Folahan Abudu

I am a digital brand, product and growth marketing professional with 13 years of experience across fintech, FMCG, luxury retail and ecommerce. My work sits at the point where a website, a product roadmap and a commercial target meet, and I am usually the person accountable for all three.

Most recently I was Web Product Manager at The Bicester Collection, where I owned the product roadmap across a portfolio serving 150 luxury boutiques. I delivered 22% conversion growth and 30% year on year revenue uplift through product page optimisation, seasonal trading execution and content strategy, working from GA4 and search console data to prioritise the backlog.

Before that I was Lead, Digital Manager at Diageo, running digital across Nigeria, Ghana and Kenya. I delivered 75.9 million unique code validations on a consumer promotion platform, a 40% promotional sales uplift and 25% portfolio sales growth. Earlier, at Fidelity Bank, I was Team Lead for digital acquiring payments and product manager for Paygate, a B2B web payment application that processed £30 million in transaction value.

I also co-founded MyMiniBar, an on demand alcohol and mixology ecommerce brand, where I drove a 41% marketing return on investment uplift, a 15% conversion improvement and a 40% reduction in site load time. I currently consult independently through Brandcode on technical SEO, site taxonomy, editorial strategy and go to market planning for ecommerce clients.

My core skills are product management, ecommerce trading, technical SEO, conversion rate optimisation, campaign execution, marketing automation and analytics. I work day to day with Shopify, WordPress, WooCommerce, Contentful, JIRA, Asana, GA4, Google Search Console, SEMrush, Ahrefs, Hotjar, HubSpot, Klaviyo, Mailchimp, Meta Ads Manager and Power BI.

I hold an MSc in International Business and Management from the University of Bradford and a BA Hons in Human Resource Management and Management from the University of Hull.

I am open to a wide range of roles. Alongside senior product and ecommerce marketing positions, I am equally happy in coordinator, operations, content, SEO and administrative roles where the brief is defined and the priority is delivery. I am comfortable owning a roadmap and equally comfortable working to someone else's. I am based in Reading in the UK with full right to work, no sponsorship required, and I am available immediately for remote, temporary, permanent, contract or fractional work.