Fifteen people, three markets, one direction
PIF International runs an app for sending digital gift cards to each other. I led seven people in marketing and eight in sales across Denmark, Sweden and Nigeria, and spent as much time on the conversion inside the app as on the campaigns that brought people to it, sitting with design and development on UI and UX.
Written process beat my own availability.
Seven in marketing and eight in sales, in three countries that do not buy the same way. A Content Handbook, Campaign Execution Plans and Vendor Onboarding meant the work carried on when I was in another market.
The leak was inside the app.
I sat with design and development on UI and UX to raise the conversion inside the app, not only on the campaigns that brought people to it. The journey from ad to install to first order has several steps, and every step costs users.
One post can outrun a quarter.
A single micro influencer post on TikTok brought 200 paying users and 1,000 new users in two days. It is why I keep a small budget aside for creators alongside the campaigns that always run.
What I built to stay
A Content Handbook, Campaign Execution Plans and Vendor Onboarding. Three markets pointing in one direction only works when the process is written down, because otherwise every question comes back to the same person.
Denmark, Sweden and Nigeria do not buy the same way, and the plan has to say so out loud.
Delivered
- A marketing and sales organisation of fifteen across three markets
- Paid social on Meta and TikTok
- Micro influencer partnerships
- Content Handbook
- Campaign Execution Plans
- Vendor Onboarding
- UI and UX work with design and development to raise conversion inside the app