Àjoké Nursing Concierge
Audience Strategy & Engagement
As Ajoke’s Chief Communications Officer, I own brand and audience strategy, advise the founder, and lead integrated communications. I also develop the messages, campaigns, and experiences that connect the brand with clients, community, and partners.
Results
20%
Year-over-year growth in the target audienceUpper-income women ages 25–50. Overall audience growth was 35%.
5%
Purchase conversion per campaignMeasured by completed purchases.
98.5%
Member satisfaction with community experiencesCSAT across retreats and pop-ups, covering needs met, social connection, and willingness to recommend.
The challenge
Connect a care brand with its community
Ajoke is a founder-led women’s health business offering maternity, postpartum, and pregnancy loss care. Its communications need to explain a specialized service, establish a credible founder voice, and build relationships with people whose needs are deeply personal.
For Cherish Her, the strategic task was to extend that trust into a community experience: one that expressed Ajoke’s approach to care and gave guests, speakers, and partners clear ways to participate. That required a connected brand, audience communications, and event experience.
Strategy & leadership
Set the direction and build the capacity to deliver
Set a shared direction
I advise founder Tobi Tajomavwo on positioning, reputation, executive visibility, and communications priorities. I align the founder’s voice, campaigns, and community programming to grow Ajoke’s target audience, encourage purchases, and strengthen members’ connection to the community. I also lead an ongoing brand refresh spanning visual identity, messaging, and audience experience.
Connect the brand and show delivery
For Cherish Her, I developed the event brand and served as showrunner. I directed the event coordinator, PR lead, and event staff around shared creative and production priorities, and worked directly on design and production. The same direction carried through staging, show flow, partner experiences, and guest touchpoints.
Give each audience a way to participate
I developed communications around the different ways people engage with Ajoke: planning care, joining the community, sharing Cherish Her, or supporting it as a partner. The founder newsletter, speaker deck, and sponsorship prospectus give each audience a relevant message and clear next step. Shared tools also equip staff, sponsors, and supporters to communicate consistently.
Selected work
Audience strategy in practice
The work below shows the same audience strategy across the live experience, founder communications, and partner participation.
Cherish Her brand experience
Arrival signage, branded program spaces, gifting, partner activations, and live programming show how the event identity carried through the full guest experience.
Arrival signage and a branded welcome
Speaker & partner activation
Shared messaging, channel-specific captions, and a simple sharing process help speakers introduce Cherish Her to their own audiences.
Open the speaker deckPartnership & funding communications
The prospectus connects Cherish Her’s purpose with defined sponsorship, underwriting, and in-kind opportunities, giving partners a clear way to support the experience.
Open the sponsorship prospectus