Málick
Manso — Project Manager Belgium

Before any operational expansion, I developed a market entry study for both countries — audience opportunity, traffic projections, competitive landscape, investment case — presented to Naspers and instrumental in securing formal investment approval.

Annual paid media budget of €350K+ across Google AdWords and Facebook. Full buy management, IT/Marketing/CX coordination across both markets, and the data analysis driving a strategic channel shift that doubled reach at the same spend. Combined digital investment exceeded €2M+ over two years.

The strategy and market entry work was covered in the Portuguese press — Visão / Lusa (Aug 2013) — citing online marketplaces as a solution to the absence of large retail stores in Angola and Mozambique.

Insurance product design: Built a complete credit card insurance product for 1,763 accounts across three tiers — coverage specs, pricing model, competitive benchmarking against two providers. Ready for regulatory review.

Branch analytics: Designed and administered a national customer onboarding survey across 30+ branches covering activation rates, cross-sell, credit awareness, and salary domiciliation. Segmented by region and customer tier. Operational intelligence feeding management reporting directly.

Agency audit: Independent review of the bank's external digital agency — spend efficiency, campaign performance, ROI. Findings presented to leadership.

Started with a Google Analytics audit of the existing digital presence — 618,440 sessions across 10 markets, identifying traffic patterns, conversion gaps, and behaviour. This evidence base drove all strategic recommendations.

Full competitive landscape mapped per market. Delivered: audience segmentation and personas, channel prioritisation with rationale, content framework, influencer recommendations, and a KPI framework mapped to business objectives. Coordinated across four country teams via project boards.

Two-phase paid media structure agreed with 202 Strategies (Washington DC). Phase 1 concentrated spend behind primary digital assets. Phase 2 shifted to direct voter mobilisation in the final week.

I owned the Facebook Ads account entirely: campaign architecture, audience segmentation across 11 candidates and regional constituencies, creative testing, and the digital media tracker coordinating the full team across London, Rome, and Washington DC. Content coordination across 6 platforms, managing assets and regional candidate teams. Daily tracking reports throughout. Flew to Rome for two weeks to work in-person.

Byron Hamburgers (UK, 2018): Digital strategy supporting rebrand across 60+ UK locations. Competitive benchmarking vs Five Guys, Honest Burgers, Nando's, GBK. Per-location audience architecture for the full UK estate. £28,986 spent, 61,614 engagements at 2.43% average engagement rate.

Builders Warehouse / Walmart Group (Mozambique, 2017–2019): Full multi-channel store opening campaign. R100,000 ZAR annual budget. JCDecaux outdoor installation, print across two cities, Walmart TPI compliance registration.

Pelcor (Portugal/UK, 2018–ongoing): Seven-year continuous client relationship across Shopify, Amazon UK, and New York Times campaign coordination.