I solve the problems organisations don't have a playbook for yet.
When markets shift, audiences change, or a business needs to grow somewhere new, that's when I get called. I build the strategy, align the teams, and stay until it holds up in the real world.
Accra based and operating globally.
Languages
EN · ES · PT · Twi
13+ years
experience
Whether it's entering a new market, reaching a changing audience, repositioning a brand or building new partnerships, my work focuses on helping leadership teams make better strategic decisions that lead to measurable commercial outcomes.
The brands that outperform aren't just better at marketing. They're better at understanding where people, markets and culture are moving - and making strategic decisions before everyone else catches up. That's the space I work in.
Over the past decade, I've worked across Europe, Africa and North America with organisations including The LEGO Group, Nike, FENTY Beauty, NFL Africa, YouTube and Spotify. I've built global strategies, launched brands into new markets, developed partnership ecosystems and helped businesses identify opportunities others hadn't yet recognised.
My approach combines consumer behaviour, cultural insight and commercial thinking. I look at how people are changing, where markets are moving and what that means for brands - not just in communications, but across product, partnerships, go-to-market strategy and long-term growth.
Much of my career has involved building where no blueprint existed. From establishing LEGO's global culture marketing capability to advising founders and executive teams on market expansion, I've helped organisations move from uncertainty to clear strategic direction, aligning stakeholders and turning insight into action.
My advantage is cross-domain fluency. Having worked across sport, beauty, entertainment, technology, tourism and consumer brands, I bring an outside perspective that helps uncover patterns, opportunities and growth strategies that aren't always visible from within a single industry.
I've delivered work across Johannesburg, Lagos, Accra, London, Paris, Los Angeles and New York, building strategies designed not just to look good on paper, but to work in real markets with real audiences.
Areas of expertise
Growth strategy and market entry
Brand and marketing strategy
Consumer insight and audience intelligence
Strategic partnerships and ecosystem design
Commercial positioning
Cross-market strategy
Africa and diaspora markets
Sport, entertainment and lifestyle
Youth and emerging audiences
My approach.
I help organisations navigate change by turning shifts in consumer behaviour, markets and culture into growth strategy.
Most organisations don't struggle because they lack ambition. They struggle because the strategy that looked compelling in the boardroom doesn't translate into the realities of the markets they're trying to reach.
I help organisations understand where markets are moving, what consumers will expect next, and what that means for the decisions they make today. From market entry and brand strategy to commercial positioning, my role is helping organisations grow in ways that remain relevant as markets evolve.
Working across Europe, Africa, Asia and North America has reinforced one lesson: successful growth depends on understanding local behaviour, commercial realities and cultural context without losing sight of the bigger strategic objective.
Whether helping The LEGO group rethink cultural relevance, supporting FENTY Beauty's expansion across Africa, exploring how the NFL could establish relevance in Ghana or helping VisitBritain reshape perceptions after COVID, the challenge has always been the same.
The organisations I work with rarely need another marketing campaign.
They need a strategy where one doesn't already exist.
Big Ideas,
Real Impact.
Trusted by: The LEGO Group · FENTY Beauty · NIKE · NFL Africa · Martine Rose · NTS · Serpentine Gallery · NIKE · MERKY · YouTube · TEDX · Sendwave · Premier League
Work with me
Senior in-house role
Director and Head of level. I'm actively looking for a role where the brief is genuinely complex and the ambition is real - brand, marketing, strategy, or partnerships inside a global organisation. Sport, entertainment, consumer goods, lifestyle, or technology.
Based in Accra, open to London and global.
Strategic consulting
I work with global brands on the problems that don't have an obvious answer yet, market entry, brand positioning, campaign strategy, and cultural intelligence across Africa, EMEA, and North America. Defined projects and retained briefs. Senior thinking from day one, involved through delivery.
Through the cultural lens
Culture isn’t a channel. It’s a system.
It’s made up of people, behaviour, platforms, communities, and influence - constantly shifting often faster than brands can keep up!
That’s where most brands get it wrong. They try to insert themselves into culture through visibility.
But visibility without context doesn’t land.
The work is understanding:
where culture is actually happening
who is shaping it
and how to participate without disrupting it
That’s the lens I bring into every project.
My career began in global brand marketing and strategic partnerships at VisitBritain and VisitEngland, where I worked across international campaigns spanning tourism, sport, film, fashion and media.
Collaborating with organisations including the Premier League, Universal Pictures, Warner Bros., Google, Meta, Aston Martin, Channel 4, SuperSport and the British Fashion Council gave me an early understanding of how complex organisations make decisions, align partners and create growth at scale.
That experience shaped the way I work today.
Since then, I've advised global brands, high-growth businesses and public organisations on market expansion, audience strategy, strategic partnerships and commercial growth across Europe, Africa and North America.
Alongside consulting, I contribute through advisory work, speaking and mentoring, supporting organisations and leaders navigating periods of change.
Driven by curiosity and built on intention.
