Crust Africa

At Crust, I told the story of a challenger going up against a giant. I led the brand designer, video producer and social media manager who helped tell it, and later a customer support team alongside them.

I ran product marketing and brand positioning across every customer touchpoint, wrote the GTM strategy behind our flagship app launch, and built the sales enablement that helped close grants and enterprise customers most fintechs our size never get near.

The problem

Crust was launched into a category Moniepoint already owned.

The obvious plays were spoken for. Outbound carried the weight of the go-to-market with reps on the ground, doing what outbound does. Marketing's job was to find the niftier, creative angles: the ones that made a challenger sound inevitable instead of late.

What I did

Backed the outbound motion

Website copy, launch videos, sales enablement documents, everything outbound needed to close, and everything a prospect needed to see before outbound ever called.

Then I led the team to launch Crust Business.

Wrote the GTM strategy for the mobile app from scratch. Onboarded over 4,000 businesses in three months, with a 22% MAU rate.

Used data to fix the leaks

Customer segmentation work that lifted activity, daily transactions and revenue — and dropped monthly churn from 12% to 5%.

Led the team telling all of it

I led a team of three including a brand designer, videographer and editor, social media manager. In addition I also led the customer support team made up of 5 team members.