Tolu O.

About

I'm Tolu, a growth and performance marketing professional with ten years of experience across both fast-growing DTC brands and more established players. Specialties: TV buying, Paid Search/SEM, Programmatic Advertising, Paid Social (Facebook/Instagram), Display, Native, Affiliate, media buying, CTV/OTT. Platforms familiar with: Meta, Pinterest, Google Ads, Trade Desk, Google DSP, Affiliate, Taboola, Outbrain, Facebook/Instagram, TikTok. Keywords: Director of Growth Marketing, Online Marketing, SEM, eCommerce, Shopify, social media, Facebook, Instagram, influencer marketing, online sales, digital commerce, JIRA, direct to consumer, direct response, B2B, B2C, Online Retailer, Customer Acquisition, Lead Generation, Retargeting, Google Shopping, Affiliate Marketing, Audience Segmentation, Paid Media, Analytics and Reporting, Google Analytics, Customer Segmentation, A/B Testing, Campaign Optimization, Integrated Marketing, Acquisition, Subscription models, E-Commerce, Analytics, Marketing Strategy.

Experience

• Growth Marketing @ PrettyLitter (acquired by Mars Petcare) · PrettyLitter2021-01-01 – Present

  Focused on subscription growth/acquisition of customers for PrettyLitter. Leveraging a variety of channels to support growth including linear TV/CTV, Paid social, Podcast, and Affiliate. PrettyLitter's subscription-based early detection lightweight litter monitors feline health by changing colors when it detects potential health issues with your cat. 80% lighter for a one-month supply than traditional cat litter, PrettyLitter provides peace of mind, time savings, and convenience to cat owners around the globe.

• Senior Manager, Growth Marketing · quip.2019-01-01 – 2020-01-01

  quip is the DTC oral care company designing and delivering products, advice, and professional services to make oral health more simple, accessible, and enjoyable. Drove strategy in Paid channels, Search, Programmatic, Native (Taboola), and Affiliate, helping scale growth and drive approx. 2x revenue growth Y-o-Y in e-commerce sales and subscriptions.

• Consultant · Owodunni Marketing Services2018-01-01 – 2019-01-01

  Providing digital marketing/performance marketing/Customer acquisition strategy, execution for startups and brands. Paid Media including Paid Search/SEM (Google Ads, Google Shopping) and Display/Programmatic Advertising.

• Programmatic Display and Video Strategy, Paid Media · Interpublic Group (IPG)2016-01-01 – 2017-01-01

  Agency Accounts: Coca-Cola Brands (e.g., Smart Water, Vitamin Water, PowerAde, Sprite, Fanta, Odwalla). Day-to-day Programmatic lead on key client relationships and decision-makers representing 30+ Programmatic Media campaigns ($13MM+ in media dollars) in 2016. Managed client calls and meetings, presenting and communicating Cadreon's POV and performance to agency partners UM and to end client Coca-Cola (in collaboration with media and analytics).

• Senior Manager, Programmatic Advertising Display and Video · Accuen2013-01-01 – 2016-01-01

  Agency Accounts: Lowes, Visa, Luxottica, FedEx, Cigna, Enterprise Rent-A-Car and Estee Lauder. Ran multi-million-dollar display and social (Facebook) media campaigns for Luxottica brands Lens Crafters and Pearle Vision, with a view to driving users to book online eye exams. Consistently outperformed on a cost per online eye exam booking (CPA) basis, leading to a 52% increase in budget year over year. Led programmatic media trading on B2C and B2B accounts (FedEx, Enterprise Rent-A-Car) across OMD. Programmatic budgets managed range from $1MM to $10MM annually. Planned and executed display, video and mobile campaigns, using Demand Side Platforms (DSPs) such as Google’s DoubleClick Bid Manager (DBM), The Trade Desk, Adelphic, Videology, Appnexus, MediaMath and Adobe’s TubeMogul. Leveraged Neustar’s Aggregate Knowledge, OMD’s Data Management Platform (DMP) in executions for Lowes campaigns to perform analysis on audiences.

• Co-Founder at 501(c)(3) Non Profit organization · Young African MBA's2012-01-01 – 2014-01-01

  Young African MBAs (Y.A.M.) is a young and dynamic 501 (c)(3) registered nonprofit that is helping to bridge the gap of management talent in Africa today.

• Office of the Treasurer · General Motors2012-01-01 – 2013-01-01

  Analyzed and implemented hedging strategies for General Motors’ $25B Foreign Exchange portfolio. Assisted in cutting annual costs by $15mm by facilitating a company-wide strategic revamp of FX exposure collection and negotiating with Wall Street firms on pricing. Coordinated with internal consulting and tech teams on the implementation of a market-leading treasury, FX trade processing, and cross-asset software system. Supported GM's efforts in hiring diverse MBA candidates by attending career fairs across the US.

• MBA Project, Digital Strategy · Sony Music Entertainment2012-01-01 – 2012-01-01

  Spearheaded a digital-based research initiative and built models to study consumer demand for music via downloading or streaming models. Report was disseminated by Sony and was picked up by trade association for the digital music business, digitalmusic.org.

• Strategy (Focusing on web-based subscription models) · IROKO Partners Limited2012-01-01 – 2012-01-01

  Researched, planned and successfully implemented subscription based revenue model for iROKOTv; in the first month after launching the subscription service, monthly revenue increased by 5%. Helped hire and build New York team of six as a founding member of iROKOTv’s US office. Used real time analytics tool (Woopra) to perform segmentation analysis on iROKOTv viewers for targeting purposes. Communicated findings to leaders of the company, resulting in use of segmentation analysis to select the first users to target for the subscription model.

Education

• The Wharton SchoolMaster of Business Administration - MBA, Business Administration and Management, General
• The Johns Hopkins UniversityBachelor of Science - BS, Electrical and Electronics Engineering

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