Binghamton University student makes global impact through digital marketing business

Alfred Lazarus has always envisioned himself as a trailblazer of sorts.

Growing up in Nigeria, the most populous country in Africa, Lazarus was inspired by his childhood icon, Steve Jobs, to grow a successful career as an entrepreneur. He registered his own company in 2021 and carved out his niche in a competitive field by honing digital marketing skills for brand promotion through webinars and other training opportunities for various businesses while also consulting as an SEO specialist in his home country.

But now and then, Lazarus likes to remind himself of Jobs’ own words: “The people who are crazy enough to think they can change the world are the ones who do,” and that to become the best in his business, he has to first learn from the best. That drive is what drew Lazarus to Binghamton University’s School of Management to earn his Master of Business Administration (MBA).

“Binghamton isn’t just about the environment; it’s about what it offers,” Lazarus said. “You get to meet people you love to work with, who understand what they are doing so well, and that’s an amazing opportunity.”

Lazarus grew his interest in digital marketing by recognizing how much he enjoys weaving his personality into his work to build strong connections. One of the skills he prides himself on most is his ability to quickly identify how a client wants to succeed, which draws largely from his experience working with businesses and African institutions.

He has worked as a marketing manager for several technology companies, managed a marketing department for a blockchain company and been a marketing consultant for one of Africa’s largest business schools. One lesson he’s gained from these diverse experiences is that some aspects of brand promotion are critical, no matter what type of organization he works with.

“No matter how beautiful your product is or how great your message is, if you don’t care about the environment and the people in that environment, your company will not grow,” Lazarus said. “Coming to America has redefined my understanding of corporate social responsibility. Whatever your brand is, your first responsibility for your product messaging is about the people.”

Lazarus has also used his experience at Binghamton, including meeting with SOM alumni at firms such as KPMG and Goldman Sachs, to expand his approach to consulting work. He said that consulting is “a different world” in the U.S. compared to how it operates in Africa, but learning new facets of it has enabled him to become a more versatile resource for clients by offering customized digital strategies.

For any organization Lazarus works with, his priority is ensuring the client knows its audience. Each client meeting begins with a 15-minute survey. If the clients can’t complete it satisfactorily, then Lazarus will have a better sense that the client doesn’t understand their audience enough to dedicate time to a strategic marketing plan.

“A good number of people create a business without really understanding it, and one of the things people don’t want to hear is why they failed; they only want a solution,” Lazarus said. “The best solutions don’t always come quickly, so my goal is to ensure businesses I work with have the patience to understand their competition as much as they understand their audience.”