Goodness Abraham
Digital Marketing Strategist
I run paid media across Meta, X, LinkedIn, TikTok, and Google, and the organic, video and editorial work around it. 6 years across a tech startup, a pan-African network of 500+ innovation hubs, an edtech app, and a university I joined at under 1,000 students that has since grown past 31,000.
Some results
-
21,476
Leads under a year from a channel that wasn’t initially in the paid mix.
-
−69%
Cost per click on a flagship campaign & a seven-figure USD annual paid budget.
-
160M
Post reach & +249% organic social website visits in a single 6-month period.
-
2.88M
People reached across one convocation weekend in 4 cities.
-
6×
Organic converted harder per session than paid, at 4× the engagement time.
How I think about marketing
I start with the business, not the platform. Before deciding what to run, I want to understand what we’re trying to achieve, who we’re trying to reach, what we’re asking them to do, and what that outcome is worth.
From there, I look for the parts of the customer journey that actually behave differently. Different audiences, products, markets and levels of intent may need different approaches, but not every difference deserves its own campaign. My job is to find the level of structure that gives us useful control without creating unnecessary complexity.
I also believe good marketing should teach you something. Every campaign should make it easier to understand what is working, what isn’t, and why. If the structure makes the data harder to interpret, it’s probably too complicated.
And I don’t treat the platform as the strategy. Meta, Google, LinkedIn, X, TikTok and everything else are tools for reaching people and generating outcomes. The strategy comes from the business, the customer and the economics. The platform comes afterwards.
My principle is simple: build around the decision you need to make, not the feature the platform gives you.
What I do
Performance Marketing
21,476 leads from an untested channel I discovered, and cost per click cut 69% on a flagship campaign. Paid media across 5 platforms, managing seven-figure annual budgets (USD).
See the work →Social Media Management
7 platforms, 4 brands. Grew Miva’s organic channel into traffic that converted 6× harder per session than paid, rebuilt uLesson’s after it went quiet, and launched the Alumni Network to 1,500+ followers in 4 weeks from zero.
See the work →Videos & Scriptwriting
I write, I direct, and often I shoot and edit myself. Shot-by-shot direction documents, testimonial films, and formats built to keep running after I stop looking at them.
See the work →Creator and Influencer Marketing
Sourcing, negotiating, briefing and reporting. 9.8M views across 28 pieces of creator content — 10 I ran end to end, 18 I supported. Includes a study centre launch built from nothing in a city where the brand had no relationships.
See the work →Content Marketing
Institutional news under my byline, press releases picked up by Punch, TechCabal and The Guardian, ghostwriting for founders, and the email that produced 436 pieces of user-generated content in a weekend.
See the work →What people I’ve worked with say
“Self driven. Innovative. Passionate and smart. She gets things done. Goodness is good.”
Adeniyi Joshua
Brand Strategist & Brand Identity Designer · worked with Goodness on the same team
“At uLesson, Goodness consistently impressed me with her well-rounded marketing skillset and dedication to driving results. She creates engaging content across various platforms and collaborates effectively to develop captivating visuals that resonate with the audience.”
Aaron Ejeme
Entrepreneur, Growth Marketer · worked with Goodness at uLesson
Google Ads Search — Skillshop
Google Ads Measurement — Skillshop
Google Ads AI-Powered Performance Ads — Skillshop
Digital Marketing — Illinois Institute of Technology
McKinsey Forward Program — McKinsey & Company
Tools
YouTube · LinkedIn · Instagram · Facebook · TikTok · X/Twitter · Threads · Meta Business Suite · Meta Ads Manager · Meta Ads Library · TikTok Ads Manager · LinkedIn Ads Campaign Manager · X Ads Manager · Google Ads · Google Ads Editor · Google Trends · Google Keyword Planner · Google Analytics · Google Search Console · Looker Studio · Google Tag Manager · Microsoft Clarity · Brand24 · Sprout Social · Hootsuite · Buffer · Metricool · YouTube Studio · Adobe Premiere Pro · CapCut Pro · InShot · DJI Pocket 3 · Canva · Figma · WordPress · Mailchimp · Kit · Grammarly · Notion · Asana · Todoist · Trello · Google Workspace · WhatsApp for Business · Telegram