itel Global DTC 0–1 Build Across Nigeria, Bangladesh, Kenya, Pakistan & India

Project Lead | Multi-Region (SSA, South Asia, SEA)

Project Overview

Led the end-to-end development of itel’s DTC (Direct-to-Consumer) independent website model across Nigeria, Bangladesh, Kenya, and Pakistan.
Objective: reduce reliance on third-party marketplaces, strengthen user retention, and build long-term proprietary digital assets for the brand.

Key Responsibilities
1. Global Leadership & Cross-Functional Coordination

Served as overall project owner, leading cross-country teams across SSA, South Asia, and Southeast Asia.

Coordinated resources across marketing, tech agencies, customer service, logistics, and operations to ensure seamless execution.

2. Platform Architecture & Product Experience (0–1 Build)

Led platform selection, site structure design, and architecture build (CMS, product pages, checkout flow, payment & logistics modules).

Ensured each site was localized to local behaviors, device usage, payment habits, and logistics constraints.

3. Traffic Acquisition & Performance Marketing

Directed full-funnel acquisition strategy including Facebook Ads, Google Ads, KOL seeding, influencer activation, and social content marketing.

Set creative direction, testing frameworks, and conversion-driven traffic structure.

4. Merchandising, Pricing & Promotion Strategy

Built the product listing strategy, pricing tiers, promotion calendar, and campaign mechanics (e.g., mega sales, clearance, seasonal drops).

5. Data Infrastructure & Growth Optimization

Established a centralized analytics system to track ROI, conversion rate, AOV, CAC, retention, and traffic sources.

Implemented weekly performance review loops for continuous user-journey and landing-page optimization.

6. Customer Service & Fulfillment Management

Coordinated local CS and logistics partners to maintain high order fulfillment rates and close the after-sales service loop.

⭐ Project Achievements
1. 0–1 DTC Launch in Four Emerging Markets

Successfully launched independent itel DTC sites in Nigeria, Bangladesh, Kenya, and Pakistan, achieving:

30,000+ monthly orders

US$1M+ monthly GMV

Links:
https://itel-pk.com/
https://itel-bd.com/
https://ng.itelhome.shop/
https://ke.itelhome.shop/
https://gh.itelhome.shop/
https://ci.itelhome.shop/


2. Strong ROI Performance

Delivered ROI between 4–20 across the first year of operation.

3. Significant Conversion Lift

Achieved 1.5%–3.5% user conversion rates across markets, outperforming industry benchmarks for emerging markets.

4. Strategic Shift to DTC Ownership

Enabled the brand to transition from marketplace dependency to a self-owned, closed-loop commerce ecosystem, becoming one of the few phone + accessories brands in the region with full DTC capability.

5. Built a Repeatable Global SOP & Toolchain

Developed the DTC operational SOP and tooling system used by future markets, cutting rollout time from 12 weeks to 6 weeks.