Product Marketing and Strategy | Citiq Prepaid
Supporting the GTM Launch of a fintech product
In early 2025, I began consulting with Citiq Prepaid, a leading South African utilities company, to support the evolution of their marketing function and assist with the go-to-market strategy for a new fintech product. The product (still in pre-launch) is designed to expand the company’s offering to a new, strategically important audience segment.
Challenge
While Citiq Prepaid had an established marketing team well-aligned with its legacy products, they recognized the need to enhance internal capacity and bring in new perspectives to effectively launch and grow a product in a new vertical. The team required support to build a scalable marketing strategy tailored to all of the various audiences they serve, including new audiences.
Key Activities
I was brought on as a hybrid strategic advisor and hands-on marketing contributor. While the product remains confidential and in pre-launch, my contributions include:
This project has deepened my practical experience in product marketing strategy, launch planning, and messaging development. It’s also given me the chance to work at the front lines of a go-to-market process, build alignment across teams, and help shape the foundation for what we hope will be a high-growth product.
Challenge
While Citiq Prepaid had an established marketing team well-aligned with its legacy products, they recognized the need to enhance internal capacity and bring in new perspectives to effectively launch and grow a product in a new vertical. The team required support to build a scalable marketing strategy tailored to all of the various audiences they serve, including new audiences.
Key Activities
I was brought on as a hybrid strategic advisor and hands-on marketing contributor. While the product remains confidential and in pre-launch, my contributions include:
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Working with an external agency to build robust, data-informed customer personas using internal customer data and qualitative insights
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Collaborating with an external agency on a media strategy aligned to our personas and funnel stages (awareness → consideration → decision)
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Providing input into a visual identity refresh, ensuring relevance to the new market while staying true to brand DNA
- Planning both soft launch and hard launch phases, and development of product messaging and value proposition
This project has deepened my practical experience in product marketing strategy, launch planning, and messaging development. It’s also given me the chance to work at the front lines of a go-to-market process, build alignment across teams, and help shape the foundation for what we hope will be a high-growth product.