I build GTM systems, craft messaging that actually converts, and design content strategies that compound over time — across SaaS, fintech, and high-growth products in EMEA. The work doesn't stop at the deck.
I'm Ray — a growth and product marketing operator with 5+ years across fintech, SaaS, and high-growth startups in EMEA. I'm currently Marketing Team Lead at Squareme, a Lagos-based fintech building the infrastructure for how Africans send and receive money.
Most companies treat product marketing as a wrapper — something slapped on after the product is built. I treat it as the connective tissue between what you've built and the people who need it. My work sits at the intersection of messaging, positioning, lifecycle, and growth infrastructure.
Outside of work, I make music, write The Rayve — my Substack on marketing, culture, and craft — curate food experiences, and travel whenever I can. Life outside the brief keeps the work honest.
I start with the problem, not the solution. ICP mapping, messaging audits, and competitive diagnosis before any brief is touched.
Positioning documents, messaging systems, GTM frameworks, content strategy. Systems that teams can actually use — not decks that live in Google Drive.
Messaging systems, onboarding flows, lifecycle emails, content briefs. I stay until it works — not until the deck is done.
Retention systems, organic flywheels, RevOps alignment. The goal is compounding, not plateauing.
Cases that changed how a product grew — and what the numbers looked like after.
Squareme had 66,000 users and a growth model built entirely on paid acquisition. Retention was leaking, organic channels were dead, and cost-per-acquisition was bleeding the budget. The challenge: build an organic engine from nothing — and make the users it brought actually stay.
Wordings launched with zero brand, zero pipeline, and ₦75,000 to work with. Built the full marketing infrastructure — identity, content, community, campaigns — and hit ₦1M revenue in the first operating quarter.
High drop-off post-signup. Users were arriving but not finding value before they left. A full messaging and onboarding overhaul fixed the leaky bucket — 5× retention improvement, 127% engagement growth.
ReCreaX had a platform, a community, and a dual-sided model — but nothing tying it together. Built the engagement infrastructure, community rituals, content engine, and organic acquisition from scratch. No paid media. All earned.
Product marketing, growth systems, and what actually works in African and EMEA markets — no hot takes without evidence.
Long-form thinking on growth, life, and the random things I notice — from inside the work and outside of it.
Read on Substack ↗Some paths don't come with a map. This one started with a wrong turn and ended somewhere I didn't expect to want.
Read on Substack →Not everything is a system. Some of it is just luck, noticed early enough to look like strategy.
Both are about tension, release, and knowing when to stop adding notes.
Community as a moat. AEO before SEO. Why most onboarding flows explain the product instead of the person.
Food is context. Context is everything. A short list of meals that changed how I see places.
My views on life, randomness, culture, and what I'm working through. Personal, occasional, and honest. Subscribe to get pieces when they land.
A full-stack marketing operator — from diagnosis and positioning through to execution, measurement, and iteration.
Open to fractional and consultancy roles in growth and product marketing — especially in fintech, SaaS, and EMEA-facing products. Remote-first. Based in Nigeria; looking toward Europe and Asia.