Quick Summary: The Immigrant Success Story
Hauwa Yakubu’s journey from a collapsed bakery business in Nigeria to becoming a Chief Digital Officer at Kugali Media (the acclaimed studio behind Disney’s Iwájú) is a masterclass in immigrant resilience. After moving to the UK in 2018, she balanced night shifts as a caregiver with self-taught tech skills, ultimately landing a role that earned 3 Emmy nominations. Today, she is a UN UK Women Delegate, a Top 100 UK Women in Tech honoree, and a global mentor proving that soft skills, authentic networking, and fearless pivots are the ultimate currency for immigrant success.
The Backstory: From a Collapsed Bakery to a UK Master’s Degree
Hauwa’s path was anything but linear. In 2017, her bakery business in Aba, Nigeria, collapsed. By 2020, the socio-political climate surrounding the #EndSARS protests served as a profound wake-up call. She realized it was time to seek a broader horizon.
Instead of following a traditional path, Hauwa pivoted boldly. She applied for a Master’s in Digital Marketing at the University of Salford in the UK. Remarkably, she was admitted based on her real-world business portfolio, even without submitting her undergraduate degree—a testament to the power of practical experience over traditional credentials.
The Hustle: Night Shifts, Caregiving, and Breaking into Tech
Arriving in a new country is rarely glamorous. To survive and fund her education, Hauwa worked grueling night shifts as a caregiver.
Her breakthrough moment came from an unexpected conversation. A coworker named Margaret, a data analyst, noticed Hauwa’s strategic mindset and told her: “You’d be great in tech—learn SQL!” Taking this advice to heart, Hauwa taught herself Python during the lockdown while selling sweets on the side to make ends meet. This period of intense hustle laid the technical and mental foundation for her future career.
The Breakthrough: Landing a Role at Disney’s Kugali Media
Before even leaving Nigeria, Hauwa had cold-applied to Kugali Media, an innovative African comic book and entertainment studio. Her persistence paid off: she was hired just two weeks after landing in the UK.
As Chief Digital Officer, she led the PR and marketing for Iwájú, Disney’s first Afrofuturist animated series. The campaign was a massive success, contributing to 3 Emmy nominations and cementing her name in entertainment history.
💬 “Seeing a Nigerian princess who looks like me, selling gala on the streets of Lagos on a global Disney platform? That healed my inner child.” — Hauwa Yakubu
Beyond the Screen: Volunteering, Mentorship, and Global Impact
Hauwa’s success is not just about personal achievement; it’s about lifting others as she climbs.
- Volunteering for Impact: She partnered with FairShare UK to repurpose near-expired food for families in need. By creating a viral 1-minute video campaign, she helped bring the initiative to the attention of 10 Downing Street, contributing to over 100 million meals delivered to frontline charities.
- Global Mentorship: Through platforms like ADP List, Hauwa has mentored over 100 professionals across 15 countries, including a Ukrainian game developer working from a warzone. She is consistently ranked among the Top 50 Global Digital Marketing Mentors.
- Leadership: She currently serves as a United Nations UK Women Delegate and a Top 100 UK Women in Tech honoree.
Hauwa’s 4 Golden Rules for Immigrant Success
If you are navigating your own immigrant journey, Hauwa’s playbook is invaluable:
- “Say Yes to Scary Opportunities”
“Moving here alone was terrifying—but the scariest risks bring the biggest rewards.” - “Own Your Narrative”
“When you Google me, the first page is my story. No one tells it better than you.” (Pro tip: Build your personal brand on LinkedIn early). - “Soft Skills > Technical Skills”
Her technical skills got her in the door, but her empathy and communication secured her referrals. A stranger once nominated her for a prestigious award simply based on one authentic LinkedIn post. - “Mentorship is Currency”
Giving back isn’t just altruistic; it expands your network and deepens your own understanding of global industries.
Faith, Family & Legacy
At the core of Hauwa’s drive is her faith and family. She lives by Galatians 6:4–5, striving to give her “creative best” in everything she does. Her proudest moment wasn’t an industry award, but having her mother attend her “Rising Star” award ceremony at the University of Salford.
Her ultimate mantra? “Kindness is the only legacy that matters.”
Frequently Asked Questions (FAQ)
How did Hauwa Yakubu transition from a bakery owner to a tech executive?
Hauwa leveraged her real-world business portfolio to gain admission to a UK Master’s program in Digital Marketing. While working night shifts, she self-taught technical skills like SQL and Python, eventually cold-applying to Kugali Media and securing a leadership role.
What is Kugali Media’s connection to Disney?
Kugali Media is an award-winning African entertainment studio that partnered with Walt Disney Animation Studios to co-create Iwájú, a groundbreaking Afrofuturist animated series set in a futuristic Lagos, Nigeria.
What is Hauwa’s advice for new immigrants moving to the UK (“Japa”)?
Hauwa advises that while emigrating isn’t for everyone, those who do must plan meticulously, build genuine relationships, stay authentic, and never let fear dictate their career or life choices.
Verified Sources & Connect with Hauwa
- Hauwa Yakubu’s Official LinkedIn: linkedin.com/in/hauwa-yakubu
- Kugali Media & Disney’s Iwájú: kugali.com
- ADP List Mentorship Profile: adplist.org
- Listen to the Full Episode: [The Immigrant Story YouTube Channel]
