As it is typical for most creative young Africans, they grow up harboring childhood dreams of achieving success as a doctor, bank manager, or accountant, among others. Lydia Selasie Akosua Kutsoati fondly known by most people as “Sels” was no different. She wanted to be a lawyer, a choice influenced by the seemingly societal reverence of lawyers and, of course, their robes and wigs.
However, while studying a double major in French and Sociology, at the University of Ghana, Legon, Sels joined the EchoHouse campus team. While on the team, she had her first experience with the existence of marketing agencies and how they execute various campaigns for brands.
“I had no idea that there were companies called marketing agencies that employ people to work on various brands,” she said.
“I saw brands at events or the mall, but I always assumed they were full-time employees of these brands. I had no clue that you could be with another company and still get the opportunity to work on various brands and sectors,” she added.
Sels decided to explore this new interest in marketing, leading her to pursue an internship with EchoHouse Africa, which marked a turning point in her life as she thrived in EchoHouse’s supportive atmosphere. While interning, Sels worked on various brand campaigns, which only bolstered her newly found interest in working in marketing and pursuing a career in the creative field. This also put her on a path for a career with EchoHouse, joining the team for a National Service after university where she served as an Account Executive with the Experiential Team, working on creating experiential solutions for various brands in various industries including finance, and beverages.
After her National Service, Sels was promoted to an Account Manager role where she led the execution of an international conference for Kosmos Innovation Centre and provided various experiential solutions for the Guinness Ghana Breweries Limited portfolio of brands.
Just when she was taking on new challenges, in 2023, she was tasked to take on an even bigger challenge – serve as the Country Manager for EchoHouse Benin.
EchoHouse Africa had onboarded Benin to join its growing presence in West African markets and Sels’ background made her a perfect fit to start the Benin operations.
She has adopted Bright Ayaaba’s (Chief Operating Officer of EchoHouse Africa) mindset: “Nothing is impossible if you approach it with the right attitude.” Sels claims this belief has empowered her to tackle tasks she once thought were beyond her capabilities.
At EchoHouse, the focus is not just on professional development; it is about nurturing the whole person. Some of the lessons Sels credits EchoHouse for teaching her include the value of listening to everyone, as some of the best ideas can come from the most unexpected places.
Sels’ journey at EchoHouse is not without its challenges. One of the biggest adjustments for her was integrating into the company’s collaborative environment. As a 360° marketing agency, EchoHouse Africa fosters strong connections between departments, and success relies on teamwork. “Initially, navigating these dynamics proved to be a hurdle, but I quickly adapted, and her collaborative spirit became a source of strength,” Sels explained.
Looking back, some moments stand out as particularly significant for Sels. Witnessing the ideas and solutions proposed by her team be implemented with more than the expected outcomes is a source of immense pride to her. As the first tribe leader of Pink Flame, one of four internal tribes of EchoHouse team members, Sels is a strong advocate for unorthodox internal engagement activities that foster strong relationships among team members especially when there are several departments.
As Country Manager for EchoHouse Benin, Sels now leads a team and takes on a full countrywide role driving youth-led conversations. Her role is to drive youth-led innovations for the young people of Benin and the EchoHouse partner brands operating in the market.
From managing the MTN Hype project in Benin to successfully handling accounts for major brands like Malta Guinness, Smirnoff Ice, Stanchart, and Northeastern University, Sels is proof that what you studied at the university may not entirely determine one’s career path at the workplace.
Sels’ story is a beacon of inspiration for anyone seeking a fulfilling career in the creative field. It’s a testament to the power of embracing new opportunities and the transformative potential of a supportive work environment. Her journey from an intern to a Country Manager is a shining example of what can be achieved when talent meets opportunity.