CAREER & RÉSUMÉ
Torturing ideas to life.
14+ years building culture-led brands across Southern Africa, the UK, Europe, and North America.
Pinpoint the value at stake. Set non-negotiable business ambition.
Kill the noise. Define the real problem, align decision-makers, set decisive direction.
Flex what's yours. Develop distinct ideas engineered to work across the full mix.
Weaponise ecosystems. Earn disproportionate attention and embed the brand.
VCCP London
Strategy Director · London, UK
- Just Eat Takeaway (UK/EU): Driving commercial defense and category entry points across competitive European markets to insulate priority audiences from discount aggressors.
- MABI Portfolio (Global): Steering global strategy for White Claw, Mike's Hard Lemonade, Cayman Jack, and Más+ by Messi—rebuilding cultural relevance and converting light-beer drinkers into permanent seltzer buyers.
- TfL (Transport for London): Initiated goverment programmes that successfully shifted public travel behavior away from traditional, compliance-heavy safety communications toward engaging social, lifestyle-led comms that made public transport welcoming and inclusive.
- Just a Drop: Rewrote the rules of non-profit engagement by abandoning guilty plea storytelling in favor of transparent, modern media mechanics that directly linked micro-actions to measurable, life-changing clean water projects.
-
Agency Leadership:
- Direct strategy across gloabl, multidisciplinary projects from within VCCP's 750-person London HQ.
- Champion responsible AI integration across the network to accelerate insight generation while preserving strategic human judgment.
- Pioneer the 'Unlock Value' methodology, bridging commercial client objectives with high-impact creative solutions.
Phantom / Google
Strategist · London, UK
- Google Business Solutions: Embedded at Google London to architect high-velocity digital ecosystems, seamless SMB onboarding, and sharp product propositions.
Publicis Machine
Experience Specialist · Cape Town, ZA
- Red Bull: Spearheaded subculture activations, street-level music ecosystems, and NPD releases through integrated experiences.
- Martell Cognac: Architeched premium spirit storytelling that retained legacy while drove top-of-mind awareness among new, diversified markets.
- Stones-SAB: Built scalable on-trade propositions to capture high-volume nightlife environments.
Ogilvy / Niche
Digital Creative Strategist · Durban, ZA
- Comfort: Turned modest FMCG budgets into disproportionate earned media and brand loyalty through gameified parenting platforms.
- Domestos: Built trust as the number one toilet cleaner which unlocks brighter futures through government-allied, PR-led sanitation initiatives.
IPA (Institute of Practitioners in Advertising)
Advanced Certificate — Marketing Effectiveness
Interaction Design Foundation (IxDF)
Certificate — Design & Visual Communication
Vega School at Emeris
Bachelor’s Degree — Strategic Brand Communication
Maritzburg College & Kloof High School
High School Diploma – 5 x Distinctions