Growth & Sales Strategist · WAF Institute
Mar 2022 – July 2023 · Akure, Ondo State (Onsite)
Positioning a FinTech education institute as a trusted authority
Built growth around brand authority in a market that doesn't convert on ad spend alone — financial education needs trust first.
Situation
The Challenge
FinTech-focused institute needed deeper market penetration and stronger client acquisition in underserved financial education segments.
GTM Approach
How I Approached It, By Marketing Level
Content Marketing
Built brand authority through thought leadership content and community engagement, positioning WAF Institute as a trusted voice in fintech education rather than another hard sell.
Lead Generation
Ran targeted campaigns connecting individuals and SMEs to financial education solutions, building a consistent inbound pipeline, backed by long-term client relationships and referral partnerships that reduced dependence on cold outreach.
Results
What Changed
- Developed and executed targeted campaigns connecting individuals and SMEs with financial education solutions, building a consistent inbound lead pipeline across multiple channels.
- Built and managed a portfolio of long-term client relationships and referral partnerships, creating recurring revenue streams that reduced dependence on cold outreach.
- Positioned WAF Institute as a trusted voice in fintech education through thought leadership content and community engagement, improving brand authority and audience trust.
- Collaborated with the product team to align marketing messaging with client pain points, improving offer-market fit and increasing campaign conversion rates.
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