About
Highly accomplished and results-driven strategic leader with over 9 years of progressive experience in driving growth, market expansion, and operational excellence across fintech, SaaS, and consumer sectors. Currently pursuing an MBA from Imperial College Business School, specializing in strategy, operations, and innovation. Proven ability to translate complex business challenges into actionable strategies, build and lead high-performing cross-functional teams, and deliver significant P&L impact. Adept at leveraging data-driven insights to optimize processes, enhance market share, and accelerate revenue growth in dynamic global environments.
Work
Summary
As the most senior marketing executive at Smile ID, I owned the end-to-end marketing function, leading brand, product, demand generation, content, events, and go-to-market strategy for B2B solutions across Africa and emerging markets. Reporting directly to the executive team with P&L responsibility, I drove both strategic direction and hands-on execution to accelerate revenue growth, market share, and brand authority.
Highlights
Orchestrated Smile ID's strategic transformation from a regional provider to a Pan-African leader, overseeing comprehensive rebrand, internal/external stakeholder alignment, and product repositioning.
Directed go-to-market strategy and successful launches into five new markets, contributing to 75% year-over-year in ARR growth.
Developed and managed a $750K+ quarterly enterprise lead pipeline, leveraging multi-channel strategies (ABM, PR, SEO, PPC, content) to qualify and nurture high-value leads.
Achieved a 21% enterprise deal conversion rate, consistently contributing 85-100% of a $166K monthly recurring revenue target.
Doubled weekly demo calls and increased inbound SQLs by 94%, significantly boosting enterprise segment growth.
Pioneered adoption of advanced analytics and reporting, delivering monthly insights on pipeline, CAC, channel performance, and sales contribution to executive leadership.
Spearheaded the development and launch of flagship research (e.g., State of KYC in Africa, 2025 Digital Identity Fraud in Africa Report), generating over 120 organic press mentions and a 3,000%+ increase in social engagement.
Increased monthly MQL pipeline by 640% and delivered a 75% quarterly lift in inbound leads through strategic content initiatives, resulting in over $50,000 in new monthly revenue.
Revitalized and scaled the Smile for Success (SFS) startup program, securing 11 strategic partnerships with leading VCs and fintechs, resulting in a 188% increase in applications and beneficiaries.
Built and led a high-performing 25-member cross-functional marketing team, collaborating with Sales, SDR, Product, and Customer Success to refine ICPs, optimize messaging, and prioritize outbound efforts.
Orchestrated the launch and support of key initiatives including Smile Links, DocV expansion, and the Appruve acquisition, enabling service delivery to clients in over 220 countries.
Summary
As the founding marketing and growth lead at Africhange, I drove the company's go-to-market strategy, brand development, and user growth from inception to over $1 billion in transaction volume, building and scaling teams across Africa, North America, and Europe. My role bridged product, data, and marketing, owning performance from acquisition through retention, with a critical focus on unit economics and sustainable growth. I also managed the HR and CS departments as their leads reported to me.
Highlights
Pioneered Africhange's market entry and expansion across 7 countries (Canada, UK, Australia, Mexico, Kenya, Ghana, Nigeria), overseeing regulatory compliance, market entry strategy, and new revenue corridor rollouts.
Designed and executed a unified multi-channel marketing strategy (influencer partnerships, programmatic/PPC advertising, referral marketing), driving a 125% year-over-year increase in user acquisition and 100% revenue growth.
Scaled Africhange from 0 to 250,000 users, achieving a 77% KYC completion rate, a best-in-class CAC of $2.58, and an LTV:CAC ratio of 40:1.
Drove business growth to $1B in transaction volume and doubled annual revenue and profit margins by launching and scaling both primary and reverse remittance corridors.
Oversaw the launch of core product features and eight design-led minimum viable tests (MVTs), driving a 45% increase in user activation and a 25% improvement in retention.
Architected Africhange's mobile analytics and CRM infrastructure (Appsflyer, Amplitude, Metabase, Customer.io) to enable data-driven marketing and optimize the entire user journey.
Built, developed, and led a cross-functional team of 25+, including 7 direct reports across marketing, brand design, customer success, and HR.
Streamlined cross-department workflows, improving operational efficiency by 30% and reducing turnaround times for key growth processes.
Designed and implemented the company's first Employee Handbook, modernizing HR practices and boosting employee satisfaction by 21%.
Summary
Promoted within four months from Africa Growth Marketing Lead to Global Growth Marketing Manager, I led the company's growth marketing initiatives across five global regions (Africa, CEE, Asia, Latam, and MENA), driving lead generation, product launches, and program success in over 90 cities.
Highlights
Spearheaded the expansion of marketing funnels and maximized lead generation for Seedstars' global programs and product launches in emerging markets.
Led global new product launches with regionally tailored marketing strategies, identifying macro trends and local market dynamics for campaign success.
Directed ABM and demand generation campaigns for the European sales team, generating high-quality MQLs across multiple regions.
Planned and executed multi-channel marketing programs (activation strategies, landing page optimization, paid advertising) achieving a sustained 23% conversion rate for Seedstars World Competition (2020, 2021).
Designed and automated registration and lead generation for Seedstars' first virtual event, generating 11,000 event sign-ups in two weeks during the pandemic.
Developed and optimized audience segmentation, email campaigns, and CRM processes (HubSpot), increasing engagement and program applications across global founder communities.
Mentored growth marketing teams within three Seedstars portfolio companies, fostering a culture of experimentation and continuous improvement.
Owned and curated the Seedstars global newsletter, growing it to 45,000+ subscribers with an average open rate of 61% and a click-through rate of 25%.
Created and distributed high-quality content, aligning with the evolving needs of Seedstars' global startup and investor network.
Summary
Directed integrated marketing strategies for Kora's payment infrastructure APIs, enhancing brand awareness and accelerating growth across African and European markets.
Highlights
Developed and executed a comprehensive go-to-market plan, driving a 4x increase in transaction volume and achieving six-figure revenue processing within six months.
Led sponsored events, webinars, and lead nurturing campaigns, significantly raising brand recognition and generating a sustained pipeline of qualified leads.
Implemented targeted lead generation and demand generation campaigns, resulting in a 23% month-over-month increase in qualified leads for the sales team.
Optimized SEO and content marketing strategies, delivering 100% month-over-month growth in organic traffic and boosting inbound lead generation.
Led a cross-functional team of five, aligning marketing, sales, and product teams to achieve growth objectives and improve operational efficiency.
Evaluated team performance and provided monthly progress reports to the executive team.
Summary
Co-founded and led the digital marketing agency, driving new business development, client strategy, and operational excellence across diverse industries including fintech, sports betting, education, and e-commerce.
Highlights
Managed and optimized a $400,000+ monthly advertising budget, executing paid campaigns on Google, Facebook, LinkedIn, and Twitter to achieve client growth targets.
Drove 465% more leads than projected for a key client, resulting in an 80% sales increase; achieved 30,000 app installs for Ziing in two months at a CPI of $0.30.
Consistently delivered a 20-35% increase in digital loan uptake for Access Bank and outstanding ROI across campaigns (CPI as low as $0.12, CTR up to 4.69%).
Developed agency processes and KPI tracking systems that cut campaign setup time by 50% and maintained a 95% client retention rate.
Led a team of four contractors and was selected for the prestigious YALI Regional Leadership Center, West Africa, in recognition of business leadership.
Generated over $100K in revenue within three years through strategic client engagements.
Languages
English
Native
Skills
Strategy & Business Development
Business Strategy, Go-to-Market Strategy (GTM), Market Entry, Strategic Planning & Execution, P&L Management, Product Innovation, Business Development, Financial Strategy, Digital Transformation.
Operations & Project Management
Operations Management, Process Optimization, Project Management, Program Management, Workflow Streamlining, Operational Efficiency, Cross-functional Collaboration.
Leadership & Team Management
Cross-Functional Leadership, People Management, Team Building & Development, Mentorship, Executive Reporting, Organizational Development.
Marketing & Growth
Marketing Leadership, Growth Marketing, Demand Generation, Lead Generation, Content Marketing, Brand Management & Positioning, Digital Marketing, Performance Marketing, Marketing Analytics & Insights, SEO, PPC, ABM (Account-Based Marketing).
Data Analysis & Decision Making
Data-Driven Decision Making, Marketing Analytics, Market Research, Problem Solving & Critical Thinking, KPI Tracking, CRM Management, Financial Modeling.
Tools & Platforms
Pipedrive, Mailchimp, Zapier, Tableau, Metabase, Google Analytics, Ahrefs, Cognism, Apollo.io, Clay, Appsflyer, Amplitude, Customer.io, HubSpot, Google Ads, Facebook Ads, LinkedIn Ads.