Nellions: E-Commerce Transformation Case Study

The Challenge

For over a decade, Nellions — Kenya’s leading moving company — was operating a Strategic Business Unit (SBU) whose purpose was to sell moving boxes and packing materials.
This was primarily done via phone calls and lead generation forms through the company’s main website.

While slow but functional, the process was plagued with bottlenecks typical of such setups: human error, systemic inefficiencies, and lack of data for strategic decision-making.

The Solution

I recommended a radical strategic initiative to increase the sales of this SBU — a standalone e-commerce website where customers could order, make payment, and get their goods delivered with minimal interaction.

🔗 Website: [shop.nellions.co.ke](https://www.twine.net/signin

Key Contributions

• Defined the project scope, objectives, and success metrics in line with Nellions’ growth strategy.
• Created a UX/UI design delivering a clean, intuitive shopping experience.
• Developed the entire platform from scratch, integrating secure payments, real-time inventory management, and delivery tracking.
• Implemented SEO and content strategies to maximise visibility.
• Designed and executed the marketing rollout, including targeted launch campaigns and social media promotion.

Impact

1. Grew SBU revenue by 6× within 6 months of launch.
2. Removed friction from the buying process, improving accessibility to Nellions’ products beyond physical sales.
3. Expanded market reach to customers outside core relocation services, including DIY movers and storage clients.
4. Strengthened Nellions’ positioning as a one-stop relocation partner by combining products and services into a unified customer experience.

Strategic Significance

Nellions Shop is now a scalable, data-rich sales channel that diversifies revenue streams, increases customer lifetime value, and enhances operational efficiency — building a competitive advantage in the East African relocation market.

David Engineering: Digital Transformation Case Study

David Engineering’s digital presence was holding the company back — an outdated website that couldn’t communicate value, no marketing infrastructure, and virtually zero online visibility.

The Solution

I spearheaded their digital transformation, delivering both strategy and execution:

1. Website Overhaul

Designed and launched a modern, mobile-first site optimised for user experience, lead generation, and clear value communication.

2. Digital Marketing Engine

Structured and trained a dedicated marketing role, launched targeted campaigns on Google & Meta, and built consistent SEO efforts.

3. Data-Driven Marketing

Leveraged insights from Google Analytics, Meta Ads Manager, TikTok Insights, and Google Search Console to guide strategy and execution — optimising campaigns in real time, refining SEO performance, creating potentially viral social media content, and uncovering audience behaviours.

4. Customer Engagement Systems

Integrated email and SMS marketing, creating automated, measurable touchpoints along the customer journey.

Impact

1. Brand reach surged from negligible to 800K+ within 2 months of launch.
2. Top-of-SERP visibility on Google and inclusion in AI overviews, boosting authority.
3. Established credibility — positioned David Engineering as a recognised market leader.
4. Created a sustainable growth framework that continues to scale reach, leads, and engagement.