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Cars in Africa · Middle East · Africa · GTM & Product
Cars in Africa — Scaling Online Vehicle Rentals Across Regions
Cars in Africa set out to expand its online car rental and fleet management business across the Middle East and Africa.
2Continents
B2B+B2CRental and fleet
LocalPer-market campaigns
PMMPositioning rebuilt
The brief
Expanding a rental and fleet management product across markets with very different payment habits, languages and fleet economics.
- Budget
- Growth programme
- Market
- Middle East · Africa
- Discipline
- GTM & Product
What I did
01
Market-by-market prioritisation based on fleet supply and search demand, not headcount.
02
Product marketing rebuilt around fleet managers as well as individual renters.
03
Localised acquisition campaigns per region with shared creative infrastructure.
04
Booking funnel instrumented so drop-off could be compared across markets.
Outcome
Multi-regionExpansion across the Middle East and Africa
Fleet + retailTwo customer types served by one funnel
LocalisedCampaigns adapted per market
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