Past Projects

A selection of work across strategy, partnerships, and campaigns - shaping how brands enter and operate within culture.

Not every project is public. What’s shared here is a focused view of how I think, build, and deliver across markets. Each project reflects a different entry point into culture: from defining strategy to building partnerships and bringing campaigns to life.

The LEGO GROUP
Culture Marketing and Global Campaign Strategy
Repositioning a heritage brand through culture-led partnerships.

Led culture marketing strategy across global campaigns, defining how LEGO shows up within youth culture and wider entertainment ecosystems. Directed talent and creator partnerships, working with A’ja Wilson and Pharrell Williams, and shaping integrations across global sport and entertainment campaigns.
Aligned internal teams and agency partners (M&C Saatchi, Translation) to translate strategy into consistent global execution.

Impact
→ Shifted LEGO from product-led marketing to a culture-driven brand system
→ Delivered campaigns spanning multiple markets, talent ecosystems, and global audiences

NIKE x The LEGO Global Culture Partnership (Brand Lead) Shaping a first-of-its-kind collaboration between two global brands. NIKE and The LEGO Group came together for a landmark global partnership- bridging sport, play, and youth culture at scale.
Led brand and culture strategy across the collaboration, defining the strategic narrative and campaign platform across global markets. Directed cross-functional teams across NIKE global and EMEA, LEGO leadership, and agency partners, aligning storytelling, creative, and execution end-to-end.

Led athlete and creator integration strategy, including A’ja Wilson minifigure development and wider sport-led storytelling across campaign touchpoints.

Impact
→ Delivered a first-of-its-kind global partnership between two category-defining brands
→ Established a new benchmark for collaboration across sport, play, and youth culture

FENTY Beauty
Strategy & Execution (West Africa Market Entry)
Driving market entry and expansion across Ghana and Nigeria. FENTY Beauty required a culturally grounded approach to enter Ghana and re-establish relevance in Nigeria, aligning global brand positioning with local market realities. Led strategy and execution across both markets, defining positioning, partnerships, and activation rollout.

Presented strategic direction to global leadership and aligned cross-market teams across Ghana and Nigeria to deliver locally relevant execution.

Impact
→ Delivered multi-market rollout across West Africa with aligned global and local strategy
→ Positioned FENTY Beauty for culturally relevant market entry and renewed regional presence

HBO/A24
Cast & Cultural Coordination (Lead)
Led cast coordination across First Day on Earth (A24 / HBO / BBC), in Accra overseeing the full cast ecosystem as the central link between production, creative, and talent teams. Worked closely within the core production structure, supporting Michaela Coel and senior cast to ensure alignment across scheduling, on-set execution, and cultural context.

Impact: Delivered seamless coordination across cast and production teams on a culturally nuanced international production.

EARNED RECOVERY X HOKA
Consultant, Cultural Activation (Houston)
Led cultural activation for HOKA x Earned Recovery in Houston, shaping how the brand showed up within running, recovery, and community wellness culture.Directed talent, community, and on-the-ground execution across brand and production partners.

Impact: Strengthened HOKA’s relevance through a community-led cultural wellness experience.

NFL Africa
Comms & Talent Lead (Africa Market Activation)

Supporting the NFL’s cultural entry and activation across African markets. Led communications and talent strategy for NFL’s entry into Africa, shaping how the league established cultural presence and brand relevance across key markets. Worked across internal stakeholders and external partners to design entry narratives, talent engagement frameworks, and early-stage cultural positioning for Africa-facing activation.

Continued as a strategic consultant on NFL Africa initiatives, to support and cultural relevance across market development.

Impact: Supported the foundation of NFL’s cultural and brand entry into African markets through talent-led and communications strategy.

Brand Advisory
Various brands

Advised global brands and organisations including NIKE, Chivas Regal, Metallic Inc., NAYA BY AFRICA and the United Nations CCA on strategy, market insight, and brand positioning. Delivered research, market entry insight, and strategic direction across Africa and diaspora audiences, supporting brand activity, partnerships, and cultural engagement.

Spotify Africa
Cultural Production & Campaign Strategy (Ghana)

Spotify required culturally grounded content in West Africa that could travel globally while remaining authentic to local creative ecosystems. Led cultural production and campaign planning in Ghana, directing on-the-ground execution across talent, creative teams, and production partners. Shaped storytelling that reflected local fashion + music culture while aligning with global platform distribution.

Impact
→ Delivered Ghana-based cultural content distributed across Spotify’s global platform
→ Positioned local creative ecosystems within global music discovery narratives

FREE THE YOUTH
Head of Marketing

Led marketing strategy and brand positioning for FREE THE YOUTH, shaping how the platform connects with youth culture and creative communities. Worked across campaigns, partnerships, and content strategy to drive engagement across fashion, music, and cultural ecosystems.

Cape Town Tourism
Strategy

Developed cultural strategy for Cape Town Tourism, shaping how the destination shows up through culture, community, and local storytelling. Defined positioning and strategic direction to move beyond traditional tourism marketing toward a more culturally grounded narrative.

Music activation (Kenya)
Comms and partnerships
Led communications for a music-led cultural activation with Boiler Room in Kenya, curating a platform with leading Kenyan drill artists.

Shaped narrative and audience strategy across local and diaspora channels, activating UK-based Kenyan communities to extend reach and cultural impact.

Foundervine
Marketing & Programming

Worked across marketing and programme delivery across partnerships with Barclays and Wray & Nephew, shaping founder-focused content and engagement strategy.

Connecting stakeholders, talent, and community networks to deliver culturally relevant programming.

Not every project is public.
More work available on request.

And more..

My passion

I work across cultural strategy, partnerships, and talent ecosystems - connecting insight, people, and platforms to shape how brands operate in culture.

This includes:

  • Africa market entry and cultural positioning

  • Diaspora audience strategy and engagement

  • Talent, artist, and influencer partnerships

  • Cultural marketing and brand strategy

The work isn’t campaign-led. It’s culture-led first. And that changes what resonates … and what lasts.