Nigeria’s digital economy is growing rapidly amidst increased internet and mobile adoption. Recent studies estimate that marketing spending is increasing by almost 18.7% annually and is projected to reach ₦605.2 billion (US$406 million) in 2025.
Performance marketing, campaigns that drive measurable actions like clicks or sign-ups, has become vital. Such activities are easily measurable by key metrics, such as cost per click (CPC) or return on ad spend (ROAS).
Marketers in developing markets are now heavily vetting these strategies as one of the quickest approaches to acquiring customers and demonstrating a return on investment.
Onuorah John Chidozie, known professionally as John Onuorah, is a growth marketing professional who operates at the intersection of technology and is noted for running data-informed campaigns. For over three years, he has grown tech startups in Nigeria.
Career profiles list his stints at the EduTech platform Edukoya, clothing e-commerce site Garmspot, fintech firm Gigbanc, and now growth marketing manager at FoodCourt among his credentials. His career choices reflect his “willingness to take on new challenges,” adapting his skill set to different industries and business models.
Onuorah is credited for user acquisition growth at these companies. At FoodCourt, he headed acquisition campaigns for scaling up the user base and orders.
A published case study documents notes that FoodCourt‘s acquisition of 30,000 new customers and the 62,000 app installs that came within a 2-month stretch.
During that time, the company registered about 107,875 orders, resulting in a revenue jump to $2.9 million (a 1,000% increase), thanks to the campaigns. FoodCourt’s devastating success case highlights how an ultra-focused, analytics-lit approach could shift the trajectory of growth for a startup.
Some things have remained unchanged in Garmspot and other brands: for example, the FoodCourt’s own growth playbook was built around the AARRR funnel (acquisition, activation, retention, referral, revenue) to optimize each stage of the customer journey.
Another trademark feature of Onuorah is continuous experimenting and precise targeting. A typical day, he says, “involves analyzing data, optimizing campaigns, brainstorming new strategies, and collaborating with his team to drive growth.”
The interplay between creativity and metrics is essential: “Data informs my creative decisions and ensures they are right” was how he framed it. In practical terms, he heavily employs analytical platforms and attribution tools to monitor results.
Google Analytics and Mixpanel track user behaviour, while mobile attribution software like AppsFlyer and Segment ties ad spend to conversions. This emphasis on measurement means every ad dollar is accounted for, and campaign efficiency is continually improved as new data comes in.
Onuorah is also interested in the people behind the campaigns. He underscores the training and mentoring of people as an avenue for sustainable growth.
Last year, he was a facilitator at The Incubator Nigeria’s Future Clan bootcamp, where he led technical writing sessions for over 1,000 aspirants from every corner of the country.
At that program, he even introduced a month-long writing challenge to give mentorship opportunities to upcoming talents and later noted, with pride, the achievements of those mentees who spotted the challenge.
These initiatives show his commitment to developing local talents and sharing best practices outside corporate shareholders.
For the future, Onuorah wears his optimism about performance marketing in Africa on his sleeve. He says it is gaining traction; the industry is becoming automated with more emphasis on metrics, with AI taking center stage in optimizing campaigns.
He mentioned,
“I am preparing by staying up-to-date with industry trends and developing skills in marketing automation and AI.”
With Nigeria often cited as Africa’s fastest-growing internet market, experts say the next phase of e-commerce and fintech growth will depend on marketers who can link digital strategies to real revenue.
With a blend of local startup experience and exposure to global best practices, he is poised to be a key influence in that regard.
Onuorah’s mantra calling upon marketers to “stay curious, keep learning, and always prioritize data decision-making” reflects the outlook on the future.
As digital adoption spreads, performance marketing leaders like John Onuorah will shape how African tech companies turn clicks into customers and build models that can compete on the world stage.
