When Ima Love Asuquo applied for a marketing role at Breet in July 2022, she didn’t realise she was stepping into Web3.
“I knew it was a tech company during the application stage, but I didn’t know it was crypto, or Web3 in particular. There was no big plan to get into crypto/DeFi. In fact, I slightly worried about performing in this technical space as a non-techie. But see how far a girl has come.”
What followed was Ima’s three-year professional journey that would see her move from Creative Copywriter to Content Lead, to Head of Growth & Marketing, owning the very tone and presence of Africa’s most dynamic crypto-to-cash startup, Breet.
She had early wins, like getting awarded Staff of the Month less than six months in—but her biggest flexes were yet to come.
From planning end-to-end digital marketing campaigns to leading partnership initiatives, coordinating offline activations, planning and distributing advertising budgets, and managing a diverse team, Ima switched up how a crypto brand could sound, look, and feel.
As Growth and Marketing Lead, Breet 3.0, the newest upgrade to the Breet App, emerged; a bolder, cleaner, smarter platform update that repositioned Breet as a crypto tool not just for traders, but for freelancers, side-hustlers, students, and everyday crypto users.
And from paid ads, to creative commercials (and pitching actors/influencers to bring the campaign to life!), her fingerprints are all over the 3.0 launch.
Ima started taking on more front-facing responsibilities in 2024, leading to her first-ever speaking engagement at Africa Startup Fest in Lagos in November 2024.
“I remember being nervous midway into my keynote speech. I almost forgot some of my lines; thank God I didn’t. But I also knew I needed to do this ‘scary’ thing again to get better. I knew I had to be back on another stage soon.”
And she was. At the Africa Technology Expo 2025, where Breet was Headline Sponsor, she had another 10-minute speaking session, and did it with zero nerves.
“I owned that stage. I knew I deserved to be there. No single imposter syndrome in my bones. After the talk, people came up to me, some from the audience, some from other brands, even old friends that I didn’t expect to see there!—to say how great the session was. And I believed them. I knew it. I had done well. Watching that growth, as a speaker, has been incredible.”
In recent months, Ima has led ambassador signings like Dapper Music’s Balloranking and High Fashion CEO Rahman Jago. There was also the Red-Hot Rates campaign that drove usage and smashed growth metrics in the first 90 days of rollout, proving that sales and storytelling can be the perfect pair.
Ima made sure to rave about the Breet Academy and BreetPod too, two story-centric initiatives launched in Q1 of 2025. “Those were some of the most fulfilling projects I’ve ever worked on,” she reflects. “Scripting the first Breet Academy episodes, shaping the tone, being on set for shoots that even ran into midnight one time, curating every little thing that made the content feel like Breet. It was a lot of work, but such a joy.”
And it wasn’t all strategy decks and press kits. One of her favourite memories?
“I’ll pick the most recent. Definitely the night myself and our community manager rode in a Cybertruck for about 20-30 minutes to get to the final Breet x Rahman Jago campaign shoot location at 10PM on a Saturday night. First off, it was a really cool car, and I’m not even into cars! I’d also been up and about since 8am, I was tired, and my social battery was running low, but my heart was so full. And when we wrapped up at about 11:30PM? Seeing the campaign through made up for everything. Those are the kind of moments that stay.”
Ima’s time at Breet brought internal culture shifts too. She pitched an idea for The Tonic Times, a storytelling-led internal newsletter celebrating birthdays, team wins, and behind-the-scenes stories across the company’s remote team.
And over the years, she built and led a cross-functional team of writers, designers, strategists, and community leads that powered every campaign, feature update, and creative rollout the Growth and Marketing team pushed. “Working with my team was the greatest part of this job. They’re sharp, hard workers, and very creative. Each with their dynamic touch.”
Ima spoke a bit about staying at Breet for three years, too.
“I always said no one could lure me away from Breet with money. Nope. In fact, I used to joke that if I ever got an offer that was too good to resist, I’ll take it to my Management and humbly ask for a counteroffer. I truly enjoyed the work I did here.”
In an age when job-hopping is the trend and corporate loyalty raises eyebrows, her reason was simple.
“I’ve always known I bring real value wherever I go. But I also know that I struck gold with my Senior Management. You don’t find them just anywhere. They’re incredible, and I say it as often as I can. The exact kind of people you want to build things with. It wasn’t all fun and games, but it was always honest, brilliant, plenty of banter, and rooted in mutual respect.”
So what could possibly take her away now?
In August 2025, Ima will be stepping away from her role to pursue a Creative Writing Program, to deepen her passion for storytelling, growth, and meaning-making. It’s not a random pivot. She graduated with the only first-class honours in her class as a Communications major (BSc) and considers herself a covert nerd. She’s genuinely excited to be a student again; to dive back into books, active learning, and academic life.
In her final words, she adds: “I still believe in the vision of crypto. Fully. More than I ever thought I would, and just as much as I believe in storytelling.”
As she moves on, Ima leaves behind not just a portfolio of bold campaigns, strong team culture, and marketing wins, but a reimagined voice for crypto in Africa. The team at Breet wishes her all the best in this next chapter.
About Breet
Breet is a crypto-to-cash platform that allows Africans convert their tokens to local currency in minutes, making it spendable in the real world. With a focus on ease, speed, and practicality, Breet continues to be a leader in crypto utility innovation across Nigeria and Ghana.
