Open to opportunities

Busari Mariam

@busarimariam

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Marketing Director driving commercial growth through data-led ROI and CRM.

Nigeria

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What I'm looking for

I want to lead marketing and commercial growth end-to-end as a Marketing Director/Head of Marketing—owning CRM-led retention, digital transformation, and P&L outcomes, building high-performing teams, and driving a clear path toward CMO impact.

I’m a results-driven Marketing Director and commercial growth leader with 12+ years of progressive experience in marketing strategy, customer acquisition, revenue growth, CRM strategy, digital transformation, budget management, and P&L performance across QSR, FMCG, telecommunications, and financial services.

I’ve engineered standout outcomes, including 789% marketing ROI through performance marketing, segmentation, media optimization, and customer lifecycle management at Domino’s Pizza Nigeria, plus ~$11.8M (₦13 billion) in annual digital commerce revenue supported through e-commerce and performance marketing strategy. At KFC Nigeria, I delivered 15% marketing ROI via CRM-led retention, loyalty program management, and customer lifecycle initiatives, and increased conversion rates by 50% for ARM through targeted digital campaigns.

I lead high-performing commercial teams and cross-functional stakeholders with a focus on data-driven decision-making, competitive analysis, and effective execution. With experience managing ~$330K+ annual marketing budgets across ATL, digital, BTL, CRM, and product launch channels—and two industry awards for marketing leadership—I’m currently targeting Marketing Director / Head of Marketing roles with a path to CMO.

Experience

Work history, roles, and key accomplishments

Current

Head of Sales & Marketing

Current

KFC Nigeria (Devyani International Limited)

Jun 2024 - Present (2 years 1 month)

Led marketing strategy and commercial marketing for KFC Nigeria, overseeing sales growth, customer acquisition and retention, CRM, digital commerce, branding, and P&L performance. Owned annual marketing budget and led CRM/loyalty initiatives that delivered 15% marketing ROI.

Marketing Strategy Commercial Marketing Revenue Growth Customer Acquisition Customer Retention CRM Strategy Loyalty Program Management Digital Commerce P&L management Budget Management Market Research Competitive Analysis Customer Lifecycle Management Strategic Partnerships

Marketing Manager

Domino's Pizza Nigeria (Eat N Go Limited)

Jul 2019 - May 2024 (4 years 10 months)

Directed the marketing function for Domino's Pizza Nigeria, driving e-commerce growth, performance marketing, brand strategy, product innovation, and commercial profitability. Delivered 789% marketing ROI and drove average 5% month-over-month growth in digital revenue contribution.

Marketing Strategy Performance Marketing Audience Segmentation Media Optimization Customer Lifecycle Management Revenue Growth Management Product Launch Strategy Market Research Competitive Analysis Budget Management

Assistant Marketing Manager / Digital

Domino's Pizza Nigeria (Eat N Go Limited)

Apr 2018 - Jun 2019 (1 year 2 months)

Managed omnichannel digital communications for Domino's Pizza Nigeria, delivering growth in social engagement and online conversions. Led digital communication strategies and customer crisis/online reputation initiatives.

Digital Communication Customer Acquisition Online Reputation Management Brand Messaging Campaign Execution

Senior Account Manager, Digital Media

Bytesize Digital Marketing Agency

Jan 2016 - Apr 2018 (2 years 3 months)

Led digital media planning, buying, analytics, reporting, and campaign optimization for major brand portfolios at Bytesize Digital. Increased online conversion rates for ARM by 50% and improved marketing ROI by 30% through negotiations and optimized ad investments.

Digital Media Planning Media Buying Analytics Reporting Campaign Optimization Audience Segmentation ROI Optimization Strategic Partnerships

Assistant Media Executive

Starcom Media Agency

Jan 2014 - Jan 2016 (2 years)

Supported media strategy development, planning, and execution for telecommunications and consumer brands at Starcom Media Agency. Coordinated media buying and conducted media audits and campaign performance reviews to improve accountability and reporting.

Media Strategy Media Planning Media Execution Support Media Buying Reporting