I spend an unreasonable amount of time inside other people’s products.
I once stopped ordering from Glovo on purpose and stayed gone for fourteen months, to find out who would come looking. Thirty-five emails, in the end. I stayed subscribed to Risevest for eight months and wrote down the time every single one of its thirty emails arrived — twenty of them after 11pm. When I signed up to Kit, I did it with fresh eyes and walked every step of the flow before touching anything.
None of this was research at the time. It was just what I do instead of unsubscribing. It became the job somewhere around the point I noticed I was reading automation logic before I read the dashboard, and preferring it.
I’m from Lagos and I work from here, with teams in the US, the UK and across Africa. Two or three engagements at a time — enough to go deep, not so many that I stop noticing things.
My diploma is in Science Laboratory Technology. Federal Polytechnic Ilaro, 2022. I trained to run controlled observations, record what actually happened, and not overstate the result.
I don’t work in a lab. But the habit turned out to transfer almost exactly: stay subscribed for eight months, log every timestamp, then say only what thirty emails can honestly support — and write down where the evidence stops. It’s why every teardown on this site has a line admitting what it can’t see from the outside.
Narrowing, not broadening.
From content, to copy, to automation, to the one layer that decides whether any of it pays: what happens after someone signs up. Each step was a smaller territory and a bigger claim.
- 2020Email & automation · Techgism Digital
A portfolio of SaaS clients, each with its own tangle of workflows. I started standardising trigger architecture mostly because rebuilding the same logic per client was tedious — and discovered that when you stop rebuilding, improvements start compounding instead.
- 2021Lifecycle & CRM systems · Self-employed
B2B SaaS, EdTech and professional services, in the UK, US and Nigeria. HubSpot, Klaviyo, GoHighLevel, Mailchimp — enough different tools to notice that the tool was almost never the problem.
- 2023Marketing · Upskill Educational Initiative
A teacher-training initiative across Nigeria and other African countries. Useful correction: I'd been getting good at the back half of the funnel, and this was a year spent remembering that something has to bring people in before any of it matters.
- 2024Perennus · Founded
I'd been finding the same six categories of leak by hand, in account after account, and writing the same findings in different words. So I built the thing that reads for them and prices each one before any work is scoped. The teardowns started here too — mostly because I kept noticing things in products nobody was paying me to look at.
- 2026An AI companion platform · Lifecycle & systems lead
66,000 contacts, six weeks, and a formal findings report before a single thing got built. The engagement where the method stopped being a habit and became something I could hand to someone else.
Both are still up, under the same masthead. I’m not embarrassed by the first one — it was honest about what I knew then. The letter now →
The full chronology, tools and education are on the resume →
Three things I won’t skip.
Campaign reports tell you the thing shipped. Trigger logic tells you where it went. I read the second one first, and nothing gets rebuilt until the leak has been found and priced — which is less rigorous than it sounds and mostly just saves everyone from rebuilding the wrong layer.
A campaign spikes and crashes. A system compounds. The unglamorous half — entry conditions, routing, the behavioural triggers somebody actually audits — is the half that decides whether acquisition ever pays for itself. It is also the half nobody puts in the deck.
Every system goes back documented, with the procedures to run it without me. Partly principle, partly self-interest: I'd rather be called back for the next interesting problem than kept on retainer for the last one.
Three phases. No proposals first.
The Diagnostic
Every engagement starts with an audit — not a proposal. I read the CRM, the automation logic, the deliverability data, and the actual user journey. Then I price the problem before anything gets built.
The Build
I build the systems in your stack — adapting the architecture to the tools you already run. Behavioral triggers, onboarding flows, segmentation logic, deliverability protocols. Documented. Tested. Shipped.
The Handoff
Every system comes with SOPs — standard operating procedures your team can run without me. I don't build dependency. I build infrastructure that outlasts the engagement.
“What impressed me most was the depth of his thinking around retention. Instead of jumping straight into tactics, he analysed our entire customer journey and connected that with lifecycle messaging in a way that made complete sense. His audit alone was worth the investment.”