Growth measured in behaviour, revenue, and momentum.

Umba needed to scale adoption while protecting commercial efficiency across a fast-growing financial product.

Led performance marketing, owned top-level insight, connected channel learning to product and business actions, and built a repeatable growth operating rhythm.

The performance programme needed sharper processes, stronger accountability, and a radically more efficient acquisition model.

Led a distributed global team, streamlined performance operations, and refocused investment around signals that produced sustainable customer growth.

The business needed to improve customer conversion and asset growth while navigating a sharp devaluation of the Nigerian naira.

Redesigned the onboarding journey, sharpened acquisition priorities, and aligned growth work with the behaviours that create long-term product value.

A mobile news product needed rapid adoption, stronger engagement, and a defensible place in a crowded app market.

Built the acquisition and engagement engine around audience insight, distribution, and fast learning across the product funnel.