Product-Led Growth & Product Marketing Manager
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I’m a data-driven product and growth marketing strategist with 10 years of experience across tech, fintech, FMCG, media, and communications, working at the intersection of product strategy, growth, and multi-market expansion across Sub-Saharan Africa.
My work sits between user behaviour, product decisions, and go-to-market execution, translating cultural insight and performance data into features, campaigns, and systems that drive adoption, engagement, and retention at scale. I work comfortably across funnels, onboarding flows, activation metrics, and lifecycle touchpoints, using data to inform prioritisation and execution.
In my current agency role, I lead full-funnel digital and performance initiatives across paid media, SEO, CRM, and web journeys, using tools such as Google Analytics, Looker dashboards, Meta and Google Ads, and experimentation frameworks to optimise conversion, messaging, and customer journeys across multiple consumer segments. This includes work for a regulated financial services brand delivering ~16M reach, ~16.8M impressions, ~134K clicks, and ROI exceeding 1000% under conservative lead valuation.
Previously at TikTok, I partnered closely with product managers, UX designers, engineers, data teams, and regional stakeholders to launch and scale consumer-facing features across SSA, including H5 microsites, search hubs, push notification systems, and creator programmes. I supported product localisation, QA testing, experimentation frameworks, and roadmap input, contributing to initiatives such as #Amapiano (1B+ views) and #EverybodyLovesFootball with UEFA, FIFA, and CAF.
My work included analysing performance through BigQuery, Looker, Google Analytics, and internal dashboards, supporting segmentation, experimentation, and lifecycle optimisation. These efforts drove improvements in push notification CTR and reduced opt-outs through data-led personalisation.
Earlier in the fintech space, I supported product and growth initiatives focused on improving mobile app adoption and everyday usage, working with product and design teams to refine in-app messaging, CRM, onboarding journeys, UI/UX flows, and localisation in multi-currency environments.
Across roles, I’ve partnered cross-functionally to:
I am a Digital Product and Growth Strategist with over 10 years of experience scaling B2C digital products, platforms, and customer-facing ecosystems across fintech, media, FMCG, and technology.
I have led multi-market go-to-market strategies and product rollouts across Sub-Saharan Africa, working cross-functionally with Product, UX, BI, DevOps, Marketing, Public Policy, and Commercial teams. My expertise spans product-led growth, lifecycle marketing, paid media, CRM, creator ecosystems, and performance optimisation.
At TikTok, I progressed into Program Manager roles overseeing product features such as H5 microsites, search hubs, and TikTok Now across six African markets. I led initiatives including #Amapiano (1B+ views), #EverybodyLovesFootball (+60% engagement growth), and regional creator monetisation programmes, while improving push notification CTR by 20% through data-led personalisation.
At HelloPaisa, I led the USSD-to-app migration strategy, driving a 46% increase in app adoption across multiple markets by aligning product, performance marketing, and user education.
Currently at Magos Media, I lead full-funnel digital strategy and performance marketing across retail, hospitality, and fintech brands, building integrated ecosystems across paid media, CRM, analytics, and web optimisation. For ISA Gold, I scaled digital reach to 16.2M with 14M impressions and 13.3K new followers through structured martech integration and continuous optimisation.
My strength lies in combining product strategy, analytics, and hands-on execution to deliver measurable commercial impact.
I hold a Diploma in Media Practices (Communication & Media) from Boston Media House, with specialisation in Film and Television. My coursework included Marketing, Public Relations, Media Law, Journalism, Finance in Media, and Digital Media, which built a strong foundation in both storytelling and commercial communication.
I also completed the Primedia Intern Development Programme at Henley Business School, where I developed skills in business communication, brand strategy, finance for non-finance, innovation, and professional leadership.
To complement my practical experience, I have pursued advanced certifications in digital performance, analytics, and AI, including:
AI-Powered Performance Ads Certification (Google, 2026)
Google Ads Display Certification (2026)
Product Analytics and AI (University of Virginia, 2026)
Operations Analytics (University of Pennsylvania, 2026)
Digital Marketing Analytics in Practice (University of Illinois, 2025)
Foundations of Project Management (Google, 2024)
My education combines media, business, analytics, and emerging AI capabilities, directly supporting my work in product growth, performance marketing, and data-led decision-making.
