Muyiwa Babarinde

A digital bank offering credit, savings, investment and payment solutions *Developed the brand's architecture: voice, tone, personality as well as the go-to-market strategy highlighting communication strategy/campaigns, proposed partnerships, community management events. *Managed internal and external communications for the brand, and ensured consistency of messaging across all channels. *Collaborated with the technology/product team in creating the minimum viable product for a digital bank. Worked in a team responsible for getting regulatory approvals/securing strategic partnerships. *Designed and created a research initiative (focus groups) to get consumer feedback and insights during the product development process, leading to increased product efficiency. *Recruited and managed a team to execute: launch campaigns, media relations, content creation, user acquisition for Savyt, as well as overseeing the pivot to a new brand structure: Rex. *Delivered a 300% increase in waitlist signup numbers, and saved ad spend by leveraging on direct marketing and strategic partnerships for sales. *Negotiated and recorded a $10,000 savings in content creation cost by revising and updating the creative direction for Rex's marketing collaterals to better suit the brand's messaging.

A total real estate group (Incl: Construction, PropTech, Healthcare) with operations in 8 African countries *Directed a team of 3 in designing the marketing framework for a $13,880,00 consumer real estate project, and achieved significant uptick in sales by launching a new product within 6months of launch. *Delivered a 150% increase in leads generated, 247% increase in brand reach and boosted marketing spend ROI by 3x within 6 months by introducing new marketing channels and revitalizing existing structures for the company. *Oversaw the selection of a Creative, PR and Experiential agency engaged to provide support for the brand team, and guided the team during the ideation process of creating marketing assets/campaigns for the group. *Nurtured relationships with key stakeholders including the 5 CEOS within the group, managed external media relations, championed thought leadership activities, initiated research activities to find insights across the various verticals and made commercial presentations on new product development opportunities. *Supervised the creation/employment of Internal Communication campaigns to improve corporate culture among over 1,000 employees and achieved 40% increase in employee engagement

Red Media Africa is a leading communication agency with experience across different industries. The company won the SABRE Award for ‘’Best Campaign West Africa’’ in 2017, Marketing Edge ‘Young PR Agency of the year’ award in 2016, as well as ‘Best Use of Digital Media’ and ‘Best Agency to work’ in 2017. Its clients span across FMCG, technology, manufacturing, education and finance industries. *Created and executed marketing communication campaigns for brands including: Facebook, Uber, Apple, HP, British Council, Heineken,/Nigerian Breweries, Lagos State Government, Close Up,Pepsodent,& Lipton. *Successfully led the amplification of Facebook’s initiatives in Nigeria /West Africa including: NG_Hub launch, Facebook for Creators program, SMB Initiative, and which shaped public perception and improved affinity. *Facilitated the creation of a 5 year communication strategy for Nigeria's biggest bank : Access Bank. Also worked on amplification of its products including :Pay Day loan, 906 USSD code, WhatsApp banking, ARTX 2018 sponsorship, Access Bank Lagos City Marathon amongst others across Nigeria. *Conceptualized and championed an initiative ‘’Think PR’’ series designed to upskill 7 associates and deepen their knowledge of marketing communication frameworks including: Strategy, Client management, Budgeting, Project Management, Negotiation, Influencer management amongst others which improved service delivery. *Created marketing collaterals including: press releases, blog posts, social media content, briefing documents, scripts, speeches for clients including: Facebook, Uber, Unilever, Nigerian Breweries amongst others. Awards Winner, Gold Sabre Award for Best Africa ‘Brand Building’ &‘ Reputation Management’ Campaign (2018) Winner the Pitcher Award/Cannes for ‘Young Lion PR’ Nigeria (2018) Winner, Red Media Africa ’Team Member of the Year’ (2017) Winner, Red Media Africa prize for ‘Rising Star’ (2017) Winner Red Media Africa prize for ‘Best Customer Service’ (2017)

* Created and executed marketing communication campaigns for Facebook, Uber, Unilever, Nigerian Breweries, Heineken, Apple, HP, Lagos State Government, Close Up, Lipton, OMO. * Drafted and pitched communication materials for Facebook’s SME Council Launch and Ng_Hub Initiative announcement to press in 2017. * Designed communication strategy and execution plan for Union Bank during its's 100-year anniversary activities including: Union Bank 100 Art Challenge, The Next 100 . * Worked on activities/communication around Mark Zuckerberg first Africa visit, also worked on the successful communication campaign that led to the election of incumbent Ghana's President * Conceptualized and pitched a ' Culture Research Document' to clients in FMCG, Tech and Manufacturing spotlighting pop culture opportunities they could latch on to increase brand awareness and affinity. * Created and executed communication strategies for brands including: Unilever, Uber, Nigerian Breweries, and Facebook. * Responsible for creating business proposals and leading on pitches and request for proposals. * Worked in a team of 3 that amplified Heineken Lagos Fashion & Design Week 2016 & 2017 leading to over 200 print and online mentions for the brand. * Led and participated in strategy meetings to create communication solutions to brands problems, also participated in year-over-year planning for the media group with media assets across online and television platforms. * Responsible for creating collaterals, providing strategic direction for clients, as well as managing marketing campaign projects from start to finish. * Managed stakeholders including the media and regulatory agencies for brands like Uber and Heineken. * Awarded RED’s prize of ‘’Rising Star’’ for 2016.

 Designed marketing frameworks to improve the brand perception of the organization.  Initiated online marketing, on page and off-page search engine optimization campaigns that ultimately increased the site’s Alexa ranking from 1000 in Nigeria to 256 within 5months.  In charge of executing the internal link building of content on the website to ensure easier navigation.  Collaborated with 2 team members in initiating, developing and executing email campaigns to the 300,000 professionals in our email database.  Executed periodic SEO audit of the website to ensure best practices were being benchmarked.  Work with a team of 4 in continuous improvement of user experience, business processes, features, and outbound and inbound marketing channels  Synergized with 4 Content Writers in generating over 200 articles based on Productivity enhancing topics, Corporate Nigeria, Job Search and Personal Development-over a 7 months period, with over 250,000 views till date.  Created informational videos designed to intimate users about the internal workings of some parts of the website.  Contributed to the process of performing ‘Quality Assurance’ on the over 5000 job vacancies aggregated from over 100 company career pages.  Analyzing market trends and best practices and developing strategic plans for each eventuality.  Develop Business Proposal, Strategic Alliances Documents for partnerships.

Developed the marketing strategies deployed in publicizing the company’s services in the 3 tertiary institutions where Project Management, Basic Corporate Leadership and Lean Entrepreneurship were taught. Coordinated with campus ambassadors in creating and executing an operational framework that resulted in conversion of over a 100 students per training Trained over 200 graduates in 3 universities on ‘Basic Corporate Leadership’ over a 3 months period. With focus on knowledge areas including: Negotiation, Business Writing, and Networking.

Determining the overall vision and strategy of the organization. Formulated the structure,operational model and goals of the network. Coordinating a support network for budding entrepreneurs. Organized a Personal development and Sales seminar for entrepreneurial students in O.A.U

ENTERPRISE 4.1 (Campus Business Network training) Ile- Ife. Worked with a team of 5 in training over 200 students on skills including : Events decoration,Photography,Make-up, Events Management and Accessories Formulated marketing strategies that increased participation by 20%. Managed and supervised the sales team of 7 and ensured effective lead generation and conversion systems were utilized