Edidiong Ekong

About

As an accomplished Senior Marketing Executive with over eight years of experience, I have consistently delivered results-driven strategies for global brands and products. With expertise in performance and digital marketing, user acquisition, and retention, I possess a keen eye for identifying key metrics and insights that drive business growth. Throughout my career, I have spearheaded global marketing initiatives for companies such as Alerzo, Klasha, Payday, and Boomplay. By leveraging comprehensive data analytics and insights, I have successfully developed and executed marketing plans that have elevated brand awareness, increased user acquisition, and improved retention rates. My skills in brand and product marketing, combined with a deep understanding of digital marketing, make me well-positioned to lead and grow a dynamic marketing team. I have a proven track record of developing and implementing successful campaigns across multiple channels, including social media, search, email, and affiliate marketing. As a Head of Marketing, I am committed to building strong relationships with key stakeholders and developing a deep understanding of customer needs and behaviors. By aligning marketing strategies with business objectives, I am able to deliver measurable results and achieve long-term growth. Some of my key competencies include: - Global brand and product marketing - Performance and digital marketing - User acquisition and retention - Cross-functional team management - Data analytics and insights - Strategic planning and execution If you're looking for a results-driven, strategic marketing leader with a passion for driving growth, please don't hesitate to get in touch. I would love the opportunity to discuss how I can help take your business to the next level. Focus Areas: Payments FinTech E-Commerce Immersive Technologies Web 3.0 NFT Blockchain

Experience

• Head of Growth and Marketing · Maplerad03-01-2023

  Maplerad is a banking-as-a-service infrastructure that enables businesses to build and launch powerful financial services faster and raised $6M, led by Peter Thiels Valar Ventures. I lead growth and marketing for Maplerad and Wirepay, its cross-border consumer payment app. At Maplerad, here are highlights of key accomplishments: 1. Developed a comprehensive growth strategy (account-based marketing and demand generation) optimised the B2B sales funnel, enhanced user engagement and implemented product-led growth (PLG) motion across our product lines that led to achieving over 60% growth in new user (over 2100 businesses) including top company like Chippercash, Swerv, Payday, Credpal, Prospa, Payourse, generating over $400 million in TPV. 2. Defined the roadmap and OKRs for acquisition holistically, and for each channel working with a team of direct reports - performance marketing, product marketing and organic marketing teams (team of 6 overall) to drive product adoption. 3. Worked with sales and product teams to optimise existing and establish new, cost-effective processes to achieve and exceed our revenue goals by 31% compared to the previous quarter. 4. Provided visibility throughout the organization on the health and status of acquisition programs, including weekly recap reports with summary digest, guidance on volume relative to plan, monthly growth analytics meeting prep and reporting, creative learning sharing, create test launches, etc. 5. Created growth and retention loops, including referral and affiliate/partner programs and rewards for both the B2B and B2C products to ensure our customers get to their 'AHA' moment quicker, resulting in a 25% increase in user engagement and a 15% decrease in customer churn. 6. Influenced product strategy and roadmaps by verifying customer use cases, reviewing user acceptance criteria, steering cost-benefit analysis, and ensuring product/market fit for new products and features.

• Product Marketing Instructor & Mentor · AltSchool Africa06-01-2022

  Backed by Techstars, AltSchool Africa is an online school dedicated to upskilling non-technical people with high-in-demand tech skills with programs such as Engineering, Data, and Product and served as Instructor and Mentor for the Product Marketing track.

• Marketing Advisor · LaborHack02-01-2023

  As a Marketing Advisor at LaborHack, likely contributions include providing strategic marketing guidance, developing marketing campaigns, and optimizing marketing efforts to enhance brand visibility and customer engagement.

• Head of Growth · B2B Boosted02-01-2023 – 08-01-2024

  B2B Boosted acts as an extension of your sales team, without needing your startup to build a large internal operation and endlessly struggle with trial and error. B2B Boosted finds, nurtures, pitches and closes B2B leads for your business using open-source software for lead generation & CRM (incorporating other APIs such as Linkedin Sales Navigator, Hubspot etc.), and then brings in the human touch and top talents in tech sales to close those leads. Here, I work and support over 10+ VC-backed companies at Pre-seed to Series C across Nigeria, Ghana and Africa at large.

• Growth and Marketing Advisor · OurPass Business Banking04-01-2023 – 07-01-2023

  OurPass (Techstars 21) is a neobank providing businesses of all sizes with access to every banking, payment and business management tool they need to start, grow and scale their businesses. OurPass also holds a Microfinance Banking License from the Central Bank of Nigeria and raised $1m led by Tekedia Capital and angel investors from Fortune 500 companies. 1. Defined the GoTo Market strategy for all OurPass products (Loans, Card Terminals, Fixed Deposits, Invoices, Overdrafts, and Business Accounts), in close collaboration with marketing, sales and customer success. 2. Provided a wide range of foundational insights including market analysis/TAM, ICPs, personas, customer journey mapping, competitive analysis, VoC etc. 3. Equipped sales, customer success, and the broader marketing team with consistent and compelling messaging that drove the adoption and brought the voice of the market and customer to life. 4. Built effective, targeted content, sales collateral, and sales enablement tools to accelerate sales and increase customers' time to value. 5. Designed multi-channel campaigns through targeted digital, content, event, and web marketing efforts to support Field Marketing and Sales Development onboard top businesses such as Spar, Shoprite and EatnGo (parent company of Dominos, Cold Stone Creamery and Pinkberry) and process about a million transactions monthly. 6. Redesigned end-to-end automation solutions for customer acquisition, attribution, engagement and retention including OneSignal, Appsflyer, etc. 7. Implemented a digital acquisition strategy across paid social, paid search and display and affiliates that reduced Customer Acquisition Cost (CAC) by 62% from $1.5 to $0.57.

Education

• University of DundeeMaster's degree, International Marketing
• Nexford UniversityMaster of Business Administration - MBA, E-Commerce/Electronic Commerce
• University of UyoBachelor of Science - BS, Mathematics
• IE Business SchoolCertificate, Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more
• Northwestern UniversityCertificate, Sport Marketing
• IE Business SchoolCertificate, Brand and Product Management, Channel Management and Retailing
• Caddsoft ICT AcademyDiploma, Information Technology

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