John Mwai is the Director of Corporate Affairs and Marketing at Zetech University. In this interview, he shares his career journey across communications, marketing and programme roles, his approach to engaging younger audiences, and advice for young professionals looking to build a career in education marketing and communications.
What inspired you to pursue a career in Communications and Marketing?
When I was in lower primary school, deep in central Kenya, I used to narrate to my classmates, off the top of my head, the story of the legendary Wang’ombe wa Ihura without referring to a textbook, and I found storytelling to be quite fascinating. In my mind then, I thought that when I grew up, I would be an author or storyteller.
Just like any other child, my aspirations changed along the way, and by the time I was in high school, I had changed my mind and decided to pursue a career in medicine. When KCSE results came out, I couldn’t secure placement for medicine despite posting a very good performance of a B+ from a local day secondary school.
My late mother once told me she would like me to study and get a job in the public sector because of job security, but I was too young to process that. When JAB (Joint Admission Board, now KUCCPS, a body that places students in universities) called us to review our university placement, I found a course called BSc. Communication and Public Relations at Moi University. To be honest, I didn’t know much about it, but it resonated with two things: the storytelling in lower primary and the idea of a public sector job. I had confused the word “Public” in the course title to mean public sector.
That’s how I ended up studying the course at university and came to really like it. I interacted with great faculty and classmates who made me more passionate. I did my attachment at KBC Corporate Affairs Department, which further solidified my passion for this career. Along the way, I also acquired skills in sales and business development, particularly in the service industry (banking, health and education sectors), which led to a great opportunity to practise both marketing and communications.
What has kept me in the profession is that it is constantly evolving. Martech (marketing technology) and audience behaviour keep changing, so there is always something new to learn. At the same time, the fundamentals remain the same: understanding people (publics), telling meaningful stories, building trust and delivering communication that supports the organisation’s objectives.
What does your day-to-day role as Director of Corporate Affairs and Marketing at Zetech University involve?
This role basically takes care of two things: University Relations and University Advancement. I lead a team that coordinates the following functions in the university: Public Relations, Social Media Management, Brand and Creative Communication, Digital Marketing, Call Centre, Customer Service, Outdoor Marketing, Alumni Engagement, International Affairs, New Student Recruitment and Partnership Development.
My typical day could be something like an hour-long meeting to discuss the status of new student recruitment, content schedule review, an MoU signing, press release review, entertaining a visiting delegation, a catch-up call with an advertising executive, an update on bad press to the Vice-Chancellor and management, writing a speech for a visiting chief guest, emceeing an event, not forgetting administrative aspects such as budgets and staffing.
Ultimately, I see the role as sitting at the intersection of reputation management, engagement and growth. It is about ensuring that what Zetech University stands for is clearly understood and that our communication contributes meaningfully to the university’s strategic objectives.
Gen Z and prospective students digest information very differently from previous generations. How do you keep Zetech’s brand voice relevant and engaging across modern platforms?
Our brand manual has a lot of emphasis on our tone and demands that it must always be cognisant of the dynamics of our target audience (TA). Our key TA is aged between 17–24 years and therefore all communication and engagement seek to meet their expectations in terms of the content we produce and the platforms on which we disseminate it. They value authenticity, relevance, speed and the ability to connect with real experiences.
We are very active on all social media platforms. We also involve our students in generating our content. For example, all our models in our marketing campaigns are students. Involving them in the production of such content helps us to connect deeply with their peers.
Student stories, alumni experiences, campus life, innovation, sports, achievements and the career journeys of our graduates communicate more powerfully than a traditional promotional message.
If you were starting your communications career today, what would you aim to learn first about the business or sector you work in?
That communication is a strategic leadership function that MUST be at the decision-making table and not a tool to correct or explain mistakes and failures in leadership. That view is limiting and outdated. It is through communication that vision is articulated, trust is built, and culture is shaped. It therefore behoves all communication practitioners to position themselves as such and advocate for inclusion in decision-making in organisations they work in.
Looking back at your experience across communications and programme roles, what skills have you found to be transferable across both areas?
People skills, critical thinking, emotional intelligence and adaptability. These skills, coupled with your technical abilities, propel you to exploit your professional potential.
And, of course, communication itself remains fundamental. Good communication is not simply about speaking or writing well. It is about listening, understanding different perspectives, influencing people and creating alignment.
What advice would you give to young professionals interested in education marketing and communications?
My first piece of advice would be to learn the education sector, not just communications. Education marketing is different because you are not simply marketing a product. You are communicating an experience, a promise and, in many cases, a decision that can shape someone’s future. That requires you to understand students, parents, educators, employers, regulators and the wider society.
Secondly, build strong fundamentals. Learn to write well, tell stories, research, understand audiences, manage stakeholders and think strategically. Digital platforms are important, but platforms will continue to change. Strong communication principles remain relevant.
Lastly, become comfortable with data. As they say, data is the new oil. Do not measure success only by likes, followers or impressions. Learn to ask what the communication achieved. Did it create awareness? Generate interest? Change perception? Drive engagement? Support a business objective?
Bonus: Be passionate, get a mentor, embrace technology, commit to lifelong learning, join a professional body/community, volunteer, build/document your portfolio and be commercially aware.
Parting shot and my guiding philosophy:
For communicators and marketers, the goal is clear. It’s not about pushing messages but creating relevance that connects. Success means building communities based on trust and shared experience. Communication should shape decisions, guiding vision and culture from the start.
“We need to stop interrupting what people are interested in and be what people are interested in.” Craig Davis (former Chief Creative Officer, J. Walter Thompson)
