--- title: About David Owalla | Nova Narrative description: David Owalla; founder of the 'Nova' framework helps businesses fix leaky funnels and get measurable commercial outcomes by unifying SEO, Ads and Analytics. --- [Skip to content](https://novanarrative.org/about-the-founder#main-content) [![Nova Narrative Logo](https://novanarrative.org/hs-fs/hubfs/6.png?width=200&height=200&name=6.png)Homepage](https://novanarrative.org/?hsLang=en) - [Home](https://novanarrative.org?hsLang=en) - [Learn](https://novanarrative.org/articles?hsLang=en) - [SEO](https://novanarrative.org/seo?hsLang=en) - [Ads](https://novanarrative.org/ads?hsLang=en) - [Funnel](https://novanarrative.org/funnel?hsLang=en) - [Analytics](https://novanarrative.org/analytics?hsLang=en) - [Reports and Case Studies](https://novanarrative.org/reports?hsLang=en) - [Newsletter](https://novanarrative.org/newsletter?hsLang=en) - [Solutions](https://novanarrative.org/solutions?hsLang=en) - [VisibleVoice](https://novanarrative.org/visiblevoice?hsLang=en) - [Performance](https://novanarrative.org/performance?hsLang=en) - [About David](https://novanarrative.org/about-the-founder) [Book your Free Audit](https://tally.so/r/wAXjJy) - [Home](https://novanarrative.org?hsLang=en) - [Learn](https://novanarrative.org/articles?hsLang=en) - [SEO](https://novanarrative.org/seo?hsLang=en) - [Ads](https://novanarrative.org/ads?hsLang=en) - [Funnel](https://novanarrative.org/funnel?hsLang=en) - [Analytics](https://novanarrative.org/analytics?hsLang=en) - [Reports and Case Studies](https://novanarrative.org/reports?hsLang=en) - [Newsletter](https://novanarrative.org/newsletter?hsLang=en) - [Solutions](https://novanarrative.org/solutions?hsLang=en) - [VisibleVoice](https://novanarrative.org/visiblevoice?hsLang=en) - [Performance](https://novanarrative.org/performance?hsLang=en) - [About David](https://novanarrative.org/about-the-founder) [Book your Free Audit](https://tally.so/r/wAXjJy) # 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. [Reports and Case Studies](https://novanarrative.org/reports?hsLang=en) ## Ready to Fix Your Funnel? Get the **Digital Growth Blockers Audit**. It's a simple, quick wins plan to find the 3 critical gaps in your funnel and create early wins. You'll get a clear scoreboard showing exactly what moved. [Book Your Free Audit](https://tally.so/r/wAXjJy) --- [![Nova Narrative Logo](https://novanarrative.org/hs-fs/hubfs/6.png?width=200&height=200&name=6.png "Nova Narrative Logo")](https://novanarrative.org/?hsLang=en) - [Blog](https://novanarrative.org/about-the-founder#blog) - [About](https://novanarrative.org/about-the-founder#about) --- Privacy Policy · Legal · © 2025 Nova Narrative. All rights reserved.