Victor Barasa

Detail-oriented Ads Operations Specialist with hands-on experience managing paid campaigns across Meta (Facebook/Instagram), Google Ads, and TikTok. Proven track record in technical campaign setup, pixel tracking, daily spend monitoring, and performance reporting. Experienced working with Meta Business Suite, Google Ads Manager, and analytics tools to drive ROI-focused results for brands in e-commerce, fintech, betting, and tech.

Certified in Google Ads and Meta Blueprint, with a data-driven mindset and a passion for optimizing digital campaigns at scale.

Performance Marketing Lead - Shop Zetu - Nairobi, Kenya

(2026-04)

• Own and drive the end-to-end performance marketing strategy to boost user acquisition, retention, and sales revenue for Kenya's leading fashion e-commerce platform.
• Manage high-scale paid media campaigns across Meta Ads, Google Ads (including Performance Max), and TikTok Ads to achieve aggressive ROAS targets.
• Oversee complete technical implementation, ensuring precision in pixel tracking, custom conversion setup, and product catalog syncing.
• Coordinate closely with creative and content teams to deliver platform-optimized, high-converting ad assets based on weekly performance data.
• Track daily spend, analyze e-commerce analytics, and present structured data-driven reporting to leadership to guide budget scaling and strategic pivots.

Head of Digital Marketing - Aubrey Africa Limited - Nairobi, Kenya

(2025-12 - 2026-04)

• Led digital marketing strategy and paid media operations across Meta, Google Ads, and TikTok platforms.
• Oversaw end-to-end campaign execution including technical setup, audience targeting, creative coordination, and performance tracking.
• Managed ad budgets and optimized campaigns to meet brand awareness and conversion objectives.
• Delivered regular performance reports to senior leadership, translating data into actionable insights.

Digital Marketing Specialist (Ads Focus) - Hakibets - Nairobi, Kenya

(2025-01 - 2025-12)

• Executed and managed paid campaigns across Meta (Facebook/Instagram) and Google Ads, handling full technical setup from audience targeting to creative uploading.
• Monitored daily ad spend and key performance metrics (CTR, CPC, ROAS) to maintain campaign efficiency and flag anomalies in real time.
• Ensured all tracking pixels and conversion events were firing correctly via Meta Pixel and Google Tag Manager.
• Compiled weekly performance reports summarizing insights, trends, and recommended optimizations for management review.
• Coordinated with the design team to ensure ad creatives met platform technical specifications (dimensions, file size, aspect ratios).

Digital Marketer - Organic & Paid Ads - Surebet - Nairobi, Kenya

(2024-03 - 2025-12)

• Managed end-to-end Meta and Google Ads campaigns, including audience setup, bid strategies, and A/B testing of ad creatives.
• Monitored and optimized campaigns daily, adjusting targeting and budgets based on live performance data.
• Oversaw SEO strategy and website content planning to complement paid media efforts.
• Delivered consistent performance reporting to leadership, highlighting ROAS improvements and budget utilization.

Head of Digital Marketing - Odipay (Fintech) - Nairobi, Kenya

(2023-08 - 2024-03)

• Built and managed the full paid media strategy for a fintech brand from the ground up, covering Meta and Google Ads platforms.
• Owned the ad budget, led campaign rollouts across product launches, and optimized conversion funnels for key KPIs.
• Implemented tracking frameworks to measure campaign attribution and customer acquisition costs.
• Drove user acquisition growth through retargeting, lookalike audiences, and conversion-focused campaigns.

Social Media Manager - Valhalla Technology Lab - Kenya

(2019 - 2023)

• Managed organic and paid social content across Facebook, Instagram, Twitter, and LinkedIn.
• Developed data-driven content strategies that increased reach and engagement benchmarks year-over-year.
• Coordinated with creative teams to produce and schedule platform-appropriate ad assets.

Bachelor's Degree - Journalism & Mass Communication - Masinde Muliro University (2021)