Michael Ashebir

Our mission was to supercharge user acquisition for my edtech startup in a very competitive market. We aimed to stand out and drive massive organic growth.

After exploring different platforms to acquire users, we focused mainly on TikTok, producing 250+ videos with a dedicated team churning out 14 videos weekly. By A/B testing everything from captions to camera angles, we struck gold with a content strategy that captivated audiences. Our LinkedIn B2B strategy turned school IT managers into our biggest advocates, helping us refine and scale our products.

Results
• 5 million views in eight months
• 1 million views per week for three consecutive weeks
• 3.80% engagement rate per post
• 15% organic monthly CTR
• 40,000 users, including 17,000 new app users, in just one month

Big wins include partnerships with the Ethiopian Artificial Intelligence Institute and the Ethiopian Ministry of Education and securing 500 app users through PR and events. This earned us a feature in Shega, Ethiopia's tech publication.

Alter Digital Solutions, a digital marketing website was struggling with low visibility, attracting only 20 visitors per month. The site required a comprehensive SEO overhaul to improve its search engine rankings and organic traffic.

I conducted an in-depth technical SEO audit and implemented a series of optimizations to enhance the site's foundation. This involved resolving crawlability and indexability issues, strengthening the internal linking structure, and optimizing the crawl rate for search engine bots. Extensive keyword research identified long-tail keywords with high volume and low competition, leading to the creation of 20 targeted blog posts. I managed all aspects of on-page, off-page, and technical SEO, ensuring the site was fully optimized.

Results
• Achieved a 95% SEO health score, significantly improving the site's performance.
• Ranked 3rd on the 1st page for three major keywords.
• Increased website traffic from 20 visitors per month to 200 visits per week, resulting in a 2900% growth in organic visibility.
• Enhanced the website's discoverability for potential clients, driving increased engagement and business opportunities.

As a marketing manager for ILift Ethiopia, one of the country’s first ride-hailing providers, I played a pivotal role in navigating a highly competitive and heavily invested market. Initially hired as a digital marketer, I was quickly promoted to marketing manager, where I created and implemented tailored business and marketing strategies. I developed detailed buyer personas and grew the app’s Facebook page to 14,000 followers organically through contests, giveaways, and informative COVID-19 updates.

I also launched a dedicated group for drivers, significantly increasing engagement through gamification, leaderboards, and fun giveaways. In addition, I managed the production of radio ads, print advertising, and a content team consisting of graphic designers, copywriters, and voice actors. By leading sales efforts and conducting user interviews, I successfully captured the app's first users and refined the overall user experience, establishing ILift Ethiopia as a key player in the market.

I served as marketing and recruitment manager for Bits, a niche school offering software engineering and IT management courses tailored for Ethiopia's tech industry. After the first batch only had 12 students in three years, I took charge of the second cohort's recruitment. I created a LinkedIn B2B strategy targeting high-level tech professionals in NGOs, banks, and other companies.

Additionally, I laid the blueprint for the school’s social media presence, doubling student registrations the following year. I also contributed to website rebuilding, content creation on Facebook and Instagram, and event promotion, including hackathons.