Elizabeth Ogunseye
Co-founder, Subify & The Fintech Africa | CMO | Mentor | Data-led fintech growth across Africa
Lagos, Nigeria
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Elizabeth Ogunseye is Co-founder and CMO of Subify, a subscription-sharing and bill-splitting fintech operating across Nigeria, Kenya, Ghana, and Cameroon, and Co-founder of The Fintech Africa, which runs the Launchpad Africa program for early-stage founders. She has nine years of experience leading data-led growth across fintech, healthtech, music streaming, and mobile. At Sterling Bank, her product marketing drove 53% month-on-month revenue growth on Switch and ₦2.09B in deposits for OneBank. She created the Task vs. Touch framework for dividing work between AI and human judgment, and the open-source PMM Toolkit Africa and The African CMO Playbook. An active mentor, she led Launchpad Africa’s second cohort and has trained 260+ African professionals in growth marketing. Elizabeth is President of ADMARP, Nigeria’s association of 2,000+ digital marketing professionals, and a 2025 Innovate Finance Women in Fintech Powerlist honouree. A trained journalist and TV presenter, she brings practitioner depth and a broadcaster’s clarity to every stage.
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56,242 Users From One Referral Loop: What the Data Actually Told Us
Viral referral programs look simple from the outside. Inside, the data is messy: duplicate and fraudulent signups, attribution gaps, and incentives that bring in volume without retention. This session walks through a referral program that acquired 56,242+ users in Nigerian fintech. I’ll cover what we measured, which metrics misled us, how we separated real growth from gamed growth, and how the data reshaped the incentive design. It’s a practical case study for anyone building, analysing, or trusting acquisition data, especially in fast-growing markets where data maturity lags behind growth.
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