Hi, I'm David Owalla

I've been building performance-driven funnels since 2021.

My approach moves beyond tactics and focuses on systems thinking. I build measurable, customer-centric growth strategies that turn strategy into commercial outcomes. I specialize in architecting the full marketing stack—blending Ads, SEO, Funnel, and Analytics—to deliver data-led performance at scale.

My focus is on direct wins over proxies. I've generated 150K verified leads for NCBA while reducing CPL by 110% and driven 50K sign-ups for Coca-Cola's "Share-A-Coke" campaign.

5 years of experience leading full-funnel digital strategies for top-tier brands like Coca-Cola, Equity Bank, Safaricom (Vodacom) and Airtel.
Achieved 150,000 verified leads for NCBA Kenya while successfully reducing the average CPL by 110%.
Designed a 3-month performance strategy that scaled a regional fintech from 0 to 10,000 customers using full-funnel campaigns.
Adept at building growth engines using "systems thinking," funnel mapping, content architecture, and intent-based frameworks.
Meta Certified Trainer who has coached over 30 SMEs in Kenya on data-driven media buying and campaign optimization.

How My Work Will Benefit You

My work is for marketing managers, founders, and leaders who have a strategy but are tired of 'leaky funnels' and 'missing tracking.' I show you how to find and fix the real blockers.

My writing and services focus on topics like...

How to build a unified "Performance" system (SEO, Ads, Funnel, Analytics).
How to move from measuring "proxy" metrics (CTR, traffic) to "direct wins" (SQOs, purchases).
How to build the "Sensors" and "Scoreboards" to prove your ROI.
How to fix "Conversion Reliability" and "Asset Quality".
How to build "Topical Authority" with content clusters.

About Me

"Growth isn't a tactic. It's the result of disciplined thinking and meaningful execution."

Hi, I'm David Owalla. I’m a Growth Marketing Manager and Digital Media Strategist with 5 years of experience developing and executing full-funnel campaigns for some of Africa's biggest brands, including Coca-Cola, Equity Bank, Airtel, and NCBA.

My approach is built on a simple premise: marketing shouldn't just be creative; it must be a measurable, adaptive, and customer-centric engine for growth. I specialize in turning strategy into measurable commercial outcomes by blending digital marketing discipline with rigorous systems thinking.

My Approach: From Frameworks to Funnels

I don't rely on disconnected tactics. I build growth systems using proven frameworks that connect every action to a commercial outcome. For me, success means prioritizing direct wins (like demo bookings, purchases, and qualified leads) over simple proxies (like traffic or CTR).

My methodology is an "execution engine" that runs in three parallel tracks:

Prospecting (Strategy): Designing the strategy, creating demand, and defining the "why" and "what".
Execution (Technical Build): The "hands-on-keyboard" configuration —building campaigns, implementing tracking "sensors", and improving conversion reliability.
Sustenance (Optimization): The post-launch, iterative loop —monitoring scoreboards, analyzing data, and iterating to ensure the machine runs efficiently.

My Core Skillset

I apply this operational model across the entire digital ecosystem. I'm adept at integrating multiple pillars into a single, high-performance system:

Paid Media (Meta, Google, TikTok): Building campaigns structured around a clear Goal, precise Targeting, compelling Creative, efficient Spend, and measurable Proof.
Funnel Architecture: Architecting the complete customer journey, from the initial Path (acquisition) and Offer (lead magnet) to the Page (conversion design), Capture (form optimization), and Nurture (CRM/email flows).
Analytics & MarTech (GA4, GTM, Looker): Installing the "sensors" and "pixels" needed to track every step, define Audiences, and build Boards (dashboards) that provide a clear line from tactics to revenue.

Search (SEO/SEM): Developing a content architecture that builds authority and captures intent through Visibility, Intent analysis, a solid technical Foundation, high-quality Pages, and off-page Authority.

Career Highlights

In my roles at Essence Mediacom, Dentsu, and GroupM, I’ve had the opportunity to put these systems to the test:

Spearheaded Coca-Cola's "Share-A-Coke" digital strategy, mapping the full-funnel journey to generate over 1 million page visits and 50,000 sign-ups.
Achieved 150,000 verified leads for NCBA Kenya by deploying Meta Pixel and customer lookalikes, which reduced the average CPL by 110% across acquisition channels.
Drove 30M+ impressions for NCBA by phasing Meta and YouTube delivery and used audience segmentation to help Multichoice Africa reduce paid churn by 35%.
Designed and managed data-layer-based campaign dashboards in Looker Studio to measure conversions, creative performance, and ROAS across platforms.

Community & Leadership

Beyond my core roles, I am also a Meta Certified Trainer. Since April 2020, I have trained over 30 SMEs in Kenya on the official Meta Media Buying curriculum, helping small business owners in retail, hospitality, and F&B implement foundational ad strategies and data-driven campaign optimization.