Payaza Africa
Scaling Checkout Adoption Through Product Marketing
- Product Marketing
- GTM
- Merchant Acquisition
- Revenue Growth
- Role
- Senior Product Marketing Manager
- Industry
- Fintech
- 200,000+
- Merchants. Checkout's reported user base grew from its first 1,000 accounts.
- 330%
- Revenue growth reported in association with Checkout adoption initiatives.
- 12+
- African countries. Product adoption expanded across multiple markets.
Overview
Led the go-to-market and adoption strategy for Payaza Checkout, a low-code payment solution, developing product positioning, audience segmentation, and onboarding initiatives to accelerate merchant adoption across African markets.
The challenge: Make a technical payment solution accessible and compelling to businesses, e-commerce merchants, and developers with different needs and integration capabilities.
Strategy
Product Positioning & Messaging
Positioned Checkout around "Seamless payments for every merchant," translating technical features into clear customer benefits.
Audience Segmentation & GTM
Developed tailored acquisition strategies for SMBs, developers, and e-commerce merchants, aligning messaging with their payment needs.
Merchant Onboarding & Activation
Simplified product education and onboarding communications to reduce complexity and support merchant adoption.
Cross-Functional Alignment
Collaborated with Product, Growth, Sales, Partnerships, and Customer Success to maintain consistent messaging throughout the merchant journey.
Work samples
Links
- Product Messaging