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We Are Afrocenchix: Meet Our Marketing Maven!

Hi, I'm Cleide Cardoso, Marketing and Sales Manager at Afrocenchix. In my role, I manage the website trading and UX, ensuring that customers coming our website com have a seamless experience. I manage the digital marketing activity of PPC, paid social, email, e-commerce channels and online events. 

Tell us about yourself.

Born in Angola, living in France as a toddler and finally settling in West London, I am a multilingual first generation immigrant.

My hair was relaxed by my aunt as a child and then I was natural until 16 years old where I decided that having relaxed hair would be easier. After experiencing scalp burn two years later, I went natural again at 22, first out of necessity from not being able to find relaxer in China but then out of wanting my thick hairline back! 

Describe any professional designations and industry-related accomplishments. 

I studied Journalism at City, University of London and had all the intentions of becoming a foreign correspondent. I studied Mandarin at the East China Normal University in Shanghai and decided storytelling was still in my wheelhouse but pivoted to the media jobs that were available at the time in social media.

Whilst interning at the African Business Magazine running their social media accounts, I was studying for a Master of International Marketing degree at Hult International Business School in London and San Francisco. Digital Marketing is what I love to do because I love bringing together different channels and formats for the goal of helping customers find products that work for them. I also love using brand stories to communicate the why. 

What are your hobbies?

I am a lifelong learner (or what my friend calls me, an autodidact). I self-study German, Mandarin, cross-stitching, embroidery and random topics like behavioural economics and how to make the perfect cup of coffee.

My number one hobby (to support my language learning 😉) is watching Chinese and Korean dramas. Want a recommendation? Watch Eternal Love (Ten Miles of Peach Blossoms), Joy of Life or You Are My Hero. For South Korean dramas, I always recommend Coffee Prince, Crash Landing on You and Love in the Moonlight.

What's your favourite inspirational quote?

Seth Godin once said on a podcast with Tim Ferris, ep 138, (and I paraphrase) most marketers go wrong when they act like narcissists that think that everyone wants their product jammed down their throat. Those that will win are those that are willing to earn permission and take the time to build a story. In general, a product that is remarkable will spread. In that same episode he said that the education you 'enjoyed' is the one you didn't enrol in. The things you remember are either hard lessons or challenges you felt extremely compelled to conquer. I've remembered that part of the podcast for years. 

Tell us what motivates you to do what you do here?

My motivation to work hard at Afrocenchix is my personal mission of building a marketing team that can work effectively in fast-growing company. I believe in the company's mission of helping people with Afro and curly hair wear their hair naturally and with confidence.

As a marketer, it is a joy to promote products you believe in and use. It's great working with a fantastic team on nerdy things I love to think about like channel optimisations, flows and behavioural trends. 

What's your favourite Afrocenchix product and why?

My absolute favourite Afrocenchix product is Smooth. I love its consistency and how well it moisturises my hair. I know I can rely on it for moisture and shine so we're really best buds these days! 

P.S. We're crowdfunding on Seedrs!

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