Brand strategy & positioning
When customers can’t tell you apart.Clarify who you serve, what you stand for and how you sound, so your brand is easy to choose.
Building brands. Developing strategies. Driving business growth.
I help businesses make better marketing decisions, strengthen their digital presence and build strategies that connect their brands with the right audiences.
Irene MuthoniDigital Marketing and Brand Strategist
Creative thinking. Strategic direction. Measurable business impact.
I am an independent Digital Marketing and Brand Strategist, working at the intersection of brand strategy, creative storytelling and performance marketing. My work spans brand positioning, social media strategy, content development, paid advertising across Meta and Google, SEO, influencer marketing, and AI-assisted video production and creative direction.
My approach to marketing is grounded in business objectives. Beyond visibility and engagement, I focus on reaching the right audiences, translating attention into meaningful action, and identifying opportunities to improve customer acquisition, bookings and sales. Every strategy should serve a clear purpose and contribute to the wider commercial goals of a business.
I also recognise that effective marketing extends beyond the marketing function. Through my consultancy work, I have supported sales teams in understanding marketing’s role in the customer journey, strengthening the connection between brand communication, customer engagement and conversion.
My creative foundation is rooted in video production. Between 2015 and 2024, I worked as a videographer and editor, developing a strong understanding of visual storytelling, production and creative execution. Today, that foundation informs how I approach brand communication, content strategy and emerging creative technologies, including AI-powered video production.
9+years across content, video production and digital communications
2015 to 2024working as a videographer and editor
Mass CommunicationBachelor’s degree, Jomo Kenyatta University of Agriculture and Technology
Education and certifications
- Bachelor of Mass Communication, JKUAT2012 to 2015
- Google: Digital Marketing & E-commerce
- UNITAR: Entrepreneurship, Financial Literacy, Innovation & Leadership
Tools
Adobe Premiere Pro, Photoshop, After Effects, Final Cut Pro, DaVinci Resolve, CapCut and Canva. Google Analytics, Meta Business Suite, TikTok Ads Manager, Hootsuite and Instagram Insights. DSLR and mirrorless cameras, gimbals, lighting kits and audio recorders.
Marketing support, matched to the problem.
Digital marketing strategy
When activity isn’t adding up.A clear plan linking channels, audiences and goals, so effort goes where it contributes to growth.
Content strategy & creative direction
When content feels random.A consistent message and visual direction that gives your audience a reason to follow and act. This includes directing and creating video with AI.
Paid advertising & lead generation
When spend isn’t bringing the right people.Meta Ads and Google Ads campaigns, with influencer partnerships where they fit, built around the audience and offer and reviewed against results. I generate more than 500 leads a week for each business through Meta Ads and Google Ads.
SEO & digital visibility
When customers can’t find you.Make your website and online presence easier to discover for the searches that matter to your business, including search engine marketing.
Marketing consultancy
When you need a second opinion.An honest review of your current marketing, with priorities you can act on, and training for sales teams on how marketing supports the customer journey.
AI content strategy, direction & generation
When creating content is slow, costly or inconsistent.I plan the content strategy, direct the creative and use AI to generate video and other content that fits your brand.
- AI-assisted content strategy
- Creative direction for AI-generated content
- AI video generation
Digital marketing training
When you or your team want to do it well, in-house.Practical training for teams and individuals, so you understand how digital marketing works and can act on it with confidence.
- How social media works
- Where to start on each platform
- How customers behave online
- Planning content and campaigns with a purpose
Professional experience
My career moved from video production into digital communications, digital marketing and brand strategy. Specific campaigns and results are in Selected Work below.
- November 2025 to present
Digital Marketer
HealthX Africa
- Lead digital communications and public engagement to drive user acquisition, awareness and adoption of health services and platforms.
- Plan and run campaigns across Meta, TikTok and Google.
- Build audience engagement funnels to improve lead generation and conversion.
- Lead influencer campaigns and partnerships, and work with product and technology teams on tracking and campaign analysis.
Skills: performance marketing and growth strategy, audience analytics, influencer engagement.
Notable work: digital app launch, 5,000 downloads in one week. See the case study
- Ongoing
Multi-account digital marketing management
Cosmic Choices (seven-account portfolio)
- Personally set up, run and monitor Meta advertising campaigns, tracking spend, leads, sales and return on investment.
- Direct the marketers who manage each page, including content priorities, what to publish, when and how often.
- Monitor all seven accounts and analyse spend, leads, sales, engagement, audience growth and ROI.
- Prepare the monthly performance reports and recommend where to improve.
Skills: paid media management, marketing team direction, performance analysis and reporting.
Notable work: October 2026 report, KES 3,454,059 in sales across the portfolio, up 46% month on month. See the case study
- September 2024 to September 2025
Communications & Social Media Consultant
Ruby Interiors and Bespoke Wallcovering (client consultancy)
- Ruby Interiors: developed digital communication strategies, managed Instagram, TikTok and Facebook, produced video, photo and campaign content, coordinated influencer partnerships and supported communications for corporate events and exhibitions.
- Bespoke Wallcovering: managed digital communications and social media, produced visual and video content, and coordinated editorial planning and scheduling.
Skills: social media strategy, multimedia content production, influencer partnerships, audience analytics.
Notable work: Ruby Interiors Instagram from 6,000 to over 10,000 and TikTok from 111 to over 7,600 in eight months; Bespoke Wallcovering Instagram from 17,000 to over 21,000. See the case studies
- 2019 to 2024
Videographer & Editor
Ambition Media House
- Produced and edited commercial and digital media content for a range of clients and organisations.
- Developed visual storytelling concepts aligned with communication and public engagement objectives.
- Managed video production from planning and filming through post-production.
- Worked with clients and stakeholders to deliver multimedia content optimised for digital platforms.
Skills: visual storytelling, video production and post-production, client collaboration.
- 2017 to 2018
Videographer & Editor
PrinceCam Media
- Produced promotional and documentary-style video content.
- Managed filming, editing and post-production workflows.
- Delivered multimedia content tailored to client communication objectives.
Skills: filming, editing, post-production workflows.
- 2015 to 2016
Videographer & Editor
Charlies Travels
- Produced travel-focused visual content to promote destinations and services.
- Created multimedia content for marketing and public communication campaigns.
- Edited digital stories optimised for online audiences.
Skills: visual content for marketing, digital storytelling.
- 2012 to 2015
Community Volunteer
Children’s Home
- Took part in weekend volunteer activities supporting children and youth development, including educational, recreational and community engagement activities.
Skills: community engagement.
Campaigns and the thinking behind them.
Every result belongs to the client named beside it. The projects ran over different periods, so the figures are not comparable or additive.
Featured case study
Cosmic Choices
Multi-Account Digital Marketing Management & Performance Strategy
Seven accounts. Integrated marketing direction. Performance-led decision-making.
KES 3,454,059reported sales across seven accounts, October 2026, up 46% month on month
September
October
These are the combined results of the seven-account portfolio, not one business alone. Figures come from my October 2026 monthly report. Visit website
Overview
I oversee digital marketing across seven business accounts in the Cosmic Choices portfolio, combining paid advertising, social media direction, content oversight and performance analysis.
My role goes beyond campaign execution. I personally manage Meta advertising and monitor account performance, and I direct the marketers who run the individual pages. I also prepare the monthly performance reports and turn the data into recommendations for the business.
What I personally do
- Set up, run and monitor Meta advertising campaigns across the portfolio
- Direct the page marketers on what to publish, when, and how often
- Monitor all seven accounts: spend, leads, sales, engagement, audience growth and ROI
- Prepare the monthly reports and recommend where to improve
October 2026 performance overview
Reported salesKES 3,454,059Up 46% from KES 2,365,748
Advertising spend+38%Month on month
Blended ROI8.3xImproved from 7.9x
Engagement+45%Month on month
New followers418Compared with 124 in September
Leads6,893From 5,980, up 15%
Cost per leadKES 60.15From KES 50.14, up about 20%
September vs October
September October
Month-on-month change
Results Cost measures
Sales
+46%
Engagement
+45%
Advertising spend
+38%
Cost per lead
+20%
Leads
+15%
Spend and cost per lead rose alongside results, which is why the analysis looked at efficiency as well as growth.
Charts are drawn from the figures in my monthly report. They are not platform screenshots.
How I direct marketing execution
- Run the paid mediaI set up, manage and monitor Meta campaigns, watching spend, leads, sales and ROI.
- Set the content directionI guide the page marketers on priorities, what to publish, when, and how often.
- Monitor every accountI track content performance, engagement, lead generation, ad efficiency and reported sales.
- Report and recommendI prepare the monthly report, spot trends and weak accounts, and recommend what to change.
Insights and recommendations
The analysis went beyond reporting positive results. It identified rising acquisition costs, shifts in sales performance and opportunities to improve campaign efficiency. Looking across the portfolio, it also flagged underperforming areas, including sales that fell despite higher advertising spend and acquisition costs that rose. The recommendations covered four areas: advertising budgets, lead efficiency, content consistency and account-level performance.
The value: marketing is run as a coordinated business function informed by data and commercial goals, not as a collection of separate posts and campaigns.
Separately, sales increased by 10% during my consultancy, recorded in analytics and sales records outside the October report.
My approach
I believe marketing should be connected to business objectives.
It isn’t enough to consistently publish content, generate impressions or accumulate followers. Businesses need to understand who they’re reaching, what they’re communicating, whether their marketing is attracting the right customers and how those activities contribute to growth.
Strategic thinking
Goals and audience first, tactics second.
Creative execution
Ideas and content that people notice and remember.
Data-informed decisions
Measure what matters and let it guide the next move.
Continuous improvement
Review, learn and refine, rather than set and forget.
Insights
Perspectives on marketing, brand and growth. New articles will appear here.
Let’s make your marketing work harder.
Whether you’re building a new brand, improving your digital presence or trying to get more from your marketing investment, let’s talk.
