Work & impact
Selected work where strategy became measurable commercial change.
Not a job-history page. These are selected operating stories that show what I owned, what changed and the commercial logic behind the result.
01 · BC.GAME / JB.com
Scaling affiliate acquisition without losing sight of player economics.
Mandate
Build and scale a Nigeria affiliate portfolio across publishers, creators, streamers, review sites and performance partners while protecting traffic quality and commercial value.
What I built
Partner segmentation, commercial structures, FTD qualification, tracking and payout logic, fraud controls and a performance-review discipline tied to deposit depth, repeat behaviour, NGR and profitability.
Outcome
Managed 100+ partners and a portfolio exceeding $2M in cumulative deposits, with peak monthly deposits above $400K. The same operating experience supported affiliate distribution for the JB.com Nigeria launch.
02 · Starbet
Taking a licensed sportsbook from pre-launch into the market.
Mandate
Lead acquisition, marketing and market expansion for a new Nigerian sportsbook, connecting commercial growth with product, payments, operations, customer support and licensing.
What I built
An integrated acquisition mix spanning affiliates, paid media, SEO, creators, retail, field activation and traditional media, supported by launch planning and cross-functional coordination.
Outcome
30,000+ players acquired, ROI targets reached within six weeks, website traffic scaled beyond 175,000 monthly visits and less than 20% of the original marketing budget used.
03 · Finchglow Travels
Connecting digital demand generation with trade-partner growth.
Mandate
Lead marketing across digital acquisition, brand campaigns, PR and demand generation in a travel business serving both consumer and trade audiences.
What I built
Performance marketing, brand and PR programmes, PartnerPlus Connect and digital trade-platform initiatives designed to strengthen travel-agent engagement and commercial visibility.
Outcome
Demonstrated that the same commercial-growth discipline can transfer beyond iGaming into a complex B2B and B2C service environment.
04 · Agency & brand work
Learning growth from the agency side before moving deeper operator-side.
Mandate
Work across brand strategy, media, creators, client delivery and the practical gap between campaign ambition and execution.
What I built
Campaign work connected to LiveScore Bet and Monster Energy, creator programmes and the wider digital, media and technology capability developed through Seyi Media and 49 Shades of Marketing.
Outcome
Sharper creative judgement, partner management, channel planning and a strong bias toward making strategy executable.
05 · Current iGaming leadership
Turning affiliate growth into an operating discipline.
Mandate
Lead affiliate growth across partner acquisition, deal governance, team coordination, media and streamer sourcing, commission structures and performance quality.
What I built
Repeatable rules around partner qualification, commercial approvals, traffic quality, reporting, team accountability and scalable distribution.
Outcome
Years of affiliate, operator, CRM and market-entry experience converging into leadership systems rather than isolated campaigns.
The metric is evidence. The operating judgement is the asset.
Across these roles, I use conversion, deposits, repeat behaviour, wagering, NGR, retention, CAC, payback, fraud rate and partner profitability to decide what to scale, repair or stop.
The numbers validate the work. They are not the whole story.