GHANAIAN-born global marketing executive, Bozoma Saint John, has a blunt piece of advice for local creatives: take your marketing seriously and stop relying solely on social media to push your brand.

While social media is undoubtedly a powerful tool, she argues it simply isn't enough on its own to build a strong, sustainable creative business.

Speaking in a recent interview with Graphic Showbiz, the former Chief Marketing Officer of Netflix stressed that while many Ghanaian creatives were producing spectacular work, they were dropping the ball when it came to promoting themselves beyond their immediate circles.

“Our creatives are growing today, but they continue to face challenges such as limited funding, weak distribution channels and inadequate promotion structures. It is because most of our creatives here treat marketing as an afterthought rather than a core part of their business.

Without proper marketing, even the most talented creatives may struggle to break into larger markets or attract meaningful partnerships. Visibility drives opportunity, and in a globalised creative economy, the ability to tell one’s story effectively can make a significant difference.

Bozoma, who has built an impressive career leading marketing at global brands, including Netflix, Apple Music and Uber, noted that visibility in the creative space would not happen by chance. It required intention, strategy and consistent effort.

To her, creating that spotlight means going beyond posting content online. It involves engaging the media, building a clear brand identity, telling compelling stories and consistently putting oneself in spaces where opportunities can be found.

“You have to be deliberate about how you position yourself, making sure your work is seen, your voice is heard, and your presence is felt in the right spaces where opportunities exist. It is not just about putting content out there, but about shaping a clear identity and consistently aligning with platforms and conversations that amplify your value.”

She believes Ghanaian creatives already have the talent and originality needed to compete globally, but must be more deliberate about how they present and position their work.

“I wear a lot of Ghanaian designers. The creativity is there. The industry is thriving, but it needs more spotlight out in the world, and we have the chance to do that,” she said.

Meanwhile, she urged creatives to embrace collaboration as a key driver of growth and sustainability. Speaking on the realities of working in the creative industry, she stressed that success was rarely achieved in isolation, especially in a fast-evolving and highly competitive space like showbiz.

According to her, many creatives limited their potential by trying to do everything on their own. She explained that collaboration not only opened doors to new opportunities but also strengthened the quality of work produced. 

“No matter how talented you are, there is always someone who brings something different to the table. When you collaborate, you expand your reach and improve your craft,” she said.

She further noted that working with others allowed creatives to learn, grow and remain relevant. She encouraged young talents to move away from unhealthy competition and focus on building meaningful professional relationships. 

“The industry is not a one-man show. If you want longevity, you need people. You need support, shared ideas and collective effort,” she noted.

She also pointed out that collaboration went beyond just working on projects together, adding that it involved actively supporting each other’s work and celebrating collective wins.

 “Sometimes collaboration is simply showing up for someone else, promoting their work or lending your voice to amplify theirs. That is how strong industries are built,” she added.