Looking for guidance? I’m here to mentor you.
I'm Olaoluwa Johnson Taiwo
A Chartered Marketing Analyst, MBA graduate, and performance-driven data strategist with over seven years of experience using data to drive marketing impact and guide strategic decision-making. But my story starts far from analytics dashboards and campaign KPIs. I was raised in a modest farming community in Nigeria, the middle son in a large family where education was more hope than expectation. I became the first in my family to gain admission into university, carrying not just my books but the collective ambition of a household that had never imagined a different life.
Discovering Purpose Through Data
During my early years in university, I felt uncertain and directionless. But everything changed in 2017 when I discovered the world of digital marketing and analytics through a program at a local ICT college. That moment unlocked something in me. I realised that data wasn’t just about numbers, it was a way to understand behaviour, tell stories, and influence outcomes. Driven by curiosity, I immersed myself in digital marketing and then quickly pivoted into data science. I enrolled in a year-long diploma program and began learning tools such as Python and SQL, exploring customer segmentation, traffic analysis, and campaign optimization. It was in that space between creativity and code that I found my purpose.
With each project, I honed my ability to translate data into strategy. I worked on performance dashboards, customer journey mapping, and automation systems that enabled businesses to operate more efficiently and market more effectively. These weren’t theoretical assignments; they were live projects that delivered measurable results. I built tracking frameworks to monitor user engagement, created attribution models to understand what really drove conversions, and applied segmentation logic to personalise communication at scale. I saw how insights could shape decisions, and how technology could turn complexity into clarity.
Growing Across Markets and Skills
As I progressed, I expanded my work across multiple regions and industries. I worked with teams in the US, UK, and Nigeria, consistently utilizing data to address real-world problems: boosting engagement, reducing churn, and enhancing ROI. I designed and implemented dashboards using tools like Power BI and Looker Studio, automated analytics workflows, and applied predictive models to anticipate user behaviour and retention. I became deeply invested in the intersection of marketing and technology, learning how tools like GA4, Google Tag Manager, and CRM systems could be leveraged to gain a comprehensive understanding of the full customer journey.
In 2023, I took a decisive step in my career by moving to the UK to pursue an MBA with a focus on business analytics and strategic leadership. I graduated with distinction and complemented my academic journey with professional certifications in digital marketing, data science, and AI-powered marketing analytics. I also earned Chartered Marketer status, a recognition that reflects both strategic acumen and practical results. I didn’t just study marketing; I lived it. I applied everything I learned in real business contexts: optimizing campaigns, analyzing markets, and guiding teams through performance reviews driven by data, not guesswork.
Why I Lead with Insight
Throughout my journey, I have stayed grounded in the belief that data must serve a purpose. It’s not about flashy charts or complex models — it’s about making smarter, faster decisions. I’ve led projects that transformed messy datasets into actionable insights, built systems that reduced reporting time by more than half, and developed frameworks that improved campaign effectiveness by over 50%. I have worked across the entire data lifecycle, from tracking and collection to cleaning and modelling to visualisation and presentation.
What sets me apart is not just the technical skills, although I have developed strong proficiency in SQL, Python, BigQuery, GA4, and predictive analytics; it is also the mindset I bring to every challenge. I see the bigger picture. I ask the right questions. And I communicate findings in ways that resonate across both technical and non-technical audiences. I know that the value of analytics lies not just in insight but in its ability to inform action.
My approach is rooted in three core values: impact, innovation, and collaboration. I believe in working closely with teams, aligning data strategy with business goals, and continually seeking opportunities to innovate — whether through new automation processes, reimagined dashboards, or fresh approaches to segmentation. I thrive in environments where data is respected, where curiosity is encouraged, and where performance is measured by both growth and learning.
Today, I bring a unique blend of marketing intelligence, technical capability, and business strategy. Whether it’s building scalable dashboards, leading performance reviews, designing A/B tests, or automating customer journeys — I bring rigour, clarity, and passion to the table. My journey has taken me from dusty lecture halls to boardrooms and digital war rooms, but the mission has always been the same: to help brands make better decisions through data.
This is not just a profession for me — it’s a purpose. I am committed to using data not only to optimise performance but to unlock possibilities, inspire confidence, and empower teams to achieve more than they thought possible.
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