In a world where career paths often follow predictable patterns, the journey of Calixthus Okoruwa stands out as a masterclass in reinvention. From the sterile halls of pharmacy school to the dynamic boardrooms of corporate communications, Calixthus has transformed his passion for storytelling and human connection into a thriving PR enterprise, XLR8 Limited.
Pharmacists are trained to save lives, not shape perceptions. Yet for Calixthus, the transition felt natural. Armed with a pharmacy degree and a unique curiosity for human behaviour, he quickly realized that his true calling lay beyond dispensing medications. “Communication is innate to humanity,” he shared not too long ago, reflecting on his early decision to switch gears and enter the world of public relations.
He had a remarkable foray in PR during his time as a Public Relations Manager at MTN Nigeria, one of the largest telecom companies in Africa. This was after he had made a remarkable impact at DHL Nigeria., His strategic communication efforts and close collaboration with industry luminaries, such as the larger-than-life Chief Marketing Officer of MTN, Afam Edozie, were instrumental in establishing MTN Nigeria as a telecommunications powerhouse.
At MTN, he sharpened his knowledge of the nuances of the industry, and realized there was a gap in the market for truly strategic PR firms and In 2005, he decided to take a leap of faith and founded XLR8 Limited, a name now synonymous with delivering high-impact communication solutions across Nigeria.
Starting out, XLR8 faced its fair share of challenges. Convincing multinational brands to trust a fledgling PR firm wasn’t easy, especially in an industry dominated by global agencies. But Calixthus had a secret weapon: his unwavering focus on value delivery. “Our ethos at XLR8 is simple—deliver measurable results and let that speak for itself,” he once told us.
This client-first philosophy quickly set XLR8 apart. From technology giants like Nokia and Samsung to financial powerhouses such as Stanbic IBTC as well as technology behemoth like Ericsson, XLR8 became the go-to partner for companies looking to make a mark in Nigeria. With every success, Calixthus solidified his reputation as a visionary leader in the PR space.
In all cases, adaptability has been XLR8’s superpower. Whether dealing with the knowledge-driven ICT sector or the fast-paced entertainment industry, the company has thrived by staying ahead of trends and embracing a collaborative approach.
Calixthus’s success didn’t happen in a vacuum. The PR landscape itself has evolved significantly since XLR8’s inception. When the telecom boom started in Nigeria in the early 2000s, communication channels were limited to traditional media. Fast forward to today, and the proliferation of social media has reshaped how brands engage with their audiences.
“A single misstep can go viral in seconds,” Calixthus pointed out. This new reality has pushed XLR8 to innovate constantly, blending time-tested PR strategies with cutting-edge digital solutions. The result? A firm that not only survives but thrives in the age of instant communication.
For a man who wears many hats—CEO, strategist, mentor, and family man—Calixthus has managed to strike an admirable balance. “If Aliko Dangote can find time for himself, so can I,” he quipped, alluding to the importance of self-care even amidst a demanding career.
Calixthus Okoruwa’s story is one of vision, resilience, and the courage to defy expectations. From his pharmacy roots to his current role as a PR trailblazer, he has shown that success is less about following the rules and more about rewriting them.
Okoruwa’s pharmaceutical training is often credited for his discipline and meticulous approach to problem-solving. Leveraging these attributes, he pursued advanced education, earning a Master’s in Business Administration to complement his PR expertise.
For aspiring professionals, his journey offers a powerful lesson: it’s never too late to pivot. With passion, discipline, and a commitment to excellence, even the most unconventional career changes can lead to extraordinary outcomes. Calixthus Okoruwa exemplifies the power of reinvention. His career, which bridges healthcare and public relations, inspires those who dare to follow their passions beyond the confines of their initial training.
Despite his years in the industry, Okoruwa remains youthful and vibrant—a testament to his dedication to self-care and continuous learning. His story resonates as a beacon for professionals seeking to explore unconventional career paths.
KELECHI OKORIE
For story submissions and inquiries, please email us at citypeopleonline96@gmail.com