Charles Anijekwu
Verified Expert in Marketing
Digital Marketing Expert
Manchester, United Kingdom
Toptal member since November 18, 2024
Charles is a growth marketing specialist with over five years of proficiency in performance, product, and growth marketing. He has delivered impressive growth while executing marketing tactics and strategies for digital products in payments, lending, banking services, B2B SaaS, and eCommerce. Proficient in customer acquisition, activation, conversion rate optimization, and retention marketing, Charles leverages diverse CRM tools to drive sustainable business growth.
Expertise
- App Store Optimization (ASO)
- CRM Systems
- Conversion Rate Optimization (CRO)
- Growth Marketing
- Paid Search
- Performance Marketing
- Product Marketing
- Social Media Advertising
Work Experience
Growth Manager
Renmoney
- Managed a $2 million annual digital ad budget. Developed and optimized daily performance marketing campaigns for all banking products across multi-ad platforms like Google, Meta, Twitter, and Programmatic.
- Delivered $X hundred thousand in monthly average revenue sales for micro-loans and $X million monthly investment inflows. Took app users from 300 thousand to over 3 million mobile app user growth in 1.5 years while maintaining 200 thousand MAU.
- Designed a microsite and implemented a web-to-app marketing campaign for all digital banking products, reducing customer acquisition cost (CAC) by 50%.
- Designed and executed a referral and reward program from scratch and piloted for the savings and investment product, boosting savings book balance to $X million.
- Collaborated with the decision science and portfolio team to design and implement an RFM segmentation model for driving product retention rate. Recorded a 10% decrease in churn rate and $X hundred thousand contribution in loan revenue.
Product and Growth Marketing Manager
Softcom Limited
- Conducted ideal customer profile (ICP) exercise to establish early adopters and developed a go-to-market strategy to launch Useforms. Attained 23,000 unique active users within three months.
- Managed customer lifecycle marketing strategies and tactics through email and push notifications series from scratch, tailored to improving MAU by 10%.
- Executed account-based marketing and onboarded four major large enterprise customer groups, resulting in a 6% uplift in average revenue per user (ARPU).
- Executed a product-led growth hack leveraging the network effect, resulting in a 14% uplift in weekly growth rate and doubled user signups within two months.
Project History
Mobile App User Growth
Expanded Android app users from 200 thousand to over 3 million and grew iOS app users from 0 to over 500 thousand.
The Renmoney mobile app provides convenient on-the-go banking services, including airtime and bill payments, investments, loans, card services, and more.
I spearheaded the growth of the mobile app through strategic initiatives encompassing paid search, paid social media, app store optimization, and referral marketing.
Web2App Campaign
Executed a web-to-app campaign for a savings and investment product, resulting in a 50% decrease in CAC.
I spearheaded the strategy and implementation of channeling 30% of app marketing from universal app campaigns to web-to-app campaigns. I also ensured accurate cross-channel tracking from the web to the app.
Growth Hacking
Conducted multiple growth hacking experiments leveraging network effects to deliver over 20 thousand user signups for a SaaS product.
I headed the plan and execution of growth hack experimentation for Useforms, a SaaS data collection software for large enterprises. I delivered a high-velocity test quarter on quarter, leveraging network effects and features hook to acquire over twenty thousand user signups.
Certifications
Google Analytics Certification
Google Ads Certification
Product Analytics Certification
Product School
Growth Marketing Mini Degree
Cxl Institute
Skills
Core
Social Media Advertising, App Store Optimization (ASO), Search Engine Optimization (SEO), Conversion Rate Optimization (CRO), A/B Testing, Growth Hacking, Performance Marketing, Digital Marketing, Email Marketing, Landing Pages, Search Engine Marketing (SEM), Google Ads, Pay-per-Click (PPC), Lead Generation, Facebook Ads, Paid Advertising, LinkedIn Ads, Google Paid Ads, Marketing Analytics, Social Media Marketing (SMM), Product Marketing, App Store Marketing
Platforms & Tools
Google Analytics 4 (GA4), Mixpanel, Content Management Systems (CMS), CRM Systems
Technical
SQL
Other
Paid Search, Reporting, Growth Marketing, Budget Management, Marketing Plans, Audience Segmentation, Ad Optimization, Customer Acquisition, Growth Strategy, Market Research, Web Analytics, Data Tracking, Meta Ads, Team Management, User Research, Stakeholder Management, Referrals, Advanced Measurement Approach (AMA), Data Analytics, Branch.io, Data Analysis
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