Open to opportunities

Motilola Fabowale

@motilolafabowale

Message

I build growth engines that scale fintech and digital platforms across West Africa.

Nigeria

Message

What I'm looking for

I'm looking to build and scale growth engines for fintech, financial services, consumer apps, or digital platforms, with ownership across acquisition, lifecycle marketing, brand, content, community, and performance measurement.

I've built marketing and growth functions from scratch for MiniPay across Nigeria and Ghana, establishing brand positioning, paid channels, lifecycle marketing, community programmes, and media partnerships. In my first year, I delivered 30% app growth, a 21% retention lift, and a 12% improvement in brand recognition.

Across BAS Group and Nairametrics, I've connected paid acquisition, CRM automation, referral programmes, content, and analytics to measurable outcomes. My work reduced churn by 10%, grew app downloads by 12%, generated an 8x referral multiplier, improved conversion rates by 8%, and reduced CAC by 12%.

At OperaNews Africa, I partnered with product teams to launch OperaNewsHub and built creator communities across Nigeria and wider Africa. I've also led content, SEO, social media, and communications strategy for major digital platforms.

I'm comfortable operating without a playbook: building the brand, content engine, paid channels, community, and measurement systems needed for sustainable growth.

Experience

Work history, roles, and key accomplishments

Current

Head of Marketing, West Africa

Current

MiniPay

May 2025 - Present (1 year 3 months)

Built the regional marketing function from scratch across Nigeria and Ghana, establishing brand voice, positioning, content strategy, paid channels, community programmes, and media partnerships. Delivered 30% app growth, 21% retention lift, and 12% brand recognition improvement within the first year.

Growth Strategy Paid Acquisition Meta Ads Google Ads CRM Configuration Marketing Automation Lifecycle Marketing Content Strategy Community Building Influencer Marketing SEO ASO A B Testing Analytics

Growth Marketing Specialist

BAS Group

Mar 2023 - May 2025 (2 years 2 months)

Designed and executed end-to-end growth marketing strategies that reduced customer churn by 10% and improved lifetime customer value. Built a referral programme generating 8 new users per existing user and managed marketing budget allocation across paid and organic channels.

Growth Marketing Paid Social Digital Campaigns Referrals Budget Management ROI Tracking Partnership Building

Head of Platform Growth & Content Strategy

Nairametrics Financial Advocates Ltd

Jan 2022 - Dec 2022 (11 months)

Owned the full growth and content marketing function for a leading Nigerian financial media platform, delivering 4% revenue growth, 21% improvement in customer retention, and 20% growth in newsletter monthly active users. Introduced A/B testing as standard practice across email and landing page campaigns.

Growth Strategy Content Marketing Email Marketing Automation Audience Segmentation A B Testing Cross Functional Collaboration Content Production

Community Product Manager

OperaNews Africa

Sep 2019 - Dec 2021 (2 years 3 months)

Identified a market gap and partnered with the product team to develop and launch OperaNewsHub, a new content creator platform, owning the full GTM strategy and community activation. Built and managed a creator community across Nigeria and wider Africa, developing engagement frameworks and retention programmes.

Product Management Community Management GTM Strategy Onboarding Retention Analytics Media Partnerships

Content & Communications Strategist

OperaNews Africa

Dec 2018 - Sep 2019 (9 months)

Managed content calendar, social media presence, and SEO strategy for a major African digital platform, growing organic audience reach and brand engagement. Coordinated on-page and off-page SEO and A/B testing across email and landing page campaigns.

Content Strategy Social Media Management SEO A B Testing Copywriting Content Production Brand Consistency