Meet Yewande: Building Bridges, Creating Opportunities, and Leading with Empathy

When people meet Yewande Olubowale today, they see a knowledgeable Trade Advisor and CITP-certified professional helping Manitoba businesses navigate international markets with confidence.

What they may not see is the remarkable journey that brought her here: a journey marked by resilience, continuous learning, leadership, and a deep commitment to helping others succeed.

We sat down with Yewande to learn more about her story, what drives her, and why she is passionate about supporting Manitoba businesses.

---

Before becoming a Trade Advisor, who was Yewande?

I grew up in Lagos, Nigeria, one of the most vibrant and fast-paced cities in the world. Growing up there taught me how to be adaptable and think on my feet.

I was also the first child in my family, with younger siblings who looked up to me. From an early age, I felt a sense of responsibility. Success was never just about me—it was about setting an example for others.

Those two experiences—growing up in a dynamic city and being the eldest child—shaped my sense of accountability and leadership.

What values continue to guide you today?

Accountability is probably the most important value for me.

I believe in leading by example. I know there are people who may look up to me, whether they are family members, colleagues, or others around me. I want my actions to reflect the values I believe in.

When people think of me, I hope they remember someone who was trustworthy, accountable, and genuine.

Who had the greatest influence on the person you have become?

Without hesitation, I would say my parents.

They didn’t have everything, but they were intentional about what they gave us. They believed strongly in education and hard work, and they demonstrated those values every day.

Watching them work tirelessly to provide for our family taught me that education matters, effort matters, and that growth requires commitment.

Those lessons have stayed with me throughout my life.

Was there a defining moment that changed the direction of your life?

Yes.

One of the most challenging periods of my life was losing my husband during the same time that I was preparing to relocate to Canada with my children.

I suddenly found myself navigating grief, single parenthood, immigration, and rebuilding my career — all at once.

There were moments when I didn’t have a roadmap. I wasn’t always sure what came next. But I kept moving forward.

Looking back, I realize that experience taught me resilience. It also taught me to focus on what truly matters.

How did that experience shape who you are today?

It taught me empathy.

When you’ve gone through difficult experiences, you begin to see people differently. You recognize that everyone is carrying something, even if you can’t see it.

Today, whether I’m interacting with a client, colleague, or friend, I try to pay attention to the person behind the conversation.

That perspective influences how I build relationships and how I support businesses.

What brought you to Manitoba?

I arrived in Winnipeg in 2021 as a student.

One of the reasons I chose Manitoba was because my younger sister was already living here. Having family nearby helped provide a soft landing as I started this new chapter.

Like many newcomers, I was building a new life while also adapting to a new environment and culture.

How did you discover the world of international trade?

Before moving to Canada, I worked in banking in Nigeria, specifically within an international trade department.

My educational background was actually in biochemistry, but I became fascinated by international trade because it combined analysis, problem-solving, risk management, and global business.

I realized that trade wasn’t simply about transactions. It required critical thinking, understanding markets, evaluating risks, and helping businesses move forward.

That challenge attracted me.

When I moved to Manitoba, I discovered the World Trade Centre Winnipeg and saw an opportunity to support businesses from a different perspective — not from the banking side, but from the business side.

What do you enjoy most about working with Manitoba businesses?

The people.

Working with businesses has been eye-opening because behind every company is a person with ambitions, concerns, challenges, and goals.

I enjoy learning about their journeys and understanding where they are trying to go.

Every business is different. Every product is different. Every situation is unique.

That means there is never a one-size-fits-all solution. I enjoy finding creative ways to support clients and helping them identify the next step forward.

Is there a moment that reminded you why your work matters?

There are many.

One example involved preparing market intelligence for a business. After receiving the report, the client shared that it provided exactly the information they needed to move forward with confidence.

Moments like that are rewarding because they show that your work is making a real difference.

Another example happened after I met a business owner at an event. During our conversation, funding for equipment came up.

After returning to the office, I couldn’t stop thinking about the discussion. I started researching and discovered a funding opportunity that had opened only the day before.

I immediately reached out because I knew it could help them.

Those moments remind me that sometimes impact comes from simply paying attention and following through.

Many businesses see international trade as intimidating. What would you tell them?

International trade can absolutely feel complex.

There are regulations, tariffs, changing market conditions, and many risks to consider.

That’s why continuous learning is so important.

The fundamentals of trade may remain similar, but the information changes constantly. New policies emerge. Markets shift. Border processes evolve.

Businesses that invest in learning and stay informed are much better positioned to succeed.

The good news is that Manitoba has an incredible ecosystem of organizations, advisors, training programs, and resources designed to help businesses navigate these challenges, including government-supported export programs that offer funding, training, and market-entry support to help companies expand into new regions and global markets.

What opportunities excite you most for Manitoba businesses today?

I think Manitoba businesses are in a strong position.

We have an ecosystem that genuinely wants businesses to succeed. There are organizations, funding programs, trade commissioners, industry associations, and support networks available to help companies grow.

I’m also excited about diversification.

Businesses are increasingly exploring opportunities beyond traditional markets and taking advantage of trade agreements and international partnerships.

Through the World Trade Centre Association network, Manitoba companies can connect with opportunities and relationships around the world.

That’s incredibly powerful.

You recently earned your CITP designation. What does that mean to you?

The CITP designation represents a commitment to excellence and continuous learning.

The process gave me a stronger framework for supporting businesses and strengthened the way I approach trade conversations.

I also see it as an opportunity to share knowledge.

The more trade professionals and business leaders understand international trade best practices, the better positioned Manitoba businesses will be for long-term success.

That’s why I enjoy speaking about the designation and encouraging others to explore professional development opportunities in trade.

How are you continuing to grow, both professionally and personally?

Professionally, I’m always learning.

I continue to read, stay informed about developments in international trade, and learn from colleagues and industry experts.

Personally, one of my most important goals is being the best mother I can be.

I want my children to know they can always come to me, be vulnerable, and share what they’re experiencing.

I’m also intentionally building relationships and strengthening my support network. Being an immigrant can be challenging, and I’ve learned the importance of surrounding yourself with people you trust — people who help you grow personally and professionally.

What impact do you hope to leave on the people you work with?

I hope people see diligence, honesty, and trust.

Whether someone knows me as a colleague, client, partner, or friend, I want them to know they can rely on me.

I want to be someone who contributes meaningful value, whether that’s through trade expertise, encouragement, or simply being present when support is needed.

Finally, what would you say to a Manitoba entrepreneur considering international growth?

Take advantage of the opportunities available to you.

Build relationships. Ask questions. Keep learning.

You don’t have to navigate international trade alone.

There is an entire ecosystem of people and organizations ready to help you explore new markets, reduce risks, and grow with confidence.

The world is full of opportunities—and sometimes all it takes is the courage to take the first step.

---

Looking ahead

From Lagos to Winnipeg, Yewande’s story is one of resilience, empathy, a passion for learning, and a commitment to helping others succeed. Today, she brings those same values to supporting Manitoba businesses as they explore opportunities beyond borders.

Ready to enter a new market? Connect with Yewande and start the conversation.