‘Running Media Company in Nigeria is Not For The Weak’ – Debbie Larry-Izamoje

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Chief Operating Officer, Brilla Media Limited,Debbie Larry-Izamoje

“I am very proud that over the last 20 years, we have played a key role in celebrating, not just talented sports people but supported financially in developing individuals. We have never discriminated as a brand; we have always stayed on the side of truth”


Debbie Larry-Izamoje is the Chief Operating Officer at Brilla Media Limited, owner of Brilla FM, – Africa’s first sports radio station founded on October 1, 2002, by Larry Izamoje. 

She is the daughter of the super sport journalist, Larry Izamoje and her job as the company’s COO includes leading the company to meet the organisation’s yearly goals and act as a bridge between the executive team and employees.

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Debbie also reviews marketing efforts and outputs, coupled with building the company’s operational strategy and implementing it, ensuring that the station’s brand is well positioned on all fronts.

As the company turns 20, Debby shared on her LinkedIn page how the company has emerged in the last twenty years despite series of ups and downs that has come on its ways.

She pointed out that purpose, strength and solutions to challenges are the values she has found working with the Brilla brand.

Meet Debbie, BRILA FM Station Founder, Larry Izamoje's Daughter, Who ls Now The COO.

“Joining the Brilla’s team and experiencing the Nigerian sports industry changed my view forever. Running a media organisation in this country is not for the weak. The politics at the back end, the unhealthy competition, the bills! There’s a distraction every day and a fire to quench every other day,

As I joined the team and we started rebranding; I realised quickly that the world will never truly know the man power, tenacity, strategic thinking and dedication that goes on behind the scenes to keep a sports radio station running while staying relevant through the times and seasons”, Debbie recounted. 

In her words, she further explained that the team has weathered many storms and celebrated more milestones. 

“My key moments will always be the launch of the Brila App which has enabled fans from all over the world get closer to us; having an on ground digital team from being just a radio station to being a fully fledged media house; holding the biggest sports kids fan fare to happen in Lagos till date; strengthening our partnerships with the NFF,LMC,NBBF,NWPFL,NPFL”

“I am very proud that over the last 20 years, we have played a key role in celebrating, not just talented sports people but supported financially in developing individuals. We have never discriminated as a brand; we have always stayed on the side of truth”, she said.

Debbie said that the company in the last twenty years has remained steadfast and focused on core sports, even when it would’ve been easier for the company to dabble into other things.

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Debbie recounted that her most personal key moments are times she receives well done messages from her dad and when people say “Brila is my favourite”. 

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“Sometimes my best moments are being able to stare at my signature on a new partnership contract or even the simple smell of my ginger tea to start my day”

“I am grateful that Dr Larry Izamoje answered the call to start Africa’s first radio station; I am grateful that the team did not give up when it would have been so easy to. I am grateful for everyone that has helped my leadership in the current times and to those that have helped us stay relevant by sharing our content or working with us; I am grateful”, Debbie said. 

 

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