VeryPay · Fintech / Payments
Building a multi-country marketing bench for Africa's mobile money rail
Embedded in-country marketing leadership for multi-market expansion and adoption.
4+
In-Country Teams
- Sector
- Fintech / Payments
- Region
- Africa
- Timeline
- Oct 2024 – May 2025
- Channels & stack
- Operating-model design, multi-country recruitment, oversight cadences
The challenge
Where VeryPay was stuck.
Expanding a mobile money rail across four very different markets meant VeryPay needed senior marketing leadership on the ground in each country — without the cost, risk, and slowness of building four full in-house teams from scratch.
- #TALENT_BENCH
- #OPERATING_MODEL
- #MULTI_COUNTRY
Our approach
What we did, in order.
01
Step 1
Designed the operating model: what each in-country marketing lead owns, and how they report
02
Step 2
Recruited and installed marketing leaders across Uganda, Zimbabwe, South Africa, and Nigeria
03
Step 3
Standardised planning, execution, and reporting so 'what good looks like' was consistent across markets
04
Step 4
Ran oversight cadences that kept local autonomy accountable to group targets
The outcomes
What moved.
Attributed results from the engagement. No invented metrics.
Outcome 01
4 in-country marketing leaders installed across Uganda, Zimbabwe, South Africa, and Nigeria
Outcome 02
Standardised “what good looks like” for planning, execution, and reporting
Outcome 03
Fractional-to-full-time transitions enabled for high performers
More client wins
