Rori is a free, AI-powered virtual math tutor on WhatsApp designed to support students across Africa through personalized, conversational lessons that improve learning outcomes.

I joined Rori in an initial role focused on social media management and user research, and later had my contract extended into a second phase to lead social media and paid advertising—reflecting the impact we achieved together in the first six months.

Across both phases, I worked closely with internal teams to strengthen Rori’s growth strategy, refine its messaging, and align content, research, and performance marketing into one cohesive system centered on accessibility, trust, and student impact.

When I joined Rori, the platform was still in an early growth phase and needed:

• A stronger organic social media presence to reach students and parents across African markets

• Clearer, more relatable messaging around its value as a free, WhatsApp-based learning tool

• Direct user insights to inform product development and communications

• Content that could build trust and demonstrate real learning impact

• A scalable growth strategy that could move from organic momentum to paid acquisition

The challenge wasn’t just visibility; it was accessibility and alignment: making sure Rori’s communications reflected how real students and families were actually using the product and building a growth system that could scale without losing its impact-first identity.

We began with a collaborative growth process that brought together user research, content strategy, and performance marketing into one integrated system.

Together with the team, I:

• Clarified core audience segments (students, parents, and educators across Africa)

• Designed a content strategy grounded in real user questions and learning needs

• Built a user research framework to collect feedback via interviews and in-app insights

• Aligned product messaging with real student experiences

• Identified storytelling formats that could build trust and highlight learning outcomes

• Developed a phased growth approach that would move from organic traction to paid acquisition

• Built audience targeting frameworks based on usage patterns and user insights

• Defined creative testing plans, budget benchmarks, and performance goals

The strategy centered on learning from users first, then translating those insights into content, messaging, and growth initiatives that could scale sustainably.

I led the end-to-end execution of this integrated growth strategy, working closely with internal teams and external creatives.

This included:

• Managing Rori’s organic social media presence across platforms

• Developing content calendars and storytelling series focused on access, learning, and impact

• Conducting user interviews and feedback sessions with students

• Analyzing usage data and translating insights into product and messaging recommendations

• Coordinating a 10-part live-action and animated video series to showcase how students use Rori, its key features, and real-world learning impact

• Overseeing creative direction, scripting support, production timelines, and social media rollout

• Managing Meta ad campaigns across multiple African markets

• Developing ad visuals and scripts centered on access, learning, and impact

• Running creative tests and A/B experiments

• Optimizing audience targeting and budget allocation

• Building performance dashboards and reporting systems

• Aligning paid strategy with organic content and user research insights

Throughout the process, I acted as both a strategic partner and creative integrator—facilitating feedback, managing iterations, and ensuring that content, research, product, and advertising were continuously informing one another.

This integrated, two-phase growth approach delivered major gains across organic growth, product alignment, and paid performance.

Key outcomes included:

• Improved user numbers through organic social media growth

• Stronger engagement and community interaction

• Clearer value proposition for students and parents

• A highly successful 10-part video series that built trust and brand awareness

• Actionable user insights that informed both product development and communications

• 42% increase in click-through rates (CTR)

• 30% reduction in cost-per-click (CPC)

• 55% boost in overall social engagement

• Improved WhatsApp conversion rates

• Stronger lead quality and campaign efficiency

• A scalable reporting and optimization system for ongoing growth

Most importantly, the success of this work led to my contract being extended to include paid advertising, reflecting the trust the organization placed in my strategic leadership and delivery impact.