Brian Abel

Brian Abel is a seasoned growth marketing expert and the current Head of Growth at Welcome Tomorrow, where he leads a team focused on helping African brands unlock their full digital potential. His professional journey is a testament to adaptability, grit, and continuous learning, beginning with aspirations in accounting before pivoting into the world of tech marketing. Brian’s career accelerated during his time at Aleph (formerly Ad Dynamo), where he worked with global tech giants such as Twitter, Snapchat, Spotify, and TikTok. This experience not only sharpened his technical skills and strategic thinking but also gave him firsthand insight into how world-class marketing is executed at scale. Today, he applies those learnings to the African market, localizing advanced marketing strategies to suit the continent's unique business environments and digital maturity levels. At Welcome Tomorrow, Brian leads initiatives across three key pillars: data and measurement, performance marketing, and content strategy. He is deeply passionate about building robust measurement frameworks, leveraging first-party data, and aligning creative with data science to drive measurable growth for clients. Brian attributes his rapid rise to leadership roles by his mid-twenties to two core principles: an unwavering work ethic and a perpetual beginner’s mindset. His belief that "the ultimate seduction in life should be your work" continues to fuel his pursuit of excellence. Looking ahead, Brian is optimistic about Africa’s growing digital adoption and the opportunities this creates for tech marketers. He advocates for continuous self-investment through training and certifications, emphasizing the importance of marrying marketing knowledge with technical expertise to build scalable and effective tech stacks. Whether he’s mentoring young marketers or building strategies for ambitious brands, Brian is committed to transforming how marketing is done in Africa,bringing innovation, structure, and a global standard of excellence to the continent’s digital growth story.