Tshepo Machele
The short version
I am a marketing and growth practitioner working out of Johannesburg, with the last decade across InsureTech, FinTech, and conversational commerce — Chief Growth Officer at Eden Care Medical (Y Combinator Venture), Head of Digital Strategy at Discovery, product and pricing leadership at Clickatell, and a stint in McKinsey’s Sub-Saharan Africa office before that. I built Prompt & Profit because the resource I wanted to hand my own team did not exist — the AI references were too generalist, the marketing references skirted the AI question, and the prompt anthologies did not tell you what to ship on Monday morning.
Why I built this Playbook
I built this Playbook for the marketer who finds the LLM moment more anxious than exciting — too much content, no structured way through it, and the creeping suspicion that everyone else has already figured this out. You hear about prompt engineering without a simple explanation of what it actually is; you screenshot advice from LinkedIn and X influencers, save the lot to a folder you never open again, and feel no closer to using an LLM well. The resource that takes you from one focused afternoon of reading to a working prompt library you can hand to a team did not exist — so I wrote it.
What I have shipped
The work that anchors the Playbook’s claims. Each item is named, dated, and verifiable.
| Year | Project / role | Outcome |
|---|---|---|
| 2022–present | Chief Growth Officer, Eden Care Medical (Rwanda) | Scaled from zero to 10% market share in 12 months, with 10× member growth and the “Best Health Insurer” award from the Rwanda Insurance Brokers’ Association |
| 2019–2020 | Product Pricing & Strategy lead, Clickatell (Nigerian banking line) | Grew revenue from $7M to $30M (4×) over three years at over 40% gross margin, through pricing redesign and supplier renegotiation |
| 2020 | Positioning and messaging framework, Clickatell | Framework rolled out with the March 2020 site overhaul; still in use across product, marketing, and sales six years on |
| 2020–2022 | Head of Digital Strategy, Discovery | Stood up the Customer Experience Governance Forum across a ~$150M annual digital portfolio and architected the Value-Based Care platform for Amplify Health, Discovery’s joint venture with AIA in Asia |
Where to find me
- Email — tshepo.machele@velocitiventures.com. The fastest channel for Playbook-related questions, team-licence pricing, and speaking enquiries.
- LinkedIn — linkedin.com/in/tshepo-machele
- Errata — errata is the right channel for anything specific to a chapter, statistic, or prompt template.
Speaking and consulting
I take a small number of advisory engagements per year through services — sixty-minute advisory calls and project-scoped implementation work. For speaking enquiries, email me with the brief and the audience.
A note on the writing
The Playbook is written in second person — you — because that is the voice marketing practitioners read in. This page is the one place you hear me directly. Every other page on the site keeps the Playbook’s voice: second person, named sources, no hedge filler.