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Toni Esu

Brand Marketing & Strategy | Social Media Specialist | Content Creation & Strategy
Portfolio website
About

Experienced creative marketing and communications professional with an undergraduate degree in Mass Communication and currently a Marketing & Communications Master's student at the University for the Creative Arts, Epsom, Surrey, UK. A passionate problem solver with a values-driven mentality who loves helping brands resolve marketing challenges by developing and executing bespoke strategies toward achieving set goals. Specialties include social media marketing and strategy, content creation and curation, digital marketing strategy, customer engagement, project management, influencer marketing, creative and design direction, video editing, website strategy, and product development. Social Media Platform Specialties: Instagram, Facebook, TikTok, YouTube, Twitter & Snap Chat.

Previous Brands
BINWA
Binwa Fashion & Beauty
Pulse
Mood Beauty
Bilateral Communications
SME100Africa
Dasamal Television Network
YouTube
Leadership Newspapers Group Ltd
GMK Media
Work Experience
Business and Marketing Operations Manager
Nov ‘24 -
BINWA

Social Brand Manager
Oct ‘21 - Feb ‘23
Binwa Fashion & Beauty

Responsible for creating, developing and executing social media marketing strategies. • Oversaw the brand’s social media, Content Creation, Influencer Marketing & Ecommerce Website Management. • Developed & executed a new social media content strategy to improve the brand's presence and impact on social media. • Recorded over 100% increase in newsletter subscribers within 10 months. • Recorded over 100% increase in website orders for the fashion category. • Led a website revamp/redesign which made it more functional and seamless. • Over 200% increase in followers on Instagram for the fashion category. • Over 100% increase in post and page engagement for the beauty category.

Digital Account Manager
Jan ‘21 - Sep ‘21
Pulse

Responsible for achieving the client’s strategic brand and business objectives by working with clients to provide them with guidance and working with the internal team to achieve the execution of strategies. Key accounts managed: Africa's Business Heroes (Jack Ma Foundation’s flagship philanthropic entrepreneur program in Africa), First Bank of Nigeria, Samsung Heavy Industries Nigeria.

Digital Brand Manager
Mar ‘18 - Jan ‘21
Mood Beauty

Mood Beauty is an African beauty and cosmetics brand dedicated to creating premium quality makeup products that cater to makeup artists and makeup enthusiasts. • Developed and executed consumer marketing, social media marketing, influencer marketing and trade marketing strategies. • Created and managed all the company's social media accounts across different platforms. Grew the Instagram page to 30K+ followers in less than one year of operations. • Led the content creation process for social media and e-commerce website. • Developed and launched 7 makeup products; 4 eyeshadow palettes, 1 blush palette, 1 highlighter and 1 brow pomade. • Influencer Marketing: Liaised and engaged various beauty influencers/content creators both local and international to promote the brand online & offline. Developed influencer marketing strategies for different campaigns which brought an increase in sales and followers. • Established and managed relationships with various distributors/retailers. • Successfully planned and organized three (3) exhibitions/events for the brand. • Undertook product and market research in 3 regions (UK, US & Africa) for product development. • Prepared marketing documents and creative assets for the brand, consumers and distributors. • Prepared and managed the marketing budget. • Supervised and trained three Interns as well as assigned tasks. • Community Management. • Assisted the CEO and founder on executive and strategic matters.

Communications Associate
Mar ‘17 - Mar ‘18
Bilateral Communications

Account manager. Marketing communications documents preparation. Social Media management for the company and clients. Developed Marketing/PR Campaigns and Strategies for clients. Supervised interns for PR campaigns, events, and social media management

Communications Executive
May ‘16 - Mar ‘18
SME100Africa

• Responsible for developing & executing internal and external communications and marketing strategies. • Created or oversaw the creation of promotional and informative materials for the company. • Successfully planned and organized the company's events; workshops, conferences, press conferences, seminars, award shows, etc. • Social media account manager for the company's pages. • Content creation and curation.

Production Assistant
Aug ‘14 - Jul ‘15
Dasamal Television Network

Assisted the producer on all matters. Wrote & developed TV Scripts. Sourced for guests for the program. Presented on a program called “Nigerian Wedding.”

Digital Content Creator – Beauty
Mar ‘14 -
YouTube

• Established a loyal following primarily comprising women aged 18-35, creating content that resonates with their beauty interests and preferences. • Garnered a substantial viewership from top countries, including the United States, United Kingdom, and Nigeria. • Provided valuable insights into makeup application techniques and product recommendations, empowering viewers with practical beauty knowledge. • Seamlessly managed content across YouTube, Instagram, and TikTok, employing varied content strategies tailored for each platform. • Specialized in makeup tutorials and product reviews, with a focus on affordable makeup primarily using drugstore products.

Editorial Intern
Jul ‘11 - Sep ‘11
Leadership Newspapers Group Ltd

News coverage and sourcing. Writing News Articles under the supervision of the Editor-in-chief.

Secretary
Jan ‘11 - Jan ‘12
GMK Media

Content sourcing. Wrote Articles and conducted interviews. Assisted the CEO and Editor-in-chief. Coordinated models and photographers for photoshoots.

Languages
English - Fluent
Education & Training
University for the Creative Arts
‘23 - ‘24
Master of Science
Global Marketing and Communications
Covenant University
‘10 - ‘14
Bachelor of Science
Mass Communications
London, UK