Rita German is not the average business analyst, she’s a data-driven powerhouse with a sharp eye for organisational psychology and market trends. With nearly a decade of experience, she has worked across industries, combining her love for numbers with her deep understanding of human behaviour in the workplace.
But beyond the boardroom, Rita is also a woman on a mission to prove that success in career and family life isn’t an either-or choice for women.
In this engaging conversation with Rita Oyiboka, she opens up about her journey, the evolving Nigerian workforce, the challenges of entrepreneurship, and the legacy she hopes to leave behind.
Can we meet you?
My name is Rita German. However, I am not German. I am from Issele-Azagba in Delta State and my husband is Itsekiri so I’m a full-blooded Deltan. I got my first degree in psychology from Delta State University, Abraka, and my masters in Industrial and Organisational psychology from the University of Ibadan.
I am a Business Data Analyst with GB Foods and also an Organisational Psychologist. In my role as a data analyst, I extract and analyse data to identify issues within a company and propose solutions. This work aligns with organisational psychology, which involves understanding consumer and workplace behaviour, market conditions, and strategies for achieving future goals.
How long have you been in this industry?
I have nearly a decade of experience in the field. After completing my master’s degree, my first job was at Access Bank, where I worked in reconciliation analysis. This involved checking ATMs, identifying shortages, and detecting any fraudulent activities, essentially the back end of auditing.
I discovered my passion for numbers and wanted to combine psychology with business, which led me to Business, data analysis, and organisational psychology. While psychology has many branches, I wasn’t interested in clinical psychology or developmental challenges in children. My focus was consumer psychology, a key part of organisational psychology. It’s all about understanding people within a company. If something seems off, you can spot it, and that insight helps organisations thrive. I’m particularly fascinated by how personality traits impact workplace dynamics.
Speaking of the workforce, the issue of the ‘unemployability of Nigerian graduates’ has sparked considerable debate. Many believe that graduates are unprepared, and lacking skill and professionalism. Do you agree with this viewpoint? If so, where does this shortcoming stem from?
This is a nuanced issue. I worked with a fresh graduate for over six months, and I have to say he was one of my best team members. I mentored and trained him on the job, and he turned out to be one of my best team members.
So, yes, younger employees are more mentally sensitive. They have a different level of tolerance in the workplace. It’s not that they are bad employees, but they have lower tolerance for, well, I don’t want to use the word ‘bullshit’- but for organisational politics. They can simply stand up to their managers and say, “I think this is wrong.”
I don’t think they are bad for the workplace. In fact, I believe they are exactly what the workplace needs. We need people who can stand up for themselves. We need employees who can draw the line between work and personal time. For example, I work Monday to Friday, that’s my role, and it’s clearly stated in my contract. Yes, I can go out of my way sometimes but that’s not part of my contract.
This new generation is very direct and mentally sensitive. The moment a workplace starts to affect their mental health, they walk away.
You mentioned that Gen Z tends to move on when the workplace becomes uncomfortable. Does this signify the decline of traditional workplace culture?
It largely depends on the employer. If an organisation aims for longevity and dedicated employees, it’s essential to foster a comfortable work environment. Establishing clear and achievable goals for team members, along with providing support during challenging times, is vital.
Everyone is on a learning journey, and I believe organisations should strive to make careers fulfilling in ways that extend beyond financial compensation. Unfortunately, there are instances where workplace dynamics can become challenging, and employees may feel compelled to move on rather than endure a toxic environment.
Speaking of moving on, is the modern workforce heading for a future where degrees and CVs matter less, and personality and practical skills matter more?
Previously, I would have said that having a degree was enough, you get the qualification, join the job, and then learn on the job. But now, qualifications alone are not sufficient. You also need skills and the right personality.
If you don’t initially have the skill, the next question is: are you teachable? I have been on an interview panel before where we were hiring for my team. We were looking at candidates’ qualifications, but we also assessed their ability to fit into the company structure, have emotional intelligence, and provide practical services.
Nigeria has a robust hustle culture but statistics have it that over 60% of its startups fail. As a business analyst, why do you think that is?
In business, experience matters. Yes, you may have capital and investments, and at first, everything seems to be flourishing. Your market is performing well, your packaging is impressive, and in the initial two months, all indicators appear promising. However, then, suddenly, growth plateaus and sales decline. At that point, consistency becomes crucial. You need to maintain your presence. It’s essential not to give up; during this phase, it’s not just about external perceptions, it’s about your career trajectory. Ultimately, there is no company if you don’t persist.
At this stage, it is imperative to re-innovate, analyse the market, assess your competitors, and implement differentiating strategies. You need to rebrand and re-strategise. However, when you choose to give up, that’s when you draw the final line, and unfortunately, that’s a common outcome.
This situation has been evident in Nigeria. When starting a business, one must navigate an unstable economy where production costs continue to rise. Imagine producing goods but not generating a profit; this scenario naturally leads to a loss of interest.
Another critical issue is a lack of knowledge. I recall my university days when I sought to learn a trade, so I registered for hairdressing at a well-known salon in Abraka. Unfortunately, the owner lacked the skills necessary for hair styling. While he had capable staff, they misused the salon’s resources for personal gain, prioritising home service over customer care. Customers would arrive at the salon only to find no one available to assist them, as those employees had pursued their own business.
This mismanagement severely impacted the business. The owner lacked the fundamental knowledge required to run a successful enterprise. Before I could complete my training, he had to shut down due to his inability to manage expenses and operational demands.
These experiences highlight two fundamental areas that entrepreneurs must address: the importance of practical knowledge and the necessity of resilience. These elements are critical to the survival and growth of businesses.
So if you had maybe 500 million naira, what industry would you invest in, and why?
I believe one area I would like to invest in is Artificial Intelligence. AI is the current game-changer. Every day, it continues to develop, offering smarter ways to accomplish tasks. We need this innovation. Therefore, if I were to invest in something, I would choose AI because I am confident that I would achieve the greatest return on my investment there.
As an organisational psychologist, what is one workplace culture you think should be gotten rid of as soon as possible?
Micro-management. In many workplaces, managers constantly monitor employees’ every move, leaving little to no room for autonomy. For instance, even a simple task like sending a report must go through multiple layers of approval, the manager must review and approve it before it can be submitted.
When employees are subjected to this level of oversight, it stifles innovation, diminishes morale, and hinders creativity. Constant scrutiny creates a restrictive environment that discourages independent thinking and problem-solving.
It is essential to re-evaluate this approach. Granting employees autonomy and a certain level of decision-making power fosters confidence, enhances motivation, and ultimately leads to better performance and innovation in the workplace.
What have been some of your most notable accomplishments and your goals in this industry?
I think my biggest achievement is the people I have met along the way. In this job, I have had the opportunity to interact with directors and industry leaders, people whose ideas and insights are simply mind-blowing.
Honestly, before stepping into this role, I had never been in such circles. But now, I find myself in rooms where high-level brainstorming sessions unfold, and it’s surreal. You hear ideas flying across the room, one person suggests something, another builds on it, and you realise you’re part of something transformative.
Beyond that, I have had the privilege of working on major projects. Right now, we’re deploying about 200 vans across Nigeria, a massive initiative. Last year, we rolled out around 50, and now we’re scaling up significantly.
Meanwhile, my career goal is to become a full-time business analyst, not just someone who collects data and provides insights, but someone who plays a critical role in decision-making. I want to sit at the table with the board of directors, contributing valuable strategies that drive business growth.
That’s my goal, business analysis at the highest level, working with multinational companies, helping them scale, and making a meaningful impact on business strategy and success.
Who has been your biggest inspiration, and what is the best advice you have received?
My biggest inspiration is my father. My mother passed away when I was just three years old, so he raised me and my three siblings single-handedly.
He worked as a Depot Manager at Coca-Cola for about 35 years, earning numerous awards for his dedication. He also managed a Coca-Cola firm for a time, and even now, in retirement, he runs a successful fumigation business.
When I look at his journey, the resilience, the knowledge, and the success he has built, it truly inspires me. More than anything, I want to make him proud. I want him to look at me and feel fulfilled, knowing the kind of person I have become.
One of the best pieces of advice he has given me is to be patient. I remember a time when I felt stuck at a job. I wasn’t progressing and wanted to resign. I felt like the growth I was seeking would take too long if I stayed.
But then I called my father, and we had a long conversation. He advised me to be patient and to wait just a little longer. Somehow, I listened to him and stayed. In less than a month, I received the recognition I had been seeking.
It felt like divine timing. That lesson has stayed with me, patience, even in difficult moments, often leads to the breakthrough we’re waiting for. My father is still the person I turn to whenever I feel stuck, especially in my career.
How do you unwind?
Netflix and chill! I’m a movie lover, so I unwind with a good film, a bottle of wine, and quality time with my husband. When the kids are around, we watch something family-friendly. Most weekends, we play hide and seek, it’s our little tradition.
What legacy do you hope to leave in the Nigerian workplace? By the time you retire, what do you want to be remembered for?
Growing up in Nigeria, there was always this mindset that as a woman, you can’t have it all. That you can’t have both a thriving career and a wonderful family. Some even believe that a woman shouldn’t be more successful than her husband.
The legacy I want to leave is proof that a woman can have it all. You can build a successful career, thrive in your marriage, and raise good, godly children.
I know there are women already paving this path, but they are not always in the spotlight. I want to do it visibly, to show that it is possible, and inspire other women to pursue their dreams fearlessly.
