Company Ltd. My second job was also in ‘Marketing’ at L’Oreal West Africa and I honesty loved the job! I fell in love with marketing, abandoned my ACCA professional courses, enrolled in an MBA Marketing program with Central University College which was then affiliated to the University Coast, and later upgraded to even have a Post Graduate Diploma in Marketing from the Chartered Institute of Marketing, UK. My mantra in life is ‘passion drives purpose’ hence, I gravitate towards my passion and endeavour to stay focused to achieve my goals.
I was employed as a Brand and Marketing Communications specialist at Vodafone for nearly five years. I progressed to the position of Brand Segment Manager for Vodafone Business Solutions, and later became the Brand Segment Manager for Youth, HVC & Progressives. During my time there, I successfully executed several brand campaigns, including “The Future is Exciting. Ready?” It came as no surprise when I received a call from AirtelTigo, inviting me to submit my CV for the Head of Brand Management position. I was keenly interested and promptly applied. The recruitment process involved exams, presentations, and multiple interviews. I emerged successful and was offered the role with a strong recommendation from Gifty Bingley.
- What is the most important message you want to send to young women thinking about their careers?
I agree that the path ahead can often be uncertain and challenging. It may involve twists and turns, but it’s essential to be perceptive and intuitive in finding your true purpose. It’s important to keep learning and approach situations in a practical way, while being open to new experiences and not fixating on one unattainable goal. Avoid blindly following the masses, and instead, pursue your passion. Most importantly, pray without ceasing and let the good Lord direct your path.
- At your level, what actions do you take towards gender equality in your workplace?
As the only female on the Marketing leadership team at my workplace, I make it a priority to mentor and empower the females who join my team. I encourage them to work hard, stay focused, remain organized, and pursue their careers relentlessly, while also reminding them of the importance of being well organized and speaking up when necessary.
- On the backdrop of 2023’s International Women’s Day theme “Embrace Equity”, do you think society is embracing equity? In your line of work, is equity something we are inching closer to?
In the past, women did not have as much empowerment in society, but this narrative is slowly changing among the elites. Despite there appearing to be equal opportunities for everyone, men still seem to be favored for certain key positions over women. Women often limit themselves to lower-tier roles, such as deputy, vice, assistant, etc., which in my opinion is not enough. Why can’t a woman with the necessary qualifications become the President, Chairperson, CEO, Moderator of a church, or General Overseer? We need to embrace equity and allow equal opportunities for both genders. There should not be any restrictions, or we risk suppressing the talents and innovations that women possess, which can contribute to making society or the world a better place for humankind. I motivate the women on my team to excel in their areas of expertise and encourage them to speak up and provide valuable input in their line of duty.
- What advice will you give women struggling in a male-dominated industry?
Women should be aware that passion is what motivates purpose. If women remain focused and chase their objectives without fear of failure, they will achieve success. It requires a high level of skill, confidence, endurance, good health, and a stable mental state to excel. Therefore, no matter how difficult the journey may be, women should maintain psychologically fortitude, seek assistance when necessary, and persistently pursue their aspirations.
- What do you think helped you get so far in your career?
Getting to where I am now required continuous learning, following my passion/burning desire to achieve my personal goals, building self-confidence, being receptive to feedback from line managers, colleagues, and parents, and most importantly, prayer. My favorite Bible verse is Matthew 6:33, “Seek ye first the Kingdom of God and His righteousness and all other things would be added onto you”.
- Do you feel you have achieved what you wanted to?
Even though I have seen astronomical growth in my career, won many enviable marketing and corporate awards for all the telecommunication companies I have worked with, I still see myself to be on a journey to achieving my goals. May God be my help as I keep moving.
- What positive changes have you seen regarding women in the workplace since you started your career?
I was fortunate to have my first boss as a woman, Afua Korang, and she was a great source of inspiration to work with. Throughout my career, I have had the opportunity to work with several other women in leadership roles, such as Akua Nyantakyi, Uche Ofodile, Akisi Ackah, Ethel Anamoo, Angela Mensah-Poku, Mitwa Ng’ambi, Evelyn Sam, and other amazing women in the workplace who have made a significant impact not only on my career but also on the careers of others. I have great admiration for women in the workplace because they are dedicated to working hard to contribute to the development of Ghana while also earning a living to support their families. Additionally, they actively mentor and support younger colleagues, creating a supportive community of growth and development.
- What three values that govern the way you live your life?
I am governed by being disciplined, well organized, staying focused, pursuing excellence, and seeking God’s divine direction to excel.
- Has mentorship played a role in your career? How important is it for women to lift each other up?
Certainly, mentorship has been instrumental in my career development. When I first started in the telecommunications industry, I was fortunate to work closely with experienced marketing professionals such as Uche Ofodile, Georgina Mensah and Akisi Ackah who provided me with invaluable guidance and support, allowing me to gain confidence in my role. I am profoundly grateful for their mentorship.
- What do you see as the biggest barrier to embracing equity of women in the economy, especially in Technology/STEM (Science, Technology, Engineering, Mathematics) and what more needs to be done?
Fear is a significant barrier that hinders women from pursuing careers in STEM. Overcoming this barrier requires having the right conversations to encourage and empower young women. Women who have made significant strides in STEM can play a vital role in mentoring and inspiring the next generation to embrace STEM with confidence and pursue it relentlessly. It’s crucial that we support determined women who lack the resources to pursue STEM through government and corporate organizations. For it is said that ‘If you educate a man, you educated one person but if you educate a woman, you educated the whole nation.
The AirtelTigo International Women’s Day Profiling campaign spans over a month and is aimed at celebrating women in their respective workplaces. The campaign is designed to recognize and highlight the significant contributions made by women to the growth and success of the company. Through this campaign, AirtelTigo aims to promote gender equity and encourage women to strive for excellence in their careers. Overall, the campaign seeks to promote gender diversity and inclusivity in the workplace.