Summary
Overview
Work History
Education
Skills
Certification
Hobbies
Timeline
Generic

Abdul-Latif Abdul-Rahaman

Accra

Summary

Dynamic marketing leader with a proven track record at MTN Ghana, accomplished in leading Go-to-market for Enterprise products, digital services and partnerships at MTN Ghana, I excel in product management, growth initiatives, and partner acquisitions, enhancing portfolio profitability.

My personal mission is to improve the quality of life in Ghana and Africa at large by driving innovation and deepening access to digital services, products and technologies that offers convenience, inclusion and creating shared value for businesses and our communities.

I have attempted to do this by working in industries at the forefront of innovation, disruption, inclusion, and convenience e.g., Telecom (Consumer, Enterprise, Digital & Mobile Financial services), FMCG and Fintech in Ghana with multinational companies like Nestle, Unilever, MTN and Innovation startups like UnQut .

My commercial acumen underpins my approach to planning, directing, and implementing marketing and commercial initiatives that increases revenue, sustainable growth and efficiency. I have a forensic approach to directing projects, managing products, partnerships, business development and a positive approach to managing staff – a combination I have found; delivers strategic results, growth, business objectives & bottom line.

Overview

11
11
years of professional experience
1
1
Certification

Work History

Snr Specialist,Digital Services GTM & Partnerships

MTN Ghana
05.2023 - Current


  • Lead the design and formulation of go-to-market strategy for Digital Services propositions.
  • Create digital marketing segmentation and define services portfolio with key stakeholders
  • Develop and monitor growth initiatives for digital products/services launched in the market and measure impact.
  • Establish pricing strategies and guidelines based on customer behavior, billing success rate and product dynamics.
  • Lead Partner acquisitions and Partnerships for digital services
  • Manage all inbound requests from partners in the digital services portfolio.
  • Undertake ongoing, active prospecting, including the development of prospecting materials.
  • Provide strategic thinking around portfolio revenue targets, serving as an internal expert and advisor on portfolios for sustained growth and profitability.
  • Manage digital services portfolio and profitability.
  • Cost analysis, and value proposition. The aim would be to optimize pricing to maximize profitability while considering factors such as customer perception, pricing elasticity, and value-based pricing approaches.
  • Support development and implement marketing strategies that align with the company's overall objectives for Digital Services. This involves liaising with market research team, analyzing customer insights, identifying target audiences, and defining marketing objectives.
  • Collaborated with cross-functional teams to achieve project goals on time and within budget.
  • Conducted thorough research to identify trends and inform decision-making for business growth initiatives.

Digital and Growth Marketing Manager

MTN Ghana
11.2017 - 04.2023


  • Coordinates marketing initiatives for the various segments ie Mobile Financial services (Fintech), Consumer, Enterprise Business (SME & B2B) and digital channels, services and platforms.
  • Coordinate MTN Ghana digital marketing strategy which includes brand positioning (Digital channels & customer touch points) and brand communication across all relevant digital media channels.
  • Managed MTN Ghana digital/online presence across all channels including website, social media and other digital service platforms, E-Shop and Apps.
  • Strategize, grow, and maintain MTN Ghana’s digital and social media platforms, with a focus on engagement, customer service, lead generation, community growth, customer value management and loyalty.
  • Gather insight and data through active social listening and online monitoring to pick up sentiments and identify industry trends and opportunities as well as potential crisis and advise marketing leadership accordingly.
  • Manage the end-to-end paid media operation across the various Channels.
  • Drive growth marketing initiatives through acquisition and activity campaigns for all business units, this includes Mobile Money Limited (Fintech), Enterprise Business (SME/B2B), Digital channels and Apps.
  • Reporting and analytics of campaigns using Analytics and Digital Reporting Tools such as Appsflyer, Google Analytics, Google Data Studio, Firebase, SEMRush, Facebook Business suit. etc.
  • Launched successful digital marketing campaigns that achieved goals for increased website traffic.

Brand Building Specialist

Unilever Ghana
06.2016 - 10.2017
  • End-to-end Category management with the objective of improved market share, competitiveness in the marketplace and brand profitability.
  • Product development & management. Product Cost management and pricing to ensure alignment with market dynamics.
  • Business performance planning and management. Ensuring effectiveness and optimal returns on marketing promotions and advertising activities.
  • Lead and manage new product development with winning business cases
  • Support new brand innovation launches with winning business cases – Calve, Knorr, Hellman’s
  • Drive development of large Innovation Business Cases
  • Business Model development and development of external insights into customers and competition
  • Conceptualize and manage high-impact integrated brand campaigns across digital and traditional channels covering both communications strategy and media planning.
  • Manage brand budget across media buys, creative services and research.
  • Understand and implement Zero Based Budgeting (ZBB) recommendations for BMI
  • Researched market trends to identify customer needs and preferences for strategic planning.
  • Presented regular updates to senior leadership, demonstrating progress towards key objectives and securing ongoing support for marketing initiatives.
  • Collaborated with cross-functional teams for successful product launches and coordinated marketing efforts.
  • Increased customer loyalty through effective management of consumer feedback and timely resolution of concerns.

Regional Business Planning Specialist

Nestle Central & West Africa Limited
03.2014 - 07.2016
  • As regional Business planning and Decision support specialist, my responsibilities was to render Support to the Regional Decision Support manager: Establish accurate and relevant management reports and analysis across business and countries. To lead our business partners to faster, better decision making by providing superior information and insights and utilizing efficient data management and business intelligence tools by ensuring that a solid business planning process is in place across the business (marketing, Sales & distribution) to provide management with full transparency on forecasts, gaps, risks and opportunities.
  • Ensures that a solid business planning process is in place across the business (Sales, Operations and Controlling) to provide management full transparency on forecasts, gaps, risks and opportunities.
  • Drive the execution / consolidation / reporting of the different planning cycles and methodologies (ZBB, DF,TP) across the businesses/countries within Nestlé, coordinating with the co-pilots and other business partners (supply chain, sales, technical) using appropriate management tools for the planning process (guidelines, calendar and task allocation)
  • Ensure initial Base Financial Forecast run is correctly populated to enable Business Controllers to run simulations; provide all necessary support for their business simulation activities.
  • Prioritized operations to bolster maximum performance and minimum delay.

Education

Master of Arts - Marketing

University of Ghana
Accra, Ghana
08.2020

Bachelor of Commerce - Management Studies

University of Cape Coast
Cape Coast, Ghana - West Africa
08.2012

Skills

  • Marketing – Digital and Traditional
  • Product Marketing & GTM
  • Business Development
  • Growth Marketing and Acquisition
  • Fintech and e-commerce
  • Project Management and agile methodologies
  • Google Analytics, AppsFlyer, Facebook Business Suite, SEMRush, Sendpulse
  • Diligent, resourceful & results oriented
  • Strong interpersonal, leadership, Business development, negotiation and Communication Skills

Certification

  • Project Management Training - 2023

Hobbies

Reading & Travelling

Timeline

Snr Specialist,Digital Services GTM & Partnerships

MTN Ghana
05.2023 - Current

Digital and Growth Marketing Manager

MTN Ghana
11.2017 - 04.2023

Brand Building Specialist

Unilever Ghana
06.2016 - 10.2017

Regional Business Planning Specialist

Nestle Central & West Africa Limited
03.2014 - 07.2016

Master of Arts - Marketing

University of Ghana

Bachelor of Commerce - Management Studies

University of Cape Coast

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Abdul-Latif Abdul-Rahaman