I'm El-Frida Ibrahim-Dikko, a Senior Marketing & Creative Strategy lead based in London. I bring 10+ years of experience driving data-driven, influencer-led, cross-channel campaigns across Lifestyle, SaaS, Beauty, Finance, FMCG, B2B, D2C, and Fashion. I combine creative direction with growth marketing know-how to scale engagement, conversions, and brand visibility across global markets. I've proven my ability to deliver measurable ROI for clients such as Pandora, Cadbury, Burger King, Blizzard, Snickers, and Sephora. I'm known for bridging creative and analytical strategy to tell stories that convert, and for leading distributed teams across regions to deliver standout campaigns and results.…

El-Frida Ibrahim-Dikko

I'm El-Frida Ibrahim-Dikko, a Senior Marketing & Creative Strategy lead based in London. I bring 10+ years of experience driving data-driven, influencer-led, cross-channel campaigns across Lifestyle, SaaS, Beauty, Finance, FMCG, B2B, D2C, and Fashion. I combine creative direction with growth marketing know-how to scale engagement, conversions, and brand visibility across global markets. I've proven my ability to deliver measurable ROI for clients such as Pandora, Cadbury, Burger King, Blizzard, Snickers, and Sephora. I'm known for bridging creative and analytical strategy to tell stories that convert, and for leading distributed teams across regions to deliver standout campaigns and results.…

Available to hire

I’m El-Frida Ibrahim-Dikko, a Senior Marketing & Creative Strategy lead based in London. I bring 10+ years of experience driving data-driven, influencer-led, cross-channel campaigns across Lifestyle, SaaS, Beauty, Finance, FMCG, B2B, D2C, and Fashion. I combine creative direction with growth marketing know-how to scale engagement, conversions, and brand visibility across global markets.

I’ve proven my ability to deliver measurable ROI for clients such as Pandora, Cadbury, Burger King, Blizzard, Snickers, and Sephora. I’m known for bridging creative and analytical strategy to tell stories that convert, and for leading distributed teams across regions to deliver standout campaigns and results.

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Language

English
Fluent
Igbo
Intermediate
Hausa
Beginner

Work Experience

Freelance Creative Production – Hairstylist (Editorial & Runway)
January 1, 2024 - November 8, 2025
Contributed to global fashion and beauty campaigns for Burberry, Zara, Jo Malone, British Vogue, US Vogue, H&M, Rimmel, and Graff, delivering visuals across social media, TV, billboards and print. Styled and coordinated runway shows across London, Milan, Paris, Stockholm, Seoul, and New York, supporting creative direction for major designers including H&M and Craig Green. Collaborated on production for campaigns featured in US Vogue, WSJ, The Gentlewoman, Neutrogena, Grazia, Anderson Bell, and Adidas x Beckham. Streamlined on-set workflows and strengthened creative collaboration between stylists, photographers, and production teams.
Freelance Marketing Specialist (Contract) at Auxylia (AI-Powered Therapy Platform)
October 1, 2025 - October 1, 2025
Developed go-to-market strategy for an AI-driven SaaS platform, defining audience segmentation and value proposition across B2B and B2C markets. Built email automations, onboarding funnels, and lifecycle campaigns that improved conversion by 35% during beta launch, plus content frameworks and analytics dashboards that increased engagement by 22%. Collaborated with PR and product teams to align brand narrative with mental health professionals and early adopters.
Senior Campaign Manager & Marketing Consultant at TikTal (TikTok Certified Partner)
December 1, 2023 - December 1, 2023
Directed influencer-led campaigns generating 80M+ views, achieving 3.2x ROAS and 220%+ engagement growth across global markets. Oversaw creative development from ideation to delivery, collaborating with 100+ creators, editors, and strategists. Improved client retention by 25% through enhanced reporting and performance optimization. Mentored junior managers and standardized workflows that boosted team productivity by 30%.
Marketing & Community Manager at Gray Matters / BD Matters
June 1, 2022 - June 1, 2022
Increased organic traffic by 40% and engagement by 30% via content and event marketing. Grew qualified B2B leads by 25% through event-driven campaigns and CRM optimization.
Business Development Manager at Carbon Global
February 1, 2022 - February 1, 2022
Delivered 30% YoY revenue growth through CRM automation and improved sales segmentation. Reduced acquisition time by 20% via targeted outreach workflows.
Junior Marketing Project Manager at The Richmond Group
July 1, 2021 - July 1, 2021
Managed digital campaign timelines and improved conversion flows by 15%.
Customer Service Ambassador at Samsung (via Blue Square Marketing)
October 1, 2020 - October 1, 2020
Achieved 97% customer satisfaction and implemented a feedback loop, reducing resolution time by 30%.
Eligible Premises Analyst at Business Stream
May 1, 2017 - May 1, 2017
Supported national expansion, helping secure 10% market share during acquisition phase.
Student Ambassador & Leadership Roles at Heriot-Watt University
June 1, 2020 - June 1, 2020
Rebranded and scaled the African Caribbean Society, liaising with 17+ universities. Directed cross-institutional events and managed multi-stakeholder communications.

Education

BA (Hons) Business management with intercultural studies at Heriot-watt university
June 20, 2019
MSc International business management with project management at Heriot-watt University
June 20, 2020
PRINCE2 Agile® Project Management Certification at AXELOS Global Best Practice
January 11, 2030 - November 8, 2025
Google Digital Marketing & AI Fundamentals at Google
January 11, 2030 - November 8, 2025

Qualifications

PRINCE2 Agile® Project Management Certifications
January 15, 2023
PRINCE2 Agile® Project Management Certification
January 11, 2030 - November 8, 2025
Google Digital Marketing & AI Fundamentals
January 11, 2030 - November 8, 2025

Industry Experience

Consumer Goods, Education, Gaming, Media & Entertainment, Professional Services, Retail, Wholesale & Distribution, Travel & Hospitality, Software & Internet
    uniE621 President’s Choice- Holiday Insider's Report campaign
    President's Choice (PC®) unveils its Holiday Insider's Report campaign, emphasizing three main themes: Appetizers, Desserts, and Home & Entertainment. The focus is on over 60 ready-to-cook appetizers, aiming to help hosts impress guests during the holiday season. The brand emphasizes traditions and inclusivity, with products inspired by colleagues' family recipes. Eight spotlight products, including Crispy Shrimp Hors D’oeuvre Trio and Madagascar Vanilla Marshmallow, take center stage. The campaign type is Education, aiming for mass reach, engagement, and exceeding previous benchmarks, with goals tied to product visibility and holiday hosting success. branding socialmediamarketing tiktokmarketing instagrammarketing…
    uniE621 Conagra -Marie Callender's Dinner
    Marie Callender’s, known for its comforting, premium, and convenient meals, introduces Duos, featuring two main dishes in one meal. The campaign leverages TikTok's Dynamic Duos trend, pairing creators to try Duos products. In-feed videos showcase reactions, unique touches, and interviews, aligning the brand with diverse TikTok communities. The content aims to drive awareness, mental availability, and trial of Marie Callender’s Duos. Creators highlight the convenience and indulgence of enjoying multiple flavors in one satisfying meal, emphasizing the brand's positive, genuine, and informative tone. The organic content was then repurposed in paid ads on TikTok to reach a broader audience. socialmediamarketing tiktokmarketing branding…
    uniE621 Conagra-Marie Callender's Dessert
    Marie Callender’s, renowned for craveably delicious desserts, particularly pies, presents a holiday activation campaign, "Not Homemade, But Made in My Home." Embracing TikTok's trend of sharing Thanksgiving baking fails, the brand aligns with humorous moments and positions its pies as an easy, fail-proof solution for the holidays. In-feed videos by creators showcase funny baking mishaps, emphasizing Marie Callender's pies as a convenient and delicious alternative. The content aims to drive awareness, mental availability, and trial of Marie Callender’s pies during the festive season, utilizing a positive and genuine brand tone. The organic content was then repurposed in paid ads on TikTok for broader reach. socialmediamarketing foodadvertising branding…
    uniE621 KEURIG-#madewithakeurig -Hashtag challenge
    The purpose of this campaign was to inform people about Café Creations which has over 70 beverage recipes with step-by-step instructions, including core, seasonal, and exploratory items. All recipes were quick to make in hot or cold formats. Exclusive recipes available through the app or by connecting a smart Keurig brewer. Hashtag Challenge has a cash prize of $10,000 photo graphicdesigner illustrator socialmediamarketing communitymarketing…
    uniE621 Blizzard entertainment overwatch 2-#OverwatchME
    Blizzard launched their latest game, "Overwatch 2," on October 4th. To commemorate the occasion, they created the OverwatchMeChallenge on TikTok, available in the US from October 4th to 6th, 2022. The challenge aimed to familiarize TikTok users with the game and encourage them to showcase their heroic abilities while celebrating the team-focused approach of the game. branding socialmediamarketing tiktokmarketing…
    uniE621 Mars Snickers - Halloween
    Snickers aims to drive fame and awareness as the go-to Halloween satisfaction, urging creators to highlight make-up/costume transitions from scary to beautiful or a make-up fail to the ultimate look. Creators should feature Snickers as the solution, with preference given to showcasing Snickers consumption during the transition. The "To" look should capture trendy costume themes, avoiding offensive or prejudiced themes in the "From" stage. Creativity is encouraged, with a focus on creators' unique styles and emphasizing Snickers as the remedy for Halloween mishaps. Halloweencampaign socialmediamarketing branding…
    uniE621 Mars Snickers-NFL Rookie Mistakes
    The SNICKERS "Rookie Mistake" campaign, part of the larger NFL Rookie Mistake initiative, targets football fans, both casual and avid, with a real, down-to-earth, and humorous tone. The goal is to drive awareness and encourage participation in the sweepstakes on snickers.com/rookiemistake. Creators showcased their own Rookie Mistake, rooted in football or tailgating, emphasising SNICKERS as the satisfying solution. The campaign aimed to engage the masses and prompt viewers to submit their Rookie Mistakes for a chance to win a Super Bowl trip. socialmediamarketing branding tiktokmarketing…
    uniE621 PC Express-Loblaws PC Express Awareness
    This year, PC® emphasizes holiday themes of Appetizers, Desserts, and Home & Entertainment, with a focus on over 60 ready-to-cook appetizers to impress guests. The PC® Insiders Report highlights products inspired by colleagues' family recipes for inclusive, traditional celebrations. Eight spotlight products, such as Crispy Shrimp Hors D’oeuvre Trio and Madagascar Vanilla Marshmallow, are showcased. The campaign aims for Education, aiming to excite and educate Canadians about 100+ new products, recipes, and ideas for successful holiday hosting, with goals centered on reach, engagement, and surpassing previous benchmarks. branding globalmarketing socialmediamarketing…
    uniE621 PetSmart-Small Tanks
    PetSmart's Aquatics campaign targets the $486 million Live Fish market, emphasizing innovative solutions for new aquatics parents. With a 12.8% growth in the Specialty Market, PetSmart positions itself as a primary destination. The challenge lies in educating and enticing customers amid perceived high costs. The campaign aims to instigate small tank purchases by emphasizing the calming benefits of fish ownership and positioning PetSmart as a go-to partner. Key objectives include communicating lifestyle benefits, establishing brand trust, and reinforcing the "Anything for Pets" positioning. KPIs focus on driving sales and positive customer metrics, differentiating from generic retailers. tiktokmarketing social mediamarketing branding…