Kora

At Kora, I created magic. I told stories that connect Kora with new audiences, convert them to paying customers, and retain existing customers.

Also, I managed GTM launch plans to help drive inbound customers and created sales enablement documents to help the outbound sales team close faster. In the end, it helped generate over $1million in inbound revenue over a period of two years.

Problem

Kora is a fintech company that was mainly outbound sales led. The sales team brought in the core of the revenue, and marketing was struggling to contribute to the number.

So the brilliant head of marketing at the time built a structure to work alongside the inbound sales team. What it needed was someone to be the edge of the spear: to own storytelling and product marketing, and to make both of them generate and point at revenue.

The thesis was simple; in collaboration with inbound sales, marketing could bring in high-intent prospects who'd become paying customers on their own. Storytelling was decent but it needed the extra push to get it to where it needed to be.

That was the job I took.

What I did

First, I learned about the company

Before I wrote a word, I sat with product, customer support, sales and compliance to understand how each of them shaped what marketing could credibly say. You can't tell a payment story you don't understand, and you can't tell one compliance won't let you ship.

The content engine that keeps on giving

This is my magnum opus.

Instead of treating every blog post, video, webinar and podcast episode as its own small project, I built a loop, one idea, made once, then cut, syndicated and repurposed across every channel we owned. We turned blogs into social content, webinars into podcast episodes and customer conversations into essays.

It fed the blog, which grew our thought leadership and drove real traffic. It fed Fintech Frontlines, the podcast I named and set up from scratch and shipped ahead of target every quarter it was measured. It fed syndication on Quora and it fed an SEO practice that started with getting Kora properly indexed and ended with getting Kora to show up inside AI search.

Most importantly, it led to us putting together a webinar that brought together three of the biggest VCs in Africa together. Then culminated in an ebook I wrote that helped drive hundreds of qualified leads.

Product marketing end to end

From helping to launch new products like: Card Issuance, identity, Conversions, Virtual accounts and helping to launch in Côte d'Ivoire and Cameroon.

For each one I collaborated to write the positioning, wrote the landing page, built the launch plan, scripted the demo videos, and wrote the merchant comms. Then got it all cleared by compliance and into sales' hands before the release. Some of these launches brought in a ton of customers. All of them gave sales something sharper to sell.

One suite campaign

Making customers the story

ValueJet, Koolboks and Moniebee were Kora's merchants and I scripted the merchant stories for these, sat in on the shoots, wrote the long-form essays, and wrote the paid ad copy that pushed them out.

Merchant stories became our highest-performing brand campaign giving Kora the kind of proof no amount of product copy can buy.

And I helped build the ecosystem around Kora

Startup Kit: This was a list of discounted products and tools that our customers could leverage.

Kora Sundown Sessions, the ecosystem event where African fintech actually showed up.
Plus the work I did with the people team, the design team and product: launching, organising, and turning what happened in the room into something worth watching afterwards.

The end-of-year updates for 2024 and 2025 were among the biggest projects I contributed to; writing the reports and co-managing the execution end to end.

And while I ran social, we took LinkedIn from around 15k followers to over 40k.