Selected work
Results that are worth showing.
Six cases — two purpose-built CRM systems, and four digital marketing campaigns — showing both sides of the full acquisition pipeline.
Lead Capture & Routing System
Built after losing 30 warm real estate leads to zero CRM infrastructure. This system connects Meta Lead Ads to Salesforce, routes leads instantly, and triggers automated follow-up — so no lead ever goes cold again.
- Custom Lead Object with Property Interest and Budget Range fields mapping Meta form data directly into Salesforce
- Configured Web-to-Lead integration auto-tagging every submission as "Meta Lead Ads" source
- Built a record-triggered Salesforce Flow: on lead arrival → auto-create follow-up task → notify sales rep instantly
- Target response time reduced to under 5 minutes with zero manual steps in the pipeline
What was built
Added Property Interest and Budget Range fields to capture real estate-specific data from every Meta form submission.
Configured Salesforce Web-to-Lead to receive Meta form submissions directly, with Lead Source auto-tagged as Meta Lead Ads.
Record-triggered Salesforce Flow fires the moment a Meta lead lands — creating a follow-up task and notifying the sales rep instantly.
System in action
Lead record — Meta Lead Ads source + custom fields
Follow-up task auto-created on lead arrival
Salesforce Flow — trigger → task → email alert
Context: This system was built in response to a real failure at Rheel Estate — 30 warm leads generated from a Meta campaign that were never followed up because there was no infrastructure to handle them. Rather than moving on, I spent the following months learning the exact tools needed to ensure it never happens again. This is a working demo environment. The architecture is production-ready.
Lead Lifecycle & Nurture System
Real estate buying timelines stretch from weeks to over a year. A single nurture sequence that exits after 14 days abandons exactly the leads who simply need more time. This system segments leads by buying intent at the point of capture, then routes each into a path built for how long they'll actually take to convert.
- Built a custom "Buying Timeline" contact property capturing intent at capture — Immediately, 3-6 Months, 6-12 Months, Just Browsing
- Created two active segmented lists — Hot and Nurture — auto-populating from the Buying Timeline field
- Wrote and tested two live email templates: a Hot Lead inspection-booking email and a Nurture Day 0 welcome email, both with working personalisation tokens
- Mapped the full 8-touchpoint lifecycle architecture, including the Workflow-tier automation logic needed for hands-off execution
- Designed with no hard exit — leads who don't convert in 14 days roll into an ongoing monthly drip instead of dropping out
What was built
Custom HubSpot contact property capturing intent at the point of capture — Immediately, 3-6 Months, 6-12 Months, Just Browsing.
Hot leads and nurture leads auto-populate based on the Buying Timeline field — tested end to end with live form submissions.
Hot Lead inspection-booking email and Nurture Day 0 welcome email — both built, sent, and verified with working personalization tokens.
8-touchpoint system mapped end to end, including the Workflow-tier automation logic needed for full hands-off execution.
Full lifecycle architecture
Boxes built and tested live in this demo. The dashed section documents Workflow-tier automation logic — gated behind HubSpot's paid plans — designed correctly but not executable on the free tier.
System in action
Buying Timeline — custom segmentation property
Active lists — tested with live form submissions
Hot Lead email — inspection booking CTA
Nurture Day 0 — welcome email, token-tested
Design decision: Most nurture sequences are built for SaaS-length buying cycles — two to four weeks, then exit. Real estate doesn't work that way. This system was deliberately designed with no hard exit: leads who don't convert in the first 14 days roll into an ongoing monthly drip rather than dropping out of the pipeline. The goal was to design a system that never repeats the original failure — a lead going quiet simply because nobody built the infrastructure to keep following up.
Rheel Estate Ltd
A fast-growing Nigerian real estate firm needed a full digital marketing engine — from paid lead generation to CRM automation — to scale qualified property enquiries while cutting acquisition costs.
- Built a Zapier-powered CRM pipeline automating lead follow-ups, cutting response time from 24 hours to 47 minutes
- Ran hyper-localised Meta lead gen campaigns leveraging Abuja buyer psychology — averaging 30 qualified leads/month
- Replaced traditional landing pages with a WhatsApp-first capture flow, driving a 22% conversion rate
- Ran Google Search Ads achieving a 27.27% CTR on key campaigns
- Managed Google Business Profile optimisation, driving 64+ monthly interactions including calls (+200%) and direction requests (+33%)
- Led MailerLite email campaigns for nurturing and re-engagement of prospects
Anitabel Couture
A UK-based fashion brand needed stronger digital presence, better website health, and a clear strategy to compete in a crowded market across Shopify and Etsy.
- Built full digital marketing strategy spanning SEO, paid ads, social media, and content
- Executed Meta paid campaigns driving awareness, engagement, and conversions
- Revamped all Shopify product pages with SEO-optimised titles, descriptions, and metadata
- Listed catalogue on both Shopify and Etsy with targeted keyword integration
CliqueBites Bistro & Grills
An Abuja restaurant launching into a competitive food scene needed community presence, organic growth, and real orders — not just vanity metrics.
- Identified and partnered with key Abuja Twitter community influencers
- Planned and ran contests and giveaways to generate authentic excitement
- Built a UGC pipeline by encouraging customers to share their experiences
- Actively managed comments and DMs to build a genuine community feel
- Managed and optimised the Jumia Food listing alongside social channels
Federal Ministry of Water Resources
The #RevisedWaterBillNG needed public trust. The campaign had to sensitise Nigerians, debunk misinformation, and communicate real benefits — at scale.
- Identified key influencers aligned with the target civic audience
- Negotiated and drew up individual contracts with each influencer
- Developed full campaign strategy, week-by-week content plan, and per-influencer briefs
- Managed campaign budget from allocation through to delivery
- Ran brand monitoring across Twitter to track sentiment and correct misinformation in real time
