Esther Ilori

Senior Copywriter and Content Writer

United Bank for Africa • Full time

Oct 2021 - Mar 2025 • 3 yrs 5 mos

- Wrote email sequences, campaign copy, and brand content across 20+ African markets and international territories (USA, UK, UAE) -Produced all copy for Leo (UBA's AI chatbot) growth campaigns — email sequences, onboarding content, and in-app messaging — growing active users from 4M to 5M+ in 6 months - Wrote A/B tested email copy that tripled click-through rates through precise audience segmentation and conversion-focused messaging - Translated complex financial products into clear, engaging copy accessible to everyday customers - Established tone-of-voice guidelines and brand voice documentation adopted across multiple regional teams - Mentored junior copywriters and reviewed copy output across the content team - Won the Content Excellence Award two years running (2022, 2023) for creating the highest-performing email campaigns at UBA

Head of Content

WayMaker • Full time

Aug 2020 - Oct 2021 • 1 yr 2 mos

- Wrote B2B and B2C copy — blog posts, landing pages, email sequences, and ad copy — that generated $400,000 in qualified organic leads with a 20% conversion rate - Produced SEO-optimised content for a new e-commerce platform launch, increasing user engagement by 450% - Wrote copy across product, design, and marketing functions to create a cohesive customer experience -Managed and edited content produced by a remote team of 5 writers across multiple time zones