Senior CRM and lifecycle marketing professional with 12+ years of experience delivering measurable impact across digital banking and fintech. Proven expertise in CRM strategy, multi-channel campaign execution, behavioral segmentation, experimentation, and performance optimization. Strong background in activation, retention, reactivation, and customer engagement using data-driven insights and marketing automation platforms.

PROFESSIONAL SUMMARY

Senior CRM and lifecycle marketing professional with 12+ years of experience delivering measurable impact across digital banking and fintech. Proven expertise in CRM strategy, multi-channel campaign execution, behavioral segmentation, experimentation, and performance optimization. Strong background in activation, retention, reactivation, and customer engagement using data-driven insights and marketing automation platforms.

CORE SKILLS

• CRM & Lifecycle Marketing

• Customer Engagement Strategy

• Multi-channel Campaigns (Email, Push, SMS, In-app, WhatsApp)

• Marketing Automation & Journey Orchestration

• Behavioral Segmentation (RFM, cohorts, personas)

• A/B Testing & Control Groups

• Campaign Performance Optimization

• Customer Retention & Activation

• Data Analysis & Reporting

• Cross-functional Collaboration

TOOLS & TECHNOLOGY

Marketing Automation:

• MoEngage

• Netcore

• HubSpot

• Mailchimp

CRM Platforms:

• Salesforce

• Zoho

• Dynamics 365

Analytics & Reporting:

• Google Analytics

• Power BI

• Tableau

• Advanced Excel

Collaboration Tools:

• Jira

• Trello

• Slack

• Microsoft Teams

PROFESSIONAL EXPERIENCE

Lead, Product Marketing & Customer Engagement
Wema Bank | Sept 2023 – Present

• Own and execute lifecycle marketing strategies for 3.5M+ customers, driving activation, engagement, retention, and cross-sell.

• Designed multi-channel CRM campaigns that increased product adoption by 233% (600K to 2M users).

• Built behavioral segmentation frameworks to personalize messaging across onboarding, engagement, and retention journeys.

• Launched lifecycle communications for a new teen banking app ALAT Xplore, supporting strong adoption and ongoing usage.

• Partner with product, data, and operations teams to align campaigns with releases, data governance, and business priorities.

• Monitor campaign KPIs and continuously optimize performance using testing and data insights.

Lead, Product Positioning & Customer Lifecycle Management
Wema Bank | Mar 2023 – Sept 2023

• Increased loan product applications by 87% through targeted lifecycle campaigns and improved segmentation.

• Grew active user base from 700K to 1.5M through data-driven engagement strategies.

• Developed customer personas, journey maps, and engagement frameworks to guide CRM execution.

• Ran structured A/B tests on messaging, channels, and timing to improve performance.

Corporate Communications & Brand Manager
Hope Payment Service Bank | Mar 2021 – Mar 2023

• Delivered lifecycle and acquisition campaigns that drove 750,000+ customer sign-ups.

• Designed segmented campaigns for agents, merchants, and consumers to improve relevance and conversion.

• Led performance-focused initiatives that generated 250,000 customer acquisitions.

Customer Success Analyst, Digital Banking
Guaranty Trust Bank (GTBank) | Nov 2013 – Jun 2020

• Achieved 98% first-contact resolution supporting digital banking customers, improving satisfaction and retention.

• Collected and analyzed customer feedback to inform communication strategy and product improvements.

• Supported product launches with onboarding journeys and customer education materials.

EDUCATION & CERTIFICATIONS

• McKinsey Academy – Forward Programme (2025)

• Lagos Business School – Disruptive Innovation Strategy (2024)

• Lagos Business School – Digital Marketing Certification (2023)

• Ajayi Crowther University – B.Sc. Mass Communication