KESTER GITHAIGA

I built and scaled a direct-to-consumer digital products business in the music technology and creator economy space, leading growth strategy, customer acquisition, creative development, product marketing, retention, and business operations.

Growth & Business Development

• Generated $200,000+ in direct-to-consumer sales and scaled monthly revenue to nearly $50,000.
• Acquired 6,000+ customers across international markets through customer acquisition and growth initiatives.
• Developed product positioning, pricing strategies, launch strategies, and customer acquisition initiatives.
• Identified market opportunities through customer research, competitor analysis, and direct customer feedback.
• Led strategic decision-making across acquisition, retention, product development, and customer experience.

Creative Strategy & Customer Acquisition

• Conducted extensive customer research to identify buyer motivations, objections, desires, and decision-making triggers used to inform creative strategy and messaging.
• Analyzed customer feedback, reviews, competitor positioning, and market trends to uncover high-converting advertising angles and product opportunities.
• Created, launched, and tested 300+ advertising creatives across multiple campaigns and product launches.
• Developed ad hooks, messaging frameworks, creative briefs, scripts, offers, and campaign concepts.
• Profitably managed and optimized $100,000+ in Meta advertising spend while driving customer acquisition and business growth.
• Built and optimized landing pages, sales funnels, and conversion-focused customer journeys.
• Analyzed campaign performance data to identify scalable creative concepts and growth opportunities.
• Developed creative testing frameworks to improve campaign performance and customer acquisition efficiency.

Leadership & Operations

• Managed and coordinated 30+ UGC creators, freelancers, designers, and creative contributors.
• Directed creative production across advertising campaigns, product launches, and growth initiatives.
• Collaborated with cross-functional teams to execute marketing, product, and growth projects.

• Created sample packs, melody collections, and digital music products for a global audience of music producers and creators.
• Developed commercially viable products based on market trends, customer demand, and emerging industry opportunities.
• Contributed to the growth and success of the WavGrind product catalog through the creation of high-performing digital products.
• Assisted with email marketing campaigns, product launches, and customer engagement initiatives.
• Contributed to advertising creative development by helping create marketing assets and promotional content for product releases.
• Developed strong skills in product development, audience research, creative strategy, and understanding customer behavior.