About me
I help global brands understand culture and move with intention.
I’m a Cultural Strategy Director and brand consultant working at the intersection of culture, creativity, and global brand systems. My focus is simple: how brands enter culture through strategy, partnerships, and talent and how they build relevance that is earned, not manufactured.
Alongside brand work, I’ve always worked with the communities behind culture, supporting and mentoring young creatives, artists, and cultural operators across different markets. It’s a quieter part of the work, but a consistent one: sharing access, perspective, and experience where it can actually open doors.
My work spans Africa and international markets, supporting organisations navigating where sport, music, entertainment, lifestyle, and youth culture collide in real time.
Across: Africa · UK · Europe · US · Asia
Focus: Culture · Partnerships · Talent · Strategy
How I think about Culture
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.
Culture isn’t a channel. It’s a system.
I work with brands, agencies and cultural organisations across strategy, partnerships and cultural positioning. Shifting from campaigns → world-building ecosystems.
Cultural Strategy Turning cultural understanding into clear direction for how brands should show up, and when they should’nt.
Brand Partnerships Building collaborations with platforms, institutions and cultural spaces where influence already exists.
Talent & Influence Working with artists, athletes and creators to shape partnerships that feel natural on both sides not manufactured for campaigns.
Africa Market Entry Helping global brands enter African markets with cultural awareness, patience, and long-term intent, not short-term visibility.
Diaspora Engagement Shaping how brands connect with global African audiences through identity, culture and lived experience, not just targeting.
In the details
Where? I’m based in Accra and work across Africa, the UK, Europe, and the US.
A core part of my work is helping global brands navigate:
Africa market entry and expansion
culturally intelligent positioning across African markets
diaspora audience engagement
partnerships within local creative and cultural ecosystems
Africa is not emerging. It’s already shaping global culture.
The brands that recognise that early are the ones that win.
I’m interested in how culture moves before it becomes visible and what brands do in the gap most of them don’t see.
I started my career in global brand and partnerships leadership at VisitBritain/VisitEngland, working across international marketing and large-scale campaigns.
That work sat across sport, film, fashion and media, in partnership with organisations including the Premier League, Universal Pictures, Warner Bros., Google, Meta, Aston Martin, Channel 4, SuperSport and the British Fashion Council.
It gave me a practical view of how global brands operate and where they consistently misread culture.
What stayed with me is simple: brands don’t build relevance through visibility. They build it through participation.
Today, I work with global brands and cultural platforms across Africa and international markets. My work spans strategy, partnerships and cultural activation with organisations including Google, Cape Town Tourism, YouTube, SportsDirect, Trippin World and THIIIRD Magazine.
Alongside consulting, I contribute through advisory work, speaking, and mentorship, working with emerging talent and cultural organisations building inside this space.
Driven by curiosity and built on intention.
