Good News Grapevine: Pink Petro member one of Scotland’s 40 under 40

Blog Post created by kelseyardoin on Sep 20, 2016

We heard through the grapevine… Yekemi Otaru, Pink Petro member and founder of YO! Marketing Limited®, was named one of Scottish Business News Network’s 40 Under 40 for 2016.

Yekemi Otaru


“The published list recognises (sic) and celebrates the range of young talent that exists in the Scottish business community through profiling forty leading individuals aged under 40 who are currently making a significant contribution to the Scottish business landscape,” states an article about the list on the Scottish Business News Network's website.


Otaru, 37, is a chemical and petroleum engineer who transitioned to business marketing roles and recently celebrated the February release of her first book, The Smart Sceptic’s Guide to Social Media in Organisations. Based on interviews with marketing experts from GE, Dell, IBM, SAS and EMC, Otaru’s book outlines a three-step framework for rolling out social media campaigns and soliciting the help of employees.


The Smart Sceptic's Guide to Social Media in Organisations by Yekemi Otaru

“I'm particularly keen on social capital and business network theories in understanding how progressive energy companies have achieved innovative outcomes through big data initiatives,” said Otaru, of Aberdeen, who is pursuing a doctorate in business administration at Strathclyde Business School. She is now in her second year of the part-time program and has immersed herself in researching the conditions for positive market outcomes in digital innovation.

In July, she founded YO! Marketing, a strategic marketing agency that works with engineering and advanced manufacturing companies across the United Kingdom to connect business goals to the business’s marketing and digital strategy.

That is a lot to have accomplished in under 40 years. Congratulations from the Pink Petro community!


We are accepting nominations for our Good News Grapevine. Please nominate yourself or other Pink Petro members by dropping us an email at