I've created over 100 pieces of content for small businesses and agencies — personality quizzes, website copy, emails, brand comms, long-form SEO-driven articles, social media posts, and product announcements.
To hasten your decision-making process, I've put together highlights of my 6+ years of marketing experience so you can see my range and results.
You can also view my LinkedIn Portfolio if you’d like to see my journey in years.
Pick your path
Brand & Growth
I began leading Brand & Growth at Famasi Africa in 2023, and some key areas I've worked on are:
- Lifecycle Marketing
- Partnerships
- API Documentation
always good when this is the first feedback bc it was marketing's main goal of collaborating with engineering on it.
— — (@heykastrah) March 23, 2024
didn't even ask, so that's a plus as it was my first time interacting with an API. pic.twitter.com/hKhBW7udcW
While some of what this role entails don't directly make it to the metrics you're more likely interested in, they're things that keep those metrics sustainable at scale. Another example is collaborating with Design on Famasi's Brand Guide — this ensures the company culture remains consistent across all touch-points & customers are happy with each interaction.
@FamasiAfrica help line works sha. That’s another part we’re intentional about.
— — (@heykastrah) September 27, 2022
Added it to our social media process guide so that everybody will know across touch points. pic.twitter.com/MdYJRumpe4
In 2023, we decided to work on the year's recap for the first time, and I collaborated with Design to bring it to life. For the best experience, please view on desktop — Famasi's Care Recap, 2023.
Organic search contributed to 53.1% of website traffic in 2023, and we recorded a 127.80% increase in branded search. We've also maintained an average growth rate of 20% MoM.
Copywriting/UX Writing
There's a connection between poetry and copywriting, so I have poetry to thank for knowing how to write concise copy.
From landing pages to success & error messages, product descriptions, emails, in-app messages, service pages, about us, etc, I'm always very particular about helping the audience make the next desired move.
To achieve this, I work on not just the copy, but also the content design, and collaborate with the design and engineering team.
It's why my CPO at Famasi Africa can receive comments like this at an international event.
But the goal is to convert, so how easy is it to order on the website?
I'll allow a customer to answer this:
At Ladd Agency (now Ecom Capital), I wrote website copy for 300 Shopify stores and as a Quality Assurance personnel, I edited the copy for 56 stores.
Big Oak Supplies, Tactical Edge, and Double D Outfitters are 3 of the 356 Shopify stores under my belt. Check out their case studies here.
Product Marketing
I love launching stuff, whether that's service updates, new partnerships, or new features. But I also know that it takes proper planning to prevent launching into the void.
When Famasi Africa launched its early access, I created a "Road to February 9" document, which contained all promo materials ahead of the big day. This helped to generate some buzz before the eventual launch.
I've since managed the announcement of product updates, new partnerships, and more recently, the closure of Famasi's pre-seed round.
We tripled our launch goal, which gave us good problems operation-wise but further validated the Famasi dream — simplifying medications, personalising care.
Audience Education
I produced 960 quizzes for Proprofs.com on various subjects — Phlebotomy, Cosmetology, Cybersecurity, Star Wars, Outdoor Activities, etc.
The quizzes were used as exam preparation materials by many across the world and were geared towards helping the audience learn about respective subjects.
As the Content Manager and Storytelling Lead at Famasi Africa, our audience must get the answers they seek regarding their health in a humane language. The experience is just as important as the message.
We grew website impressions by 2670% in 2022.
Demand Generation
While at Wordify, I wrote the copy for 151 landing pages, which were aimed at raising awareness and encouraging sign-ups for two of Shopify's tools for businesses — Burst and Hatchful.
Through the landing pages that were both SEO-friendly and optimised for incoming ad traffic, Shopify generated a large amount of web traffic and increased the number of users for the tools — read the case study here.
With consistent and relevant content, I also used social media to generate and capture demand for Famasi Africa's services.
Social Media Marketing
Being in a startup = wearing many hats and as the only marketing hire at some point, I also handled Famasi's socials — strategy, content creation, content calendar & scheduling, audience engagement, and analytics.
During this time, I set the tone for Famasi Africa's touch-points and put in place a customer service that's humane & happy to help.
I still descend into the arena because it's fun but I'm more on the strategy side of things these days.
Here are some of my favourite creations:
Before engaging in that "menstrual pain vs..." discussion, do you understand now? pic.twitter.com/pW1feyAw19
— Famasi Africa (@FamasiAfrica) February 26, 2024
Condoms rarely affect people but if you or your partner is allergic to latex, you can opt for a polyurethane or lambskin condom.
— Famasi Africa (@FamasiAfrica) October 7, 2022
Don't let anyone handicap you 😏 pic.twitter.com/FZGMcJaaXa
Emergency pills are 89% effective when you take them within 72hrs (3 days) of unprotected sex. pic.twitter.com/5nBTKvsHpl
— Famasi Africa (@FamasiAfrica) February 8, 2022
In 2022, we had 11.5% and 5.6% engagement rates on Twitter and Instagram, respectively. We also grew social media visits by 354% and 22.07% of website traffic came from socials.
Side Projects
I started my marketing journey with my Instagram account, even though I didn't know it. Zuckerberg's takeover made me leave as the platform got strange, but I'm slowly getting back to growing my Instagram.
Vizible Africa
Vizible is where you can find the most interesting tech products in Africa.
Alongside the founder, I anchored Twitter Spaces about the problems with building products in Africa. And we'd have different stakeholders to share their knowledge. My proudest contribution still remains the personality types with matching descriptions, which was made into an onboarding quiz, and used to drive engagements on Twitter at launch.
Contact Details
If you have an interesting project, please send a message via any of the following with details about you, your project & how you'd like me to participate: