Ayo Duru

About

Ayo helps businesses attract, retain, and turn customers into raving fans by transforming conversion funnels into high-performance engines. Core Skills: - App promotion - E-commerce - Search Arbitrage - Native Ads - Google Ads - Meta Ads - TikTok Ads - Email Marketing - Marketing Automation - TheOptimizer - Clickflare - PipiAds - Anstrex - Taboola - Google Analytics Ayo is a performance marketing specialist with 6+ years of driving high-ROAS PPC campaigns. Expert in Google Ads, Meta, TikTok, and Native ads, he turns ad spend into scalable revenue. He’s delivered 4x+ ROAS for e-commerce, cut fintech conversion costs by 53%, and scaled mobile app downloads. With experience across fintech, crypto, and e-commerce in Africa, Europe, NA, and the GCC, Ayo transforms clicks into business growth. He possesses Marketing, Digital Marketing and Product Marketing Qualifications from The Chartered Institute of Marketing, Meta, Pragmatic Institute, Google, HubSpot Academy, DMSI and CXL Institute. You can reach him here : ayoduru [at] gmail . com

Experience

• Marketing Expert · Toptal06-01-2025 –

  Toptal is an exclusive network representing the top 3% of global talent in marketing, software development, design, management consulting, product management, and project management. Leading global companies rely on Toptal professionals for their most critical initiatives.\n\nAt Toptal, I work with global businesses, providing digital marketing consulting services tailored to their growth and performance goals.

• PPC Manager - NA, GCC & Europe · TOP10X02-01-2023 – 05-01-2025

  Manages digital ad campaigns for Tessellate, a bespoke jewelry business in Singapore, on behalf of Top10X. Here, I'm scaling monthly ads spend, generating bespoke appointments, and driving e-commerce sales with a 4X+ ROAS monthly. Manages lead generation and search arbitrage projects on Google, Meta and TikTok. Manages eToro, Exness, BTCC, Capex, Libertex & Plus500 lead generation accounts on Google Ads. Sets up and manages Digital Campaigns, including creating ad copies. Builds conversion funnels using WordPress and Elementor and integrates tracking and marketing automation tools such as ClickFlare and TheOptimizer to track campaign performance and automate campaigns. Optimises funnels using CRO techniques to improve the CTR, CPC, CPL, CPA and ROAS metrics. Analyses and reports ongoing campaign performance to clients and suggests areas of improvement.

• Performance Marketing Specialist - Africa · ImaliPay02-01-2022 – 01-01-2023

  Strategized, executed, monitored and managed online campaigns across multiple digital platforms, including Google Ads, Meta Ads, and across three markets (Nigeria, Kenya and South Africa). Oversaw growth in online marketing performance to meet business goals and strategies. Managed Ad platforms’ daily budgets, billing reconciliation and spend pacing in adherence to allocations and desired return on Ad spend. Grew a mobile application from its ideation stage to over 12,204 users in 3 months using growth marketing strategies and digital tools such as AppsFlyer, Google Analytics, Firebase, Metabase and digital ads platforms. Managed a team of designers and social media managers to create eye-catching, engaging and informative content across the group. Continuously implemented A/B testing using data analytics techniques and tools to turn the conversion funnel into a cylinder. Reduced Cost per conversion by over 53% in one month.

• Growth Marketing Manager · Parizzo Carpool03-01-2019 – 01-01-2022

  Represented the customer's voice in developing Nigeria's first carpooling mobile application for its congested cities and managed the overall design and the launch of its version two. It attracted over 2000 users. Performed thorough market research and competitive analysis to understand and effectively communicate the product value proposition. Created product positioning and messaging to differentiate products in the market and expand visibility. Communicated value and positioning to the direct sales team and developed tools to support their selling process. Offered pricing and feature recommendations to management and cross-functional teams. Collected requirements for product upgrades, added features and new product development from end-customers and business partners through interviews. Liaised with the development team on defining product features and managing tradeoffs involving features, schedule and lifecycle. Penetrated new segments through the use of strategic marketing initiatives. Managed the product development lifecycle from conception to release.

• Digital Marketing Officer · Parizzo Carpool12-01-2018 – 09-01-2021

  Built and Managed the company's overall digital marketing and branding activities, including Pay Per Click Advertising, Search Engine Optimization, Social Media Marketing, Search Engine Marketing, Content Marketing Strategy, and External Partnerships. Achieved over 20,000% growth in user base in the first three months. Evaluated monthly performance statistics and used data to inform future strategies.

• Sales Consultant · Jumia Nigeria09-01-2018 – 11-01-2018

  Launched offline campaigns to acquire qualified leads interested in shopping on the platform. Helped source top quality products for customers. Monitored products all through the supply chain, with regular feedback to customers. Provided superior service to customers by quickly and courteously responding to requests, inquiries, suggestions and concerns. Brought in total revenue of over two million naira.

• Founder · Duru'z Media Africa09-01-2016 – 11-01-2018

  Created and delivered innovative, strategic marketing programs for clients with a focus on digital marketing. Provided weekly updates on digital marketing campaigns to clients, discussing strategic initiatives and methods for improvement. Increased clients inbound leads from Google search by 50% by carrying out customer keyword research and analyzing competitor pages to locate backlinks and keyword opportunities.

• Digital Marketing Assistant · Payrise09-01-2015 – 09-01-2016

  Built and managed their telegram community of over 3,000 members. Helped in creating the product positioning and message using research methodologies. Launched online campaigns to acquire qualified leads interested in buying and holding cryptocurrencies through the platform. Grew the company’s user base to 15,000 users using Growth Marketing Strategies.

Education

• CIM | The Chartered Institute of MarketingCertificate in Professional Marketing, Marketing
• Digital Marketing Skill InstituteDiploma, Digital Marketing Professional Certification
• University of BeninBachelor's degree, Agric Economics

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