Arielle de la Roche

Developed and implemented a cost-efficient, multi-brand strategy across three brands, optimizing content production while maintaining a premium visual identity. Managed end-to-end content creation and publishing (monthly calendars, email newsletters, website updates), oversaw paid media (Google Ads and social ads), and improved operational efficiency by ~30–35% through cross-posting strategies and content reuse. Collaborated with stakeholders for approvals and performance tracking.

Led strategic digital marketing, brand, and go-to-market initiatives in a regulated environment. Drove customer journeys, digital campaigns, and marketing automation initiatives; developed digital brand guidelines and advised on governance across touchpoints. Managed nationwide campaigns and partnerships (including Mastercard), and led launches for an online corporate account-opening platform, the POP payment app, banking lounge, and merchant-acquisition initiatives. Contributed to employer brand efforts recognized by the LinkedIn Talent Awards (Best Employer Brand in Sub-Saharan Africa).

Developed the annual digital marketing strategy, achieving a 58% increase in Facebook followers in year one and earning the LinkedIn Talent Award for Best Employer Brand in Sub-Saharan Africa. Managed and coached junior team members; led cross-channel campaigns across digital, print, OOH, broadcast, and activations. Partnered with Visa and Mastercard on campaigns; contributed to UI/UX design for new digital products and ATM features. Implemented marketing technology including automation and social media management platforms, plus AI-powered tools, achieving an average email open rate of 51.73% and improved production efficiency while reducing costs. Led market research initiatives and built internal direct marketing and tracking frameworks with IT Security and Corporate Governance; handled internal communications and PR for high-profile events through 2020.