About Me

At a Glance

I’ve always been fascinated by the “why” behind decisions - why we click, buy, or trust. Maybe it’s the anthropologist in me (yes, I studied that!). Over the years, I’ve channeled this curiosity into dissecting markets, not just to sell products, but to solve puzzles.

How do you make a safety app resonate in West Africa? How do you convince a Dubai audience to pivot during a tax overhaul? My career is a patchwork of these questions, answered through campaigns that balance empathy with execution.

When I’m not geeking out over attribution models, you’ll find me exploring Vancouver’s hidden coffee shops or scribbling half-baked poetry about consumer psychology. I believe marketing thrives when it’s human-first.

Core Competencies

Global Market Strategy
Designing and executing marketing strategies that resonate across diverse regions, from North America to the Middle East and Africa, with a focus on cultural nuance and localized storytelling.

Growth & Scalability
Building and scaling affiliate networks, optimizing multi-channel campaigns, and architecting incentive structures that drive sustainable growth for startups and enterprises alike.

Data-Driven Decision-Making
Transforming raw analytics into actionable insights using tools like Google Analytics, Nielsen, and Power BI to refine campaigns, improve ROI, and streamline marketing operations.

Technical Expertise

  • Marketing Automation: Proficient in Salesforce, HubSpot, Adobe Campaign, and Pardot for workflow optimization and CRM management.

  • Performance Marketing: Mastery of paid media (Google Ads, LinkedIn, Facebook) and SEO strategies to amplify reach and engagement.

  • Consumer Insights: Leveraging Voice of Customer (VOC) data and market research to inform product positioning and go-to-market strategies.

Career Highlights

Market Expansion Leadership
Spearheaded entry into Oman for Emirabiz amid regulatory shifts in the UAE, securing 28% market share within the first year through strategic affiliate partnerships and targeted acquisition campaigns.

Omnichannel Campaign Optimization
At Loblaws, unified digital, print, and in-store marketing efforts, reducing campaign launch timelines by 15% while enhancing cross-departmental collaboration.

Data Integrity for Impact – Global Fund HIV Key Populations
Spearheaded data quality assurance initiatives to ensure accurate segmentation and targeting of vulnerable populations, enabling ethically grounded, precision-driven marketing strategies that aligned public health goals with community trust.

Cultural Insights Driving Brand Strategy – P&G (MEA Region)
Directed a consumer immersion study in Saudi Arabia, uncovering shifts in cultural openness to Western tourism and entertainment. Translated findings into revised communication frameworks, pivoting P&G’s approach toward digital-first channels (e.g., influencer partnerships, social commerce) to align with the Kingdom’s evolving consumer identity.

Product Localization Success
Led regional adaptation of two mobile apps for West African markets at Uneleap, driving a 20% increase in organic adoption through culturally tailored UX and strategic KOL partnerships.

Professional Philosophy

Anthropology Meets Marketing
My background in sociology fuels a human-centric approach—decoding cultural behaviors to craft strategies that resonate authentically.

Precision with Purpose
Balancing creativity with analytical rigor, I prioritize strategies that marry innovation with measurable outcomes.

Global Mindset
A career spanning four countries has honed my ability to navigate cross-cultural dynamics, turning complexity into competitive advantage.

Education & Credentials

  • MSc International Business Management (Marketing), Heriot-Watt University

  • BSc Sociology & Anthropology, Obafemi Awolo University

  • Google Certifications: Data Analytics, Digital Marketing, Project Management

  • Voice of Customer (VOC) Analysis, Udemy

  • "The podcast studio launch could have been just another product release. Grace turned it into a story about enabling voices in our community. Her strategic thinking, combined with genuine enthusiasm for the project, made all the difference."

    Grigory - Production Lead, Emirabiz

  • "Working with Grace on the website transformation project was eye-opening. She combines data-driven decision making with genuine empathy for user needs. The results spoke for themselves - but it was her collaborative approach that really set her apart."

    Andrey - CEO, Emirabiz

  • "Grace's superpower is her ability to bring clarity to any situation. She asks the right questions, listens intently, and somehow always finds a fresh perspective that makes you think differently. That kind of insight isn't industry-specific – it's valuable everywhere."

    Hillary Kadiri, Business Consultant - Emirabiz

  • "What I've learned working with Grace is that she doesn't just solve problems – she makes everyone around her better problem-solvers too. She has this way of breaking down complex situations and bringing people along on the journey. That's why I know she'll succeed wherever she goes."

    Timi Omatsola, Senior Sales Manager - Emirabiz

  • "Grace is that quiet force who sees patterns in chaos that others miss entirely."

    Jabu Adedeiran, Senior Finance Manager - P&G