Growth strategy for global brands navigating change.

Growth Strategy | Marketing | Market Expansion | Partnerships

View my work

I'm a Growth Strategy and Marketing leader with 12+ years' experience helping global organisations grow across Africa, Europe and North America.

The biggest growth decisions rarely come with a clear playbook.

Markets shift. Audiences change. What worked before stops creating the same results.

I work with leadership teams to decide what's next.

Where to grow. Which markets to enter. What audiences to prioritise. How to build the capabilities needed for long-term growth.

SELECTED WORK

Pharrell Williams X The LEGO Group
Pharrell Williams X The LEGO Group

The LEGO Grop
Global Brand Strategy & Cultural Growth
Defined LEGO's global approach to audience strategy and cultural partnerships across 60+ markets, giving teams a consistent way to identify opportunities, prioritise investment and plan for long-term growth.

FENTY Beauty
Africa Market Entry Systems
Designed the Africa market-entry strategy across Ghana, Nigeria and South Africa, delivering 15% retail sales growth in Accra and establishing the regional approach.

NFL AFRICA LOGO

NFL AFRICA
Developed the commercial strategy for the league's launch in Ghana, attracting more than 1,550 attendees and helping establish the foundation for expansion into Nigeria and Kenya.

Cultural Talent & Ecosystem Design
Building strategic partnerships between brands, talent and cultural platforms to create audience relevance, commercial value and long-term growth. Experience includes Global Citizen Festival, Black Star Line Festival, City Splash, HBO, A24 and BBC productions.

View Portfolio

IMPACT

160+

Markets reached‍ through global brand campaigns

£100m+

Marketing budget responsibility.

6

African markets launched into

34%

Audience engagement uplift across 22 global markets.

12+ years

Building growth strategies across global markets.

15

cross-functional leadership across Europe, Africa, Asia, North America

About me

British-Ghanaian, based between London and Accra.

Over twelve years experience across growth strategy, marketing, partnerships and market expansion.

I've worked with organisations across Africa, Europe and North America, helping leadership teams make decisions about growth, audiences and commercial opportunity.

Working between global brands and one of the world's fastest-changing consumer markets gives me a perspective that's difficult to replicate.

I see shifts in consumer behaviour early and translate them into business decisions organisations can act on.

Currently open to Director-level leadership opportunities and selected strategic partnerships.

Cecelia Adjei — Growth Strategist | Brand & Market Strategy
Cecelia Adjei — Growth Strategist | Brand & Market Strategy
Learn more

Real Impact.

I specialise in building strategy where there isn't an existing playbook.

Testimonials

  • Cecelia has always impressed me with her insight, strategic thinking and creative vision. She has done amazing work building cultural brands! I'd highly recommend working with her.

    Theo, Founding Partner, Warm Street

  • "Building community, developing marketing capacity and being a joy to be around!"

    Rhona, Editor in Chief, Thiird Magazine

  • "An expert in all things partnerships, skilled in creating truly authentic inspiring campaigns".

    Lottie, VP Brand & Transformation

  • "A fountain of knowledge!"

    Executive at Adidas

  • "Cecelia's knowledge, attention to detail and commitment to quality truly stood out.”

    Nokwanda, FENTY BEAUTY, Africa

  • Cecelia helped me to build robust frameworks to drive effective change through partnerships and comms! An asset.

    Jaz Marfo, Career Coach & Senior Community Manager

  • "A true expert in the areas of marketing that are nuanced and ever evolving from culture, collaborations, talent and partnerships."

    Katy - Culture Marketing Director, The LEGO Group

  • I worked with Cecelia to establish brand voice, target audience and direction. We had a brief - she delivered. Kept me abreast through all stages and the concrete plan of action we use daily!

    Julian Boaitey, CEO & Founder, Yendy Skin 

  • Cecelia is truly an incredible, innovative thinker who has bags of energy which is courageous and empowering. She is a straight talking strategist whose curiousliy has led us to solid reccomendations. Every interation I’ve had with her leaves us wanting more - don’t take my word for it…call CeCe, you won’t regret it.

    Sam B, CEO Trippin/All Corners

  • CeCe, I love the way you think! You know the market (Nigeria) and were an ease to work with!

    Zoe Hodges, Metallic Inc. 

  • Cecelia, thank you for everything! You know the market, have a solid business and we wouldnt have been able to do this with you! All the solutions , calm and creativity!

    Vanessa Azar, FENTY Beauty, Regional Manager 

  • This sort of innovative but meaningful work can only be driven forward by those with resilience and imagination beyond the norm. And it takes a healthy dose of confidence and belief in what's right to lead people through uncertainty, especially in an organisation like LEGO ®. Thank you for bringing all of this in spades to this project.

    Katy Woodrow-Hill, Director, The LEGO Group

Clients

Clients and collaborators