Case Study: AfriChange
Industry
FinTech
Role
Customer Marketing Manager
Duration
March 2024 to present
Location
Canada (Remote)
Platform(s) and Content Format(s)
Email, Webinars, Video, SEO Writing
About AfriChange
Africhange is a Canadian-based remittance platform helping users send money between Africa and North America. Founded in 2020, it uses blockchain technology and peer-to-peer exchange to offer low-cost, fast, and secure international money transfers.
Africhange serves users in Canada, the UK, Australia, and Nigeria, supporting over 100 global payment corridors. The platform is licensed and regulated by FINTRAC in Canada and Revenu Québec, ensuring compliance and security for its users.
My Responsibilities and Results
In this role, I:
Collaborated with product and customer support teams to launch the Africhange UK product, leading GTM strategy and acquiring 6,091 active users with GBP 2.9M in transaction revenue within 6 weeks.
Achieved a 133% increase in CTRs and a 5.8% increase in transaction volume in Q1 2025 by optimizing Q4 2024 community initiatives for the CAD corridor.
- Created product-focused email campaigns with CTAs aimed at boosting transaction volume.
- Ran product demos during monthly webinars, combined with time-based promo rates to drive CAD-to-Africa transfers.Developed and executed programs that increased the percentage of transacting users and transaction volume by 4.6% quarterly
Developed and implemented lifecycle marketing strategies with clear messaging to drive increased transaction volume among 46K+ users.
Led customer engagement programs focused on personalized experiences and community-building, resulting in a 2.6% increase in transacting users.
Launched influencer marketing campaigns that positioned Africhange as a leading brand in the diaspora remittance space, growing reach by 167K.
Created and implemented a content strategy—educational videos and monthly live sessions—that boosted reach and engagement by 22%.
Led field marketing initiatives with vendors and local teams, driving a 5.5% increase in customer acquisition
Created engaging physical and virtual event experiences, attracting 5K+ attendees and generating 100 new signups.
Contributed to the Africhange Referral Program by identifying, nurturing, and rewarding community champions.
My Work In The Wild
Africhange Community Webinar
In this session, I hosted Justina Kanza, the founder and Director of Okwera Academy, to educate the Africhange small business community on grants. applications.
I collaborated with the Growth & Customer Success teams to create awareness, generate excitement, and drive user adoption among African immigrants in the UK, with a special focus on Nigerians, Ghanaians, and Kenyans.
Brand Loyalty Campaign:
Mother’s Day
I produced a series of short videos for Africhange to tell the story of young immigrant moms in Canada. Our goal was to position Africhange as a community providing both financial and emotional support to young immigrant moms.
I repurposed the video across platforms with a special promo code to drive increased transaction volumes and acquire new users.
Testimonials
AfriChange
AfriChange
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