At Flickwheel, I led the go-to-market strategy for the auto-repair financing product. My goal was to build trust in a new financial service category, introduce the product to the Lagos market, and achieve 5,000 app downloads within the first year.

I developed an integrated marketing strategy that leveraged both digital and traditional channels, focusing on:

• Digital marketing ads across Meta and Google to drive app installations
• Strategic partnerships with trusted local institutions to build credibility
• A multi-channel approach combining digital, radio, and community outreach to maximize reach and trust-building

• Developed Meta campaigns focused on specific user segments: e-hailing drivers (Uber, Bolt), fleet managers, and private car owners.
• Created and optimized Google Ads campaigns around high-performing keywords like “car repair loan Lagos,” “mechanic near me,” etc, achieving a 10% reduction in cost per click
• Enhanced campaign performance through data – identified that the e-hailing driver segment had 40% lower acquisition costs, leading to budget reallocation to this segment.

• Established and managed relationships with e-hailing drivers’ WhatsApp communities across Lagos, creating content that addressed their specific pain points.
• Developed a church bulletin advertising program, selecting churches based on demographic alignment and community influence.
• Created partnership messaging guidelines and promotional materials specific to each community channel.

• Conceptualized and managed a radio campaign with Wazobia FM, developing scripts that effectively communicated our value proposition.
• Coordinated with radio personalities to integrate Flickwheel’s message naturally into their programming.
• Monitored and analyzed call center data to track response rates from radio advertising.

• Developed marketing materials for branded mechanics, including shop signage and promotional items.
• Contributed to the creation of value proposition messaging for mechanic recruitment.
• Supported the network expansion through targeted local area marketing initiatives.

• Exceeded download target by 60%, achieving 8,000+ app downloads against a goal of 5,000.
• Successfully established Flickwheel as the pioneer in the auto-repair financing space in Nigeria.
• Built a diverse user base spanning multiple segments, including e-hailing drivers and private car owners.
• Contributed to the growth of Flickwheel’s branded mechanic network through marketing support.