Cultural Translator.
Making it, make sense.
I turn cultural intelligence into brand strategy - closing the gap between what brands say and what audiences actually feel.
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
I’ve always been drawn to why some brands, people, and ideas cut through, and why others stay on the outside of culture. That curiosity is what led me into brand, strategy, and the space where storytelling meets behaviour and growth.
I’m Cecelia, a brand strategist working across culture, storytelling, and commercial impact. My work spans strategy, partnerships, campaign direction, and market entry - shaping thinking at the start, and helping it land in real markets. The focus is building brands that turn cultural understanding into trust, relevance, and commercial growth.
My advantage is cross-domain fluency. Having worked across sport, entertainment, beauty, tourism, and consumer brands, I can connect patterns and audience behaviours that don’t always sit within a single category lens.
That perspective has taken me across Johannesburg, Lagos, Accra, London, Paris, LA, and New York, building strategies that hold up in-market, not just in presentation decks.
Selected experience includes global culture strategy at The LEGO Group, market entry for FENTY Beauty across West and Southern Africa (+15% uplift in Accra), and the launch of NFL Africa in Ghana.
I work with brands that want to move with culture - not react to it.
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.
SELECTED EXPERIENCE
A selection of work across cultural strategy, partnerships, and talent-led campaigns.
LEGO - Global Brand Marketing Systems
Cultural Strategy Lead shaping global brand participation across sport, music and youth culture through platforms including NIKE x LEGO, Pharrell Williams x LEGO, Play Pavilion.
Cultural Talent & Ecosystem Design
Working across artists, athletes and cultural institutions including Global Citizen Festival, Black Star Line Festival, City Splash, and HBO / A24 / BBC productions.
Africa Market Entry Systems
Designing cultural entry strategies 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
