Growth Systems & Performance Marketing Strategist
Head of Growth · Senior Marketing Leader · Revenue Architecture
I build the revenue infrastructure inside organisations — CRM, attribution, automation, paid acquisition — that turns marketing activity into predictable, measurable growth. Then I run the campaigns on top of it. The sequence is what makes the difference.
Most marketing problems aren't marketing problems — they're infrastructure problems. Businesses run more ads, post more content, test more platforms, yet revenue stays inconsistent because there's no system underneath the activity.
Inside an organisation, my job is to build that system — the CRM, attribution framework, acquisition architecture, and automation layer — so that marketing becomes predictable and compounding, not dependent on the next campaign.
I've done this twice from zero: at Thermoteq Limited (27.3× ROAS, KES 60M revenue, 13 months) and at Access & Move Limited (KES 23.6M+ pipeline, 14.8× ROAS, 18 months). Both times as the primary or sole marketing resource. My ambition is to do it again at a larger scale — in a Head of Growth or Head of Marketing capacity where I own the full function.
Full-funnel systems from zero — CRM, automation, attribution, landing pages, and acquisition engines built as integrated revenue infrastructure.
Multi-channel paid acquisition (Meta, Google, TikTok, Jiji) with a bias for ROAS, CAC efficiency, and scalable spend — not just campaign management.
GA4, GTM, Pixel tracking, UTMs, and "How did you hear about us" frameworks that reveal exactly where revenue is coming from — and where it's leaking.
LTV:CAC optimization, lead velocity analysis, pipeline velocity tracking, and conversion infrastructure designed for scaling — not guessing.
How I built complete marketing infrastructure for a 15-year-old B2B industrial brand and generated KES 60M in revenue on KES 2.2M ad spend.
Thermoteq had been operating for 15 years with no CRM, no digital tracking, no marketing attribution, and no growth infrastructure. Revenue of KES 36.09M was coming primarily from Billboard advertising and an untracked Jiji.co.ke subscription. I was brought in as the sole marketing resource to build the entire digital marketing function from scratch — and to turn it into a measurable, scalable revenue system.
HubSpot CRM, Zapier automation, GA4 + GTM tracking, Webflow landing pages. First data-driven marketing infrastructure in company history.
Multi-channel UTM tracking + "How did you hear about us?" surveys for offline/TikTok attribution. Enabled cross-channel ROAS and CPL reporting.
Google Ads (shifted to long-tail buyer-intent keywords in H2), Meta Ads with Lookalike audiences, TikTok, and Jiji — all tracked to revenue.
HubSpot lead scoring and automated nurture workflows reduced manual lead qualification by 60%. Sales team prioritized high-intent leads only.
Implemented improved Meta Pixel tracking using H1's 263 successful customers as Lookalike seed audience — directly driving the jump from 267 to 622 Meta leads.
Shifted TikTok from micro-influencer brand awareness (H1) to direct-response paid ads (H2) after 3+ months of market warming — 72 customers at 32.2% conversion rate.
| Channel | Total Spend | Total Clicks | Total Leads | Customers | CPL | CAC | Lead→Customer | Notes |
|---|---|---|---|---|---|---|---|---|
| Google Ads | KES 800,000 | 46,074 | 1,228 | 332 | KES 651 | KES 2,410 | 27.0% | Best CAC |
| Jiji.co.ke | KES 400,000 | 23,292 | 976 | 191 | KES 410 | KES 2,094 | 19.6% | Lowest CPL |
| Meta Ads | KES 740,000 | 26,975 | 889 | 201 | KES 832 | KES 3,682 | 22.6% | Lookalike Upgrade H2 |
| TikTok (H1 Influencer + H2 Ads) | KES 260,000 | 7,680 (H2 only) | 295 | 95 | KES 881 | KES 2,737 | 32.2% | Highest CVR |
| TOTAL | KES 2,200,000 | 104,021 | 3,388 | 819 | KES 649 | KES 2,686 | 24.2% |
| Phase | Meta Ads | Google Ads | Jiji.co.ke | TikTok (UTM + Survey) | Total |
|---|---|---|---|---|---|
| H1 | 7 | 11 | 4 | 3 (micro-influencer, survey-tracked) | 25 |
| H2 | 10 | 15 | 4 | 5 (paid ads, UTM-tracked) | 34 |
| TOTAL | 17 | 26 | 8 | 8 | 59 |
The following recommendations were left with Thermoteq's leadership as a strategic handover brief for their incoming marketing team.
Prefab houses account for over 53% of revenue but only 7.2% of total customers. The opportunity is to capture these high-intent buyers earlier in their 67-day journey.
TikTok's lead-to-customer rate was 32.2% in H2 — the highest of all channels. This is the strongest signal in the data, and it's being underinvested.
Cold Rooms generated only KES 1.1M (1.8% of revenue) across the engagement — the lowest-performing line by a wide margin.
With 2,236 leads in H2 alone, the sales team was stretched. Manual follow-up at this volume creates significant revenue leakage.
Channel performance, LTV/CAC analysis, H1 vs H2 breakdown, attribution data — all 7 tabs of verified Thermoteq metrics.
Thermoteq proves I can build a revenue system. A&M proves it wasn't a lucky shot. Same systems thinking, different product category, different constraints — measurable result.
A&M Limited had active inventory, a field sales team, and marketing activity — but no commercial infrastructure binding them together. Monthly revenue sat consistently below the KES 500K team target despite all the activity. I was brought in as Sales & Marketing Lead to build the revenue system from zero — CRM, WhatsApp automation, paid acquisition, team structure, and attribution — and to make the operation predictable and scalable.
Pipeline stages, lead source attribution, task automation, 14-day revenue forecasting. Every lead source-tagged — ended attribution guesswork entirely.
Team inbox, automated ICP qualification bot (area / home or business / issue / budget), and lead routing to reps within 5 minutes of form fill.
Meta KES 55K/mo (Kitengela homeowners, Athi River SMEs) + Google Search KES 25K/mo (intent keywords: "solar water pump Kenya", "water pump Kitengela") + KES 15K retargeting.
Built a lean 5-person team (Growth Lead, Closer, Field Rep, Customer Success, optional Creative). Transitioned from commission-only to salary-backed model at Month 8 — reducing churn and stabilising execution quality.
All leads tagged by source in HubSpot. 14-day revenue predictability enabled via CRM pipeline indicators by Month 6.
Stale lead re-engagement sequences via HubSpot task automation. Referral contribution grew to ~40% of monthly leads — reducing paid acquisition dependency progressively.
Launched campaigns promoting TVs, solar panels, and accessories simultaneously. Messaging diluted, ad relevance suffered.
Leads contacted hours later — sometimes the next day. High-intent buyers had already moved to competitors.
Sales reps chased only fresh leads, letting qualified-but-unconverted prospects go cold in the CRM.
Early organic posts generated engagement but zero pipeline impact. Likes ≠ leads.
Separate from any client or employment work — I use my own channels as live testing grounds for content architecture, algorithm behaviour, and audience psychology. These are self-funded, self-directed experiments that demonstrate real channel mastery, not theory.
From social media management to full-funnel growth systems architecture — a consistent thread of measurable outcomes.
Tools are multipliers. Strategy is the foundation.
I'm looking for a senior role where I can own the growth infrastructure end to end — building the systems, running the campaigns, and owning the revenue number. Based in Nairobi, Kenya. Open to remote roles internationally.
The best starting point is LinkedIn or email. If you'd like to speak directly, WhatsApp works too — I respond promptly.
I perform best in roles where I own the full growth function — not just the campaigns. If your organisation is looking for someone to build the infrastructure, run the acquisition, and take accountability for the revenue number, that's the conversation I want to have.