Introduction
In Nigeria’s fast-evolving marketing communications landscape, few professionals embody both longevity and transformation like Biodun Adefila. Over a 23-year career at SO&U, she rose to the role of chief operating officer and board member, playing a pivotal role in shaping the agency’s growth and sustained relevance.
But beyond the titles and achievements lies a deeper story—one defined by resilience, sacrifice, and the often-unspoken realities of leadership, especially as a woman navigating a demanding industry.
In this edition of the Business Verge Woman Series, Adefila shares candid insights into her journey, the challenges she faced, and the lessons that continue to shape her perspective on work, leadership, and life.
Interview
Q: Beyond the titles and achievements, who is Biodun Adefila as a professional?
A: I’d say I’m the kind of person who sees opportunities in challenges, someone who’s wired to find solutions and push forward, even when things get tough. I balance optimism with a grounded sense of reality. I have what a mentor-friend of mine calls ‘bounceback-ability’. When life throws those curve balls (and it’s thrown me a fair share), I bounce back stronger.
Q: You spent over two decades building your career at SO&U. Looking back, was there a defining moment or experience early on that shaped how you see work, ambition, and success today?
A: Yes, and there’s a story attached, which I’ve shared many times. Early in my career in brand management, a pivotal experience with my managing director profoundly shaped my perspective on work, ambition, and success.
We had a presentation with our biggest client back then. On our way to the meeting on the island, my boss asked me a few questions which I couldn’t answer satisfactorily. He cancelled the meeting, and we travelled back to the office in deafening silence. I’m not sure how I survived that.
Back in the office, he rolled up his sleeves, and with his guidance, we got the work done together, to perfection. His words, “If we lose, we lose together, and if we win, we win together,” resonated deeply, teaching me the value of teamwork, vulnerability, and collective resilience.
Q: Staying and growing within one organisation for that long is rare. What did that journey truly demand of you behind the scenes, and how did it shape you as a leader?
A: I agree, it was a really long time, but I believe that was my “stick-ability” playing out. The journey demanded immense resilience, adaptability, and grit. It required navigating complex organisational dynamics while raising a young family.
It was during those moments of struggle that I discovered my greatest growth opportunities. I learned to lean into discomfort, seek guidance, and trust my instincts. This journey has shaped me into a leader who prioritises people, fosters collaboration, and remains steadfast in the face of adversity
Q: You’ve held leadership roles in a fast-paced and competitive industry. At what point did you become aware of the unique challenges women face, and how did it affect your journey?
A: I’ve been fortunate to work in an organisation that prioritised meritocracy, but I’ve witnessed the challenges women face, especially in balancing work and family life.
One incident that stands out was when a younger colleague faced harassment from a client. We ensured her safety and were prepared to take further action if needed. That experience reinforced the importance of creating a supportive work environment.
Personally, I’ve made sacrifices too; there were nights I had my daughter on my lap while working on proposals. These realities shape how I lead today, with empathy, flexibility, and support for working parents.
Q: As Chief Operating Officer and a board member, what pressures or sacrifices came with that level of responsibility that people don’t often talk about?
A: One aspect that’s often overlooked is the need to separate personal relationships from professional responsibilities. There are decisions that might affect people you care about, but you have to prioritise the organisation.
It can be a lonely experience. It’s about distinguishing between Biodun the person and Biodun the COO. That balancing act requires emotional resilience and a clear sense of purpose.
Q: As Chair of Women in Advertising, what made gender advocacy personal for you?
A: My involvement with initiatives like the Digital Amazons programme and the UN Women Unstereotype Alliance made it deeply personal.
Seeing young women gain skills and thrive was incredibly powerful. At the same time, I became more aware of how advertising can reinforce limiting stereotypes. That understanding strengthened my commitment to challenging these norms and creating a more inclusive industry.
Q: After 23 years, what informed your decision to step into a new phase, and what did that transition require from you emotionally?
A: It was tough. But I needed a break from the familiar, a chance to rediscover myself and explore new possibilities.
There’s a quote I’ve always loved: “In movement there’s life, in change there’s power.” It guided me through that decision.
Looking forward has been more valuable than dwelling on what I left behind. You can’t drive forward if you’re stuck looking in the rearview mirror.
Q: What mindset do you rely on when making strategic decisions in high-pressure situations?
A: I start with the end goal and work backwards. Objectivity is key; I try to remove emotion and focus on what truly matters.
Simple decisions become complex when emotions cloud judgement, so I prioritise clarity and adaptability in my approach.
Q: When you reflect on your career, what is one thing you would do differently?
A: I would prioritise building a more balanced life outside work. I was so focused on achieving goals that life happened around work.
Now I realise that a richer life outside work actually enhances your performance too. I’d advise my younger self to find that balance earlier.
Q: What is one lesson you now share with younger women that you had to learn the hard way?
A: The importance of networking and visibility. It’s a life skill.
Don’t let stereotypes hold you back. Go out, be seen, and own your achievements. A strong network can open doors you didn’t even know existed.
Conclusion
Biodun Adefila’s journey is not just a story of professional success; it is a reflection of resilience, adaptability, and the often-unseen realities behind leadership.
From navigating early career challenges to making high-stakes decisions at the executive level, her experience underscores a critical truth: success is rarely linear, and it often comes with trade-offs.
Yet, through it all, her story offers something powerful—not just inspiration, but perspective. A reminder that beyond ambition and achievement, it is clarity, courage, and the willingness to evolve that ultimately define lasting impact.
