Tayo Sadique

About

Over the last 7 years, I have honed my expertise in Growth & performance marketing, managing over $10m in ad spend and generating upwards of $30m in revenue. My roles have spanned multiple industries, including fintech, B2B SaaS, and consumer tech, in markets across the US, Canada, Africa, and Europe. I excel at: ➡️Customer-centric growth strategy creation and execution ➡️Paid campaign management ➡️Website management & conversion rate optimization I am self-driven and goal-oriented, excelling in team environments and independent roles. I manage projects meticulously, balancing deadlines while staying organized and creative. I bring a unique blend of creativity and analytical to create impactful & measurable campaigns.

Experience

• Manager, Performance Marketing · Financial Cents09-01-2023 – 07-01-2024

  Built the performance marketing function from the ground up at Financial Cents with budgets between $10k-$25k per month in ad spending across all channels. Added between $50k - $100k per month in revenue attributed to paid campaigns and increased paid attributed revenue by 30% MoM by optimizing our campaigns to reach our ICP. Drove trial signups, demo bookings, and closed-won revenue by building, managing, and optimizing paid search and paid social campaigns implemented across a full-funnel demand generation and demand capture ad campaign strategy. Optimized paid search campaigns to hit CTR as high as 12% and quality score no lower than 6/10, resulting in a 150% increase in trial signups and a 30% decrease in Cost per trial through campaign restructuring, ad copy optimization, bid strategy experimentation, negative keyword optimization, keyword discovery & expansion, and landing page optimization. Optimized paid social campaigns to drive product discovery and retarget high-intent prospects to start a trial, resulting in a retargeting campaign CPA as low as $30 for each trial and a prospecting CPA of $115 for each trial. Executed successful incentivized demo campaigns that drove $60k in revenue with only $2,000 ad spend by retargeting high-intent clients that fit ICP criteria with a $50 gift card offer to sit on a demo. Drove mid-funnel lead generation campaigns with lead magnets such as quizzes, checklist templates, academy courses, and email courses to drive over 6,000 lead magnet downloads at a CPA of $4. Championed creative strategy and collaborated with the marketing designer to create and optimize paid social creatives. Scaling winning creatives, setting up experiments, and documenting learnings to build an iterative creative pipeline for new and existing campaigns. Created dynamic data reporting dashboards for paid ad campaigns on Looker Studio, tailored to meet the needs and understanding of different stakeholders.

• Senior Performance Marketing Manager, Sub-Saharan Africa: Platform & B2B · Yellow Card12-01-2021 – 12-01-2023

  Managed paid media campaigns for the Yellow Card payment API, focusing on paid ABM and sales enablement campaigns that led us to close Coinbase, Block, Moonpay, and other enterprise clients. Directly driving up to $100m monthly GTV from B2B business as tracked using Salesforce. I manage a marketing budget of between $100k and $500k monthly across 10 media channels, including paid social, paid search, and programmatic media sources across the United Stated and EMEA regions (EU, Africa, and the GCC region.) Worked closely with product development, engineering, and sales teams to ensure a cohesive and integrated marketing approach that aligns with Yellow Cards Payments API offerings and market position.

• Product & performance marketing manager · Blueloop12-01-2020 – 12-01-2021

  Led early growth and Grew user base from 3,000 to 55,000. Managed between $5k - $20k ad budget on Facebook and Google. Grew transaction volume from $600k/quarter to $6m, increased revenue by 30%, MoM, by stimulating users to perform revenue-generating transactions. Launched and managed viral marketing campaigns to drive user acquisition at low costs.

• Marketing Manager · Onas LLC06-01-2020 – 03-01-2021

  Grew sales from 50 units per month to 170 boxes per week, growing 20% MoM on Squarespace, Amazon, Jumia, and partner retail stores. Plan, execute, and manage end-to-end demand generation programs, including SEO/SEM and paid media. Measure and optimize impact by developing OKRs and analytics to track the influence of your programs on key business metrics. Execute campaigns, manage external agency relations as needed, optimize acquisition channels (including paid marketing, content marketing, SEM/SEO, influencer marketing), and develop growth strategies for Gerrout in US and EU markets.

• Content Marketing Specialist · Infatica06-01-2017 – 12-01-2020

  Assisted with research and implementation of content for organic SEO success for different infatica product usecases Created valuable and captivating content ranging from whitepapers, user stories, email campaign content, email copy, blog posts, videos scripts, newsletters, infographics, e- books to web contents and social posts. Created conversion funnels, mapped publishing timelines, researched relevant keywords, writing content drafts for freelance writers.

Education

• Obafemi Awolowo UniversityBachelor of Technology - BTech, Materials Engineering

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