Dr Laila Macharia is a Kenyan changemaker. Through her work with the Aspen Initiative Africa and the Africa Digital Media Institute, she promotes change in Africa by empowering young leaders and creatives. She equips the youth with the skills, mentorship, and opportunities needed to excel in a digital economy.
A significant portion of young Africans lack the technical expertise required by employers. For instance, 64% of entry-level candidates in Kenya are deficient in technical skills, while 46% lack soft skills. Many students pursue degrees that do not meet market demands, especially in STEM fields.
Conversely, employers consistently report that graduates lack critical technical and soft skills, leaving them ill-prepared for high-skilled jobs in technology, renewable energy, and agribusiness. Consequently, over 80% of African workers are employed in informal sectors characterised by low wages and job insecurity.
As the Africa Digital Media Institute (ADMI) chairperson, Laila Macharia is tackling this problem. She realised early that the continent’s creative industries could become the cornerstone of its economic growth. But for this to happen, the next generation of Africans needed the technical expertise to enter competitive global industries.
In response, Macharia has spent years redefining creative education in East Africa and bridging the gap between raw, untapped talent and the skills needed to help the youths build sustainable careers. Her work addresses immediate employment challenges and lays the foundation for Africa’s youth to lead globally in entrepreneurship.
ADMI: Africa’s premier digital media training institution
The Africa Digital Media Institute (ADMI), co-founded by Laila Macharia in 2014, is an incubator for creative tech leaders. ADMI was established to equip young people with industry-specific skills in filmmaking, animation, gaming, music production, content monetisation, digital marketing, and technology.
The Institute emphasises digital fluency and creative skills that align with global market demands. It has trained over 3,500 students; over 60% of ADMI graduates secure jobs upon graduation. Within six months, this percentage rises to over 90%. Additionally, employers rate ADMI’s interns at 4.6 out of 5, with 83% willing to offer full-time positions.
Initiatives like #Gangisha have trained over 8,000 youths across Kenya’s marginalised regions. ADMI collaborates with industry leaders to ensure its curriculum meets international standards.
The Aspen Initiative Africa
Laila Macharia is also focused on leadership development through the Aspen Initiative Africa. She founded AIA in 2022 to identify, mentor, and nurture the next generation of African leaders. Through the Aspen Initiative, she has worked tirelessly to create avenues for youth empowerment, climate action, and governance reforms.
As a corporate finance expert and angel investor, Laila Macharia has made strategic investments in over 20 businesses and serves as chairman for Centum Investments and Absa Life Assurance Kenya. She has also served as Vice Chair of KEPSA (Kenya Private Sector Alliance), advocating for policies that support entrepreneurs, job creation, and private sector growth.
