Gathoni W

About

With a strong foundation in performance marketing, I specialize in developing strategic digital marketing initiatives that align with business goals. My experience spans across industries, focusing on the intersection of creative storytelling and data-driven decision-making. I am passionate about understanding human behavior and utilizing platforms like Google Ads, Meta, LinkedIn, and HubSpot to drive multichannel growth and engagement.

Experience

• Digital Marketing Consultant · Self-Employed10-01-2019 – 12-01-2024

  Strategic Planning: Developing and executing digital marketing strategies aligned with business goals. Performance Optimization: Monitoring metrics to enhance campaign effectiveness and ROI. Market Analysis: Researching industry trends and identifying opportunities for growth. Content Management: Creating and distributing engaging content across digital channels.

• Senior Account Manager · BrandMagma2023-07-01 – 2025-03-01

  Business Analyst & Client Liaison Social Media & Communication Manager Brand and Marketing Strategist Digital Strategist Content Manager

• Social Media Manager · iWorker.com2020-04-01 – 2024-03-01
• Social Media Marketing Manager · NASP - National Association of Sales Professionals2022-05-01 – 2022-11-01

  Strategic Planning and Management: Setting objectives, reporting ROI, and overseeing overall account responsibilities. Content Creation and Strategy: Generating, editing, and sharing engaging content, implementing social media strategies, and executing digital campaigns. Performance Analysis and Community Engagement: Monitoring web metrics, analyzing insights data, identifying trends, and engaging with online communities

• Executive Virtual Assistant · YAMU MEDIA2020-10-01 – 2021-11-01
• Digital Marketing Consultant · The Advertising Company2019-06-01 – 2020-08-01
• Digital Account Manager · The Advertising Company2018-09-01 – 2019-05-01

  Strategic Planning & Market Research Client Relationship Management & Communication Digital Marketing Expertise & Data Analysis Content & Brand Strategy Integration

• Account Executive · The Advertising Company/Redline Public Relations2017-06-01 – 2018-08-01
• Customer Service Executive · Langata Link Group of Companies2016-02-01 – 2017-02-01
• Receptionist · Kul Graphics2015-04-01 – 2015-12-01

  Managed front desk on a daily basis and performed a variety of other administrative and clerical tasks.

• Digital Marketing Specialist-Performance Marketing · BrighterMonday Kenya03-01-2025

  Spearhead end-to-end Digital marketing strategy, managing annual budgets across Google Ads, Meta, TikTok, LinkedIn, Socials and programmatic channels to drive scalable growth and maximize ROI. Own full-funnel campaign architecture from strategy to execution, launching and optimizing high-volume always-on and burst campaigns that consistently outperform CAC and ROAS targets. Manage daily optimization across 12+ active campaigns, including bid strategy, audience segmentation, creative testing, tracking, and real-time budget allocation. Drive data-led decision making using GA4, Looker Studio, and platform analytics tools, translating complex performance data into actionable insights for leadership and cross-functional teams. Build executive-level reporting decks and present monthly and quarterly performance reviews to senior leadership, highlighting incrementality, channel performance, and growth opportunities. Manage internal specialists and agency partners, ensuring alignment on strategy, creative execution, and performance goals while maintaining budget oversight and accountability. Implement a continuous testing framework (creative, audience, bidding, attribution), delivering 15–40% quarterly efficiency improvements across core channels. Managing and validating event setup through Google Tag Manager (GTM), UTM parameters, and tracking links to guarantee accurate performance measurement and attribution. Led and executed a Mastercard Foundation–related campaign initiative, collaborating with account management teams across platforms to deliver integrated digital execution and measurable impact.

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