Ifeoma Edu-Aniobi
Remote EA | Data | Brand Strategist | Content | Worldwide
New to Contra
Ifeoma is building their profile!
Project: FourX Properties - Company Profile & Pitch Deck
Goal: Create a comprehensive, professional company profile for a Nigerian real estate investment firm to attract investors and clients.
My Role (Executive Assistant):
• Gathered and synthesized company information, leadership bios, project details, client testimonials, and performance metrics
• Structured content into a logical, compelling 20-slide narrative
• Designed a polished, visually stunning presentation using PowerPoint/Canva
• Ensured brand consistency, accuracy, and executive-ready quality
• Delivered a turnkey deck ready for investor pitches and client presentations
Key Highlights:
• 20-slide professional company profile
• Featured projects: Omole Phase 1 (5-bedroom terrace, 450M), Magodo Luxury Terraces
• Leadership team bios with credentials (CEO: Land Survey & Estate Survey, CFO: Finance)
• Performance metrics: 15-20% appreciation (Victoria Island), 6-8% rental yields
• Awards: Top 10 Luxury Real Estate Developers in Lagos, Best Terrace House Design 2023
• 200+ staff strength, 19+ house locations, CAR Insurance coverage
Tools: PowerPoint · Canva · Google Workspace · Microsoft 365 · Notion · Zoom · Asana
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Netflix has a massive content library, but how well is it balanced? Are they meeting audience preferences? The client needed a clear, data-backed understanding of their content composition specifically, the ratio of movies to TV shows, genre distribution, regional availability, and content rating trends, to inform strategic decisions about future content acquisition and production.
I conducted a comprehensive analysis of Netflix's content library using data sourced from Kaggle. My process and deliverables included:
1. Data Preparation (Excel): Cleaned and structured the raw dataset for analysis, ensuring data quality and consistency.
2. Data Querying (SQL): Wrote queries to extract key metrics—content count by type, genre distribution, rating categories, and country-wise availability.
3. Data Visualization (Tableau): Created interactive dashboards and visualizations to bring the data to life, including:
i. Bar Charts: Showed the dominance of Drama, Documentaries, and Stand-up Comedy as top genres.
ii. Map Visualization: Highlighted the USA (2,818 titles) and India (972 titles) as the countries with the most content.
iii. Pie Chart: Visualized the 69.6% (movies) vs. 30.4% (TV shows) split.
- Statistical Analysis (t-test): Performed a t-test confirming a statistically significant difference between movie and TV show uploads (t-value = 56.60, p-value = 0).
- Trend Analysis: Identified the 2019 peak in content uploads and the subsequent decline in 2020–2021, correlating with the rise of competing platforms and the COVID-19 economic downturn.
Strategic Recommendations: Provided actionable insights for Netflix:
i. Increase TV show content to balance audience preferences.
2. Experiment with short-form content to attract broader audiences.
3. Conduct user surveys to align content strategy with viewer demand.
4. Study competitor patterns and emerging trends to stay ahead.
A clear, data-driven analysis that provided Netflix with a comprehensive understanding of its content library and actionable recommendations to improve viewer engagement and retention.
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VELA is a D2C wellness brand seeking to enter the (78B sleep aid market. However, the market is dominated by generic solutions for the "average" user treating a stressed CEO and a tired nurse as the same problem. The client needed to understand why they should exist and where they could win. The market was ignoring the "circadian orphan" the night shift worker whose biology is fighting their schedule.
I led a deep research competitive and market analysis to uncover the strategic white space. My deliverables included:
1. Market Sizing & Segmentation: Analyzed the total addressable market ()78B) and identified the specific segment (4.5B) that was being ignored by major players like Calm and Olly.
2. Competitive Quadrant Mapping: Positioned key competitors (sleep aids, meditation apps, nutraceuticals) to visualize the market landscape and identify gaps.
3. Audience Deep Research: Developed a detailed persona Maria, a 34-year-old ER nurse to humanize the target user, mapping her daily reality, frustrations, and specific needs (schedule syncing, rapid onset, clean awakening).
Strategic Recommendations: Synthesized findings into actionable imperatives for the client:
i. Product: A "clock smart" formulation (micro dose melatonin + adaptogens) prioritizing clean awakening over sedation.
ii. Positioning: Not a "sleep aid," but a "Circadian Performance" brand.
iii. Go-to-Market: A B2B2C model, partnering with hospitals and logistics companies where fatigue is a safety issue.
A clear, data-backed strategic blueprint that gave VELA a unique, defensible position in the market. The client walked away with a defined target audience, a differentiated product concept, and a specific go-to-market strategy that leverages employer partnerships, setting them apart from the generic sleep aid competition.
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The founder and team at NEO had a great idea for a family banking app, but they lacked a clear, cohesive strategy to break into a crowded market and communicate their unique value. They needed a strategic partner to help them define who they were, who they were for, and why they mattered.
I acted as the client's strategic partner, taking ownership of the entire brand development process from research to final deliverables. I helped them move from a vague concept to a concrete, actionable plan.
My Role in this Project:
1. Led the Discovery: Managed the research process to uncover the critical user insights that shaped the entire strategy.
2. Synthesized & Structured: Organized complex information (competitive data, user personas, market trends) into a clear, logical narrative.
3. Crafted the Strategy: Developed the core brand elements; the positioning, purpose, mission and vision that now serve as the foundation for all executive and product decisions.
4. Delivered the Blueprint: Provided a comprehensive brand strategy document that acts as a "single source of truth" for the team, ensuring everyone is aligned on the company's new direction.
I provided the strategic clarity and organizational structure the client needed to move forward with confidence, transforming their initial idea into a differentiated and purposeful brand.
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