I speak and translate the languages of corporate, entrepreneurial and cultural - shaped by three decades of operating across all three, not observing them from the outside.

After founding and leading Spin - one of the earliest integrated youth agencies for a decade - I was headhunted into senior leadership at adidas then Diageo. In both, I was brought in to do something no one inside could: build cultural relevance externally while changing the internal systems needed to sustain it. That combination of understanding what the culture requires and being able to reshape the organisation to deliver it, is what I've built my practice around ever since.

I founded Platform13 in 2017 because, while in-house, I recognised that big brands needed a different kind of partner - one that understood culture as a business driver, not a marketing nice to have, and that had been inside these organisations and knew exactly where the system breaks down.

And I bring a perspective structurally different from the voices most senior leaders are already surrounded by. Born and raised in the Global South, I moved to London at 22 and spent the next thirty years reading cultural shifts across markets and fandoms before they became consensus. Growing up where you can't buy the solution teaches you to see what others don't, move where others wait, and build what doesn't exist. That's not a perspective, it's my operating system.

Across three decades, my work has consistently balanced commercial performance, long-term brand equity and cultural resonance across markets, categories and moments, particularly in periods of change.