We caught up with the brilliant and insightful Wangari Njathi a few weeks ago and have shared our conversation below.

Wangari, appreciate you joining us today. Can you open up about a risk you’ve taken – what it was like taking that risk, why you took the risk and how it turned out?

Taking the Leap: From Nairobi to North Carolina, Then to California

Leaving my home in Nairobi, Kenya, to pursue a Ph.D. in North Carolina was a life-changing risk—one filled with uncertainty, challenges, and personal growth. At the time, I had always been deeply passionate about data-driven marketing and communication, but I knew that to truly make an impact, I needed to immerse myself in global perspectives, push beyond my comfort zone, and challenge myself academically and professionally.

This decision meant leaving behind family, friends, and a thriving career, stepping into an unfamiliar culture, and navigating the rigorous demands of a doctoral program in a foreign country. There were moments of doubt—wondering if I had made the right choice, feeling the weight of cultural differences, and adapting to a new academic and professional environment.

But just as I settled into my academic and research journey, another leap of faith awaited me: moving to California to work at Pepperdine University. This transition brought a new wave of uncertainties, from adapting to a new academic culture to integrating into a completely different professional landscape. Yet, through resilience, adaptability, and a deep passion for mentorship and research, I embraced the challenge.

Today, as an Assistant Professor of Marketing at Pepperdine University, I not only teach but also collaborate with local and international brands, guiding students in understanding the fast-evolving world of marketing, especially with AI—an area that’s transforming at an almost impossible pace. Looking back, taking the risk to leave home, embrace uncertainty, and push beyond my comfort zone has been an extraordinary journey. It has solidified my belief that growth happens in discomfort, and resilience is the key to unlocking new opportunities.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

From TV Dreams to Tech & Marketing Triumphs

I’ve always been a creative at heart, but my journey into marketing? That was purely accidental.

I trained as a journalist and PR specialist, earning a master’s in corporate communications with one dream in mind—to be on TV. Political journalism was my calling, and I even worked at one of Kenya’s leading media networks, juggling that with my passion for acting. If you look closely, you might just catch me in a show on Netflix! And yes, I even have an IMDB credit (cue dramatic drumroll 🎬) for my role in Captain of Nakara!

But as thrilling as the entertainment industry was, it wasn’t exactly lucrative. I had to pivot, and that’s when I stumbled into advertising and marketing—and fell in love. Working in top agencies in Nairobi, I got to bring ideas to life for both local and global brands. Let’s be real—agency life is not for the faint-hearted. It’s fast-paced, cutthroat, and the hours? Let’s just say “weekends” were more of a concept than a reality. But nothing beats the adrenaline rush of pitching groundbreaking ideas to brands like Coca-Cola, BAT, Intel, Google, and Safaricom. Every win felt like magic, every loss was a lesson, and every experience shaped the marketer I am today.

The journey took a bold turn when I became a Chartered Marketer (thanks to the Chartered Institute of Marketing). Then came the big break—I was headhunted on LinkedIn to lead the East African strategy for Obi Phones, a tech venture backed by John Sculley, former Apple CEO. Imagine that—working with a brand tied to Apple’s legacy! I was running multi-country campaigns, managing full-scale marketing strategies, and learning at lightning speed.

But as life would have it, Obi folded its African operations. No sweat—I jumped into consulting, helping tech startups, gaming companies, and the hospitality industry sharpen their marketing edge. Soon after, I took on a leadership role in a solar home system company, heading Customer Experience, Marketing, and Business Development.
But deep inside, after looking at the vibrant tech scene in Nairobi, I started yearning for more.

The Ph.D. calling became too loud to ignore. After years of working in mobile & IT, renewable energy, PR, and advertising, I started asking bigger questions.

• Why is Africa such a prime target for digital transformation?
• What’s behind the Global North’s “tech-driven solutions” for Africa?
• Who decides what’s best for Africans in the digital space?

I saw firsthand how foreign-led tech solutions were being imposed on Kenya’s digital economy without considering our socioeconomic, cultural, and political realities. It became clear that African voices—our lived experiences—were being ignored. If real impact was to be made, we needed researchers who deeply understood the region.
And so, I took another leap of faith—moving to the U.S. for my Ph.D., diving deep into research, and eventually landing as a Professor of Marketing at Pepperdine University. Today, I merge academic insight with real-world industry expertise, working with brands, students, and researchers to explore the fast-evolving world of marketing—especially in AI, digital economies, and platformization.

Looking back, every risk—from leaving TV to marketing, from Nairobi to North Carolina, from industry to academia in California—has been worth it. Because when you follow curiosity, embrace uncertainty, and stay resilient, the journey takes you to places you never imagined. 🚀

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

1. Your First Dream Isn’t Always Your Final Destination
I started out envisioning a future in political journalism, dreaming of being on TV. But as life unfolded, I discovered new passions in advertising, marketing, and later academia. Unlearning the idea that success means sticking to your original plan was key to embracing opportunities you never expected.

2. Passion Alone Doesn’t Pay the Bills
Acting, journalism, and media were exhilarating, but the financial reality of these industries led me to pivot. Unlearning the belief that passion alone is enough for success helped you make practical career choices—leading to marketing, strategy, and tech leadership roles that merged passion with sustainability.

3. Expertise Isn’t Just About Formal Education
I trained in Journalism, corporate communications, and PR, but my biggest marketing breakthroughs came through hands-on agency work, consulting, and industry experience. I had to unlearn the notion that expertise only comes from degrees—real-world application, trial and error, and high-pressure pitches were your real teachers.

4. Hard Work Alone Won’t Get You Noticed
I didn’t just “work hard”—I positioned myself for opportunities. Whether it was getting headhunted on LinkedIn or leading marketing strategies for major brands, you learned that success also comes from building visibility, networking, and staying adaptable.

5. The Global North Doesn’t Have All the Answers
Through my Ph.D. research, I unlearned the myth of Western technological superiority. I saw firsthand how foreign-led tech solutions were often blind to Africa’s cultural, economic, and political contexts. This realization fueled my drive to uplift African perspectives in digital transformation discussions.

6. Stability Isn’t Always the Safest Choice
Leaving a solid career in marketing to pursue a Ph.D. was a huge risk—especially when I was already leading strategies for multinational brands. But I unlearned the fear of uncertainty, realizing that growth often comes from discomfort. This same mindset helped you take another leap of faith to move to California and join Pepperdine University.

7. Success is a Continuous Reinvention
From journalism to acting, from agency life to consulting, from marketing leadership to academia—I’ve constantly reinvented myself. I unlearned the idea that you need to “pick one thing and stick to it,” proving that adaptability is one of the most powerful skills for long-term success.

8. 8. Unlearning the Local and Building Cultural Competence as a Global Citizen
Growing up in Nairobi, Kenya, working locally within Africa my worldview was shaped by local perspectives, norms, and cultural narratives. However, as I navigated international spaces—from working with global brands like Google and Coca-Cola to pursuing a Ph.D. in the U.S.—I had to unlearn the idea of seeing the world solely through a local lens.

I embraced cultural competence, an understanding of diverse markets, consumer behaviors, and global business strategies and technology. Moving to California for Pepperdine was another leap of faith, forcing you to adapt to new environments, ways of thinking, and perspectives beyond what you were familiar with. This shift helped you become a global thought leader in marketing, bridging African and international perspectives through technology intersectionality.

Any fun sales or marketing stories?

My Favorite Marketing Story: High Stakes, High Risks, and a Bold Success

One of the most exhilarating and challenging moments in my marketing career was leading the East African strategy for Obi Phones, a Silicon Valley-backed tech venture by John Sculley, former Apple CEO. This wasn’t just another marketing job—it was a high-stakes, multi-country campaign that tested my abilities, skills, and industry knowledge at an entirely new level.

At the time, Obi Phones was entering a highly competitive telecommunications market in East Africa, and I was entrusted with building the brand, driving visibility, and ensuring commercial success in an industry I was still learning at lightning speed. The challenge? Launching a new mobile brand with zero Above The Line (ATL) spend, relying purely on strategic marketing, trade relationships, and digital engagement to drive sales.

Doing It Afraid, Doing It Right
I was leading full-scale marketing strategies, managing a cross-functional team, and overseeing everything from PR and brand positioning to supplier sourcing, market intelligence, and customer acquisition. The pressure was immense—this wasn’t just about selling phones; it was about establishing a foothold for a Silicon Valley brand in Africa’s dynamic mobile market.

With a strong, talented team and an incredible boss backing me, we took on the challenge head-on. And the results? Within just six months, we achieved:
✔️ Sold over 10,000 Obi devices in Kenya alone, generating over $1 million in revenue
✔️ Branded over 800 retail outlets across East Africa
✔️ Executed a full-scale trade launch, media blitz, and customer engagement strategy
✔️ Built strong trade relationships, driving activations, events, and incentives
✔️ Introduced game-changing marketing tactics like trade workshops and direct customer outreach

A Career-Defining Moment
This campaign pushed me beyond my limits, forcing me to navigate an unfamiliar industry, develop rapid problem-solving skills, and prove my ability to execute at scale. It’s a story I love to tell because it reminds me that the best marketing happens outside your comfort zone.

This experience didn’t just shape my career—it solidified my belief in bold, fearless marketing. And looking back, I realize that taking calculated risks, trusting my instincts, and building strong partnerships was the key to success.
Would I do it all over again? Absolutely.

Contact Info:

• Website: https://wangarinjathi.com/
• Instagram: https://www.instagram.com/wangarinjathi?igsh=NTc4MTIwNjQ2YQ%3D%3D&utm_source=qr
• Linkedin: https://www.linkedin.com/in/wangari-njathi
• Twitter: https://x.com/wangarinjathi?s=21&t=YL1-mnxqDQBg0-GuRKrxQw

Image Credits

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