How I built the brand, press and campaign engine across OmniRetail's multi-product ecosystem (OmniBiz, OmniPay, Mplify) as it moved from seed stage to profitability.
OmniRetail digitises Africa's informal retail supply chain. Its flagship platform, OmniBiz, lets retailers order stock from manufacturers and distributors; OmniPay adds payments and credit; and Mplify gives distributors and brands visibility of sales. Informal retail is the largest part of the market, which made this a story that needed clear, credible telling to brands, investors, retailers and the press.
Company-level figures above come from the public coverage linked below. They describe OmniRetail's growth during my tenure, not results I claim for myself. My own results are in the section further down.
The business sold to three very different audiences at once: global FMCG brands who needed proof of reach, small retailers who needed trust and simplicity, and investors who needed a clear route to profit. As the group added products, the risk was a fragmented story. The job was to keep one coherent brand across OmniBiz, OmniPay, Mplify and OmniHub while turning each funding and growth milestone into press credibility.
Created and edited campaign content, shot and edited short-form video, ran lead generation and analysed channel performance, contributing to a 58% improvement in campaign conversion rates. This was the stretch that led into the August 2021 seed announcement.
Drafted and pitched company messaging to media and stakeholders, handled PR queries and objections, and coordinated internal communications and approvals. This period covered the Bloomberg feature on consumer-goods giants signing up, the $15M pre-Series A, and the expansion into Ghana, with agencies and Sales aligned behind one message.
Led communications for a multi-brand group, managing a team of around five alongside agencies and media partners on briefs, budgets and timelines. Represented company leadership in presentations and coordinated sponsorship and event activity with Marketing and Sales. The work contributed to a 25% uplift in product adoption and a 15% improvement in campaign conversion efficiency.
Each of these landed during my time at the company. I was part of the communications and marketing function that supported them.
These are company and leadership honours, listed because they show the platform I was building the brand for.