Lola Egboh
Verified Expert in Marketing
Marketing Expert
Lagos, Nigeria
Toptal member since February 20, 2026
Lola is a senior marketing leader with 17+ years building growth engines, GTM strategies, and content systems for fintech, SaaS, crypto, and eCommerce companies across Africa, Europe, and the Americas. She combines strategic thinking with hands-on execution and has delivered step-change impact in multiple global contexts (including over 230% acquisition growth and 3x revenue increases). She's proven across app growth, B2B demand gen, subscriptions, product launches, and content-led acquisition.
Expertise
- Business to Business to Consumer (B2B2C)
- Content Marketing Strategy
- Customer Acquisition
- Go-to-market (GTM) Strategies
- Growth Strategy
- Marketing Leadership
- Sales Enablement
- Startup Marketing
Work Experience
Marketing & Growth Consultant
Independent Consulting
- Led end-to-end GTM campaigns for digital products across fintech, SaaS, eCommerce, and professional services, taking initiatives from business brief to multi-channel execution.
- Increased content output 4x across social, blog, email, and sales enablement for a U.S. trading SaaS platform through AI-enabled content and campaign systems.
- Delivered 147% traffic growth, 3x order volume, and 85% repeat order rate for an eCommerce venture via acquisition strategy overhaul, leveraging UGC, customer advocacy, and social-led growth campaigns.
- Reduced CPA by 50% while improving conversion rates by around 6x for an enterprise financial services group with 12+ million customers.
- Increased lifecycle engagement 52% for a UK-based digital bank through segmentation, testing, and ongoing optimization.
- Led brand repositioning and communications overhaul for a corporate services firm, increasing brand engagement by 32%.
Content Manager
Xapo
- Launched and scaled the company blog, driving 61% growth in organic traffic through insight-led content and SEO optimization strategies.
- Scaled content production 3x, delivering 90+ monthly assets across channels across blog, social, app copy, lifecycle messaging, and knowledge base.
- Executed growth and GTM initiatives, collaborating with UX research and product teams to translate user insights into messaging and align content with user intent, acquisition, and retention goals.
- Established lifecycle communications framework and implemented strategies to improve onboarding, engagement, and retention journeys, increasing open rates over 2x and CTOR nearly 3x.
Head, Digital Marketing & Communications
First City Monument Bank
- Owned product GTM communications across paid, owned, and earned channels, driving adoption and usage at scale within a complex, regulated financial services organization.
- Built a multi-channel acquisition engine across content, performance, and lifecycle marketing, scaling digital acquisition 230%+ and generating 600,000+ accounts.
- Spearheaded webinar-led demand programs, delivering 5,000+ high-intent leads (around 20% conversion to opportunities), including the Masterclass series.
- Developed portfolio-style campaign frameworks across credit, savings, and digital products, driving up to 3x revenue growth in select products.
- Managed a cross-functional team of 21 and external partners to deliver integrated content campaigns across digital and offline channels.
- Led SEO and content strategy, attaining number 1 or 2 ranking amongst peers in key website traffic and engagement metrics.
- Implemented internal GTM strategies to improve staff engagement and support organizational change, collaborating with HR and Technology to drive nearly 79% adoption for a new enterprise-wide communication technology in 45 days.
Manager, Digital Marketing & Internal Communications
Standard Chartered
- Drove the bank's digital marketing agenda and optimized earned, owned, and paid media.
- Executed digital campaigns supporting consumer acquisition, increasing leads by 48% on key initiatives.
- Oversaw internal communications and championed the integration of offline and digital channels to foster staff awareness of bank initiatives.
- Coordinated multi-market content and campaign execution across internal teams and external agencies/vendors, including the launch of social pages in 5 African markets.
- Championed employee volunteering initiatives as Chairperson of The Community Initiatives Forum, driving key sustainability initiatives including Seeing Is Believing, Positive Living, and Goal and Financial Education.
Marketing Communications Officer
Oando
- Produced key corporate collateral, including content writing for brand collateral, corporate ads, and merchandising.
- Led internal communications initiatives during Oando Downstream’s head office relocation, applying change management principles to boost employee engagement by more than 60%.
- Coordinated activities for 6+ events, including “Facts Behind the Figures” at the Stock Exchange.
- Introduced early-stage digital acquisition through PPC campaigns.
West Africa Manager
BetOnMarkets (now Deriv.com)
- Delivered 146% YoY growth in new client acquisition, while expanding affiliate participation by 80% to scale and diversify acquisition channels.
- Planned and hosted webinars as a core demand gen channel for affiliates and customers, driving engagement, education, and lead conversion across audiences.
- Localized landing pages and creative assets to align with regional audience insights, driving nearly 2x improvement in conversion rates.
- Developed 6+ Quick Start Guides and training videos as sales enablement assets for affiliate partners, scaled globally due to effectiveness and high adoption.
- Built strategic media partnerships, securing features and interviews across leading financial print, broadcast, and digital outlets; served as company spokesperson.
Project History
Increased Qualified Leads by 82% Through Website and SEO Transformation
- 82% — Increase in Qualified Leads
- Ranked 1 or 2 — Key SEO and Website Traffic Metrics
A large financial services group needed to modernize its corporate website, improve SEO visibility, and turn owned media into a reliable source of qualified leads for its credit product.
Some of the challenges were:
• Poor SEO performance versus peer banks.
• Low-quality inbound leads.
• Fragmented ownership across brand, digital, and product teams.
• Led the end-to-end redesign of the corporate website, improving navigation, content structure, and conversion paths.
• Developed and implemented a comprehensive SEO strategy to improve discoverability and organic acquisition.
• Introduced structured content and optimization frameworks to support sustained growth.
• Integrated digital channels to ensure traffic translated into measurable lead generation.
Ranked Number 1 among peer banks on key SEO and traffic metrics, increased qualified leads by 82% YoY, and established a repeatable SEO and content governance model, driving sustained engagement and growth.
Fractional Growth Systems (SaaS, Fintech, and eCommerce Clients)
- +98% — Increase in Mobile App User Acquisition
- 50% — Reduction in Cost per Acquisition (CPA)
- 4x — Increase in Content Output
Various fintech, SaaS, eCommerce, and banking companies required senior marketing leadership to design growth strategies, align teams, and deliver measurable results without hiring full-time executives.
The challenges included:
• Lack of cohesive GTM and growth strategy.
• High acquisition costs and inefficient funnels.
• Fragmented execution across content, paid, and lifecycle channels.
As a fractional CMO or head of marketing across different engagements, I:
• Designed GTM, acquisition, and lifecycle frameworks.
• Introduced structured experimentation frameworks.
• Built scalable content and growth systems using automation and analytics.
• Partnered directly with founders and executives on prioritization and execution.
• Grew mobile app user acquisition by nearly 98%.
• Increased website traffic by 147%.
• Delivered 4x increase in eCommerce orders and +85% repeat order rate.
• Improved content production efficiency by 3x using AI workflows.
Enterprise Digital Growth Engine
- 230% — Increase in Digital Acquisition
- 3x — Credit Card Revenue
A large-scale financial institution needed to significantly improve digital acquisition efficiency across retail and SME banking channels in a highly competitive and regulated environment. Digital acquisition was fragmented across channels, with inconsistent lead quality and low conversion across segments.
Built and led an integrated growth system across paid media, CRM, SEO, content, lifecycle marketing, webinars, and partnerships. Designed and executed SME and retail acquisition funnels, including webinar-led campaigns, video content series, and structured nurture journeys tied to product conversion.
Drove more than 230% growth in digital acquisition, generated around 400,000 new accounts, and tripled credit card revenue through integrated acquisition and lifecycle systems.
Content & Growth for a Global Digital Bank
- 61% — Organic Traffic Growth
- 4x — Improvement in Email Engagement
A global digital bank targeting high-net-worth users in 50+ markets had gaps in consistent messaging and lifecycle alignment. This was evident across fragmented content, product, and marketing touchpoints.
Built a content-led growth and lifecycle system spanning web, email, social, and product communications. Led global rebrand execution across all customer touchpoints and built structured distribution workflows for editorial and podcast content across YouTube and social channels.
Increased organic traffic by 61%, and improved the consistency and effectiveness of lifecycle communication across global markets, strengthening onboarding, retention, and brand consistency across customer touchpoints.
Education
Master's Degree in Marketing
The University of Northampton - Northampton, United Kingdom
Bachelor's Degree in Linguistics
University of Ibadan - Ibadan, Nigeria
Skills
Core
B2C Marketing, Content Marketing Strategy, Funnel Optimization, Go-to-market (GTM) Strategies, Marketing Strategy, Marketing Leadership, Marketing Analytics, Product Positioning, Copywriting, Brand Marketing, Content Strategy, Digital Marketing Strategy, Marketing Communications (MarCom), Search Engine Optimization (SEO), Social Media, Social Media Content, Customer Segmentation, Content Marketing, Social Media Marketing (SMM), LinkedIn Marketing, Public Relations (PR), Community Management, Content Creation, SEO Content, Writing & Editing, Marketing Campaigns, Product Marketing, Narrative Writing, Content, Landing Pages, Digital Marketing, Social Media Management, Social Media Strategy, Social Media Posting, Lead Generation, Email Marketing, App Store Optimization (ASO), Audience Targeting, LinkedIn Ads, Campaign Strategy, Marketing Automation, Funnel Marketing, Mobile Marketing, Marketing, Google SEO, Local SEO, Omnichannel Marketing, Keyword Research, Ad Campaigns, Marketing Collateral Development, Return on Ad Spend (ROAS), Influencer Marketing, Conversion Rate Optimization (CRO), Generative Artificial Intelligence (GenAI), Search Engine Marketing (SEM), Paid Advertising, Brand Strategy, Branding, AI Marketing, A/B Testing, YouTube Ads, TikTok Ads, TikTok Marketing, Performance Marketing, Affiliate Marketing, Google Ads
Platforms & Tools
Canva, Content Management Systems (CMS), Linkedln, Asana, Meta Platform, HubSpot, Google Analytics, Mailchimp, Meltwater, HubSpot Marketing Hub, Amplitude
Business Models
Business to Business to Consumer (B2B2C), Business to Business (B2B), B2B, SaaS Product Marketing, Software as a Service (SaaS), SaaS, B2B2C, B2C, Business to Consumer (B2C)
Technical
Google Search Console
Other
B2B Marketing, Cross-functional Team Leadership, Growth Strategy, Agency Relationship Management (ARM), Customer Acquisition, Growth Experimentation, Strategic Communication & Messaging, Customer Retention, Brand Positioning, Team Leadership, AI Tools, Global Digital Marketing Strategy, Multichannel Content Strategy, Content Distribution Strategy, AI Social Media Content Creation, Storytelling, Growth Marketing, Influencers, SEO Copywriting, Content Writing, Press Releases, Direct to Consumer (D2C), Marketing Management, Strategy, Cross-functional Collaboration, Product Launch, Organic Content Marketing, Brand Awareness, Brand Guidelines, Content Management, Communication Management, Internal Communications, Organizational Change Management (OCM), Employee Communication, Engagement Strategy, Customer Journey, Employee Engagement, Blogs, Case Studies, ChatGPT, Social Media Copywriting, Advertising Copy, Outbound Messaging, Newsletters, eCommerce SEO, Fractional CMO, Campaign Execution, Key Performance Indicators (KPIs), Data-driven Decision-making, Growth, Mobile Apps, Website Traffic, AI Content Creation, Video Marketing, SEO with AI, YouTube, Campaign Optimization, Multi-channel, Ad Optimization, Vendor Management, Battle Cards, Website Management, Execution, Community, Community Growth, Messaging, Go-to-market (GTM) Planning, Manuals & Documentation, Documentation, Startup Marketing, Lifecycle Marketing, Generative Engine Optimization (GEO), eCommerce Consulting, eCommerce, eCommerce Platforms & Operations, eCommerce Growth, Startups, Crisis Communication, Sales Enablement, Positioning, Instagram, Facebook, AIOSEO, Nonprofits, Landing Page Optimization, Competitor Analysis & Profiling, Answer Engine Optimization (AEO), ClickFunnels, AI-generated Video, Referral Programs, Meta Ads, Video Editing, Business Development, Research, Thought Leadership, Hootsuite, WordPress, WooCommerce, Ubersuggest, Crisis Management, D2C Branding Strategy, Design, HeyGen, Shopify, Health & Wellness, Affiliate Management, Webinars, B2B Lead Generation, Demand Generation, Affiliate Programs, Digital PR, App Store, Fintech, Subscription Pricing, Event Strategy
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