The work brands need when the standard playbook won't travel.
I work with global consumer, lifestyle, and entertainment brands as a strategic partner at director level - from strategy through to execution.
The strongest engagements are complex: markets that require cultural intelligence, campaigns that must earn trust, and partnerships that need to hold across multiple audiences.
One senior point of accountability from strategy through to execution.
Trusted by
Ways to work
together
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For brands building campaigns that need to work across cultures, not just markets. I develop the strategic platform, lead the cultural brief, align internal and agency teams, and stay in the room through delivery. This is the work I led at The LEGO Group across the Pharrell Williams and Nike x LEGO campaigns: culture-driven global systems, not one-off moments.
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Cultural intelligence: For global brands entering African markets - or those already there, not getting it right. I build the strategy that replaces the Western playbook with something that actually lands: grounded in real cultural behaviour, real partnerships, and real proximity to the audience. I've done this for FENTYY Beauty across Ghana, Nigeria and South Africa, and for NFL Africa's launch into Ghana. The insight isn't transferable from other markets. It's built here.
This includes
Market entry strategy and cultural positioning
Diaspora audience mapping and engagement
Local partnership and ecosystem design
Brand trust-building with African consumers
On-the-ground activation strategy and oversight
West Africa (Ghana, Nigeria), East Africa (Kenya), Southern Africa (South Africa)
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For brands that want to build authentic partnerships with artists, athletes, creators, cultural institutions - rather than transactional ones. I identify the right talent, shape the integration, manage the relationship, and ensure the partnership holds when it meets the audience. I've done this with Pharrell Williams, A'ja Wilson, Stormzy, Chance The Rapper, Usher, among others.
This includes
Talent identification and partnership strategy
Creative integration and co-development
Artist, athlete and creator relationship management
Cultural institution and platform partnerships
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For brands that need a senior cultural intelligence partner rather than a full engagement.
I work as an embedded advisor - shaping how a brand thinks about culture, reviewing strategy before it goes to market, or providing ongoing counsel on cultural positioning across global or African markets. This is the work I do with YouTube, Spotify, Adidas, and emerging cultural platforms.This includes
Cultural positioning review and audit
Campaign cultural sensitivity and relevance review
Ongoing strategic advisory (retained)
Internal team workshops and capability building
Speaking: keynotes, panels, brand offsites
How to work with me
Project-based
Defined scope, defined outcome
For campaigns, market entry, launches, and activations with a clear brief and timeline. I come in, do the work, deliver the outcome.
Campaign strategy and delivery
Market entry planning and execution
Cultural audits and brand reviews
Retained
Ongoing strategic partnership
For brands that need a senior cultural intelligence partner across the year - embedded in decisions, present across briefs, consistent across markets.
Ongoing cultural strategy counsel
Campaign and partnership review
Africa and diaspora market advisory
Stakeholder and leadership alignment
All engagements are scoped individually. No fixed packages - because the brief always comes first. Start with a conversation and we'll build the right structure from there.
Start with a conversation
Tell me what you're trying to build, where you're trying to go, and what's in the way. We'll work out from there whether and how to work together.
Process*
Plan with Purpose
1Discovery call
30 minutes. You tell me the brief, the market, the challenge. I tell you whether and how I can help. No pitch deck. No wasted time.
Collaborate
02 Strategic proposal
A clear scope of work: what I'll do, what I'll deliver, how long it takes, and what it costs. One document. No ambiguity.
Let’s work
03 Embedded delivery
I work as an integrated part of your team - in your meetings, on your briefs, across your timelines. The strategy and the execution are the same person.
Evaluate
04 Outcome accountability
I don't hand off and disappear. I stay through delivery and I care whether it worked. That's how I know my strategy actually holds when it meets a real audience.