The best growth opportunities are rarely obvious.
Making it, make sense.
I help organisations turn shifts in people and behaviour into strategy that drives growth.
The Receipts
160+
Markets reached through global brand campaigns
£100m+
campaign and brand investment supported internationally
6
African markets launched into
10+ years
leading culture, brand and market strategy
15
cross-functional teams led across Europe, Africa, Asia and North America
The most interesting briefs arrive without a blueprint.
A market that's changing faster than the strategy. An audience that won't respond to what worked before. A business trying to grow somewhere new, or stay relevant where it's losing ground.
That's where I do my best work.
I'm Cecelia, a growth strategist working across Africa and global markets. Throughout my career, I've been brought into moments of change - when organisations need to make sense of uncertainty, identify where growth is emerging, and build strategies that hold in the real world.
That has meant designing LEGO's first global framework for cultural growth, shaping market entry across Africa for FENTY Beauty and NFL Africa, and leading international strategy across 22 markets for VisitBritain.
My work sits at the intersection of strategy, consumer behaviour and commercial growth. Cultural intelligence is part of that -but only because understanding how people think, choose and move through the world is often where the real business opportunity begins.
I don't believe growth comes from following a playbook. I believe it comes from knowing when to write a new one:
Growth starts with understanding people before it starts with marketing.
Curiosity first. Strategy second. Growth always follows.
Currently available for consulting roles.
I work with global brands as a strategic consulting partner, on defined projects and retained briefs. If you have a campaign, market, or cultural challenge that needs senior thinking, let's talk.
How I think
Most organisations focus on what is changing.
I focus on why it is changing, because that is where growth opportunities actually sit.
Across my work, I’ve seen the same pattern repeat:
When strategy stops working, it is rarely because the idea is wrong.
It is because the context has shifted.
That shift between behaviour, culture and market reality - is where I operate.
That’s where growth becomes visible.
Real Impact.
I specialise in building strategy where there isn't an existing playbook.
SELECTED EXPERIENCE
A selection of work across cultural strategy, partnerships, and talent-led campaigns.
The LEGO Group - Global Brand Strategy & Cultural Growth
Cultural strategy lead shaping how LEGO drives global brand growth through cultural platforms across sport, music and youth culture, including Nike x LEGO, Pharrell Williams x LEGO and Play Pavilion.
Cultural Talent & Ecosystem Design
Shaping how brands and organisations engage artists, athletes and cultural institutions across global platforms including Global Citizen Festival, Black Star Line Festival, City Splash and HBO / A24 / BBC productions.
Africa Market Entry Systems
Led market entry strategy and cultural localisation for FENTY Beauty, Boiler Room and NFL Africa across Ghana, Nigeria, South Africa and Kenya.
From Clients
Culture is not a channel. It’s a system.
Too many brands treat culture as something to target through campaigns, influencers, or moments.
The brands that succeed understand something different: you have to understand culture before you can participate in it. I work at the intersection of cultural strategy, brand partnerships, and insight, helping global organisations move from visibility to meaningful presence.
From Africa market entry to global cultural campaigns, my focus is ensuring brands show up with relevance, credibility, and real cultural intelligence.
Speaking and conversations
I speak on culture, brand strategy, and the future of influence.
Helping organisations understand how to move from visibility to participation. Available for keynotes, panels, workshops, and advisory sessions.
I speak and advise on:
cultural strategy and global brand relevance
Africa market entry and expansion
brand partnerships and talent ecosystems
diaspora audiences and global culture
talent, influence, and brand partnerships
how Africa is shaping global influence
