Growth Systems & Performance Marketing Strategist
Head of Growth | Senior Marketing Leader | Revenue Architecture
I build revenue systems — not just campaigns. Full-funnel acquisition infrastructure, attribution frameworks, and scalable growth engines that turn marketing spend into predictable, measurable revenue.
Most businesses don't have a marketing problem — they have a revenue system problem disguised as one. They run more ads, post more content, test more platforms. Yet revenue stays inconsistent and no one can explain where growth is actually coming from.
That's the gap I close. I design and build the full-funnel infrastructure — CRM, attribution, paid acquisition, automation, and conversion architecture — that makes marketing profitable, measurable, and scalable.
With 8 years of hands-on experience across performance marketing, growth systems design, and marketing leadership, I operate at the intersection of strategy and execution. My ambition: Head of Growth Systems / Head of Marketing — owning the full revenue architecture end to end.
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.
I use my own channels as live testing grounds for content architecture, algorithm behavior, and audience psychology — 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.
For service-based businesses and growth-stage brands spending on marketing but lacking clarity, consistency, or a system that scales.
Structured diagnostic of your marketing performance — paid media efficiency, attribution gaps, funnel leaks, and quick wins. Built for brands running ads but unsure what's actually working.
Full-channel paid media strategy designed for ROAS, CAC efficiency, and scalable spend. Not just campaigns — a system built to turn ad spend into predictable revenue.
Multi-channel tracking and performance dashboards showing exactly where revenue is coming from — and where it's leaking. Built for decision-makers who need clarity, not vanity metrics.
End-to-end growth system covering acquisition, conversion, and retention — aligned to revenue, not just marketing KPIs. For brands ready to stop guessing and start scaling.
Open to senior roles in Growth, Performance Marketing, or Marketing Strategy. I build and lead full-funnel systems, own acquisition strategy end to end, and drive measurable revenue outcomes. Track record: 27.3× ROAS, KES 60M revenue, +66% baseline growth — as a solo marketing resource.
Whether you're a hiring manager evaluating for a senior marketing role, or a founder looking to fix a revenue system — I'm the right conversation to have. Based in Nairobi, Kenya. Available for remote engagements internationally.
My professional WhatsApp (+254 791 413 141) has a keyword-triggered intake system. Send the keyword that matches your need and you'll receive an immediate, structured response.