PROJECTS

Four major case studies below. Then the broader body of work, market entry, talent ecosystems, and brand advisory across Africa, Europe, and North America.

The LEGO Group x NIKE · Global Brand Lead

Sport. Play. Culture. The Campaign That Proved Boundaries Between Iconic Brands Don't Have to Exist.

When Two Icons Decide to Play Together, Someone Has to Make Sure the World Feels It.
Led end-to-end strategic development of the global campaign architecture, working across Nike Global, Nike EMEA, and LEGO leadership simultaneously. Directed cross-functional alignment, owned full agency management, and led the A'ja Wilson minifigure programme, a landmark moment at the intersection of sport, representation, and play. Facilitated senior creative workshops in New York to unlock campaign direction across both organisations.

→First-of-its-kind collaboration between two category-defining brands — executed with brand integrity across every market

→Set the new benchmark for how LEGO builds and operates global strategic partnerships

2 global brand
organisations aligned

160+
markets reached 
The LEGO Group · Global culture marketing lead

Where global entertainment, product marketing and culture came together.

Pharrell Williams x The LEGO Group

When one of the world's most influential creatives partnered with one of the world's most recognisable brands, the challenge wasn't simply launching a film. It was building a single global campaign that connected entertainment, retail, product, partnerships and culture into one seamless experience.

As Global Campaign Lead, I developed the overarching strategy and led delivery across Universal Pictures, Focus Features, The LEGO Group, Pharrell Williams' team, global agencies and brand partners. From creative alignment and cultural strategy to retail, PR, influencer programmes and experiential activations, I ensured every audience encountered the same story—whether through cinema, stores, social media or live experiences.

→ Unified film marketing, retail, product and brand partnerships into one global campaign across five international markets

→ Led strategy and delivery across London, Paris, Los Angeles, New York and Chengdu, aligning multiple agencies, partners and stakeholders behind one creative vision

→ Helped redefine how entertainment launches can live simultaneously in culture, commerce and retail

£100M+brand investment
directed

5 global cities activated 

3.3M+
organic views,

22M+
reach, TikTok global launch
FENTY Beauty  West Africa market entry · Ghana, Nigeria & South Africa

Taking FENTY Beauty into West Africa, ensuring cultural credibility before commercially inevitable

Built FENTY's cultural entry architecture for West and Southern Africa from scratch: consumer positioning, competitive analysis, channel strategy, and activation design across three distinct markets. In Lagos, delivered the first consumer activation — a three-day experiential programme that set the blueprint for credibility-first brand entry. In Accra, led full strategy and execution, managing all in-market agency and partner relationships. Built for commercial traction, not a single spike.

→The replicable blueprint for West Africa market entry, earned proximity over paid reach

→Foundation for FENTY's sustained regional presence across three markets

3
markets launched

+15%
sales uplift Accra 
The LEGO Group ·  Global culture marketing lead

The LEGO Groups culture marketing strategy.

When one of the world's most iconic brands decided to make culture a strategic growth driver, there was no playbook. The challenge was to define what culture-led marketing should look like across a global organisation, and building the capability to deliver it at scale.

As Strategy Lead, I led the development of LEGO's first global cultural marketing framework, working closely with C-suite leaders, regional teams and core markets to define a long-term strategic direction. To ensure the thinking was robust, I brought in specialist agency partners to challenge assumptions, facilitate workshops and pressure-test the vision against evolving consumer behaviour, cultural shifts and business priorities through to 2027 and beyond.

The result was a new operating model, one that gave markets a shared language, clearer decision-making frameworks and a more consistent approach to investing in culture globally.

→ Established LEGO's first global culture marketing capability, creating the strategic foundations for future investment across more than 60 markets

→ Led executive alignment across global leadership, regional teams and external partners, building consensus around a long-term vision for 2027 and beyond

→ Designed and facilitated strategic workshops that translated cultural insight into practical business decisions, shaping how one of the world's biggest brands approaches culture at scale

→ Created a repeatable strategic framework that markets could apply consistently while retaining local cultural relevance.

More Work

  • NFL AFRICA

    Making an American sport native to a West African youth audience

    Full Ghana market entry: brand positioning, consumer strategy, talent integration, partner ecosystem, and on-ground execution. Built the infrastructure that outlasted the launch.

    Market entry · Strategy · Execution

  • VisitEngland / VisitBritain

    Global and National-scale integrated campaigns with government accountability

    Managed £5M 'Escape The Everyday' campaign (¾ of all UK adults, 4.7× frequency). BAFTA-nominated partnership series. 22M reach in 3 weeks. Full MROI reporting.

    Campaign leadership · Budget management · MROI

  • YouTube · Spotify · Adidas

    Cultural strategy & market entry across African and global markets

    Cultural positioning, youth audience strategy, and partnership architecture for platforms and brands entering African markets or deepening presence within them.

    Cultural strategy · Africa · Partnerships

  • Cape Town Tourism · TEDx Accra · Chivas Regal

    Brand positioning and cultural narrative in complex, multi-audience markets

    Strategic advisory across destination brands, cultural platforms, and consumer goods, building credible cultural narratives in markets that resist surface-level engagement.

    Advisory · Positioning · Africa

  • FREE THE YOUTH

    Marketing activations

    Brand launch in Ghana: store opening, pop-up, world tour programming, and a 360 marketing campaigns built from scratch. No playbook. No precedent. Just a deep understanding of what the market needed and the strategy to deliver it.

    Brand Strategy · Marketing + Events · West Africa

  • Global Citizen · Black Start Line Fest · City Splash

    Talent Relations

    Led artist relations, hospitality, and on-site execution for artists including Stormzy, SZA, Erykah Badu, and Usher across Global Citizen Festival, Black Star Line, and City Splash, acting as the primary liaison between talent, Global Citizen, and UMG.

    Talent Relations · Live Events · Artist Strategy

  • First Day on Earth — Michaela Coel

    HBO · A24 · BBC

    First Day on Earth — Michaela Coel

    International cast coordination across a globally distributed, culturally significant production. Thandiwe Newton, Ncuti Gatwa, Danny Sapani.

    Cast Coordination · Production · Africa · Global

  • HOKA · JD SPORTS · Earned Recovery

    Brand Partnership, USA

    Delivered a strategic brand partnership between HOKA, JD Sports, and Earned Recovery in Houston. Leading marketing activation, partnership strategy, and execution for the athlete-founded wellness and recovery platform.

    Activation · Consulting · USA · Global Brand

Not everything is listed here.
Some of the most interesting work isn't public. If you want to understand how I approach a brief, the best way is a conversation.

Get in touch

2025

London

The Play Arena, Sepentine Gallery

“The final outcome was even better than we imagined. A great experience all around.”

CEO, Serpentine Gallery