“The immigrant experience taught me the power of relationships—they are the clothes you wear in this journey.” — Hauwa Yakubu
An Unconventional Path: From Lagos to Leading Global Digital Campaigns
When Hauwa Yakubu left Nigeria for the UK in 2018, she was at the peak of her marketing career. But she wanted more—global impact. Today, she’s a Chief Digital Officer at Kugali Media (the studio behind Disney’s Iwájú), a United Nations UK Women Delegate, and a Top 100 UK Women in Tech honoree.
In this raw, unfiltered conversation on The Immigrant Story, Hauwa shares how she:
- Went from a failed bakery owner in Aba to a Disney Emmy-nominated executive
- Landed a job at Kugali two weeks after arriving in the UK
- Used volunteering to get her campaign presented to the UK Prime Minister
- Mentored professionals across 15 countries (including a Ukrainian game developer in a warzone)
The Backstory: Why the UK?
The Wake-Up Call
- 2017: Her bakery business in Nigeria collapsed.
- 2020: The #EndSARS protests + government’s response made her realize: “It’s time to go.”
- Pivoted to a Master’s in Digital Marketing at the University of Salford—without submitting her degree (her business portfolio got her in).
The Hustle
- Worked night shifts as a caregiver while studying.
- A coworker (Margaret, a data analyst) told her: “You’d be great in tech—learn SQL!”
- Taught herself Python during lockdown while selling sweets to survive.
The Breakthrough: How She Landed at Disney
The Kugali Opportunity
- Cold-applied before leaving Nigeria—got hired two weeks after landing in the UK.
- Led PR/marketing for Iwájú—Disney’s first Afrofuturist animated series.
- Result: 3 Emmy nominations + her name forever tied to a Disney legacy.
*”Seeing a Nigerian princess who looks like me, selling *gala* on the streets of Lagos? That healed my inner child.”*
The Power of Volunteering
- Partnered with FairShare UK, repurposing near-expired food for families in need.
- Created a viral 1-minute video campaign that reached 10 Downing Street.
- Impact: Contributed to 100M+ meals delivered to frontline charities.
Hauwa’s Golden Rules for Immigrant Success
1. “Say Yes to Scary Opportunities”
- “Moving here alone was terrifying—but the scariest risks bring the biggest rewards.”
2. “Own Your Narrative”
- *”When you Google me, the first page is *my* story. No one tells it better than you.”*
3. “Soft Skills > Technical Skills”
- Her secret to referrals: A stranger nominated her for a prestigious award after one LinkedIn post.
4. “Mentorship is Currency”
- Mentored 100+ professionals via ADP List—ranked among Top 50 Global Digital Marketing Mentors.
Beyond Tech: Faith, Family & Legacy
- Scripture as her compass: “Galatians 6:4–5—give your ‘creative best’ in everything.”
- Proudest moment: Her mom attended her “Rising Star” award ceremony at Salford.
- Mantra: “Kindness is the only legacy that matters.”
Final Advice for Immigrants
*”Japa isn’t for everyone—but if you go, *plan. Build relationships. Stay authentic. And never let fear write your story.”
Connect with Hauwa:
- Watch her full episode: The Immigrant Story YouTube
#TheImmigrantStory #NigeriansInTheUK #WomenInTech #Disney #MentorshipMatters
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- From Global Brands to New Beginnings: Edeje Onwude’s Bold Career Pivot
- From Delta State to Canada: Kelly’s Blueprint for Immigrant Success
- From Gurgaon to London: Sidra’s Immigrant Story of Resilience and Reinvention