I'm a strategic Swiss Army knife with a cultural edge and an economist's brain. My toolkit spans brand strategy, comms, digital, social, and content - I've even produced my own work. Why? Because culture permeates everything, and effective strategy must do the same.

My philosophy: Brands thrive when they tap into cultural currents. My global career journey (USA, Africa, Europe, Asia) taught me that while numbers matter, it's stories and experiences that truly move people.

My superpower: Finding the cultural levers that shift behavior across all touchpoints. People don't think about brands – they feel them, whether through a TV ad, an in-store moment, TikTok, or a product experience.

This culture-first approach has been my secret sauce with iconic brands like Nike, Porsche, Samsung, Instagram, Riot Games, and more. It's also what landed me in the top 3 ranked strategists worldwide by The One Club for Creativity in 2021.

My endgame: Multi-dimensional strategies that spark real action and behaviour change.

Want to chat about a project or geek out about culture and strategy? Hit me up! I'm always game for a good conversation (or a dad joke).