I turn cultural intelligence into commercial growth.
I help global brands figure out what's next, where to grow, who to reach and how to turn cultural understanding into commercial opportunity.
With 15 years' experience across Africa, Europe, Asia and North America, I bring together growth strategy, audience intelligence and partnerships to help businesses navigate complexity and find new ways forward.
GROWTH STRATEGY · CULTURE · MARKETING · COMMERCIAL PARTNERSHIPS
POV
Africa is part of my perspective, not just my portfolio.
Based in Accra and British-Ghanaian, I bring a perspective shaped by working across cultures, markets and business environments.
I understand West Africa as a place to build and grow because I live and work here. Combined with my international experience, that gives me a grounded understanding of the opportunities, relationships and nuances that can shape success.
Whether the challenge is entering an African market, connecting a global brand with a new audience or building a strategy that works across multiple regions, I bring local understanding and global perspective to the same table.
The next move starts with a better question.
What if the opportunity isn't where everyone is looking? What if the audience you're trying to reach needs a different approach? What if the right partnership could change the trajectory of your growth?
These are the questions I help organisations answer.
SELECTED WORK
The LEGO Group
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
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.
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
Strategy for a world that won't stand still.
Markets shift. Audiences change. Culture moves faster than most organisations can respond.
The decisions that matter most: entering a new market, reaching a new generation, finding the right partners or building relevance in a changing landscape, rarely have an obvious answer.
That's where I come in.
I work with leadership teams and ambitious brands to make sense of complexity, identify opportunities and build strategies that work in the real world. My approach combines commercial thinking with an understanding of people: what they care about, what earns their trust and what makes them act.
Three ways I help brands move forward
1. Growth Strategy & Market Expansion
Know where to grow. Know how to win.
From market entry and expansion to audience prioritisation and commercial positioning, I help organisations identify where the opportunity lies and what it will take to realise it. I bring structure to difficult decisions and turn ambitious growth objectives into clear, actionable strategies.
Market entry · Growth strategy · Commercial positioning
2. Culture, Gen Z & Audience Intelligence
Understanding what moves people.
I help brands understand the cultural shifts, behaviours and communities shaping the next generation of consumers.
From Gen Z and lifestyle to music, sport and entertainment, I translate audience intelligence into sharper strategy, stronger connections and greater brand relevance.
Cultural intelligence · Audience strategy · Gen Z · Brand relevance
3. Ecosystems
Partnerships, turn the right connections into real opportunity.
I build strategies that connect brands with the talent, platforms, communities and cultural forces that matter. Across music, film, sport and entertainment, I bring the right people together to create partnerships that build relevance and deliver commercial value.
Brand partnerships · Talent strategy · Entertainment · Community
Real Impact.
I specialise in building strategy where there isn't an existing playbook.
Testimonials
Clients
