Experience
Client & Account Leadership
Provide strategic leadership across complex, multi-market accounts, acting as a trusted advisor to C-suite and senior stakeholders. Lead annual and multi-year planning cycles, translate business objectives into actionable marketing programmes, and ensure commercial, operational and creative alignment across all teams. Strengthen client-agency relationships, manage escalation pathways, and consistently drive satisfaction and retention.
Commercial & P&L Management
Oversee financial planning, profitability modelling, budgeting, forecasting, and cost controls for large portfolios. Manage commercial negotiations, scopes of work, billing governance, WIP, debtors and revenue optimisation. Build commercially viable operating models and ensure agency financial health while delivering exceptional client value.
Agency Operations & Process Optimisation
Design, implement and refine best-practice operational frameworks across delivery, workflows, governance and resource planning. Establish SOPs, QA frameworks, traffic systems and cross-functional alignment to improve efficiency, delivery speed and work quality. Drive operational maturity across teams and markets.
Integrated Marketing & Brand Strategy
Lead the development of holistic marketing strategies that connect TTL, BTL, digital and content channels into unified brand experiences. Provide strategic planning across consumer journeys, segmentation, category insights, brand architecture and messaging, ensuring marketing programmes support commercial outcomes.
Digital, Social & e-Commerce Ecosystems
Oversee the strategic design and execution of integrated digital ecosystems, including paid social, search, CRM, influencer marketing, content pipelines and conversion-focused digital touchpoints. Guide digital maturity planning and ensure always-on optimisation of channels and performance levers.
Creative Direction & Content Leadership
Guide creative teams in developing conceptually strong and strategically aligned creative work across formats — social, digital, video, experiential, brand comms and integrated campaigns. Elevate storytelling quality, strengthen briefing discipline, and ensure brand consistency across markets and platforms.
Project & Program Management (Large Scale)
Lead end-to-end delivery of complex, high-budget, multi-stakeholder programmes across Africa and the Middle East. Oversee timelines, cross-market dependencies, risk mitigation, capacity management, governance, and delivery excellence. Ensure smooth execution for portfolios spanning FMCG, entertainment, financial services and technology.
Executive Stakeholder & Cross-Functional Engagement
Operate confidently within executive environments, chairing SLTs/MANCOs, influencing decision-making, and ensuring cross-functional alignment between marketing, product, sales, operations, finance and global counterparts. Skilled at conflict resolution, expectation setting, and navigating politically layered organisations.
Data, Insights & Performance Analysis
Use qualitative and quantitative insights to inform strategy, creative optimisation and commercial decision-making. Interpret market data, competitor intelligence, campaign analytics and consumer behaviour to identify opportunities, gaps and growth levers. Build reporting frameworks and performance KPIs for teams and portfolios.
Team Leadership, Coaching & Capability Building
Lead senior teams across multiple markets, fostering cultures of accountability, creativity, psychological safety and operational excellence. Mentor emerging leaders, conduct performance management, drive professional development, and shift organisational maturity within evolving or underperforming teams.
Vendor, Partner & Multi-Agency Management
Manage relationships with production houses, digital partners, technology vendors, research bodies and global agency networks. Oversee procurement, contract governance, workflow integration and quality assurance to ensure delivery meets strategic and commercial expectations.
AI-Enabled Marketing, Automation & Workflow Acceleration
Integrate AI tools (LLMs, automation platforms, creative AI, insight generation and operational AI) into content workflows, research processes, briefing systems, reporting, creative ideation and strategic planning. Use AI to increase efficiency, standardise quality, fast-track delivery, and enhance decision support across all agency and marketing functions
