Pauline Njoroge
Verified Expert in Marketing
Marketing Expert
Thika, Kiambu County, Kenya
Toptal member since July 29, 2024
Pauline is a digital marketing strategist with 15+ years of experience helping service businesses, SaaS platforms, and education providers turn awareness into predictable revenue. She designs marketing systems that improve funnel performance, shorten sales cycles, and scale content operations. Her work delivered a 98% retention rate, 20% more qualified inquiries, and 30–50% lead generation lifts. By simplifying complex challenges, she combines strategy, data, and execution to help close leads.
Project Highlights
Expertise
- Digital Marketing Strategy
- Facebook Ads
- Google Workspace
- Integrated Marketing Communications (IMC)
- Lead Management
- Multichannel Marketing
- SEO Tools
- Strategy
Work Experience
Founder and Lead Consultant: Gratitude Lens
Self-employed
- Built content systems and editorial calendars that reduced production time by 40%, improved publishing consistency, and grew inbound inquiries.
- Leveraged AI tools to create personalized content, enhancing client engagement and saving 15 hours per week on content production tasks.
- Designed customer journey maps and funnel structures that improved engagement at each stage, shortened sales cycles by 15%, and supported long-term client retention.
- Developed full marketing and brand strategies for SMEs and service-based businesses that improved lead quality by 30–50%, strengthened positioning, and increased conversion rates across multiple campaigns.
- Delivered digital marketing training and coaching for founders and professionals. This helped clients improve visibility, confidence, and execution capacity.
- Lectured at the Daystar University and the International School of Advertising (ISA) College - Kenya. Hosted live webinars and live training sessions on emotional wellness, leadership, and brand growth.
- Wrote and self-published my book on Amazon and other platforms. Designed book ideas, cover, and layout design for other authors.
Country Manager | Strategy & Business Operations
Simon Page College of Marketing
- Led strategic planning and operational execution. Increased revenue by 32% through product expansion and streamlined operations.
- Achieved a 98% student retention rate over two years by implementing and optimizing multichannel online marketing campaigns, leveraging email marketing, social media, and content marketing.
- Increased prospective student inquiries by 20% by developing and executing comprehensive digital marketing strategies, including targeted online campaigns and SEO.
- Spearheaded the accreditation of three international programs, expanding offerings and increasing revenue by 32%.
- Streamlined HR, finance, and legal departments, maximizing efficiency and demonstrating strong analytical and organizational skills.
- Built and mentored a strong team. Strengthened processes in marketing, customer management, finance, and student services.
- Introduced Zoho One applications, which improved operational efficiency by 40%.
Country Operations Coordinator | Kenya
3rd Floor Digital
- Coordinated with clients, suppliers, and international sister companies, showcasing exceptional communication and stakeholder management skills.
- Led multi-departmental teams, ensuring efficient operations and demonstrating strong leadership.
- Led and directed the digital team in prospecting and presenting to clients, enhancing digital marketing strategies and client acquisition efforts.
- Developed and executed innovative digital marketing strategies, including app creation, online quizzes, live Q&A sessions, and interactive games, to increase customer acquisition, engagement, and loyalty within the target market.
Program Coordinator
Living Hope Counseling Centre – (A Christian-based non-profit organization)
- Cultivated strong relationships with donors and stakeholders to secure substantial funding for impactful community initiatives.
- Crafted compelling content and managed social media campaigns to boost brand awareness and drive engagement.
- Designed and implemented fundraising strategies, showcasing strategic planning and creativity to drive growth and maintain a robust pipeline.
Business and Marketing Manager
Sere Enkang Ltd
- Increased bookings by 10% and customer retention by 15%.
- Oversaw operations, customer experience, sales, and staff management for the hospitality establishment. Improved service delivery, customer satisfaction, and retention.
- Increased team productivity and job satisfaction through effective leadership and strategic initiatives.
- Managed all aspects of marketing and digital marketing, including strategy development, campaign execution, and performance analysis.
Marketing Account Executive
Fairdeal Group of Companies
- Increased brand sentiment by 15% with CSR programs.
- Developed marketing plans and budgets, showing strategic planning skills.
- Generated a 10% increase in sales leads with engaging client events.
Sales & Marketing Manager
ICE Training and Consultancy
- Launched the inaugural "ICE Magazine," showcasing expertise in writing, project management, and strategic content development.
- Led the marketing and digital marketing departments, overseeing all strategies and execution for online and offline campaigns.
- Moderated the first "ICE Talk Show," featuring industry leaders.
Project History
Digital Marketing Strategy and Execution
Led the development and execution of a digital marketing strategy that increased client conversions by 20%, thereby significantly improving the college's online visibility and student engagement.
Faced with stagnation in online engagement and conversion rates, I developed and executed a dynamic digital marketing strategy, including SEO, social media, email marketing, and content marketing.
By leveraging customer personas and data analytics, I tailored campaigns to specific needs and continuously optimized performance. Collaborating with cross-functional teams ensured alignment with marketing objectives, resulting in a 20% increase in client conversions and enhanced online visibility.
Driving International Growth and Revenue
Spearheaded the expansion of product offerings, boosting competitive edge by 40% and achieving a 32% revenue increase.
The college needed to broaden its global presence and enhance its competitive standing to attract more international students and increase revenue.
I led a cross-functional team in developing and launching three innovative international programs. I conducted in-depth market research and competitor analysis to identify program gaps and opportunities. Next, I developed comprehensive digital marketing strategies to promote the programs, including SEO, content marketing, and social media campaigns. I also managed the accreditation process while ensuring alignment with digital marketing goals—successfully positioning the institution as a leader in international education through effective digital marketing efforts.
Transforming Digital Engagement and Sales Performance
Boosted client engagement and sales by 25% through a data-driven digital marketing overhaul and strategic campaign execution.
The company needed to revitalize its digital marketing efforts to improve sales performance and client engagement. I led a comprehensive digital marketing initiative that began with conducting extensive market research to understand customer needs and competitive positioning. I crafted a strategic digital marketing plan that integrated content creation, SEO tools, and multichannel marketing.
To drive results, I managed and executed targeted email marketing campaigns and social media strategies, utilizing Facebook Ads to increase brand visibility and lead generation. Leveraging Google Workspace and advanced data analytics, I optimized campaign performance and resource allocation. I also oversaw the development and implementation of an effective lead management system to streamline customer interactions and enhance conversion rates.
Transforming Operational Efficiency with Zoho One Integration
Led the integration of the Zoho One suite, resulting in a 40% improvement in operational efficiency
Due to overlapping roles and inefficient use of time and resources, I introduced and implemented the Zoho One suite of applications within six months. This digital transformation overhaul significantly improved operational efficiency by 40%, demonstrating my expertise in driving organizational effectiveness and optimizing workflow and project management. This also led to an increase in customer satisfaction due to better client management.
Education
CIM Level 7 Postgraduate Diploma in Professional Marketing (Equivalent to a UK Master's Degree) in Marketing
Chartered Institute of Marketing - United Kingdom
CIM Level 6 Diploma in Professional Marketing (Equivalent to a UK Bachelor's Degree) in Marketing
Chartered Institute of Marketing - United Kingdom
Certifications
Digital Marketing Certification
HubSpot Academy
Professional Diploma in Digital Marketing
Digital Marketing Institute
Postgraduate Diploma in Professional Marketing
The Chartered Institute of Marketing
Skills
Core
Facebook Ads, Social Media Management, Branding, Social Media Marketing (SMM), Marketing Strategy, Digital Marketing, B2C Marketing, Marketing Mix, Social Media Strategy, Paid Advertising, Lead Generation, Community Management, Google Ads, SEO Tools, Digital Marketing Strategy, Content Marketing, Search Engine Optimization (SEO), Marketing Budgeting, Marketing Analytics, Search Engine Marketing (SEM), Email Marketing, Sales, Marketing Automation, Go-to-market (GTM) Strategy, Omnichannel Marketing, Blogging, Copywriting, Google Tag Manager, SEO Keyword Research, SEO Content, Audience Targeting, Performance Marketing, Funnel Marketing, Landing Pages, Content Creation, Pay-per-Click (PPC), Campaign Management, Strategic Marketing, Digital Campaigns, Marketing Leadership, Growth Hacking, Brand Strategy, LinkedIn Ads, Brand Marketing, Content Strategy, SEO Marketing, Ads
Platforms & Tools
Google Workspace, Zoho, LinkedIn Profiles
Business Models
Business to Consumer (B2C)
Other
Strategy, Multichannel Marketing, Lead Management, Operational Efficiency Improvement, Stakeholder Management, Program Management, Data-driven Decision-making, Market Research, Business Development, Startup Marketing, Customer Acquisition, Growth Marketing, Online Course Design, Growth Strategy, Education, Mentorship & Coaching, AI Content Creation, Campaign Planning, Integrated Marketing Communications (IMC), Marketing Management, Marketing Metrics, Strategic Planning & Execution, Project Management, Cross-functional Collaboration, Resource Allocation, Marketing Reports, Brand Building, B2B Marketing, Fintech, Sales Growth, Reporting, Meta Ads, Paid Media, Content Writing, Website Management, Sales Funnel, Human Resources (HR), Marketing Mix Modeling, Advertising, Copy Editing, Global Digital Marketing Strategy, Digital Innovation, Digital Communication, Data Analysis, Digital Marketing Plan, Digital Transformation, Communication, Operations Management, Financial Management, Leadership, Negotiation, Fundraising, Event Planning, Customer Support, B2B Partnerships, Team Building, Customer Relationship Management (CRM), Promotion, Brand Development, Event Management, Competitor Analysis & Profiling, Accounting, Revenue & Expense Projections, Team Leadership, Web Design, Customer Retention, Video Production, YouTube, Corporate Digital Communications, creating entrepreneurial change, global marketing decisions
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