Grace Chibuzo Okoye is a digital marketing leader with a decade of hands-on experience in scaling customer acquisition, driving engagement, and shaping brand growth strategies across SaaS, EdTech, and B2B platforms. With a Master’s degree in Digital and Social Media Marketing from the University of Dundee, she has built a strong reputation for delivering measurable results and building digital communities that convert. In this exclusive interview, she discusses how startups can craft marketing strategies that don’t just attract customers—but the right investors too.
Tell us about your entry into marketing and how it evolved into digital growth strategy.
My first exposure to marketing came during my time at Customer Feedback Services West Africa, where I worked on a SaaS-based mystery shopping product. It gave me the foundational experience of working with a tech product that relied on customer insights. We helped major retail and service brands evaluate customer experiences through real-time data collected from mystery shoppers. I was responsible for improving how we communicated value to clients and streamlining the feedback loop.
Over time, I transitioned into more strategic digital marketing roles, where I could apply this understanding of customer behavior to drive engagement, user acquisition, and long-term loyalty. That journey has taken me from Nigeria to the UK, working on innovative platforms that are shaping how people learn, connect, and grow.
Your work with Ascendia Tech, UK, has stood out. Can you walk us through what you’ve done there?
At Ascendia Tech, I serve as a Digital Marketing Consultant and Growth Strategist for their UK-based EdTech initiative. The platform is designed to bridge the gap between learning and professional development for students, educators, and industry professionals. My core responsibility has been to build the digital presence, grow the user community, and design acquisition campaigns that drive real engagement.
When I joined the project, the platform was in its early stages and needed visibility and traction. Within two months, I:
At Ascendia Tech, I grew the community to over 950 active members by leveraging LinkedIn professional networking trends and executing a highly targeted outreach strategy. To support organic growth, I introduced a referral marketing program, encouraging existing users to bring in new members through incentivized word-of-mouth. I also launched multi-platform social media campaigns across Instagram, Twitter, and LinkedIn, significantly increasing traffic and engagement. Collaborating with two micro-influencers on TikTok and Instagram helped drive over 2,000 qualified leads through engaging, relatable video content. In addition, I led the planning and execution of three digital events, including webinars and career development sessions, which attracted over 1,200 professionals and achieved a 40% registration-to-attendance conversion rate. These efforts collectively strengthened Ascendia’s visibility, engagement, and user acquisition in the EdTech space.
Beyond user acquisition, I worked closely with the product and content teams to improve the platform’s funnel, ensuring that the customer journey from discovery to sign-up was seamless and conversion-friendly. I also analyzed user behavior to identify drop-off points and implemented fixes that reduced bounce rates and improved retention.
From UKVF to Ascendia, your marketing efforts seem very community-driven. Why?
Community is a powerful engine for growth, especially in sectors like EdTech and SaaS. Whether at UKVF, where I supported African vendors through video content, or at Ascendia, where I built a learner/professional ecosystem from scratch, I’ve seen that when people feel seen, engaged, and supported, they stay.
And from an investor’s standpoint, an active community signals loyalty, product-market fit, and potential for scale. That’s why I place strong emphasis on authentic storytelling, social listening, and platform-led conversations.
What is your approach to customer acquisition as a path to attracting investors?
At the core of attracting investors is one simple truth: they want to see real numbers and real users. That is why I put a strong focus on building acquisition channels that are not just effective but measurable and consistent., Rather than depending on presumptions, I thoroughly examine conversion rates and allow the statistics direct where we double down or change direction. Every campaign I create is meant to be long term, not only a one-time success. I also believe that there should be a robust feedback loop linking marketing to products. It enables us to adjust the messaging and ensure that we are really addressing issues of concern for consumers. This kind of thinking enabled me boldly provide significant data from Ascendia including lead volume, sign-up rates, event attendance, and influencer content engagement, all of which clearly showed how the market was reacting and where we were getting traction.
What kind of leadership and collaboration approach do you bring to teams?
My style of leading is characterized by a strategic mind, empathy, and clarity. I think it’s more important to be involved than to just give work to other people. I want to give feedback and make suggestions to make sure everyone is on the same page. Collaborating across departments, I ensure that strategy and message are in sync with the tech, design, content, and product teams. I am actively involved in every step of the process, from brainstorming to content creation, whether it’s collaborating on a sign-up flow with the development team or a social lead.
Where do you see yourself heading next in your career?
I am interested in a long-term career opportunity with an organisation, particularly in a position that allows me to have an impact on both the strategy and the execution of the company’s operations. Roles that integrate digital growth, team leadership, and market expansion are areas that I am particularly interested in. I want to be able to drive not only marketing but also company growth and regional positioning in the future, and my long-term aim is to take on more duties, maybe as a Country Manager.
What would you say sets Grace Chibuzo Okoye apart in today’s startup world?
Grace’s journey really shows how closely customer acquisition and investor interest are connected. She’s worked across SaaS, EdTech, and B2B platforms, and what makes her stand out is the way she combines hands-on execution with big-picture strategy and clear, engaging storytelling. It’s a mix you don’t see every day, and it’s what continues to make her such a strong presence in the startup space.
