Open to opportunities

Silas Kaptalai

@silaskaptalai

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Industry Manager at Google, driving digital transformation and performance marketing growth across Africa.

Kenya

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What I'm looking for

I’m looking for a role where I can lead client growth, drive digital transformation, and combine performance marketing with measurement and ad-tech. I want high-trust partnerships with C-suite stakeholders and teams that move fast with a “figure-it-out” mindset.

I’m a high-impact Strategic Advisor, Digital Marketing, and Sales Leader with over 12 years of experience, built around turning complex business challenges into measurable growth. I’m currently an Industry Manager at Google, where I break down client problems and translate them into digital strategies that win.

My background in tech (Computer Science) helps me bridge the gap between technical architecture, Digital Marketing, and commercial growth across 15+ African markets. I specialize in guiding tier-1 clients across industries like Banking, Telco, FMCG, Government, and Real Money Gaming.

I lead full-funnel advertising and performance marketing using deep measurement and optimization practices, including Google Analytics and advanced measurement solutions such as Attribution, Incrementality, and Media Mix Modeling. I also drive adaptation of Google Advertising solutions while educating clients on AI-Powered offerings that accelerate business outcomes.

My track record includes 205% Year-Over-Year growth in revenue across my client portfolio, Airtel Africa digital transformation helping them reach 10M monthly active users across 14 markets, and Betika market expansion into Uganda, Ghana, and Ethiopia. Earlier, as a Digital Media Director / Performance Marketing Lead, Head of Performance Marketing, and SEO/PR manager, I built and led high-performing teams, delivered major ROI wins (e.g., 153% ROI for Kenya Airways), and launched SEO improvements across multiple markets.

Experience

Work history, roles, and key accomplishments

Current

Industry Manager, East Africa

Current

Google

Feb 2022 - Present (4 years 4 months)

Drove tier-1 client partnerships and digital transformation across East Africa, delivering 205% year-over-year revenue growth and helping Airtel Africa reach 10M monthly active users across 14 markets. Led Betika market expansion into Uganda, Ghana, and Ethiopia and ran C-suite events to educate the market on new AI-powered Google solutions.

Digital Marketing Strategy Media Mix Modeling Stakeholder Management

Digital Media Director & Lead

GroupM Africa

Apr 2018 - Feb 2022 (3 years 10 months)

Led digital media and performance marketing for major telco, banking, insurance, aviation, tourism, FMCG, and higher-learning clients, delivering end-to-end campaign planning, optimization, and reporting. Drove 268% growth in KCB Kenya scholarship applications and delivered 153% ROI for Kenya Airways’ NBO-NYC launch, surpassing ticket sales targets.

Performance Marketing Media Planning ROI Measurement Client Consulting Cross Functional Collaboration

Performance Marketing, SEO & PR

Ringier One Africa Media

Jan 2018 - Mar 2018 (2 months)

Managed performance marketing, SEO, and PR delivery across multiple brands, ensuring adherence to marketing frameworks and documenting tests and learnings. Launched SEO projects across 15 markets and delivered app campaign installs with CPIs below plan while running PR initiatives to improve brand engagement and SEO rankings.

Performance Marketing PR Keyword Research Content And Media Outreach Coordination

Head of Performance Marketing

Ringier One Africa Media

Jul 2016 - Dec 2017 (1 year 5 months)

Built and led a performance marketing team from scratch, owning DFP, paid search, display, and social strategy and delivery across multiple verticals. Increased display ad revenue by 15%, delivered property leads at 40% lower CPL than prior performance, and scaled operations across 15 markets.

Performance Marketing DFP Ad Management Optimization Paid Search Marketing Display Advertising Social Advertising Budget Management

Online Marketer (Paid Channels)

Ringier Kenya

Aug 2014 - Jul 2016 (1 year 11 months)

Planned, optimized, implemented, and analyzed paid online marketing activities across SEM channels. Managed PPC budgets, supported campaign promotions, and produced SEM reporting and recommendations, including ad copy and keyword research.

Paid Search Keyword Research Budget Planning

Google Student Ambassador

Google

Jul 2013 - Aug 2014 (1 year 1 month)

Acted as a liaison between Google and universities by learning about Google products and programs and supporting campus engagement. Planned and hosted events and provided feedback to help Google understand each university’s culture.

Google Product Advocacy Event Planning Community Building Program Coordination

Data Entry Clerk

World Vision

Dec 2012 - Present (13 years 6 months)

Entered and verified data using SPSS by reviewing, correcting, deleting, or reentering records to ensure accuracy. Performed routine data quality checks during the processing period.

Data Verification Quality Control Record Correction And Reentry