TOLU ODULAWA

077 33 740 880 | [email protected]

PROFESSIONAL PROFILE

An exceptional self-starter and result-driven digital marketing manager with over 10 years of experience in digital space; building and
implementing advertising and marketing strategies to maximise turnover and ROI through innovative data-driven digital campaigns,
social media marketing, media buy, PPC, content-driven SEO, content marketing, email marketing for national and global B2B and B2C
clients.

A highly-skilled leader and strategist team player that successfully fosters a strong collaborative and supportive team environment, who
has led small to large teams to achieve business OKRs and growth targets for clients. Have cross-continental insights and experiences to
grow businesses across markets and platforms; and highly proficient in creating winning strategy and tactics for ad accounts to achieve
magical results.
CORE COMPETENCIES

● Strategic Thinking ● Search Engine Marketing ● Email Marketing

● Project Management ● UX (User Experience) ● Public Relations

● Client Management ● Copywriting | Content Creation ● Data Management & Analytics

● Brand Management ● User Research/ Design Thinking ● Problem Solving

● Teamwork & Results Orientation ● Sales & Business Development ● Business Process Redesign

● Strong Commercial Acumen ● CMS & CRM Systems ● Leadership

● Excellent Communication Skills ● Social Media Management ● PPC | SEM | Media Buy | SEO

SUMMARY OF QUALIFICATION

● Experience in digital marketing and social media marketing – B2B and B2C.

● Extensive experience in working with clients to develop new ideas for market penetration and growth.

● Knowledgeable in setting up automated campaigns that increase customer engagement and sales conversion rates.

● Strong knowledge of SEO techniques with comprehensive understanding of inbound marketing, retail marketing and
eCommerce across multi-channels.
● Google Certified Digital Marketer, Accredited Social Media Expert and Trained Digital Marketing Analyst.

● Effectively managed digital marketing campaigns and agencies’ PPC, SEM, SEO, GDN, social and content marketing.

● Strong ability to perform day to day optimisation and creation of reports on the key metrics.

● Proficiency in implementing data-driven and customer-focused digital marketing programs that deliver awareness, engagement
and incremental revenue.

PROFESSIONAL EXPERIENCE

WPP - GROUP M NOV 21-PRESENT

Paid Media Lead
Led a team of 15 account executives and managers of a performance marketing agency that specialises in creative digital marketing
solutions, pay-per-click ads, paid social, SEO, branding and content. Accountable for managing, developing and supporting the digital
marketing executives to ensure that they achieve their growth targets using paid ads for clients in their portfolio.

● Developing and implementing OKR-led marketing strategies for the portfolio of products across all digital marketing channels

● Managing the team across Media, Strategy, Tech and Creative functions for the agency in the group (Wavemaker, Mindshare,
Mediacom, Geometry and Ogilvy) and overseeing all digital marketing related activities
● Ensuring all campaigns for clients are delivered to meet set objectives; and compliance for set media, creative targets and brand
safety are adhered to strictly.
 ● Building relationships, close partnership and team accreditations with the key platforms - Google, Facebook, Microsoft,
LinkedIn, Twitter, etc.
● Organising and facilitating weekly best practice training sessions for both the media team (Wavemaker, Mindshare, Mediacom)
and creative team (Geometry and Ogilvy)
● Supporting new business team with pitches, forecasting and projections for marketing projects

Key Achievements:
● Worked on pitch documents that has won 2 major global accounts and 2 local accounts for the business

● Executed an acquisition campaign for AXA Mansard that drove up adoption of the product by over 657% MoM

● Lead team that executed award winning campaigns for Netflix including “King of Boys 2” launch using innovative media
channels

CATCHUP INTERACTIVE SEP 20-OCT 21

Senior Consultant, Digital Marketing / Paid Media
Responsible for all digital marketing operational functions and tasks; day-to-day digital deployment, campaigns optimisation, managing
budgets and schedules as well as driving traffic and revenue to the retail and eCommerce platforms.

● Managed all digital media planning (SEM, display, affiliate, retargeting) and the global social media presence

● Provided analysis and reports to inform business decisions on product improvements to enhance the digital buyers’ journey

● Developed multi-channel digital campaigns that reach, resonate with targeted prospects and deliver campaign objectives

● Implemented integrated marketing plans and processes that build brand equity and drive awareness with target consumers

● Evolved websites and landing pages to continuously meet the needs of customers, prospects and other stakeholders

Key Achievements:
● Delivered marketing campaigns that resulted in 40% revenue growth in 5 months for Fidelity Bank and Linkage Assurance

● Generated a 200% uplift in organic traffic to a fast-moving consumer goods (FMCG) client’s website in 6 months through social
media marketing

TERRAGON GROUP JAN 18-AUG 20

Product/Operations Lead, (Digital Agency and B2B Sales)
Responsible for overseeing the agency operations and account managers productivity; built a highly inclusive culture to ensure team
members thrive and organisational goals for Digital Advertising Team, Sales & Marketing Team & Media Buying Team were met.

● Led and supervised the team that executed digital campaigns for clients including Unilever, Diageo, Samsung and Betway

● Managed the team to ensure effective recruiting, onboarding, development, performance management and retention

● Prepared the team reports for Quarterly Business Reviews and monthly Business Intelligence reports to the CEO and board

● Reviewed copywriting for multi-channel campaigns; ads, social media, emails, video scripts and other relevant digital formats

Key Achievements:
● Closed 2 large ticket deals worth over $1.5m and achieved sales target for FMCG’s proprietary Customer Data Platform (CDP)

● Ensured clients’ quarterly ROAS, campaigns performance goals as well as the business operations unit revenue targets were met

BYTESIZE LIMITED APR 11-JAN 18

Account Director / Lead, Tech Innovations
Responsible for coordinating with account managers on digital strategy that meets and surpass clients’ objectives . Accountable for the
amplification of offline activations digitally using innovative technical solutions as a Lead on Tech Innovations. Proffered solutions that
were instrumental in surpassing each brands’ set KPI’s.
 ● Supervised the business development team that won new accounts for the company

● Managed consumer marketing campaigns budget to ensure they are targeted across all digital media

● Delivered high quality creative resulting in a consistent look, feel and brand voice that leads to achieving commercial targets

● Established innovative internal digital marketing management best practices as a company; and educating team and clients

Key Achievements:
● Managed WatchLocker an eCommerce platform with annual revenues over $5.3m, increasing customer base by 2300%

● Managed and executed campaigns with annual budgets in excess of $5 million for clients including Heineken, AXA, Coca Cola
etc. which resulted in outperforming competitors and gaining more market shares

PROFESSIONAL QUALIFICATIONS
● Google Digital Analytics Fundamental ● Certificate in Global Business
● Certificate in e-Business (Alison) ● Certificate in Technology Management
● Digital Analytics for Marketing Professionals ● Hubspot Digital Marketing Certification

EDUCATION

NEXFORD UNIVERSITY, WASHINGTON DC MBA [Distinction] 2019 - 2020

TEESSIDE UNIVERSITY, MIDDLESBROUGH BSc (Top-Up) Business Computing 2009 - 2011

NCC EDUCATION, MANCHESTER IADCS- International Advanced Diploma in Computer Studies 2005 - 2008

REFERENCE AVAILABLE UPON REQUEST