I like figuring out
what makes customers move.
I’m a growth marketer who works across customer insight, account strategy and technology, using data to understand where the best opportunities are and building the programmes that turn that understanding into growth.
When I’m working on a growth problem, I want to understand the opportunity before deciding what to build around it. That means looking at what we know about the customer, where there are signs of intent or untapped demand, what might create movement and how we will know whether the approach is working.
That way of thinking has led me to three questions that come up repeatedly in my work: Which accounts are most likely to move? What will make them move? Where is the next opportunity?
Those questions became the basis of how I think about account growth.
I use these three stages to think about account growth from the first signs that an organisation might be ready to buy through to finding new opportunities once a customer relationship has been established.
I use account fit to establish which organisations belong in the target universe, then look for behavioural, technical and first party signals that can help distinguish where the strongest opportunities might be. I validate those signals against downstream conversion so that prioritisation gets better as we learn what actually predicts progression.
See Evaluate in practiceOnce I’ve identified an account worth pursuing, I want to understand the people behind it, what matters to them and what might influence their decision. That insight can shape the message, the experience and the way Marketing and Sales work together across the buying group.
See Engage in practiceOnce a customer has been won, I look at how adoption differs across markets, products, teams and stakeholders to understand where the relationship still has room to grow. Making those differences visible helps identify where deeper penetration is possible and where attention should go next.
See Expand in practiceThese projects show how I’ve approached account growth at different stages, from identifying buying signals across a large prospect universe to coordinating engagement around priority accounts and finding opportunities for deeper adoption inside a complex global customer.
I built an AI assisted signal scanner that analysed more than 1,500 advertiser websites, combined technical behaviour with first party engagement and helped identify a higher propensity group of accounts for Sales to prioritise.
Read the case studyResults
I designed a coordinated account programme around a major European industry event, connecting media, account research, Sales preparation and in person experiences to engage multiple stakeholders within the same priority organisations.
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I created a cross market visibility layer for a global financial services customer, separating planned activity from genuine adoption and giving account teams a clearer view of where penetration was strong and where opportunity remained.
Read the case studyResults
I’m Ajoke, a growth marketer who is especially interested in understanding why customers behave the way they do and turning that understanding into growth.
My work has taken me across customer acquisition, paid media, experimentation, enterprise growth and technology, but the problems I enjoy most tend to involve making sense of something that isn’t immediately obvious.
That might mean finding useful signals in a large group of prospective customers, understanding what matters to the different people inside an account, or building a better way to see where growth is being left on the table.
I tend to follow the problem wherever it leads, which is why my work often crosses research, data, technology, media and customer strategy.
When I’m trying to solve a growth problem, I start by understanding the system around it: what customers are doing, what might explain that behaviour, what information we already have and what we still need to learn.
From there, I form a hypothesis and work out the most useful way to test it. Depending on the problem, that can take me into research, data, technology, messaging, media, experimentation or Sales collaboration.
AI has increasingly become part of that toolkit. I use it when it can make a question possible to investigate at greater scale, bring fragmented information together more efficiently or help turn an idea into something testable.
What matters to me is the connection between the problem, the intervention and the outcome. I want to understand what happened, whether the original hypothesis held and what that tells us about what to do next.
My experience spans growth marketing, digital advertising and customer strategy across financial services, technology and other high growth categories.
I’ve worked across customer acquisition, paid media, experimentation, measurement, enterprise account growth, Sales enablement and the systems that help teams make better commercial decisions.
This portfolio focuses on the work that best represents how I think, the problems I’ve worked on and the decisions behind the solutions.
I’m interested in roles and conversations where customer insight, growth strategy and technology come together to solve difficult commercial problems.
If the work here connects with something you’re building or a problem your team is trying to solve, I’d love to hear from you.