Case studies built around real commercial problems.

A structured validation programme for a UK digital venture assessing adoption potential across Nigerian users, creators, communities and campus segments.

Challenge. The business needed evidence of how the proposition would be understood locally, what could prevent adoption and which audience groups were most likely to activate.

Work and outcome. I directed field interviews, product walkthroughs, behavioural observation, pre-signup tracking and evidence scoring. The programme generated 31 qualified pre-signups and converted field signals into recommendations on trust, onboarding, creator participation, positioning and market entry.

An operating system for sourcing, assessing, negotiating and managing performance partners across multiple markets and commercial models.

Challenge. Growth required more than recruiting affiliates. The operation needed disciplined deal structures, traffic-quality controls, faster partner decisions and clearer visibility across CPA, revenue share and hybrid activity.

Work and outcome. I built partner segmentation, commercial approval rules, verification procedures, reporting cadence and performance reviews around registrations, first-time depositors, deposits, NGR and acquisition cost. This created a repeatable acquisition process that could scale without separating volume from player quality.

Lifecycle communication designed to move customers from registration through activation, retention and re-engagement.

Challenge. Acquisition value was being lost when customer communication was fragmented across channels and disconnected from player behaviour.

Work and outcome. I structured customer journeys across email, SMS and support channels using Customer.io, Termii and Intercom. The work connected campaign logic, segmentation and operational messaging so lifecycle decisions were based on customer stage rather than isolated broadcasts.

Structured intelligence for comparing partner types, commercial expectations, platform relationships, quality signals and market coverage.

Challenge. Affiliate discovery is often relationship-dependent, fragmented and difficult to evaluate consistently across markets.

Work and outcome. I developed intelligence assets covering hundreds of Nigerian performance partners and thousands of global affiliate records. The system reduces discovery time, supports commercial benchmarking and gives partner decisions better context than a contact list alone.