Forty young women have been empowered with digital marketing skills through MEST Africa’s GROW Digital Marketing programme to transform the marketing strategies of businesses across various sectors of the economy.

In collaboration with Whizzy Innovation Hub, Generations Ghana, and funding from the MasterCard Foundation, the GROW Digital Marketing Programme is transforming the lives of women aged 18 to 35 by providing them with cutting-edge training in digital marketing.

The programme, designed specifically for young women, runs for three months of intensive training followed by a two-month internship.

With a mission to empower women to thrive in the tech-driven world of digital marketing, the initiative ensures that graduates possess the necessary skills to secure jobs in competitive industries.

The Programme Administrator of MEST Africa, Diana Dickson, emphasised the importance of equipping young women, particularly university graduates who remain unemployed, with essential skills to bridge the gap between academic qualifications and employability.

“Out of every five girls, four need additional skills beyond their degrees. This programme gives them those skills, enabling them to contribute effectively to companies’ marketing efforts,” she said.

By prioritising women, the GROW Digital Marketing Programme seeks to close the gender gap in the tech industry while encouraging young women to supplement their academic qualifications with relevant technical skills.

Training Coordinator, Akwasi Boateng of Whizzy Innovation Hub, highlighted the challenges faced during the programme.

He acknowledged that while the programme does not guarantee jobs, it has been instrumental in creating employment opportunities for its participants.

80 young women have graduated since the inception of the programme with 40 recently concluding second cohort.

“We are training 40 women at a time in digital marketing, and this is our second cohort. The first cohort successfully secured jobs in the industry, and today, the second cohort graduates. We are committed to helping them also find employment opportunities,” he expressed.

Mr Boateng also revealed plans for future expansion through online platforms to reach more women across Ghana.

This digital expansion aims to significantly increase the program’s impact and provide more opportunities for women to access transformative training in digital marketing.

A graduate of the second cohort, Paula Tawiah, shared her journey of discovering the programme through YouTube.

Paula’s journey showcases the transformative power of digital skills.

“The programme equipped me with skills like video editing, public speaking, photography, and content creation. Despite its intensity, I excelled, even impressing during my internship by crafting a content calendar strategy without prior guidance,” she expressed.

She urged women to start exploring the digital world now, highlighting the benefits of early involvement and determination.