Ute Oduol

I lead commercial growth by combining behavioural insight, data, and cross-functional execution to build scalable acquisition and retention systems, driving that drive long-term customer and revenue value.

Marketing & Growth Lead at Branch International (2022-06 – Present)

Branch is a Fintech start-up HQ'd in San Francisco that provides financial services to customers with no physical documentation operating in Africa and Asia

• Owned commercial growth across multiple markets - Accountable for end-to-end commercial strategy across Kenya, driving 2M+ app installs and 800K+ registrations in 12 months.
• Built scalable acquisition, retention, and referral systems - Designed and scaled full-funnel acquisition, lifecycle, retention, and referral engines, increasing referrals by 23%
• Improved unit economics and capital efficiency - Reduced CAC by 30% by introducing disciplined budget governance, competitive benchmarking, and performance optimisation

Marketing & Communications Lead at MO Consulting (2022-08 – 2022-05)

MOC is a boutique communications consultancy that specializes in optimizing performance for FMGG MSMEs in the digital & experiential marketing space

• Commercialised growth opportunities - Analysed customer data to identify growth opportunities, leading to a new product line that delivered 25% revenue growth across 2020-2021.
• Led customer engagement and go-to-market initiatives - Owned client events and engagement programmes, increasing participation and engagement by 15%.
• Expanded digital revenue channels for clients - Introduced and scaled emerging platforms (e.g. Snapchat) to unlock new acquisition and revenue opportunities for e-commerce clients.

Account Director at SQuad Digital (WPP Network) (2017-05 – 2019-07)

Squad Digital (a WPP digital network agency) is an award-winning full-service digital marketing agency; KCB Bank Kenya Limited is a financial services provider headquartered in Nairobi, Kenya.

• Owned strategic financial services accounts - Led integrated, performance-driven marketing programmes for large banking clients, ensuring consistent on-brand execution.
• Scaled acquisition and conversion performance - Delivered 2M new active users and 12M opt-ins within 6 months through CRO initiatives and marketing technology.
• Conceptualised revenue-driving content initiatives - Launched #2jigiriLounge, contributing to an 8% increase in SMS loan applications in one quarter.

Senior Account Manager at Qube Limited (2016-05 – 2017-04)

Qube was a marketing agency that was created to build long-lasting relationships between brands and audiences by creating creative campaigns.

• Led market entry and brand launches - Oversaw digital and PR launches for regional and international brands including Tune Hotel (now Ibis Styles), Woolworths, and Showmax.
• Built scalable delivery and vendor systems - Implemented client and vendor management processes that improved efficiency and increased client revenue by 20%.
• Acted as senior client partner - Aligned creative delivery with commercial and business objectives.

Digital Account Manager at Squad Digital (2014-04 – 2016-02)

• Led key telecom and enterprise accounts - Served as primary account partner for Safaricom, managing complex, multi-stream digital programmes.
• Delivered high-impact digital product launches - Led the Safaricom website and app relaunch, achieving 250K+ downloads on launch day.
• Executed award-winning multi-market campaigns - Managed Capture Kenya, winner of the African Excellence Awards (2015).

Account Executive at Creative Edge (FCB) (2012-02 – 2014-03)

Award-winning integrated marketing and advertising agency providing branding, digital, advertising, and creative strategy services, and affiliated with the global FCB network

• Supported integrated brand and digital campaigns - Delivered content and execution aligned to client and business objectives.
• Developed team capability and delivery quality - Coached junior team members to improve consistency and performance.
• Improved operational and revenue controls - Streamlined invoicing and escalation processes, reducing revenue leakage.

Academic Master in MA - Corporate Communications – Daystar University (2020-01 – 2024-12)

Additional Training in Behavioral Finance – Duke University (2020-09 – 2020-12)

Academic Bachelor in Bachelor of Commerce – Kenya (2007-12 – 2012-12)