Folahan Abudu
@folahanabudu
Senior digital product marketing and growth leader driving acquisition, CRO, and revenue growth.
United KingdomWhat I'm looking for
I’m a digital product marketing and growth leader with 13+ years driving customer acquisition, go to market execution, and revenue growth across luxury retail, FMCG, fintech, payments, and ecommerce. I blend commercial judgement with data-led execution to turn strategy into measurable outcomes.
Most recently, as a Web Product Manager at The Bicester Collection, I owned digital product marketing and the trading calendar execution across a high-traffic luxury retail site with 150 boutiques. I delivered 22% conversion rate growth and 30% year on year revenue uplift through structured CRO experiments, landing page optimisation, and content-led merchandising.
Before that, I led digital product marketing at Diageo (Guinness Nigeria, Malta Guinness, and Orijin), coordinating CRM, paid media, campaign strategy, and influencer activity across Nigeria, Ghana, and Kenya. I delivered 25% sales revenue growth via a CRM loyalty platform and 40% promotional sales uplift through a national campaign reaching 75.9 million participants.
I also build and scale growth programs as a consultant and co-founder—covering SEO, CRM, paid performance marketing, and cross-functional delivery. From launching go to market and always-on media planning for payments startups to optimising ecommerce conversion through platform migrations, I focus on execution that improves customer value and business results.
Experience
Work history, roles, and key accomplishments
Co Founder, DTC Ecommerce
MyMiniBar.ng
Apr 2020 - Present (6 years 3 months)
Co-founded a DTC ecommerce business, improving conversion by 15% and reducing load time by 40% through WooCommerce to Shopify migration.
Digital Ecommerce & Growth Consultant
Brandcode
Jan 2020 - Present (6 years 6 months)
Digital ecommerce and growth marketing consultant delivering strategies and execution across technical SEO, CRO, influencer-led acquisition, performance marketing, and go-to-market planning for multiple clients.
Web Product Manager
The Bicester Collection
Aug 2023 - Dec 2025 (2 years 4 months)
Owned digital product marketing and the trading calendar for a luxury retail website, delivering 22% conversion rate growth and 30% year-on-year revenue uplift via CRO experiments and campaign landing page optimisation.
Digital Marketing Insight Analyst
Cardiff Metropolitan University
May 2022 - Mar 2023 (10 months)
Delivered market intelligence and competitor analysis across universities and international student markets, translating data into recommendations that informed portfolio and campaign planning.
Led digital product marketing and go-to-market execution across a £10 million+ portfolio spanning Guinness, Malta Guinness, and Orijin across Nigeria, Ghana, and Kenya.
Team Lead, Product Owner & Manager
Fidelity Bank Plc
Jul 2015 - Apr 2017 (1 year 9 months)
Scaled Pay by Link, a B2B digital payments product for SMEs and corporates, through product strategy, go-to-market, and end-to-end merchant launch.
Digital Product Marketing Consultant
United Bank for Africa
Jun 2013 - Jul 2015 (2 years 1 month)
Owned digital acquisition and onboarding strategy for online banking products, growing new customer account creation by 20% across multiple African markets and further improving results via targeted PPC and LinkedIn campaigns.
Performance Marketing Specialist
Jumia Group
Sep 2012 - Jul 2013 (10 months)
Drove customer acquisition and growth marketing for an ecommerce platform by managing paid search, display advertising, and performance campaigns across multiple product categories.
Education
Degrees, certifications, and relevant coursework
University of Bradford
Master of Science (MSc), International Business and Management
Completed an MSc in International Business and Management at the University of Bradford.
University of Hull
Bachelor of Arts (BA) (Hons), Human Resource Management and Management
Completed a BA (Hons) in Human Resource Management and Management at the University of Hull.
Availability
Location
United KingdomAuthorized to work in
Job categories
Skills
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