Open to opportunities

Okugboye
Olayinka
Daniel

Digital Marketing & Communications Lead

5+ years building brand narratives, content ecosystems, and integrated campaigns that drive product adoption and brand love across fintech, FMCG, and consumer-tech.

₦293M+ Budget Managed Across Campaigns
1.4M+ Users Acquired Through Campaign Strategy
10+ Product & Campaign Launches Delivered
View My Work Hire Me →
Olayinka Daniel
OOD
Lagos, Nigeria 🇳🇬
About

Brand is not just a visibility problem.
It's a thinking problem.

I'm a Digital Marketing & Communications Lead based in Lagos, Nigeria. Over 5+ years, I've built brand narratives, content ecosystems, and integrated communications strategies for fintech products, FMCG brands, and consumer-tech applications across Nigeria and Africa.

My work sits at the intersection of creative and performance. I develop brand voice systems, own GTM communications from strategy to execution, and lead cross-channel campaigns that convert attention into long-term brand equity, not just impressions.

I currently lead the Digital Marketing & Communications unit at Wildreams Digital Agency, a 6-person team of content writers, account managers, and strategists, overseeing brand communications, content strategy, social media, and integrated campaign delivery for a portfolio of national and regional brands.

Fintech is where my sharpest work lives. From product launches that onboarded 700,000+ users to lifecycle communications that generated ₦103BN+ in portfolio growth, I know how to make financial products feel human, accessible, and worth using.

Brands I've worked with:
Access BankChicken RepublicUnilever DiageoKellogg'sKerrygold Lafarge AfricaLG AfricaMultigate Etex GroupMixta AfricaDangote Salt ZEBetQuidax
Core Expertise

What I actually do

🎯

Brand Narrative & Content Strategy

Developing brand voice frameworks, messaging architecture, tone of voice systems, and content ecosystems tailored to audience psychology and business objectives.

📣

GTM & Product Launch Communications

End-to-end go-to-market communications strategy, from narrative development and messaging layering to cross-channel rollout across digital, social, paid, and partnership touchpoints.

📱

Social Media & Community Strategy

Owning social media end-to-end, editorial calendars, storytelling, platform-specific content, engagement strategy, and community building that drives brand advocacy and cultural relevance.

✉️

Lifecycle & CRM Communications

Building storytelling-driven lifecycle flows across email, push notifications, SMS, and in-app messaging that support onboarding, activation, usage education, and retention.

📊

Integrated Campaign Management

Orchestrating campaigns across ATL, digital, social, PR, and paid, ensuring message clarity, audience segmentation, and creative consistency across every touchpoint.

⚡

Paid Media & Performance Support

Full-funnel campaign architecture across Meta, Google, TikTok, and DV360, ensuring paid media reinforces brand narrative and drives measurable acquisition outcomes.

Case Studies

Results that actually matter

Product Launch · Fintech

Access Bank Dettyfusion, Dominating Detty December

Led the full GTM communications strategy for Dettyfusion, Access Bank's lifestyle and mobility app. Owned the campaign narrative, messaging architecture, and content strategy across digital, social, and paid channels during the high-competition Detty December cultural window.

Nov 2025 – Jan 2026
706KNew Users Onboarded
385KActive Post-Launch
12.5M+Reach
26.5M+Impressions
1.9M+Engagements
Product Launch · Rewards

AccessRewards+, Full-Funnel Launch Strategy

Delivered the complete launch communications for AccessRewards+, a transaction-based rewards feature within the AccessMore app. Built the product narrative, customer-facing messaging, and channel content strategy to drive adoption and transaction growth.

Apr 2025 – Dec 2025
55K+New Users
₦103BN+Portfolio Growth
3.1M+Reach
447K+Engagements
App Acquisition · Banking

AccessMore App, 640K Downloads in 12 Months

Sustained a year-long integrated communications and acquisition campaign for Access Bank's flagship mobile banking app. Maintained narrative consistency across all channels while continuously optimizing for user growth and efficient onboarding at scale.

Feb 2025 – Dec 2025
640K+App Downloads
FMCG · Brand Activation

Chicken Republic "Refuel at ₦1K", National Campaign

Led the campaign communications and growth strategy for Chicken Republic's anniversary value campaign. Crafted the messaging framework that drove mass nationwide engagement, significant earned media, and a trending position across Nigeria.

Mar 2024 – May 2024
300K+Orders Week One
₦25M+Earned Media
Top 3Trending Campaign in Nigeria
11K+New Social Followers
Experience

Where I've built

Feb 2025, Present Lagos, Nigeria

Marketing Lead & Senior Strategist

Wildreams Digital Agency
  • Leading the Digital Marketing & Communications unit, a 6-person team of content writers, account managers, and strategists responsible for brand communications and integrated campaign delivery
  • Own the content and communications agenda for all agency brands, developing brand voice frameworks, messaging architecture, and editorial direction
  • Lead GTM communications strategy for product and campaign launches end-to-end
  • Architect audience matrices and channel-specific content strategies based on consumer behavior, platform psychology, and cultural relevance
  • Manage influencer and creator partnerships for brand activations including World Milk Day (Kerrygold) and Superstar Club & Quiz Show (Kellogg's Nigeria)
  • Oversee paid media strategy across all accounts ensuring seamless paid-organic synergy
Jul 2024, Aug 2025 Lagos, Nigeria

Performance Marketing Specialist

EchoAfrica Digital Agency
  • Spearheaded and managed a ₦50M+ omnichannel paid media campaign for Gino across Facebook, Instagram, and Google Ads
  • Delivered a 3X increase in video completion rates and brand recall through creative testing and audience refinement
  • Managed and optimised over ₦150M ($100K) in ad spend achieving ROI above 100%
  • Built GA4, Looker Studio, and platform analytics dashboards for continuous performance reporting
Dec 2023, Jan 2025 Lagos, Nigeria

Performance Marketing Executive, Africa (SEO & Paid Media)

Wildfusion Limited
  • Led paid media campaigns across Google Ads, Meta Ads, and LinkedIn Ads, optimizing targeting, bidding strategies, and audience segmentation
  • Engineered hyperlocal media targeting strategies to penetrate regional markets across multiple Nigerian states
  • Led paid campaigns for Unilever brands (Vaseline, Axe, Rexona) and Diageo (Smirnoff)
  • Structured cross-platform measurement framework using UTMs, GA4, and platform analytics
Mar 2020, Jun 2023 Lagos, Nigeria

SEO Strategist

Upfront Media
  • Developed and executed end-to-end content and SEO strategies for Access Bank, Chicken Republic, Lafarge Africa, Mixta Africa, and Dangote Salt
  • Grew ZEBet's organic presence to 1.23M+ visits and 12M+ impressions, achieving average SERP position of 2
  • Led content optimization resulting in 45% increase in user engagement within three months
Tools Stack

What I work with

Content & Creative

CanvaFigmaCapCutAds Creative Studio

Social Media & Community

HootsuiteSprout SocialBuffer

Social Listening & Sentiment

BrandwatchMentionGoogle Trends

CRM & Lifecycle

HubSpotMailchimpSalesforce Marketing CloudMarketoZoho

Analytics & Reporting

GA4Looker StudioMicrosoft ClarityAppsFlyer

Paid Media

Meta Ads ManagerGoogle AdsLinkedIn AdsTikTok AdsDV360

SEO & Research

AhrefsSEMrushGoogle Search ConsoleScreaming Frog

Tracking

Google Tag ManagerMeta CAPIUTM Governance
Certifications
Adobe Marketo Engage, Omnichannel Engagement, CRM & Lifecycle, Campaign Operations
Google Ads Search Certification, AI-Powered Search, Keyword Strategy, Value-Based Bidding, Performance Max
Google Analytics Certification, Attribution, Conversion Tracking, Reporting
Google Ads Display Certification
UC Davis Google SEO & Website Optimization for Google Search
Twitter Flight School Cross-Border Advertising Badge
LinkedIn Marketing Strategy: Content Writing & Copywriting
Blog

Thinking out loud

Strategy, brand, digital communications, unfiltered.

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Hire Me

Let's build something that grows

Looking for a digital communications lead, a brand strategist, or a growth partner for your next product launch? Let's talk.

✉ olayinkadaniel.mail@gmail.com in linkedin.com/in/olayinka-daniel ☎ +234 916 247 8355
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