How I Work

How I Work: Caleb Adoh, Softcom Digital and Communications Lead

September 30, 2019 · 3 min read
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How I Work

How I Work is a weekly series that seeks to uncover work habits of the most productive people; how they use the internet and technology to drive global or industry-wide impact.

Once every week, we catch up with productive people in the African tech ecosystem (and beyond) to share their career journeys, favourite tools, and productivity hacks. This week we talk to Caleb Adoh, a digital strategist and marketing-technology enthusiast. In just five years since he graduated from university, Caleb has steadily climbed up the career ladder and now works as digital communications lead at Softcom Limited. Here’s how he works.

Current role: Digital and Communications Lead

Location: Lagos, Nigeria

Current computer: Macbook Pro

Current mobile device: iPhone 6

Describe how you work in one word: Innovative

Tell us briefly how you started out and how you got where you are today

I started my career in 2013 in print and online journalism at BusinessDay Nigeria. Working there gave me a lot of clarity and career direction. I went on to work as a communications consultant for Petros Consulting in 2015 before eventually joining Softcom in 2017. So far, working at Softcom has been amazing. Softcom is a people-focused organisation and this has played a massive role in helping me hit phenomenal career milestones.

Walk us through a typical workday

In the morning, I first spend some time checking my emails, actioning anything that requires my attention and responding appropriately. Afterwards, we have team meetings on strategy and monitor all marketing campaigns and touchpoints.

I also spend some time in the afternoon doing personal brainstorming, evaluating some of the current marketing campaigns, and suggesting ways to improve. Then my lunch break – who doesn’t love food?

Personal development is important to me, so later in the day, I spend some time reading articles and watching videos to keep me on track with trends and insights in technology and marketing.

What apps, gadgets, or tools can’t you do without?

My laptop, my iPhone, Slack, Trello, Twitter, Grammarly, Zoom, and LastPass. These gadgets and apps are lifesavers.

What’s your favourite shortcut or hack?

I don’t have a favourite — I have a zip file of hacks for different things. There is an app/tool for every task you can think of. Just Google it. If it doesn’t exist, build it.

What task(s) do you dislike but still do?

Analytics and reporting are an important part of my job. But dang, I so don’t like doing any of those. Thanks to hacks and apps, they completely help in automating the process.

How do you keep track of what you have to do?

A basic to-do list on Notes still works magic. However, I use a ton of productivity tools with tons of Slack integrations and Chrome extensions for the most basic activities.

How do you recharge or take a break?

One of the ways I take a break is by engaging in sporting activities. When I am at the office, I simply take time to either play table tennis or a 10-minute game of Snooker. When I’m home, I take a walk and play fetch with my dog.

Besides work, what do you spend time doing? What do you enjoy?

Watching cartoons (Sponge Bob etc), playing 5-a-side soccer with the lads, playing FIFA 19, and reading or watching content on marketing technology. You’d also catch me performing poetry pieces and rapping at shows in Lagos.

What are you currently reading, watching, or listening to? What do you recommend?

App Marketing from Udacity, A Guide to B2B Video for Tech Marketers, An Introduction to Machine Learning by Alexander J. Smola.

What’s the best advice you’ve ever received?

Be the best version of yourself and don’t be anything less.

What’s a problem you’re still trying to solve?

Presently working on building a Chrome extension that helps users read more than one version of a webpage based on predefined metrics.

Who else would you like to see answer these questions?

Demilade Olaleye

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Samuel Okike

Samuel Okike


I write about media, technology and internet culture.

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