Over two decades, I've helped global brands navigate cultural complexity, build relevance, and create meaningful connections with audiences across Europe, the Middle East, and Africa.
Meta (Facebook)
I led the strategy and creative for a dual on-platform campaign designed to overcome the social barriers preventing women in Bangladesh from using Facebook.
Drawing on anthropological insight, the first campaign addressed perceptions of safety, showing women how to protect themselves on the platform. This generated 111 million impressions and 873,000 engagements.
The second phase of the campaign used Bangladeshi content creators and user generated content (UGC) to show how much Facebook could open their world, driving 192 million impressions and 15 million engagements.
Aldar Properties
I created Live Aldar as the brand line for Aldar, Abu Dhabi's leading real estate developer. The brief was to unify the branding across their portfolio, spanning residential communities, schools, retail, hospitality and theme parks, under a single campaign idea.
The answer was in everything they build. It wasn't just property. It was the full fabric of how people live. Live Aldar was equally at home beneath a social moment shared from Yas Island or the F1 as it was on the Manchester City pitch as a corporate brand line.
I also developed the social strategy that brought the idea to life, inviting real people to share their experiences using #LiveAldar. Today, the campaign line lives across every part of the Aldar business.
Kenya Tourism Board
When I started working with the Kenya Tourism Board, UGC was taking off globally. Looking at social location tags, I noticed something missing. There were plenty of tourist images of Kenya. What I wasn't seeing was Kenya represented by its own people.
I used Instagram to seek out Kenyan photographers and content creators, curating a vision of Kenya as a tourist destination through the eyes of the people who knew it best. Their work became the foundation of a redesigned Magical Kenya digital presence, across the website and social channels.
The result was a 400% engagement rise, and for the first time, Kenya's story. Told by Kenyans.
The Coca-Cola Company, Africa
It was Coca-Cola that brought me to live in Kenya. The challenge was perception. The brand wasn't seen as African. It was American. And across much of the continent, the idea of an ice cold Coke was still relatively new. Consumers didn't yet associate Coca-Cola with being a chilled drink.
My job was to do two things. Show people that Coca-Cola is best served cold, and to make the brand feel like it belonged to Africa.
The idea I developed was rooted in the African philosophy of Ubuntu - I am because we are. I took the flags and colours of all 39 markets and built them into the Coca-Cola visual identity for Africa, so the brand could celebrate local identity while expressing a shared African story, all under the global brand identity.
