Miriam Odabe

Growing startups and SMBs, one GTM strategy at a time

- Emphases: Strategy, Marketing, and Finance - Assisted Marketing Strategy Professor, contributing to academic MBA course materials. - Relevant Coursework: Strategies for Growth, Valuation, AI for Business, M&A and Corp. Development, Financial Statement Analysis, Operations, Big Data Management, Business Research & Analytics, Management Accounting, Strategic Marketing Planning

• Conducted financial analysis on competitive datasets to identify root cause of dwindling financial and productivity performance, resulting in recommended formulation of margin and efficiency improvement strategies. • Led evaluation of growth opportunities for North American automotive Diesel segment leading to an implementation plan recommendation to grow revenue potential by 2030.

Developed an end-to-end customer strategy to enhance customer satisfaction and bolster customer lifetime value (CLV), potentially leading to optimized customer retention and increased revenue generation in its Service Operations.

• Managed growth of Budweiser with a key focus on GTM strategies development & execution, 360-degree campaign strategies, product development and brand equity sustenance resulting in growth in brand power. Key activities leading to this include: • Led integrated marketing campaigns utilising a mix of TV, OOH, print, and digital strategies, resulting in account retention and increased market penetration. • Co-created brand plans for year-round campaigns; and led the growth of Budweiser digital community across Facebook, Instagram, YouTube, and Twitter. • Leveraged key influencers and creators to deliver 3X Earned media target. • Led BTL In-bar activations for brand campaigns such as in-bar activations, or tactical in-bar activations.  Working cross-functionally with the trade marketing and sales team. • Sponsorships: ensured brand affiliation through identified sponsorship opportunities.

• Led integrated marketing campaigns for a portfolio of brands (including Guinness, B&W Whiskey, GSK, Power Horse, PopCola, 9Mobile) utilising TV, OOH, print, and digital strategies, resulting in increased account retention and market penetration. • Managed the full sales cycle of leads resulting in the conversion of accounts in the sectors: Oil & Gas (Chevron), Technology (Google; & Oppo), Telecommunications (9mobile), Entertainment (Flytime Music Festival and Eko Christmas Carnival), Government; growing the company’s revenue by 50% in 18 months. • Led the strategy and execution of Google’s consumer recruitment campaign in four regions; successfully increasing consumer recruitment by 650K in 7 weeks for the brand. • Managed 9mobile’s nationwide recruitment drive through a handful of strategic initiatives, while delivering stakeholder management. • Managed the response to viable RFPs; built and negotiated contract terms, including the red-line process. • Supported the strategic positioning and marketing of Diageo’s Black & White whiskey upon its launch in Nigeria.

• Led a 20% portfolio growth in the first fiscal year, with a resultant expansion of programmes to 2 regions in Nigeria. • Increased visibility and partnership of the initiative through collaborations with local and international organizations such as USAID, Women Thrive Alliance (Washington, D.C.), Footprints Community Healthcare (London, U.K) and Dreams from the Slum (Nigeria). • Initiated audit process to evaluate thoroughness of documentation and maintenance of optimal operational standards.

Founded 2 enterprises under Esteem: a fashion retail and an agro venture focused on empowering rice farmers to foster local rice production. Identified the need for clothing amongst university students and set up a mobile store to fill that void. Researched and created the MVP for Esteem-labelled shoes with international and local production companies. Managed partnerships with large retailers to expand into two new products, creating detailed business requirements, sales pitch decks, and marketing collateral that generated trial, and loyalty.

• Led the pivotal digitization of FATE Foundation's enterprise training and advisory for Small and Med-sized businesses (SMBs) to a Learning Management System (LMS). • Developed a comprehensive training curriculum for SMBs with contents through formed collaborations with thought leaders across multi sectors. • Identified gaps in the curriculum and designed solutions for relevant business challenges faced by African SMBs.