About Me

I’m a Perfomance Marketing and Paid Media Strategist who helps brands achieve measurable business outcomes, with experience spanning Meta, Google and Tiktok, always with a focus on creating strategies that connect with the right audience and deliver real results.

I enjoy blending creativity with analytics, whether it’s designing engaging campaigns, optimizing websites, or crafting stories that resonate. Digital marketing is always evolving, and I thrive on learning new trends, testing fresh ideas, and building meaningful connections that make a lasting impact.

Areas of Expertise

  • PPC icon

    Paid Advertising (PPC & Social Ads)

    Running data-driven ad campaigns on Google Ads, Meta Ads, and Tiktok Ads to maximize ROI through audience targeting, A/B testing, and conversion tracking.

  • SEO icon

    Campaign Strategy & Media Planning

    Developing full-funnel paid media strategies across Google, Meta, TikTok and other advertising platforms. Aligning campaign objectives, audience targeting, budgets, and channel selection to achieve measurable business goals.

  • Influencer icon

    Audience Research & Targeting

    Identifying high-value customer segments using demographic, behavioral, intent, and first-party data. Building custom, lookalike, remarketing, and prospecting audiences to improve campaign performance.

  • Brand Strategy icon

    Landing Page Optimization & CRO

    Improving conversion rates through landing page analysis, user journey optimization, A/B testing, and data-driven recommendations that increase lead generation and sales efficiency.

  • Content icon

    Budget Management & Bid Optimization

    Managing advertising budgets across multiple platforms while optimizing bidding strategies, pacing, and spend allocation to maximize return on investment and achieve performance targets.

  • Email icon

    Conversion Tracking & Attribution

    Implementing and maintaining accurate tracking through GTM, GA4, Meta Pixel, CAPI, and platform-specific tracking tools. Ensuring reliable attribution and data collection for informed decision-making.

  • Influencer icon

    A/B Testing & Performance Optimization

    Conducting structured tests across creatives, audiences, bidding strategies, placements, and landing pages. Using performance data to continuously improve campaign effectiveness and scale winning initiatives.

  • Analytics icon

    Marketing Analytics & Reporting

    Leveraging tools like Google Analytics, SEMrush, and social insights to track performance, measure KPIs, and optimize campaigns for better results.

Daniel lewis
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Resume

Education

  1. WorldQuant University

    2025

    Applied AI Lab Certification

  2. University of Kirinyaga

    2017 — 2021

    BSc Information Technology(BSc IT)

  3. Alliance High School

    2013 — 2016

    Kenya Certificate of Secondary Education(KCSE)

Experience

  1. Bidii Creatives – Perfomance Marketing | Paid Media

    2026 | Remote, Nairobi

    • Owning paid media strategy and execution across Google, Meta and TikTok for a multi-industry client portfolio including Katadyn Group, USN, CityBlue Hotels, and The New Yorker, spanning e-commerce, retail/CPG, and hospitality.

    • Keyword research and audience analysis, lowering CAC by 15% and 5% increase in higher-quality lead volume.

    • Writing and testing ad copy, headlines, and creative messaging tailored to different customer segments and funnel stages, using AI tools to accelerate ideation and speed up creative turnaround.

    • Run structured A/B tests on creatives, headlines, audiences, and landing pages, improve CTR by 5%, conversion rate by 2%, and overall campaign performance.

    • Managing bidding strategies and budget allocation across accounts averaging $10,000+ in monthly ad spend, achieving 2.5x ROAS.

    • Tracking, reporting and translating results on core paid media KPIs for stakeholders.

    • Building automated and templated reporting processes to cut down manual reporting time and give clients faster visibility into performance trends.

    • Retargeting and audience segmentation strategies to improve customer acquisition efficiency, improved customer retention, and cut wasted ad spend by 20%.

    • Collaborating with design and web teams to improve landing page consistency, user experience, and conversion optimization.

  2. Digify Solutions - Paid Media Executive

    March 2023 – Dec 2025 | Hybrid, Nairobi

    • Supporting senior PPC specialists in building and monitoring Google Ads and Meta Ads campaigns for SME clients, progressing from campaign support into independent ownership of smaller accounts.

    • Conducting keyword research and competitor analysis to inform campaign structure, ad group organization, and audience targeting.

    • Assisting with daily bid adjustments, budget pacing, and campaign QA checks

    • Setting up conversion tracking and basic audience segmentation, and contributed to A/B tests on ad creatives and landing pages under guidance from senior team members.

    • Compiling weekly performance reports for client review, building the reporting foundation later used to automate client reporting at Bidii Creatives.

  3. Vivacom - Digital Marketing Assistant

    Sep 2022 – Dec 2023 | Hybrid, Nairobi

    • Started career supporting the digital marketing team with campaign trafficking, ad uploads, and day-to-day account maintenance across Google Ads and Meta Ads.

    • Assisted in gathering and organizing keyword lists and audience data to support campaign setup for junior and senior team members.

    • Monitored daily spend against budget and flagged pacing issues to senior marketers to help avoid overspend.

    • Helped compile basic performance summaries (impressions, clicks, spend) for internal review, gaining foundational, hands-on exposure to paid search and paid social platforms and reporting cycles.

  4. OpenMaps Consulting - Cybersecurity and Networking

    March 2020 – April 2022 | Hybrid, Nairobi

    • Virtualization in Cloud-Native & Container Data Protection/Enterprise DLP

    • Upgrade and maintainance of servers for the Societies Regulatory Authority (SASRA)

    • Server-hardening and endpoint security solutions for KEBS

    • User awareness training on cybersecurity solutions

  5. IBLT/Takaful Insurance - Web Developer

    2019 – 2020 | On-site, Nairobi

    • Tested and supported web systems for clients (Small World Ivory Coast, Takaful Insurance of Africa)

    • Created dummy accounts and transactions, tested system user interfaces, and performed blocking, barring, and resetting accounts.

    • Interacted with databases and file systems using GitBASH.

    • Supported the development of Index-Based Livestock Takaful (IBLT) systems, including creating reports, managing cover transactions, and calculating indices.

Download CV


Certifications

My Skills

  • Meta/Google Ads Management
    90%
  • Google Ads PPC Campaign Management
    92%
  • SEO & Keyword Analysis
    90%
  • Conversion Optimization
    83%
  • E-commerce Optimization (Shopify, Klaviyo)
    88%
  • Event Tracking and Attribution (GTM)
    100%
  • Analytics & Performance Reporting (GA4)
    86%
  • Brand & Creative Strategy
    85%
  • Lead Generation
    90%
  • Web Design
    100%

Portfolio

    • Skills

    • Advertising Strategy

      - Paid Media Strategy

      - Customer Journey Mapping

      - Funnel Design & Planning

      - Audience Research & Segmentation

      - Competitor Ad Analysis

      - Media Planning & Budget Allocation

    • Creative and Messaging

      - Ad creative strategy

      - Persuasive copywriting

      - Creative performance analysis

      - Structured ad testing frameworks

      - UGC ad strategy development

      - Offer creation

      - Messaging optimization

    • Campaign Management

      - Meta Ads Management (Facebook & Instagram)

      - TikTok Ads Management

      - Google Ads Management

      - Programmatic Advertising

    • Event Tracking and Attribution

      - Conversion tracking setup

      - Data layer implementation

      - Google Tag Manager configuration

      - Analytics integration

      - Attribution modeling

      - Data validation

      - Reporting

    • Reporting and Insights

      - Comprehensive performance audits

      - Monthly reporting

      - ROAS analysis

      - Marketing attribution reporting

      - KPI tracking

      - Budget efficiency reviews

      - Growth opportunity analysis.

    • Conversion Rate Optimization

      - Landing Page Optimization

      - A/B Testing

      - User Experience Analysis

      - Form Optimization

      - Checkout Optimization

      - Heatmap & Session Recording Analysis

    • Landing Page Optimization

      Improving landing page performance through data-driven testing, user experience enhancements, and conversion rate optimization techniques to increase lead generation and sales.