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Growth marketing that
actually moves
the business.

I manage multi-channel campaigns across Meta, Google, and TikTok, optimising toward CAC, ROAS, and qualified lead volume. I started in search. That changes how I think about intent at every stage of the funnel.

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0
Users Acquired
0
Ad Spend Managed
0
Years Experience
Campaign ROAS
+4.2x ROAS
Olayinka Daniel
▲
5+ Years SEO + Paid Media
Who I Am

I started in search.
That makes me a
better paid media strategist.

I spent nearly four years building and executing organic growth strategies for agencies and brands across Nigeria and Africa. That foundation sharpened how I think about user intent, content performance, and the full acquisition funnel.

Today I apply that thinking to growth marketing. I manage multi-channel campaigns across Meta, Google, and TikTok. The difference between me and someone who only ran ads: I understand how organic and paid work together to build brands that grow predictably.

  • 🌏
    Lagos, Nigeria Working across Nigeria and African markets
  • 🎓
    Advanced Brand Management Programme BMA, Lagos Nigeria
  • 📊
    Specialist in African Consumer Markets FMCG, Fintech, Consumer Tech
The Problem

This is what a broken ad account looks like.

Most brands in Nigeria are spending real money on campaigns that are quietly failing. The reports look fine. The account looks active. But the numbers tell a different story.

Meta Ads Manager
LIVE ACCOUNT • ISSUE DETECTED
0.8x
ROAS (Target: 3x)
₦8,400
CPA (Budget: ₦2,500)
18.3
Frequency (Max: 3)
⚠ Pixel firing on 34% of sessions. Conversion data unreliable.
⚠ 14 ad sets targeting the same audience. Internal auction competition inflating CPM.
⚠ Top creative last refreshed: 93 days ago. Engagement rate: 0.3%.
⚠ No mid-funnel campaigns. Going straight from cold audience to purchase.
⚠ Attribution window: 28-day view-through. Overcounting conversions by an estimated 3x.
This month's spend: ₦4,200,000 — all of it burning.

I have walked into accounts exactly like this. The agency is still sending monthly reports. The spend is still going out. And no one has told the client that the pixel is broken, the creatives are dead, and the audience is exhausted.

What I do is fix the system before touching the budget. That means auditing tracking, restructuring the account, refreshing creatives, and building a funnel that reflects how people actually make buying decisions.

  • ✓Tracking and pixel health verified before any spend decisions
  • ✓Account structure rebuilt to eliminate internal competition
  • ✓Creative reviewed against hook rate and thumb-stop ratio
  • ✓Full-funnel architecture from cold audience to retention
  • ✓Attribution window aligned to actual business measurement

Use my free audit tool to see what your account looks like right now.
Run Paid Media Audit →

What I Do

Six things I do
better than most.

Each of these is a discipline, not a feature list. I build these into campaigns from day one.

01

Paid Media Strategy

Multi-channel campaign architecture across Meta, Google, and TikTok. Channel mix decisions driven by audience behaviour.

02

Performance Optimisation

Daily campaign management focused on CAC, ROAS, and qualified lead volume. Direct business outcomes.

03

SEO and Organic Growth

Nearly four years building organic search strategies across Nigeria and Africa, before transiting to performance marketing. The intent intelligence from search makes paid better.

04

Audience and Funnel Architecture

Full-funnel thinking from cold audience acquisition through retention. Segmentation built around real purchase behaviour.

05

Analytics and Attribution

Tracking health audits, pixel implementation, CAPI setup, and attribution modelling. Data that tells the truth, not what the platform wants you to believe.

06

Strategy

Strategy is the part most brands skip. I start with the business objective, map it to audience behavior, and build a channel plan that earns its budget at every stage. Awareness, consideration, conversion, retention designed as one system.

Career

Where I have worked.
What I built there.

2025 - Present
Marketing Lead & Senior Strategist
Wildreams Digital Agency

Leading a 6-person digital marketing unit delivering full-funnel paid media strategy across Meta, Google, TikTok, and LinkedIn for 7+ brands including Access Bank, Etex, Kellogg's, and Kerrygold.

Paid Media GTM Strategy Team Leadership ROAS Optimisation Budget Management
2023 – 2025
Performance Marketing Executive
Wildfusion Limited — Lagos, Nigeria

Managed and optimised ₦150M+ in paid media spend across Google, Meta, and LinkedIn Ads, achieving ROI above 60% across client accounts.

Meta Ads Google Ads LinkedIn Ads Budget Management
2024 – 2025
Performance Marketing Specialist
EchoAfrica Digital Agency — Lagos, Nigeria

Led ₦50M+ omnichannel paid media campaign for Gino across Facebook, Instagram, and Google Ads, delivering 3X increase in video completion rates.

Meta Ads Google Ads Creative Testing Campaign Measurement
2020 – 2024
SEO Strategist
Upfront Media — Lagos, Nigeria

Built and executed SEO strategies for ZeBet and LG Nigeria, driving 1M+ organic visits and first-page rankings for high-intent keywords.

On-Page SEO Off-Page SEO Keyword Research Content Strategy Backlinks Analytics
Work

Campaigns I built.
Numbers that held.

Featured Case Study / Access Bank - Dettyfusion
706,000 users in 8 weeks during Detty December
706K
New Users
12.5M+
Reach
1.9M+
Engagements
385K
Post-Launch Active
Weekly User Acquisition +54% avg week-on-week
Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8

The Dettyfusion campaign for Access Bank was one of the most intense executions I have been part of. Eight weeks. A lifestyle and mobility app. The entire Detty December cultural moment as the backdrop.

Timing is a media strategy decision. We mapped the cultural calendar: the concerts, the travel surge, the spending behaviour, and built the media schedule around it. Retention starts at acquisition: 706,000 users onboarded means nothing if they churn in January.

385,000 users were still active post-launch. That is the number that actually matters.

Campaign Breakdown

Total Impressions26.5M+
Total Reach12.5M+
Total Engagements1.9M+
Users Onboarded706,000
Post-Launch Active385,000
Retention Rate54.5%
Campaign Window8 Weeks
Case Study / Fintech

Reducing CPL by 44% for a B2B Payments Brand

Rebuilt the lead generation funnel from audience segmentation through landing page architecture. Eliminated broad targeting, cut audience overlap, and built intent-qualified ad sets for each funnel stage.

44%
CPL Reduction
2.8x
Lead Quality Score
Case Study / E-Commerce

Scaling a Nigerian E-Commerce Brand to 4.1x ROAS

Took over a struggling Meta Ads account with a 1.1x ROAS. Audited tracking, restructured campaign architecture, rebuilt creatives, and layered in Google Shopping. Reached 4.1x ROAS within 90 days.

4.1x
ROAS (from 1.1x)
90
Days to Turnaround
Clients

Brands I have worked with

Across FMCG, Fintech, Consumer Tech, and Media

Access Bank Kellogg's Nigeria Nigerite Lafarge LG Africa Kerrygold Emenite Mixta Africa Gino Unilever Diageo Chicken Republic Dangote Salt Polytank Ghana GetScaley UK ZEBet Multigate
Stack

What I actually use.

Paid Platforms
Meta Ads Manager Google Ads TikTok Ads Manager Google Display Network YouTube Ads
Analytics
Google Analytics 4 Google Tag Manager Meta Pixel / CAPI PostHog Microsoft Clarity Looker Studio
SEO
Ahrefs SEMrush Moz BrightLocal Google Search Console Screaming Frog
CRM and Email
HubSpot Mailchimp Klaviyo ActiveCampaign
Reporting
Looker Studio Notion Supermetrics Google Sheets
Writing

How I think about
paid media and growth.

Free Tools

Audit your marketing.
No signup. No catch.

Three frameworks I use in client engagements. Available here for free.

📊

Paid Media Audit

Walk through 25 questions covering pixel health, account structure, creative performance, funnel mapping, and attribution. Get a score and a prioritised fix list.

Start Audit →FREE
🖕

Funnel Audit

Diagnose where your funnel is leaking. From awareness through to purchase and retention. Identify the single highest-leverage fix point.

Start Audit →FREE
🔎

SEO Audit

Technical SEO health check covering indexability, Core Web Vitals, keyword coverage, and content structure. Built for Nigerian and African market contexts.

Start Audit →FREE
Let's Work

If you need growth strategy
that actually works,
let's talk.

I work with brands that are serious about growth. That means honest conversation about what is and is not working before any strategy is proposed.

✉ olayinkadaniel.mail@gmail.com
🌎 Lagos, Nigeria / Remote-friendly
▲ Response within 24 hours

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