Selected Work
Selected work across strategy, partnerships and cultural systems, showing how brands move into culture and sustain presence within it.
The LEGO GROUP
Culture Marketing and Global Campaign Strategy
Repositioning a heritage brand through culture-led partnerships.
Built global cultural marketing systems across sport, music and youth culture, shaping how LEGO operates within culture across markets and channels. 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.
This work focused on moving beyond campaign-based marketing into structured platforms that connect product, talent, and storytelling over time.
Selected work:
NIKE x LEGO — global cultural collaboration system across sport, product and storytelling
Pharrell Williams x LEGO — multi-city cultural platform spanning Chengdu, Paris,
LA, NYC & Piece by Piece integrationSerpentine Gallery (Play Arena) — cultural programming and partnership design
Le Grand Tournoi (Paris) — creator ecosystem model for brand engagement
Keep Playing, See What Happens (USA) - strategic direction and creative development
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)
Led brand and cultural strategy for a landmark partnership between NIKE and The LEGO Group - bridging sport, play and youth culture at global scale.
Defined the strategic narrative and campaign platform across global markets, aligning NIKE global and EMEA teams, LEGO leadership and agency partners across strategy, creative and execution.
Led athlete and creator integration strategy, including A’ja Wilson minifigure development and wider sport-led storytelling across campaign touch points.
Impact:
→ Delivered a first-of-its-kind global collaboration between two category-defining brands
→ Established a new benchmark for sport, play and youth culture partnerships
FENTY Beauty
Strategy & Execution (West Africa Market Entry)
Built FENTY Beauty’s cultural entry system across Ghana and Nigeria.
Defined positioning, partnerships and rollout strategy to align global brand direction with local market context. Led cross-market coordination between global and regional teams to deliver culturally grounded execution.
Presented strategic direction to global leadership and aligned stakeholders across both markets.
Impact
→ Delivered multi-market cultural entry across West Africa
→ Established foundation for long-term regional brand presence
CULTURAL STRATEGY & BRAND ADVISORY (GLOBAL) Independent Cultural Strategy Advisor
Advise global brands on cultural positioning, market entry and partnership systems across Africa, Europe and the US.
Work focuses on building cultural credibility inside ecosystems — not visibility outside them.
Selected clients:
YouTube · Spotify · Adidas · Chivas Regal · Daily Paper · TEDx Accra
Work spans:
Cultural positioning systems
Africa + diaspora market entry strategy
Creator and influencer ecosystem design
Partnership architecture across culture and brand
NFL Africa
Comms & Talent Lead (Africa Market Activation)
Cultural entry strategy for NFL Africa across key markets.
Shaped early-stage brand positioning, talent engagement frameworks and communications strategy for the league’s expansion into African markets. Worked across internal stakeholders and external partners to define how the NFL enters and operates within culture across the continent.
Continued advisory support across cultural and market development initiatives.
Impact:
→ Supported foundation of NFL Africa’s cultural positioning and entry strategy
→ Built early talent-led frameworks for market activation.
CULTURAL TALENT & ECOSYSTEM DESIGN
Brand / Talent / Institution Systems
Work across artists, athletes, platforms and cultural institutions to structure aligned partnerships across global entertainment ecosystems.
Selected work:
Global Citizen Festival — artist relations (Stormzy, SZA, Tems, Usher)
Black Star Line Festival / City Splash — artist and production leadership
HBO / A24 / BBC — First Day on Earth (cast coordination: Michaela Coel, Thandiwe Newton, Ncuti Gatwa)
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.