Moringa School
Rebuilding a Leaking Admissions Funnel into a 61% Conversion Growth Engine
Jan 2025 – Present
Moringa School needed a coordinated commercial overhaul, not a campaign. I inherited a fragmented digital presence, a multi-step application journey losing qualified candidates at every stage, and a revenue target of KES 1 billion with no integrated strategy in place. By rebuilding the digital infrastructure, streamlining the admissions process and launching a segmented enrolment growth campaign, I delivered a 25% growth in enrolled students, a 61% improvement in lead-to-enrolment conversion, a 42% rise in application completion rates and a 68% increase in organic traffic within a single campaign period.
Moringa School is a leading technology and professional skills institution in Nairobi, Kenya, operating in a competitive education market with significant revenue growth ambitions. The institution relied heavily on digital channels for student acquisition but had not optimised the end-to-end journey from enquiry to enrolment. As Director of Marketing and Admissions, I held responsibility for the full commercial marketing and admissions remit.
The school's digital presence was fragmented, organic traffic was low and the student application process was a cumbersome multi-step form losing qualified candidates at multiple points before they reached enrolment. With an ambitious KES 1 billion revenue target and no integrated strategy to achieve it, piecemeal improvements were not a viable path. A coordinated, multi-track overhaul was required.
I presented a full diagnostic to the CEO and senior leadership team, securing alignment on a coordinated three-track overhaul covering the digital and website rebuild, the admissions process redesign and an integrated enrolment growth campaign, establishing clear workstreams, accountability structures and weekly cross-functional reviews across the admissions, product and technology teams.
I led the redesign of the school's website and digital learning hub from the ground up, then restructured the student application journey from a cumbersome multi-step form to a streamlined three-step process supported by automated lead nurture sequences and SLA-driven admissions workflows that eliminated delays between enquiry and enrolment.
I launched a segmented enrolment growth campaign targeting new market segments including corporate training, regional markets beyond Nairobi and financing-enabled access for cost-sensitive candidates, supported by a structured alumni referral programme and a performance marketing strategy anchored in attribution data.
- ◆Enrolled student numbers grew by 25% within the campaign period.
- ◆Lead-to-enrolment conversion rate improved by 61%.
- ◆Application completion rates increased by 42%.
- ◆Organic traffic grew by 68%.
- ◆The admissions cycle was reduced from 12 days to 7.
- ●Secured CEO and senior leadership alignment on a coordinated commercial overhaul through a structured diagnostic presentation, replacing a culture of piecemeal fixes with a disciplined, multi-track strategy.
- ●Built formalised cross-functional collaboration between the admissions, product and technology teams where none had previously been structured.
- ●Expanded the school's addressable market by introducing corporate training, regional and financing-enabled student segments into the enrolment strategy.
- ●Created a repeatable admissions operations model with documented SLAs, automated nurture sequences and attribution reporting for ongoing campaign optimisation.
Conversion problems are rarely single-channel problems. The funnel at Moringa was leaking at the digital, process and campaign layers simultaneously, and only a coordinated multi-track approach produced the step-change results the business needed.
The Moringa School engagement demonstrates that commercial growth in complex educational institutions requires strategic alignment across marketing, admissions, product and technology. By taking ownership of the entire initiative and executing across all three tracks simultaneously, I delivered results that advanced the institution measurably toward its KES 1 billion revenue milestone.
- ◆HubSpot CRM for lead nurture sequence design, admissions pipeline management and conversion tracking.
- ◆Google Analytics 4 for traffic analysis, conversion path reporting and campaign attribution.
- ◆SEMrush for organic search audit, keyword strategy and content optimisation to drive the 68% traffic growth.
- ◆Google Ads and Meta Business Suite for performance marketing campaign management across target segments.
- ◆Looker Studio for marketing analytics dashboards and executive reporting infrastructure.
