Freelancer profile translated to English.
Back to original languageAbout Alfred
Brand Strategist specialized in FMCG markets and brand growth in Francophone Africa.
I support companies, institutions, and international brands in designing and deploying communication, activation, and growth strategies adapted to the realities of African markets.
My experience combines:
• brand strategy,
• 360° communication,
• growth marketing,
• consumer engagement,
• and management of high-visibility digital projects.
At BB Lomé / Groupe Castel Afrique, I participated in the deployment of national and pan-African campaigns for major FMCG brands such as:
PILS, Beaufort Lager, EKU, XXL Energy, Youki, World Cola, Coca-Cola, Guinness
I intervene mainly on:
• brand positioning,
• go-to-market strategies,
• consumer activations,
• influence marketing,
• and multi-channel visibility plans.
My approach is based on a combination of:
• consumer understanding,
• field execution,
• strategic analysis,
• and marketing performance.
Where brand strategy meets African market realities.
French
Native or bilingual
English
Conversational
Can work on-site
Lomé (up to 50km)
Experience
- BB Lomé — Groupe Castel AfriqueBrand Strategist & Digital Project ManagerAGRICULTUREAugust 2017 - Today (9 years)Lomé, TogoManagement of national and pan-African digital campaigns for a portfolio of high-visibility FMCG brands in Francophone Africa.Strategic and operational direction of 360° communication projects integrating:• brand strategy,• social media,• influence marketing,• field activations,• media performance,• consumer engagement,• and multi-stakeholder coordination.Responsible for the digital deployment and growth of brands such as:PILS, Beaufort Lager, EKU, XXL Energy, Youki, World Cola, and Awooyo.Achievements & Impacts:• Management of campaigns generating several million cumulative impressions on social networks.• Coordination of ecosystems of over 10 influencers, agencies, and creative partners.• Participation in the strategic launch of BB Conso+, the consumer engagement mobile platform of Groupe Castel Afrique.• Deployment of TikTok and social media strategies focused on performance & engagement.• Management of multi-city campaigns and high-visibility national events.• Production of strategic reports and marketing performance analyses.• Coordination of field & digital marketing activations connecting brand, local culture, and consumer engagement.Developed Expertise:• FMCG marketing• Consumer engagement• Go-to-market Francophone Africa• Brand activation ecosystems• Growth & performance marketing• Influence strategy• Cross-market campaign execution
- Consultant IndépendantDigital Marketing & Web ConsultantCONSULTING AND AUDITSFebruary 2018 - Today (8 years and 6 months)Lomé, TogoSupport for SMEs, entrepreneurs, and digital projects on visibility, branding, and digital presence issues.Interventions on:• WordPress website creation,• digital strategy,• brand communication,• social media,• digital acquisition,• and online presence optimization.Achievements:• Design and integration of corporate and showcase WordPress websites.• Implementation of digital visibility plans for brands and entrepreneurs.• Support on content strategies and social media engagement.• Optimization of digital presence and brand consistency.Developed Skills:• WordPress• Digital Strategy• Brand Visibility• Social Media Strategy• Copywriting• Web Integration• Content Strategy• User Experience
- QORI+Lead Strategic Consultant — Brand & CommunicationDIGITAL AND ITDecember 2020 - Today (5 years and 8 months)Lomé, TogoStrategic consulting in 360° communication, branding, and digital marketing for brands, institutions, NGOs, and high-visibility campaigns in Francophone Africa.Support for projects integrating:• brand strategy,• institutional communication,• digital acquisition,• influence marketing,• event activations,• storytelling,• sponsoring,• and growth plans.References & Major Projects:• Binance• CCI-Togo• CIMCO Industrie• Togo Oil Company• Territorial political campaigns• BIDC• SALAM ASSURANCE• NSIAAchievements & Impacts:• Design of acquisition and engagement strategies for Web3 & FMCG projects in Francophone Africa.• Structuring of sponsoring and visibility plans for national institutional events.• Management of integrated campaigns combining digital, field, influence, and events.• Coordination of multidisciplinary teams: creative, media, production, events, and influence.• Deployment of cultural marketing concepts with strong local resonance.• Development of strategic media & communication recommendations for industrial and institutional players.Developed Expertise:• Brand expansion strategy• Consumer insights West Africa• 360° Communication• Strategic storytelling• Influence ecosystems• Sponsoring strategy• Brand positioning Francophone Africa
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Education
- Digital Manager Certification — 2nd DegreeBIG FIVE PARIS × Groupe Castel Afrique2018Certification internationale en Digital Marketing & Brand Management délivrée dans le cadre du programme de formation des Digital Managers du Groupe Castel Afrique. Formation intensive orientée : • stratégie digitale, • performance marketing, • audience targeting, • gestion budgétaire, • planification éditoriale, • analytics & reporting, • et pilotage de dispositifs digitaux multi-marques. Programme réalisé à Addis-Abeba (Éthiopie) pour les managers digitaux du groupe.
- Executive Training — Managerial EffectivenessPG Consulting2022Formation exécutive orientée leadership, management d’équipe et communication managériale. Compétences développées : • leadership & mobilisation d’équipe, • communication professionnelle, • management collectif, • intelligence relationnelle, • efficacité organisationnelle, • et prise de décision stratégique.
Certifications
- Master Course in Marketing Psychology 2.0Udemy2023
- Copywriting Masterclass — Copywriting MasteryUdemy2023