AREWA JAMES
Lagos
Summary
Strategic Growth Leader with expertise in scaling mobility marketplace operations across diverse markets. Led revenue growth, optimized supply-demand dynamics, and implemented effective go-to-market strategies. Background includes performance marketing, driver acquisition, P&L alignment, regulatory negotiations, and cross-functional leadership.
Overview
16
16
years of professional experience
Work History
Head Business growth and developement
Cruz
Lagos
11.2025 - Current
- Owned and executed the company-wide Growth Strategy, Marketing Strategy, and Revenue Expansion roadmap, scaling operations from launch to 45% business growth across Lagos, Abuja, and Port Harcourt.
- Led multi-city Go-To-Market (GTM) strategy, market entry planning, and city launch execution from ground zero to active marketplace liquidity and sustainable revenue generation.
- Drove user and driver acquisition, retention, and lifecycle marketing, optimizing key metrics to enhance user engagement and marketplace performance.
- Managed full-funnel Performance Marketing strategy across Meta Ads, Google Ads, paid acquisition, gaming ads, AI-driven targeting, and social media campaigns, improving ROI and cost efficiency.
- Directed Supply & Demand marketplace optimization, implementing pricing strategy, incentive structures, liquidity management, and demand forecasting to ensure marketplace balance and operational efficiency.
- Conducted competitive intelligence, market research, and pricing analysis, refining value proposition and promotional strategy to capture greater market share.
- Negotiated strategic partnerships with government agencies and commercial partners, ensuring regulatory compliance and supporting operational scalability.
- Designed partner acquisition and onboarding programs to strengthen supply & demand growth, improving marketplace liquidity and revenue.
- Led cross-functional teams across Growth, Marketing, Commercial, Support, and Operations, aligning execution with revenue targets, P&L objectives, and expansion milestones.
- Launched Cruz Executive Car Rental, designed operations and marketing strategies, and established corporate partnership pipelines with luxury fleet partners.
Supply Manager
Rida Nigeria
Nigeria
09.2023 - 10.2025
- Spearheading the management of supply operations, driving a 330% growth in supply through strategic oversight and process optimization.
- Launched operations in new cities, integrating supply activities with existing frameworks to enhance regional reach.
- Overseeing driver acquisition and retention across multiple cities using Fleet room, improving driver satisfaction and streamlining logistics.
- Onboarded five fleet companies, expanding network and strengthening operational capabilities.
- Directing the transition to an upgraded product version, minimizing disruptions and enhancing operational efficiency.
- Mentoring and supervising a team of supply staff, aligning their contributions with organisational objectives.
- Established quality control standards to ensure high service delivery and customer satisfaction.
- Conducted market trend analyses, formulated strategies to address growth trends and challenges.
Driver Acquisition Lead Coordinator
Rida Nigeria
Nigeria
07.2022 - 08.2023
- Orchestrated driver acquisition initiatives across multiple cities, achieving a 50% increase in supply through targeted campaigns.
- Established performance-based targets and provided strategic oversight to city leads, enhancing achievement of critical metrics.
- Collaborated with cross-functional teams to develop data-driven acquisition strategies that met market needs.
- Led product migration process, enhancing user experience and aligning with operational goals.
Driver's Acquisition Lead
Rida Nigeria
Nigeria
12.2021 - 07.2022
- Expanded driver network by 25% through strategic recruitment and onboarding initiatives, enhancing overall driver availability.
- Implemented data-driven hiring strategies, enhancing recruitment efficiency and streamlining onboarding processes.
- Conducted market analysis to identify growth opportunities, refining driver acquisition processes and targeting efforts.
Sales Manager
FO-Odion Nigeria Limited
Nigeria
10.2017 - 12.2021
- Formulated and executed sales strategies, driving 30% growth in customer base.
- Directed a high-performing sales team that consistently surpassed revenue targets.
- Managed key client relationships and negotiated contracts, enhancing client satisfaction through effective issue resolution.
- Trained sales staff to enhance product knowledge and sales capabilities, aligning strategies with evolving market trends.
Quality Lab Intern
Nigeria Breweries PLC
Kaduna
06.2010 - 12.2010
- Executed water quality testing, sensory evaluations, and CO2 analyses, ensuring compliance with established standards and supporting regulatory adherence.
- Conducted daily sampling and analysis of grains, water, chemicals, and processed products, ensuring maintenance of quality standards.
- Collaborated with wastewater laboratory team to ensure adherence to environmental compliance regulations, promoting sustainable practices.
Education
Master of Science - Chemistry
Federal University of Technology Minna
Nigeria01.2018
Bachelor of Science - Industrial Chemistry
Federal University of Technology Minna
Nigeria10.2012
Skills
- Growth strategy
- Market expansion strategy
- GTM execution
- Revenue generation focus
- ROI optimization
- Strategic Planning
- Business development
- Customer Lifecycle Management
- Customer Relationship Management
- Lifecycle marketing
- Market analysis
- Data analysis
- P&L alignment
- Project Management
- CRM & Customer Support Automation
- Team leadership
- User and driver acquisition
Timeline
Head Business growth and developement
Cruz
11.2025 - Current
Supply Manager
Rida Nigeria
09.2023 - 10.2025
Driver Acquisition Lead Coordinator
Rida Nigeria
07.2022 - 08.2023
Driver's Acquisition Lead
Rida Nigeria
12.2021 - 07.2022
Sales Manager
FO-Odion Nigeria Limited
10.2017 - 12.2021
Quality Lab Intern
Nigeria Breweries PLC
06.2010 - 12.2010
Master of Science - Chemistry
Federal University of Technology Minna
Bachelor of Science - Industrial Chemistry
Federal University of Technology Minna