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Portfolio of work

Welcome to my portfolio, where I showcase projects that demonstrate my expertise in driving business growth through strategic marketing, digital innovation, program design, and operational excellence. Each case study reflects my ability to craft data-driven marketing campaigns, redefine brand messaging, and lead complex change management initiatives that enhance performance and streamline operations. Explore these projects to discover how I leverage creative strategy, data insights, and digital transformation to deliver impactful results for businesses and their customers.

Edge Solutions Brand Messaging Strategy

Marketing Manager & Project Lead

  • Overview:

    • I recently led the development of a comprehensive brand messaging strategy for Edge Solutions, a subsidiary of Edge Growth, repositioning the business as a leading strategic growth partner in the market. This strategy includes detailed personas for all key stakeholder groups: corporate clients, SMEs, delivery partners, and new potential staff.

  • Role and Responsibilities:

    • Managed the creation of the brand messaging framework and the operational rollout plan. Ensured that the messaging resonates with diverse audiences and aligns with Edge Solutions' long-term strategic goals.

    • Developed detailed stakeholder personas to tailor communications effectively for corporate clients, SMEs, and delivery partners.

  • Key Achievements:

    • Finalized a clear, integrated brand messaging strategy that addresses the unique needs of various stakeholder groups.

  • Next Steps:

    • We are preparing to launch the new brand messaging strategy, which will involve team training, designing suitable marketing collateral, and ensuring that all communications reflect the new brand identity across channels.

    • Coordinating with cross-functional teams to ensure seamless integration of the messaging strategy into future marketing collateral and communication materials.

    • Anticipating measurable improvements in brand recognition, engagement, and clarity in stakeholder communication as the new strategy is implemented.

Edge Growth Online Academy product development and marketing

Conceptualization, Content Design, and Marketing

  • Overview:

    • Led the strategy and execution of the Edge Growth Online Academy, identifying a gap in the SME market for accessible learning content. Spearheaded the project from concept development to content creation, launch, and marketing, positioning the academy as a key educational resource for SMEs.

  • Role and Responsibilities:

    • Conceived the academy’s concept based on extensive market research into SME needs and learning preferences.

    • Led the design and creation of instructional video content, ensuring it aligned with the academy’s educational goals and provided value to SME participants.

    • Directed the marketing strategy, utilizing digital channels to drive engagement, promote course enrollments, and maximize visibility in the SME sector.

    • Managed cross-functional teams involved in video production, content development, and marketing execution.

  • Key Achievements:

    • Developed a comprehensive, engaging curriculum tailored to SMEs, covering critical topics that address key pain points.

    • Successfully launched the Edge Growth Online Academy, leading to widespread recognition and strong market uptake.

    • Marketing efforts contributed to a significant increase in visibility, resulting in high levels of user engagement.

  • Results:

    • Early data indicates a 40% increase in course completion rates, demonstrating the effectiveness of the content and learning platform.

    • Achieved a 70% engagement rate and a 90% participant satisfaction rate, reflecting the value delivered to SMEs through the academy.

B2B customer testimonial:

 

"We have established a task team on Sales and Marketing and now that most of us are through the course, we are going through it methodically to see how to either extract the info from Salesforce and/or use Salesforce better (lots of areas for improvement:). This will probably take some time and we are eating this one bite at a time. Thanks so much, the course is really good." - SME Founder, Anonymous

Edge Solutions ESD programs marketing strategy and execution

Graphics Design & Marketing Manager

  • Overview:

    • Developed and executed comprehensive marketing strategies for multiple Edge Solutions Enterprise and Supplier Development (ESD) programs. This included digital marketing initiatives alongside the creation of key marketing collateral such as brochures, infographics, and promotional videos to source SMEs and promote the ESD programs.

  • Role and Responsibilities:

    • Led the design team and coordinated with external vendors to produce visually engaging and strategically aligned marketing materials across digital and traditional platforms.

    • Managed the execution of digital marketing campaigns, including targeted social media advertising, email marketing, and content creation, aimed at increasing awareness and lead generation for the ESD programs.

    • Ensured that all marketing initiatives were aligned with Edge Solutions' brand strategy and communicated the value of the ESD programs effectively.

  • Key Achievements:

    • Successfully delivered integrated marketing campaigns that enhanced Edge Solutions’ brand visibility and engagement with targeted SMEs.

    • Produced a suite of collateral that resonated with stakeholders and contributed to the success of multiple ESD initiatives.

  • Results:

    • The marketing initiatives contributed to a 50% increase in lead generation and a 30% boost in campaign engagement across various platforms, significantly driving the sourcing of SMEs for the ESD programs

10X Accelerate Online Academy product development and digital marketing

Product Lead & Marketing Strategisit

  • Overview:

    • Led the digital transformation of 10X Accelerate bootcamps during COVID-19, transitioning from in-person to fully digital learning on a Learning Management System (LMS). Developed and executed a comprehensive digital marketing strategy to drive traffic, engagement, and sign-ups, increasing revenue and upsells. 

  • Role and Responsibilities:

    • Designed all digitized bootcamps, collaborating with a video production company to edit instructional videos, and created the learning path for the courses on the LMS to ensure a seamless user experience.

    • Led the creation and execution of digital marketing efforts, including SEO optimization, content creation, email marketing, and paid social media advertising.

    • Managed cross-functional teams, ensuring alignment between marketing, content, and technical teams for a cohesive learning and promotional experience.

  • Key Achievements:

    • Successfully transitioned the bootcamps to a digital format, allowing 10X Accelerate to continue its services during the pandemic.

    • Developed a high-impact digital marketing strategy that increased awareness and engagement across key platforms.

  • Results:

    • Achieved a 40% increase in sign-ups for the bootcamps within the first three months of the digital marketing campaign.

    • Drove a 35% increase in organic traffic to the LMS, contributing to significant revenue growth and increased upsell opportunities.

Project Management and Launch of the 10X Africa website

Marketing & Ops Manager

  • Overview:

    • Successfully project managed the design and launch of the 10X Accelerate website, https://10x-e.africa/, aimed at positioning the brand as a leading accelerator in Africa’s entrepreneurial ecosystem.

  • Role and Responsibilities:

    • Led the end-to-end process, from initial concept development through to final launch. This included coordinating with designers, developers, and content creators to ensure the website was visually compelling, user-friendly, and aligned with the brand's strategic goals.

  • Key Achievements:

    • Delivered the project on time and within budget, creating a website that effectively communicates the 10X Accelerate value proposition and enhances the brand’s online presence.

  • Results:

    • The new website significantly improved the brand’s digital footprint between 2017-2020, contributing to a 25% increase in online engagement and a 20% growth in inbound inquiries from prospective participants and partners.

Program Management Platform digital change management

Marketing, Ops & Change Lead

  • Overview:

    • Acting as the Digital Change Manager for a major program management platform migration at Edge Solutions, leading the ongoing transition from one platform to another. This process includes both the technical migration and strategic communication efforts to ensure the brand remains consistent and aligned with the new platform’s capabilities, while maintaining business continuity.

  • Role and Responsibilities:

    • Leading the migration process, including stakeholder communication, user training, and troubleshooting, ensuring the platform meets the business’s operational needs and that the transition aligns with the company's brand messaging.

    • Developing internal and external communications that highlight the migration as part of Edge Solutions' brand evolution, reinforcing the company's commitment to innovation and operational excellence.

    • Managing both the technical aspects of the migration and the human side of change, ensuring team adoption and consistent branding across all channels.

    • Collaborating closely with the internal IT department, external vendors, and cross-functional teams to customize the platform for enhanced project management capabilities, while ensuring marketing and brand integrity throughout the process.

  • Key Achievements:

    • Developed and implemented a comprehensive change management plan that includes stakeholder engagement, user adoption strategies, and communication plans to align the brand's messaging with the new platform’s launch.

    • Ensured data migration and workflow continuity, while integrating marketing strategies that position the migration as part of Edge Solutions' growth story.

  • Expected Results:

    • Anticipating a successful migration with zero downtime, full data retention, and enhanced marketing alignment.

    • Early indicators show strong user adoption, and the marketing efforts have been well-received, reinforcing the brand’s commitment to operational innovation and excellence.

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