Careers24

Overview

Careers24 entered Nigeria as a challenger in a market dominated by a larger competitor.

Rather than compete on volume, I helped position Careers24 around a clearer opportunity: quality candidates.

The Problem

Recruiters already trusted the market leader. To win them over, Careers24 needed a distinct advantage.

Competing feature for feature was not enough.

The Opportunity

Through conversations with recruiters and HR managers, I uncovered a key pain point: too many irrelevant applications.

Because the leading platform did not clearly separate blue collar and white collar roles, recruiters hiring for professional roles spent too much time filtering poor matches.

They did not need more candidates. They needed better ones.

My Role

I led product and marketing strategy around this insight.

I used customer research to define the opportunity, worked with product teams to shape the platform for experienced professionals, and led marketing to attract senior and mid-level talent.

I also built and led a cross-functional team of 12.

What I Delivered

• Defined a customer-led market position, focused on quality candidates

• Aligned product strategy around better candidate matching

• Led targeted acquisition of senior and mid-level professionals

• Established feedback loops to continuously improve the experience

Outcomes

• Double digit user growth

• 18% increase in engagement

• Strong market positioning around candidate quality

• Built a trusted candidate database for recruiters

What This Shows

This experience reinforced a core product lesson: you do not beat market leaders by copying them.

You win by identifying unmet customer needs and building a focused strategy around them.

For Careers24, that opportunity was candidate quality, not candidate volume.