Questions people ask
People get curious and have questions; if you are, the answers might be here. If not, send me a message.
You’ve listed five disciplines. Which one do you actually do?
All of them. My work in digital marketing overlaps constantly. I often develop the strategy, write the copy, create or direct the content, manage the social channels, run the paid campaign, and then look at the numbers to understand what worked. I can take a marketing problem from strategy to execution to measurement without losing the connection between each part. These channels don’t often operate in isolation. A piece of content affects what you learn about your audience. That learning affects the next campaign. Paid performance can tell you something about the creative. Social can reveal a messaging problem. Analytics can change the strategy. I do the work across the disciplines. And I understand how the work connects.
Do you make the content or manage people who do?
Both, and I prefer both. Most of the short-form on this site I shot and cut myself. The convocation ran on student volunteers I recruited and briefed across 4 cities. Knowing how long an edit actually takes makes you better at directing someone else’s.
What’s the thing you’re best at?
Finding where an audience already is instead of where the brand assumes they are. Most of what’s on this site came from that — TikTok working for degree sales, LinkedIn carrying a convocation story, organic converting 6× harder per session than paid.
How do you know if something worked?
By what happens after the click. Sessions and engaged sessions, average engagement time, key events, cost per action, and where those people go next. On the content side: non-follower reach, watch time, saves and shares — the things people do when something is actually worth their attention. The mistake isn’t any single metric. It’s reporting on values that are irrelevant to what the business is actually trying to solve.
What do you need from a team to do good work?
A clear line to what the business is actually trying to move, and access to the people closest to it. Agreeing on what success looks like and having access to the right tools before the work starts, so we’re reading the same numbers at the end.
What’s your best marketing work?
The next one. I mean that literally rather than as a line — every campaign I run is built on what the last one taught me, so the work I haven’t made yet has more behind it than anything already on this site. The convocation was better than the matriculation before it because of what the matriculation taught me. TikTok worked because organic had already shown me what the audience responded to. If my best work were behind me, I’d have stopped learning, and I haven’t.
How do you work with remote teams?
2 of my 4 roles were remote, and 1 was hybrid, so this isn’t theoretical. AfriLabs spanned time zones across the continent and included French-speaking hub communities I created content for. What I learned is that remote work breaks on communication rhythm, so I write decisions down instead of leaving them in calls, default to async tools and save the shared hours for things that genuinely need a conversation, keep predictable blocks. This way, nobody wonders whether I’ve seen something, and report progress before I’m asked. The rest is just doing what you said you’d do.
What’s something you got wrong?
My first few months in marketing, I dived straight into making what I thought was great content without first pinning down what the brand was actually trying to achieve. Good work, wrong target. Different goals need different content — awareness content doesn’t always convert, and conversion content doesn’t always travel. Now the goal comes first and the content follows from it.
What do you do when you’re not working?
Binge videos about the universe and read about whatever’s happening on earth. I studied geology and never stopped being interested in it — the field trips were the part I loved, and I ran a page about them before I knew content was a job. Some of that is the same muscle I use now: look closely, take notes, work out what the evidence is actually saying. Beyond that, I enjoy creating — or watching — fantasy home decor, and popcorn.
Google Ads Search Certification — Skillshop
Google Ads Measurement Certification — Skillshop
Google Ads AI-Powered Performance Ads — Skillshop
Digital Marketing — Illinois Institute of Technology
AI and Digital Marketing Trends — LinkedIn
Generative AI for Digital Marketers — LinkedIn
Advanced Content Marketing — SimpliLearn SkillUp
Digital Marketing Strategy — SimpliLearn SkillUp
SEO: Keyword Strategy — LinkedIn
Content Creation: Strategy and Tools — LinkedIn
Content Marketing: Ways to Repurpose Video Content — LinkedIn
McKinsey Forward Program Badge — McKinsey & Company
How to Build a Following Online — LinkedIn
How to be Seen and Heard as a Video Creator — LinkedIn
Strategies for Creating Viral Short Form Content — LinkedIn
Understanding Social Media Algorithms for Creators — LinkedIn
The Fundamentals of Digital Marketing — Google Digital Skills for Africa · ID 3MV 4B2 7CQ
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