Customers supported
Across a multi-product lifecycle programme.
01 / About
Growth systems built around real behaviour.
I am a lifecycle growth and automation professional based in Accra, Ghana. I design the systems that connect customer behaviour, product moments, communication channels, and commercial outcomes.
At Fido, I lead lifecycle growth and automation across credit, savings, business finance, top-ups, and device-financing products in Ghana, Uganda, South Africa, and Zambia. My work spans CRM strategy, journey design, segmentation, experimentation, funnel analysis, and performance measurement across SMS, Push, In-App, and Email.
I am most useful where growth problems are messy: when teams have data but lack a clear decision system, when customer communication is fragmented, or when a promising product needs a measurable lifecycle engine around it.
- Lifecycle Strategy
- Marketing Automation
- CRM
- Retention
- Customer Segmentation
- Growth Analytics
- Experimentation
- Multi-Market Growth
02 / Impact
Scope you can audit at a glance.
African markets
Ghana, Uganda, South Africa, and Zambia.
Automated journeys
Across major customer lifecycle stages and products.
Lifecycle channels
SMS, Push, In-App, and Email.
Lifecycle ownership across Personal Credit, EasySave, FidoBiz, Topups, and device financing.
03 / Experience
From analysis to lifecycle ownership.
Verified experience across lifecycle growth, digital commerce, company building, product marketing, and campaign analytics.
December 2025 — PresentGhana · Uganda · South Africa · Zambia
Lifecycle & Automation Lead · Fido
Own end-to-end lifecycle growth and automation across Personal Credit, EasySave, FidoBiz, Topups, and device-financing products in four African markets.
- Manage 69 automated customer journeys across acquisition, activation, retention, reactivation, repeat usage, and cross-sell stages.
- Build lifecycle communication across SMS, Push, In-App, and Email.
- Translate behavioural data, funnel performance, and customer signals into targeted journeys and measurable experiments.
- Partner across Growth, Product, Marketing, and Data to diagnose customer friction and improve lifecycle performance.
Lifecycle StrategyAutomationMulti-Market Growth
September 2023 — November 2025
Marketing Analyst · Fido
Analysed customer funnels and campaign performance, built targeted lifecycle interventions, and helped establish the automation foundation that expanded into the current multi-market lifecycle programme.
- Funnel and customer-behaviour analysis
- Campaign measurement
- Journey design and optimisation
- Growth reporting and decision support
Growth AnalyticsJourney DesignMeasurement
March 2022 — February 2023Accra, Ghana
Online Sales Manager · WEAR Ghana
Led online sales and marketing strategy, customer-experience improvement, and the operating systems supporting digital sales.
- Re-engineered customer support across email, live chat, WhatsApp API, and self-service automation, reducing response time from two hours to four minutes.
- Built revenue and inventory management systems for Sales, Customer Experience, and Inventory teams.
Digital CommerceCustomer ExperienceOperations
May 2017 — October 2021Accra, Ghana
General Manager & Co-Founder · Intaneti Technology
Co-founded a technology-solutions company and led strategy, business development, finance, and project delivery.
- Scaled the team from two to six paid employees in four months.
- Led delivery of six client websites, USSD solutions, newsletters, social content, and data and analytics roadmaps.
- Designed performance reports, dashboards, and scorecards that translated operating goals into measurable systems.
Company BuildingProduct DeliveryBusiness Intelligence
February 2013 — July 2017Accra, Ghana
Campaign Analytics · Product Marketing · Brand Experience · SMSGH Solutions / Hubtel
Progressed through Campaign Analytics Manager, Product Marketing Manager, and Brand Experience Manager roles across analytics, product strategy, and customer experience.
- Increased JumpFon organic traffic by 230% in five months through a rebuilt SEO publishing programme.
- Managed third-party mobile-content services and an Airtel portfolio generating approximately GHS 150,000 in daily revenue.
- Produced performance reporting for more than 20 campaigns across Ghana, Kenya, and Cameroon.
Campaign AnalyticsProduct MarketingGrowth Strategy
04 / Selected Impact
The operating system behind the campaigns.
One public-safe case study with the scale, architecture, and judgment exposed—without exposing customers or confidential company details.
Featured case studyLifecycle architecture
Building a Multi-Market Lifecycle Automation Engine
Scaling 69 automated journeys across four African markets and five product areas.
Business problem
A growing product portfolio needed coordinated customer communication across different markets, lifecycle stages, products, and channels.
Foster’s role
Lifecycle strategy, automation architecture, journey design, orchestration, measurement, and optimisation.
69 journeys4 markets4 channels3.8M+ supported
Read case study05 / Ventures
Product thinking beyond the day job.
Focused experiments in marketplaces, driver education, and disciplined decision support. Each is shown at its real stage.
Founder / Product & Growth
Munchendi
A sports-facility booking platform built to replace phone-tag, uncertain availability, and manual reservation workflows with verified discovery, booking, and payment experiences.
Ghana-focused venture in development and early partnership building.
Marketplace ThinkingProduct StrategyFounder Execution
Co-founder · Strategy & Growth
Giya
A mobile-first driver-education platform designed to help beginner drivers prepare for Ghana’s DVLA theory test through structured lessons, mock exams, and mastery tracking.
Pre-launch, Ghana-first product.
Product PositioningActivation StrategyGo-to-Market
Lab / Decision-Support Experiment
Predicta
A private football-research product exploring disciplined second-half goal analysis through half-time statistics, market probabilities, model calibration, backtesting, and explicit decision rules.
Private research experiment.
Data-Product ThinkingDecision SystemsStatistical Discipline
06 / How I Think
Better decisions, made repeatedly.
I am interested in growth systems that make better decisions repeatedly—not one-off campaigns that happen to perform once.
Behaviour before broadcast
Strong lifecycle programmes begin with what customers do, where they struggle, and what they are trying to achieve—not with a calendar of messages.
Automation is a decision system
The value of automation comes from entry logic, context, sequencing, exclusions, measurement, and learning. Sending more messages is not the goal.
Measurement before scale
A growth system should make it possible to distinguish activity from impact. Clear baselines, experiments, holdouts, and outcome metrics matter.
Market context matters
A journey that works in one market should not be copied blindly into another. Customer behaviour, channel economics, product maturity, and local context change the answer.
07 / Insights
Ideas in public.
Published essays on education, national development, and sports systems—grounded in Ghanaian context.
When Opportunity is Reserved for the Privileged: Rethinking Scholarships in Ghana
A case for transparency, legislation, and accountability in how Ghana awards educational scholarships.
Read on MediumGhana: A Land of Warmth and Unfinished Promise
A reflective letter on Ghana’s national identity, collective responsibility, and unfinished promise.
Read on MediumReviving Ghana Football: A Blueprint Inspired by the National Science & Maths Quiz
A proposal for a national inter-school football tournament modelled on Ghana’s NSMQ structure.
Read on Medium08 / Contact
Have a lifecycle, CRM, retention, or growth-systems problem worth solving?
I welcome thoughtful conversations about lifecycle and automation challenges, senior growth work, and product collaboration.