Jennifer Okoeguale is a rising star in the auto industry
December 15, 2021
When Jennifer Okoeguale interviewed with Toyota Canada nearly four years ago, she wasn’t sure she was a fit for the automotive industry.
Unfamiliar with how cars work and having minimal interest in customized vehicles or racing, she almost didn’t show up.
After about five minutes into the interview, Okoeguale knew she was in the right place.
Starting as an Internal Communications Consultant and transitioning to Corporate Communications in August 2018, she has been the public relations team project management lead for large scale events for the last 16 months.
Toyota Canada is the exclusive Canadian distributor of Toyota and Lexus vehicles.
“I was attracted because of the role, but I stayed and continued to find success because of the company and the industry,” Okoeguale said. “The automotive sector is an exciting space to be in right now because there’s so much innovation and areas that one can explore. I am constantly learning about cars and technology.”
Just 28, her meteoric rise in the industry and advocacy for diversity in the sector was recognized by Automotive News Canada that named her among the distinguished group of 2021 Canadians to Watch.
The fourth annual edition recognizes key players, influencers and rising stars across the Canadian auto industry spectrum. Of the 16 selected, half are women in an industry that’s still male-dominated.
To be among the esteemed group this year, said Okoeguale, is a huge deal.
“Honestly, I don’t even think I have processed what this means,” she noted. “I am extremely grateful to Toyota Canada for the nomination. It provided me with the opportunity to share my story and the work I am doing on an elevated platform. Automotive News Canada is one of the most recognized and read trade publications in our industry, so I was super grateful.”
Jennifer Okoeguale is one of Toyota Canada’s leading diversity ambassadors (Photo contributed)
The George Floyd murder in Minneapolis in May 2020 ignited a racial reckoning for millions around the world, including Okoeguale who completed Communications Studies at McMaster University and Humber College’s Public Relations Graduate Certificate program.
The product of a Nigerian father and White Canadian mother was born and raised in Prince Edward County in southeastern Ontario and was one of just two Black students throughout high school.
“Often times, I was the only Black in jobs I held or internship positions,” she said. “To be honest, I think I had the blinders up and was in the fast lane. I didn’t put much thought into issues of race until after Floyd’s murder. For me, that was a moment to pause, look around and acknowledge that this is something I experience day to day and was ignoring.”
Deciding more needed to be done to promote diversity across the industry, Okoeguale lobbied Toyota executives and has become one of the company’s leading diversity ambassadors.
“Toyota is pretty diverse, but we aren’t unique in the sense that as you look at the make-up of the workforce in the senior management across the whole industry, that’s when you begin to see the lack of diversity,” she said. “As someone who pride myself on having a lot of ambition and want to be successful, it’s hard to think that you can be something if you don’t see it.”
In an effort to make the diverse automotive workforce more reflective of the customer base it serves, Accelerate Auto — a non-profit organization comprising manufacturing, dealership, suppliers and industry association representatives — has emerged with Okoeguale as one of the founding members.
“That’s how I found my voice,” she admitted. “I was nervous at first because I wasn’t sure how the industry would respond to such an organization. During a moment of reflection and thinking about if it would affect my professional career, I knew I was on the right path. Working with a coalition of Black talent across the industry has allowed us to come together and try to make our little piece of the world better. I feel very fortunate that not only do I get to work in an industry that I love and for a company that I love, but I also have an opportunity to make a difference in an area that I am really passionate about.”
Jennifer Okoeguale making a presentation at a Toyota event (Photo contributed)
Toyota Canada has been at the forefront in the auto industry in leading the charge to increase diversity in the sector.
Last March, they launched a national giveaway program to recognize local organizations breaking down barriers to movement and fostering inclusion through physical accessibility in communities across the country.
Toyota Canada also provided financial support for two Canadian Race Relations Foundation initiatives seeking to engage Canadians in critical national dialogue around racism.
“Although diversity has been put into sharp focus in the last few years, this has always been on Toyota’s radar,” said Okoeguale who loves to cook and travel. “It’s not something that we have raised from the rooftop screaming loud and proud. We have always been working at the grassroots to make a difference.”
Through its Foundation, Toyota Canada has invested in ‘Let’s Talk Science’ to support national science, technology, engineering and math (STEM) education outreach for youth across Canada and funded scholarships for Black students pursuing post-secondary education in automotive technology.
Over the next two years, the Black Business & Professional Association (BBPA) will select six Black students who will each receive $5,000 annually for two years.
“STEM as it pertains to automotive and technology is extremely male and White-dominated,” she said. “Through the scholarships, we are hoping to encourage under-represented groups to essentially consider that career path.”
Children of mixed race face challenges, including living in a society that often places an emphasis on skin colour.
With her mother’s support and guidance, Okoeguale was able to negotiate some of the complex challenges she faced.
“My mom raised me knowing that I would probably face struggles in my life because of what I look like,” she said. “She raised me to be confident, value education and to always go after my goals. I recognize that there are unique struggles and barriers I will face because of how I look. That might have impacted growth opportunities. Maybe, I have had to work harder than others to reach this point and that is not a bad thing. I was raised that way. Regardless of what I look like or who is around me, I will work extremely hard and I will carry that drive and ambition with me wherever I go.”
Where does Okoeguale see herself in another decade?
“As a decision maker,” is her quick response. “I don’t know what that looks like, but I hope to be in a role where I am able to drive impact and influence others in a positive way.”
