BABATUNDE OLUWASEUN MARTINS
LAGOS
Summary
Accomplished Industry and Ecosystems Marketing Manager with over thirteen years of proven expertise in the tech and telco sectors. Adept at strategically steering marketing initiatives across diverse verticals, spanning B2B (Corporate, Energy, Government, Health) and B2C (Consumer, Real Estate, Transport) domains. Demonstrated prowess in orchestrating comprehensive ATL and BTL campaigns while adhering to budgetary constraints, driving remarkable enhancements in customer acquisition and retention. Proficient in methodically tracking and communicating marketing objectives to ensure seamless internal collaboration within the organization.
Overview
18
18
years of professional experience
Work History
Growth Marketing Manager
Interswitch Group Nigeria
01.2023 - Current
- Orchestrated successful user acquisition campaigns for the Quickteller app, achieving a 20% increase in monthly active users within the first quarter of FY2023
- Devised and executed a go-to-market strategy that propelled a 45% boost in sales for the digital product portfolio during its launch phase of the Quickteller Transport
- Crafted and fine-tuned customer value propositions, resulting in a 30% increase in conversion rates and a 15% reduction in customer churn for Quickteller homes
- Collaborated closely with the product management team to identify market opportunities in the Government sector, leading to the introduction of two market-leading products that contributed 25% of the annual revenue
- Pioneered customer-centric market intelligence efforts, yielding insights that guided the development of targeted campaigns and drove a 40% rise in customer engagement
- Conducted in-depth competitive analysis, enabling the company to reposition itself effectively, resulting in a 15% increase in market share within six months
- Implemented marketing automation, enhancing efficiency and scalability, resulting in a 50% reduction in lead response time and a 25% increase in qualified leads for Interswitch Energy Solutions
- Created compelling campaign content, product videos, newsletters, and battle cards, resulting in a 40% improvement in engagement metrics
- Provided inspirational leadership to a cross-functional team, fostering an increase in team productivity and in overall departmental KPIs
- Meticulously managed the marketing budget, identifying cost-saving opportunities that led to a 15% reduction in overall marketing expenses while maintaining campaign effectiveness
- Regularly prepared and presented comprehensive activity and performance reports to the EVP, Group Marketing & Communication, facilitating data-driven decision-making and strategic alignment.
Manager Data and Devices
9Mobile
10.2022 - 12.2022
- Mobile Nigeria
- Develop new strategy to unlock new opportunities to grow 9mobile's mobile data users, revenues and increase smartphone penetration through innovative services
- Responsible for strategic plan for Data GTM, Data Propositions, the OTT services benefits to the business and the customers alike through appropriate package design, advertising campaign development and choice of the relevant media outlets for the promotion of the products
- Responsible for tracking industry trend by reviewing professional publications and benchmarking state-of-the-art practices to formulate, implement and maintain industry technology strategies
- Source for partnerships with relevant service provider to drive the adoption of data services and market share while keeping abreast of advancement and global trends in mobile data industry
- Establish and maintain relationships with key internal and external stakeholders
- Set strategic direction for adequate partnership with OTT service providers and maintaining such partnerships for optimal returns to the mobile data strategy of the company
- Assist in implementing the unit's work programs and plans in line with agreed upon procedures and guidelines
- Planning and managing the human and material resources of the unit to optimize performance, morale and enhance productivity
- Manage inter-functional relations to ensure synergy across the various departmental functions
- Provide leadership and guidance to team members and manage subordinates' performance towards the achievement of overall team objectives
- Monitor and control the budgetary needs of the unit
- Prepare/compile agreed periodic activity and performance reports for the attention of the Director, Product & Digital Services.
SME Marketing Specialist
9Mobile
11.2017 - 10.2022
- Develop and effectively Managing the enterprise G2M Strategy for Enterprise products across Digital & BTL communication channels
- Development of marketing plans in accordance with overall business objectives and management of marketing elements of the offers including naming, positioning, marketing brief development, execution, and socialization
- Build market leading influencer marketing strategies through proper segmentation and target customer persona allocation
- Initiated key partnerships, resulting in 95 percent and 102 percent revenue contribution against target in 2020 and 2021FY, respectively
- Forming revenue-sharing agreements with solution providers to increase incremental contributions to business
- Create acquisition and retention strategic initiatives to generate revenue
- Increasing ARPU per product through innovative digital marketing campaigns for a base of over 2 million customers
- Provide Data driven analysis which ensures MQL and SQL Acquisitions and retention
- Drive Enterprise Products to segment with unique features to cater to different market segments
- Driving RG Marketing propositions that accentuates enterprise Channel strategic partners taking their businesses to the next level e.g., Device Scheme for Enterprises without collateral, Cloud Market Place solution https://cloudbusiness.9mobile.com.ng/ and SME Bulk Data Reseller etc
- Championing Customer-centric thematic campaigns driven through Data analysis
- Conducted competitive analysis, recommended action plans, and created competitive response materials for key customer revenue growth during initial Covid-19 lockdown in 2020
- Implemented marketing strategies and Enterprise solutions which resulted in 12% & 20% growth of 2020 & 2021 FY customer base, respectively
- Reduced customer churn due to competitive threats by 25% through direct communication engagements highlighting salient features of Enterprise products thus maintaining highest enterprise ARPU in the business
- Assist Account Managers in closing key partnerships through customer visitation and pitch presentations
- Supported Director Enterprise Segment with key Marketing Strategies for 2019 & 2020
- Collaborates with sales, training, communication, finance, and operations to ensure flawless execution
- Ensure maximum market penetration, growth, and profitability through effective implementation of SME initiatives
- Provide recommendations on design of customer lifecycle extension plan for 9Mobile Nigeria's Enterprise Market
- Provides input in and makes recommendations on the development of viable market penetration and market share acquisition frameworks for 9Mobile Nigeria's Enterprise Market
- Ensures synergy across functional areas through effective management of inter-functional relations and activities
- Coordinating regional roadshows for Strategic Channel partners to create brand stickiness
Retail Advisor/Team Lead Sales
9Mobile
01.2012 - 11.2017
- Lagos
- Manage selling and customer service activities in assigned regional experience Centres and train Retail Advisors on service delivery procedures to optimize and sustain sales performance, profitability, and customer satisfaction
- Initiate and manage relationships with internal and external customers
- Coordinate Retail advisors within the region ensuring sales targets are exceeded and risks mitigated
- Creating and Owning Sales cycle from Pre-Post Sales Cycle and developing sales strategy which stimulates reaction to enhance positive uptake
- Ensure resolution of customer queries/ complaints received at Experience Centre and implemented measures aimed at guaranteeing optimal customer satisfaction
- Liaise with the Distribution team to ensure maintenance of optimal stock levels in assigned Experience Centre
- Handle administrative duties in assigned Experience Centre and escalate issues to relevant units/ departments where necessary
- Facilitate the provision of after-sales support to customers
- Facilitate the conduct of periodic stock counts and perform spot checks to ensure minimal occurrence of stock losses
- Liaise with relevant personnel to facilitate training for Retail Advisors in assigned Experience Centre as required
- Attend team/ divisional/ departmental meetings as required
- Provide guidance and manage the performance of subordinates
- Prepare/ compile agreed periodic activity and performance reports for the attention of the Manager-Regional Retail Sales
- Perform any other duties as assigned by the Manager-Regional Retail Sales
- Monitoring of sales performance across product categories and services and reward system for all shop staff as well as the management of all operational issues related to the effective functioning of the shop
- Ensure that daily/weekly statistics and reports are forwarded to the Manager-Regional Retail Sales
- Carry out periodic reviews and implement suggestions that improve the efficiency of the team
- Responsible for evaluating and resetting existing goals taking into consideration both employee and customer feedback
- Ensure daily, weekly and monthly activity reports (which include queries, recurrent issues, total sales, CRM issues etc.) are submitted as at when due to management
- Ensure proper documentation of stock receipts and issues to facilitate ease of stock count and management
- Implementation of business planning, target projections, periodic deep dive research where necessary
- Monitor Experience Centre profitability and ensure achievement of set EBITDA targets
- Carry out competitor and market analysis providing intelligence on competitor activity to HQ for planning and decision-making purposes
- Advise on local marketing initiatives to drive footfall to the Experience Centre
- Build and continually update database of High Value and SME Customers of the Experience Centre
- Ensure prompt resolution of HV and SME queries and complaints within established SLAs
- Carry out customer profiling and provide advisory inputs to the Retail Territory Manager
- Organize and facilitate customer events
- Build relationships with members of the community of the Experience Centre and identify opportunities to leverage visibility of the 9mobile brand and growth of 9mobile business
Customer Care Executive
9Mobile
06.2009 - 01.2012
- MOBILE
- Resolve customer concerns and issues while proffering First Call Resolutions to customer's lines giving full information regarding product and services on the company's brands and services
- Back-office resolution of customer complaints
- Assist customers with specific issues regarding their Blackberry devices, providing secondary resolution for issues that cannot be solved at first level
- Prepare shift reports for my team in absence of my team lead, including detailed shift analysis and shift issue logs
- Responded to customer requests via telephone and email.
Funds Transfer Officer
Intercontinental Bank PLC
01.2007 - 01.2008
- Receive cheques from customers, attend to matters concerning their accounts, specifically incoming and outward going cheques
- Credit and Debit customers account for both inward and outward cheques
- Deputize as clearing officer for the branch
- As a Dormant Account Reactivation officer, I was specially trained to tackle issues concerning Dormant accounts in the region, then I was deployed to 8 branches to assist in the reactivation of their dormant accounts
- Copied, logged and scanned supporting documentation.
Education
BSc. (Hons) - International Law & Diplomacy
BABCOCK University
Ogun06.2007
Senior School Certificate -
Pampers Private School
Lagos04.2000
Certificate -
King's College
Lagos04.2000
Skills
- Product Insight and Innovation
- Enterprise Marketing (SME, Corporate, Fixed Solutions)
- Market Research
- Product Marketing
- Pricing structures
- Sales strategies
- Strategic planning
- Project management
- Data analysis
- Financial Technology
- Leadership
- Learning and Development
- Data management
- Digital Marketing Strategy
- Customer demographics
- Customer Experience
- Customer service and Consultative selling skills
- Key Account Management
- Staff development
- Budgeting and finance
- Client Account Funds Transfer Management
- Retail Sales Management
Accomplishments
- Chartered Institute of Marketing UK: Applied Marketing (Dec 2021)
- Chartered Institute of Marketing UK: Planning Campaigns (Dec 2021)
- Chartered Institute of Marketing UK: Digital Marketing Techniques (April 2022)
- Certificate in Professional Digital Marketing: https://www.credly.com/earner/earned
- Product Management Certificate: www.entrylevel.net
- DMS Retail Consultative Selling (2014;2015).
References
References
References available on request
Interests
Football, tennis, and travelling.
Timeline
Growth Marketing Manager
Interswitch Group Nigeria
01.2023 - Current
Manager Data and Devices
9Mobile
10.2022 - 12.2022
SME Marketing Specialist
9Mobile
11.2017 - 10.2022
Retail Advisor/Team Lead Sales
9Mobile
01.2012 - 11.2017
Customer Care Executive
9Mobile
06.2009 - 01.2012
Funds Transfer Officer
Intercontinental Bank PLC
01.2007 - 01.2008
BSc. (Hons) - International Law & Diplomacy
BABCOCK University
Senior School Certificate -
Pampers Private School
Certificate -
King's College
Similar Profiles
Edward AsagbaEdward Asagba
Managing Director, Merchant Acquiring and Digital Ecosystems at Interswitch Nigeria LimitedManaging Director, Merchant Acquiring and Digital Ecosystems at Interswitch Nigeria Limited
Margreth MartinsMargreth Martins
Software Engineer| Core Java at Interswitch GroupSoftware Engineer| Core Java at Interswitch Group
Oluwagbenga SotikareOluwagbenga Sotikare
Business Decision Support at Interswitch GroupBusiness Decision Support at Interswitch Group