*Skill set:
Developing authentic brand stories rooted in culture
PR & Earned Media Strategy
Positioning brands in relevant media
Creator & Influencer Relations
Relationship-driven communication
Market Entry & Cultural Launches

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Culture only works when it is communicated with context, credibility, and intent!

For more than 15 years, I have been shaping how brands speak within culture – not by amplifying messages, but by building narratives that belong. My background across brand strategy, public & social relations, editorial work, and creator management allows me to connect business objectives with cultural meaning and relevance.

At the foundation of my work is cultural storytelling and narrative development. I help brands define stories that are rooted in real cultural dynamics, not in campaign slogans. Drawing from my experience as an editor, author, creator, and host, I translate brand values into narratives that feel natural within subcultures, lifestyle communities, and media ecosystems – and that audiences actually want to engage with.

This narrative thinking directly informs PR and earned media strategies. Having had the chance to work closely with well known agencies like BOLD, Silk Relations, and DEPT, I position brands like Samsung Mobile, NFL, LEGO, Amazon Prime, Stanley, Desperados/Heineken, WHOOP or On Running in the right cultural and editorial environments – from pop culture and style media to niche platforms with high credibility. The focus is not on reach alone, but on relevance, context, and long-term perception. Media placement becomes part of a broader cultural conversation, not a standalone KPI.

A core element of my approach is creator and influencer relations built on trust. Having worked closely with creators, artists, KOLs, and community leaders for many years, I design relationship-driven collaboration models that go far beyond transactional influencer marketing. The goal is mutual value, creative freedom, and continuity – resulting in credibility for brands and genuine buy-in from communities.

I also support brands in market entry and cultural launches, ensuring that communication is culturally sensitive and locally grounded. Whether introducing a global brand to a new market or launching a product within an existing one, I align messaging, media, and talent with local cultural codes – helping brands enter new spaces with respect, relevance, and confidence.

Culture communication, when done right, doesn’t feel like communication at all – it feels like participation!