Academy 2025 Cohort
Love Osaiyuwu
DEGREE
Birmingham City University | BA Digital Marketing
“Beauty in-between moments”
About Love
Tell us about your academic journey and what led you to Academy?
I began my university journey studying Psychology. I've always been fascinated by human behaviour and the reasons behind our decisions and changes. Unfortunately, my studies coincided with the COVID-19 pandemic, which made me feel disconnected from university life. One day, during a routine scroll through social media, I came across a content creator sharing a “day in the life” at her job. I was instantly hooked. I did a deep dive into her background, discovered where she studied, what she did, and what sparked her passion. That rabbit hole led me to research the course, the lecturers, and even the city she studied in, and eventually, it brought me to this moment.
Now, I’m at Birmingham City University, studying BA in Digital Marketing, a path that merges my love for people, creativity, and strategy.
What sparked your interest in the creative marketing industry?
What drew me to marketing is the constant opportunity to challenge myself. Creativity and thinking wider than the norm didn't always come naturally to me, it’s something I’ve had to work at, but that’s exactly why I enjoy it so much. The process of pushing my ideas further and finding new ways to connect with people really excites me. I’m naturally curious, always asking questions and wanting to understand the “why” behind things, which makes marketing the perfect space for me to explore, investigate things, and grow.
What made you choose to build your career in Birmingham's creative scene?
As the UK’s second largest city, Birmingham is a multicultural hub full of opportunity. I was drawn to how diverse and vibrant it is, a place where I could learn from different perspectives, connect with people from all walks of life, and grow both creatively and personally.
What's been your most valuable experience during the programme so far?
The most valuable part of the Academy has been getting hands-on experience across all aspects of agency life. It’s helped me figure out which area of marketing I’m most passionate about, and it’s given me a clear sense of direction on how to get there. The opportunity to speak to, and gain unfiltered advice from the team here has been a pleasure.
Where do you see yourself in 2-3 years?
In the next 2–3 years, I see myself working in a creative agency as a brand strategist, helping to bring strategy and storytelling together to connect with people in a genuine way.
Which areas of marketing are you most passionate about?
I’m really passionate about brand strategy, creative storytelling, client services, and PR. I love digging into audience insight, figuring out how to turn that into big ideas, and shaping the tone and direction of a brand. I’m also building my skills in copywriting and campaign planning, basically, all the thinking that happens before the visuals.
Share something interesting or unexpected about yourself.
Something people will be surprised to know about me is that I love to read and that I also have a secret (not so secret now) baking business.
Real client brief
academy experience
We were briefed by Yugo, a real client, to create a full campaign to boost awareness and drive traffic. From research and ideation to presenting final concepts, we got to own the whole process and see how all the pieces of a campaign come together.
Favourite experience
academy highlights
Working across brand strategy, creative, social, digital, PR, and client services gave me a proper behind-the-scenes look at how an agency runs. I loved getting hands-on with brand positioning and campaign strategy, discovering that these aspects of marketing involve not just the creative team, but also social and PR. I also learned how to bring these ideas to life through engaging social content and effective digital rollout. Sitting in on real client meetings and contributing to WIPs was a huge highlight, seeing strategy translate into execution in real time was really rewarding.
Academy Experience
KEY SKILLS MASTERED
- Audience Insight & Research: Developed a deeper understanding of student and parent audiences through numerous desk research and trend analysis to inform campaign direction from insights.
- Ideation & Campaign Development: Ideated and shaped entire campaign ideas from initial insight to execution, including partnership activations and social-first thinking.
- Copywriting & Tone of Voice: Wrote across multiple formats, from press releases to social captions, aligning with brand tone (Yugo Lingo) and making the content appropriate for our audience.
- Client Communications & Presenting Work: Gained experience in actioning check-ins, WIP meetings, and writing follow-up comms to keep the clients informed.
- Content Planning & Social Strategy: Built social playbooks and multi-platform content ideas around brand pillars, with an emphasis on student values and sustainability.
- Tools & Collaboration: Confidently used, Google sheets, Excel, and Notion to create deliverables.
Where do you see yourself next?
ready for...
Junior roles in brand strategy, creative, or client services, particularly those involving campaign ideation, audience research, and content development. Tribera has really increased my confidence in collaborating across teams, presenting ideas to stakeholders, and contributing at every stage of the process, from insight to execution preparing me for my next steps.