Curriculum vitae / 03
Afeez Adebayo
Director of Paid Marketing
02
Profile
I am a paid and digital acquisition leader with 10+ years across paid search, paid social, performance marketing and growth, in fintech, banking, SaaS and e-commerce. I have run acquisition on Google, Meta, LinkedIn, TikTok and X Ads, managed USD 1.5M a year in digital vendor relationships at Ecobank, and built and led a growth team of 7 at Formplus. I set KPIs, build the attribution and reporting behind them, and present results to leadership. I hold an Executive MBA with Distinction.
I naturally fit in an environment without bureaucracy, where rigorous thinking and meticulous execution exists.
03
Experience
Grey (YC W22)
Full-time · April 2026 – Present
Organic Growth & AI Search Manager
- Grew organic sign-ups by over 30% in 6 months, with a plan to double them within 12 months, making SEO Grey’s biggest and lowest-cost acquisition channel.
- Protected Grey’s organic channel through Google’s 2025 shift to AI answers, which cut website clicks worldwide, bringing traffic back to 95% of pre-rollout levels.
- Built the acquisition roadmap tied to management’s target of 200k monthly sign-ups by Q1 2027, and introduced monthly performance reporting for leadership.
- Opened 5 new language markets (Spanish, French, Arabic, Indonesian, Portuguese) for organic acquisition, targeting +100% growth in non- English organic sign-ups.
Ecobank Nigeria
2023 – 2025
Manager, Paid Marketing & Analytics
- Led paid digital acquisition for the consumer banking segment, running regulatory-compliant campaigns with Meta, Google, MTN, Terragon and Simpu.
- Managed technology and digital marketing vendor relationships worth USD 1.5M a year.
- Built a customer attribution pipeline that reduced drop-off and increased conversion across paid channels.
- Built a new-customer activation workflow that delivered 24% more deposits from new customers compared with Q1 2023.
- Reduced inactive and dormant customers by 27% month on month through automated engagement journeys.
- Led go-to-market for new products and features across consumer and commercial banking.
Zaicon Digital Technologies
2020 – Present
Founder & Head of Digital Marketing
- Ran paid acquisition across Google, Meta, TikTok and LinkedIn Ads for fintech and e-commerce clients including LemFi, Topship Africa and Heroshe.
- Delivered a 3,371% ROI for Jerseygram, with organic accounting for 51% of all sales.
Eden Life
April 2022 – December 2022
Lead Acquisition Manager (Performance Marketing)
- Led customer acquisition across Google, Meta, Instagram and event marketing, achieving a cost per lead below $3.
- Owned yearly and quarterly OKRs and reporting for the performance marketing team.
- Planned and led go-to-market for new products.
Erudite Agency (UK)
July 2021 – January 2022
SEO, Paid Search & Analytics Consultant
- Ran Google Ads, SEO and data attribution for UK and US brands including Twinings, Paulton’s Park, Compex and Neptune.
Formplus
April 2019 – July 2021
Head of Growth Marketing
- Built and led a growth marketing team of 7 as the first marketing hire, delivering 30% quarterly growth in new revenue in 2020.
- Ran search, display and social ads on a budget of about $50k per quarter, competing with Typeform and SurveyMonkey.
- Grew organic acquisition from under 5% to 57% of new sign-ups and lifted activation by 63% within two quarters.
Opera Software
(Dec 2018 – Sep 2019)
Community Manager & Product Specialist
- Part of the growth team that scaled Opera News to 20M+ users across Africa in its first year; ran Facebook Ads for app downloads.
HS Media Group NG
(Dec 2017 – Feb 2019)
Social Media & Paid Marketing Specialist
- Ran paid and social campaigns for the Nigeria Football Federation, UAC Foods and Simba Group; grew the company YouTube channel 300%+ in 6 months.
03
Education
University of Lagos
Sep 2023 - Aug 2025
Executive Master of Business Administration, Marketing/Marketing Management, General
Grade: Distinction
University of Lagos
Oct 2010 - Sep 2015
Bachelor's Degree, Geology
03
Licenses & Certifications
Google Data Analytics Professional Certificate
Issued Sep 2024
Skills: Data Visualization, Data Analytics, +3 skills
Software Engineering Bootcamp (Backend)
Issued Jan 2023
Zulfah
Skills: MySQL, MongoDB, +2 skills
Google Adword Certification
Issued Feb 2018
Skills: Adword, +2 skills
Digital Marketing
Issued Jul 2016
Skills: Digital Marketing, Ads, +2 skills
