Selected Work

A product was approaching release, with a limited window to attract prospective users.

The campaign needed to communicate the product’s value clearly enough for people to register their interest before they could experience it.

Through an agency-led engagement for Safaricom, I worked on audience targeting, campaign messaging, advertising creative, and Meta campaign execution.

I developed and tested campaign variations around a clear prelaunch registration objective.

The campaign generated more than 12,000 reported waitlist registrations in one week, building an interested audience before the product became available.

A technology platform needed stronger audience growth and engagement. Increasing traffic alone wasn’t enough; marketing had to understand whether acquisition was attracting people with genuine interest in the product.

The priority was identifying higher-value audiences rather than treating every visit as an equally valuable opportunity.

I analysed audience behaviour, acquisition sources, and engagement patterns to identify stronger-performing segments.

I used those insights to guide content distribution, channel priorities, and campaign messaging toward audiences demonstrating meaningful engagement.

During the measured period, the platform recorded 26,168 active users and a 65.68% engagement rate. Sessions increased by 62.2%.

These figures measure audience activity and engagement, not paid-customer adoption.

A cross-border remittance platform was investing in customer acquisition, yet revenue had stalled.

Broad targeting was attracting interest without consistently reaching people likely to complete transactions. The product’s competitive advantage was also getting lost in the messaging.

I analysed existing customer transactions to identify valuable sender profiles and transfer corridors.

I repositioned the offer, rebuilt targeting across five markets, introduced market-specific creative, and improved campaign testing and retargeting.

The strategy focused on reaching people more likely to become transacting customers rather than simply increasing traffic.

Revenue reached $621K, followed by $1.5M in the following months.

Separate product-funnel reporting indicated that 30% of registrants converted to a first transfer.

A SaaS platform needed to communicate its product proposition more consistently and generate stronger acquisition momentum.

Paid and organic activity offered opportunities to reach prospective users, but the campaign required a more coordinated message and clearer focus on relevant audiences.

I aligned campaign messaging, audience targeting, creative execution, and content distribution around a shared acquisition objective.

I coordinated paid and organic activity to reinforce the product proposition and monitored performance throughout the campaign.

During the campaign reporting period, active users increased by 139.5%, reaching 14,762.

Sessions increased by 148.8%.

The available measurements establish growth in website activity, rather than a verified increase in feature adoption.

A technology platform had built a substantial audience through newsletters and social media, but engagement wasn’t consistently translating into product sign-ups.

The business was continuing to invest in customer acquisition while existing interested contacts remained underused.

I rebuilt lifecycle messaging around audience behaviour and buyer-journey stages.

I segmented contacts, redesigned automated email journeys, refined product messaging and calls to action, and tested personalisation, timing, and subject lines.

Nurture email open rates increased by 40%.

Selected warm outreach campaigns achieved an 81% open rate and 9.26% reply rate, with conversations contributing to product sign-ups.

A B2B technology platform was investing across multiple marketing channels and eight markets, but couldn’t reliably connect that activity to product sign-ups.

With resources already reduced, the business needed to distinguish channels that attracted valuable users from those consuming budget without measurable acquisition results.

I built a channel-to-sign-up measurement framework using GA4 conversion events, Google Tag Manager, standardised campaign tracking, and executive dashboards.

I analysed 25 marketing channels to establish which activities contributed to meaningful customer actions and inform spending decisions.

Reported attribution coverage increased from 0% to 87%.

The analysis supported reallocating investment and a reported 80% reduction in spending on non-converting channels.

Established consumer brands needed to maintain relevance and attract meaningful audience engagement across competitive digital channels.

Producing more content wasn’t the objective. The work required consistent brand communication, creative direction, and campaigns that could demonstrate measurable audience response.

Through agency engagements, I developed content strategies, art direction, campaign copy, visual concepts, and influencer briefs for brands including Lifebuoy, Ariel, and Omo.

I coordinated creative execution around brand positioning, audience relevance, and campaign performance.

Selected campaigns generated more than 1.8 million views, increased reach by 645%, and achieved a 5.9% engagement rate.

Related influencer campaigns generated more than one million views, with engagement rates reaching 7%.

Building an independent consulting practice meant developing customer demand without relying on an existing marketing department or paid advertising.

The challenge was to make the service proposition clear, attract relevant prospects, and create a practical path from interest to paid engagements.

I built an organic content strategy around audience needs, relevant expertise, and examples of client work.

I connected content with direct inquiries, website messaging, and email automation to create a customer acquisition journey.

I managed positioning, distribution, and conversion independently.

The audience grew tenfold in one year, generating 10 consulting clients and five-figure revenue through organic acquisition.