Ijeoma Okonkwo, a leading entrepreneur and architect of global trade ecosystems, has pinpointed emotional intelligence and strategic storytelling as the core pillars of her leadership. With over 15 years dedicated to bridging African businesses and international markets, Okonkwo's work has directly influenced more than 5,000 enterprises across 20 global locations.
From Mass Communication to Global Trade Bridge-Builder
Okonkwo's journey began with a foundation in mass communication, holding a diploma from Nnamdi Azikiwe University and a bachelor’s degree from the University of Lagos. Her early career at Nigezie, a fast-paced media environment, honed her skills in trend observation, team management, and clear communication. She credits this background for her seamless transition into entrepreneurship, first with Pixieworld Events and later as the Head of Operations for NaijaBrandChick (NBC) Trade Fair since 2019.
"My background gave me a strong foundation in understanding people, narratives, and the psychology behind influence," Okonkwo explains. She states that this grounding made her move into global trade ecosystem building a natural progression, as trade is fundamentally about storytelling, relationships, and effectively positioning value.
The Operational Blueprint for Scaling Success
At NaijaBrandChick, Okonkwo was instrumental in scaling a single trade fair into a dominant platform for Small and Medium-sized Enterprises (SMEs). She attributes this growth to three critical operational frameworks:
- Process Standardisation: Creating repeatable systems for every aspect, from vendor onboarding to logistics.
- Data-Backed Decision Making: Using analytics on footfall, vendor performance, and revenue to optimise events.
- People and Stakeholder Management: Building a high-performing team and fostering strong vendor relations to ensure smooth operations.
It is in her leadership approach that Okonkwo's core strengths truly shine. "Storytelling helps me build clarity and purpose within any team or project," she says. "Emotional intelligence gives me the ability to lead with empathy, manage pressure, and build trust. I focus on reading people, anticipating needs, and communicating in a way that motivates."
Launching Traxis to Solve Market Gaps
Observing persistent gaps in the market, Okonkwo recently launched Traxis. This new venture was born from identifying that many African entrepreneurs excel in innovation but struggle with visibility, credible storytelling, and readiness for international markets. "Traxis solves the problem of information asymmetry and visibility," she states. The platform aims to make African businesses discoverable and understandable to global investors and partners through documentation, trade intelligence, and targeted training.
Drawing from her extensive cross-border experience, Okonkwo highlights the top three missteps African businesses make when going global:
- Weak documentation and compliance with international standards.
- Insufficient market research and adaptation to local consumer behaviour.
- Poor brand presentation and digital storytelling.
She believes that while African SMEs possess remarkable creativity and resilience, wider global participation requires structural shifts like stronger trade education, better access to finance, and improved logistics infrastructure.
Balancing Vision with Personal Discipline
As a mother of three managing multiple platforms, Okonkwo maintains her bandwidth through strict prioritisation, effective delegation, and protecting her personal energy. She emphasises that rest and time with family are non-negotiable for sustained performance.
Her long-term ambition for Traxis is for it to become Africa’s leading trade intelligence and market-entry platform. Over the next decade, she envisions Traxis fundamentally reshaping the global trade narrative by showcasing the depth and quality of African production, ultimately bridging the gap from local relevance to global competitiveness.
