039 Olabinjo Adeniran
Senior Lifecycle Marketer, Consensys
Olabinjo Adeniran is a freelance product and growth marketer. He has worked in VC, co-founding Future Africa, fintech at Consensys, and crypto at Binance. He writes growth case studies in his newsletter Growth Case Studies, and he wrote a blog post called How to Think About Fintech in Nigeria.
“How do we deliver value to customers, society, and shareholders without breaking any of them?”
The interview
What’s your coffee ritual?
I love Mocha! Greggs is massively underrated.
What was your first marketing job?
I was a social media manager for a company that dispensed airtime online.
What finance apps do you have on your home screen?
Monzo for my day-to-day, LemFi for sending money home, Lloyds Bank, Klarna for one-time annual splurging, Barclaycard for credit.
Which newsletter, podcast, or book do you recommend most?
Newsletter - MKT1. I feel like I’ve recommended this a billion times.
Books - All of Seth Godin’s books TBH. I read them at the beginning of my career, and they’ve left an indelible mark.
What’s an underrated growth channel in fintech?
Any product feature that makes people collaborate: investing together, splitting bills, joint accounts, family expense management, company expense management. Massively underrated growth lever.
What keeps you up at night?
The technology industry is becoming increasingly extractive. How do we deliver value to customers, society, and shareholders without breaking any of them? I think there’s too much cynicism and pessimism where we should operate from optimism.
What are the most useful measurement tools you use in your work?
The OG Google Analytics. Other tools: Twilio Segment, Mixpanel, Amplitude, AppsFlyer / Adjust.
What’s one fintech brand (other than your own) that’s getting marketing right?
Brex is doing some amazing stuff!
Why is marketing so hard?
It’s a job that requires delivering the right product, at the right price, with the right messaging, to the right audience, at the right time. It’s challenging to align all of these things while managing budgets, pleasing stakeholders, and keeping the company alive.
Whose answers to the above questions would you most like to read?
Olga Zapata - Product Marketing Lead at Monzo.