Content Strategist | East London
Your content has an audience. So why isn’t it converting?
Most people think the problem is the content. It is almost never the content.
Free. 30 minutes. You leave knowing what is actually broken.
Playpiem
RING Awards
Selected Work
01
Creative DirectionBrief
Urban Outfitters wanted the collaboration to feel like it belonged to the culture it was referencing. Not a brand performing proximity. Actually inside it.
Campaign went live across Urban Outfitters channels. Directly led to involvement in the Patta x Nike x Playpiem project.
Creative Direction / Campaign / Post-Production
02
On-Ground CreativeBrief
Brought in from the Urban Outfitters work. Three culturally significant names in one room. The job was to capture it in a way that matched what the collab actually stood for. Not press photography. Cultural documentation.
Documented a collab between three major cultural names. Resulted from direct relationship built through the Urban Outfitters project.
Creative Coverage / Cultural Documentation
03
Press / Sports Media
The problem I solved
Official press credentials don't get issued to people who ask for them. They go to established outlets. I needed access before the access existed.
Official press credentials secured. Ongoing credential invites. Called back for Eubank Jr press (2025). Access built from zero, before the invite existed.
Positioning / Sports Media / Press
04
Content StrategyThe goal
Prove technical credibility and cultural relevance simultaneously. One post had to do both: establish expertise and show I understood why Doechii's visual identity was landing the way it was.
75K organic views. Zero paid amplification. Led directly to bookings for colour grading and videography work.
Content Strategy / Colour Grading / Organic Growth
The Thinking
Here is what usually happens. You try something. It does not work. So you try something else. You post more. You get better equipment. You look at what other people are doing and copy the format.
None of it moves the number that matters.
The problem is not effort. It is not even the content. The problem is that you are solving for the wrong thing because you have not diagnosed what is actually broken.
Most content problems come from one of three places: the wrong message, the wrong structure, or content that builds attention when it needs to build demand. Those are not the same thing. Attention gets you views. Demand gets you conversions.
I have built content that reached 75K people with zero paid amplification. The reason it worked is the same reason most content does not. The strategy came before the execution, not after.
That is the gap. And it is diagnosable.
How I Work
30 minutes. You tell me what is not working. I ask the questions that get to the root cause, not the surface symptoms. Most people come in thinking they know the problem. By the end of the call, they have a different answer. You leave with clarity on what is actually broken and why. That alone is worth the 30 minutes.
Based on the diagnosis. Audience psychology, content architecture, conversion mechanics. The thinking that makes execution land. Not a template. Built around the specific gap we identified in step one.
Creative direction, shoot production, post-production, content delivery. From strategy to live asset. If you need the visual side covered as well, that is an additional offering. You stay in the loop on decisions. I own the execution end to end.
What You Get
You stop throwing things at the wall.
A structured diagnosis session followed by a full strategy built around what we find. Content architecture, messaging framework, conversion mechanics. The root cause identified. The fix mapped out. You leave with a plan that addresses the actual problem, not the one you thought you had.
You get content built to convert, not just to look good.
Shoot direction, talent sourcing, creative execution, post-production. Built on the strategy from the diagnosis. Every visual decision has a reason. You get work that moves the right person, not just the algorithm.
You stop making decisions based on guesswork.
One session or ongoing. If you are building a content function, scaling a creator business, or trying to understand why your current approach is not producing the result it should be, this is where it starts.
About
Most strategists start with the plan. I start with the question: what is actually wrong?
That distinction matters because most content problems look like execution problems but are actually positioning problems. Or they look like positioning problems but are actually messaging problems. Getting that diagnosis right is the difference between a strategy that works and one that produces activity without results.
I have been doing this long enough to know that the problem clients bring into the room is rarely the problem we leave with. That gap, between what someone thinks is wrong and what is actually wrong, is where most content investment gets wasted.
I built access to Urban Outfitters, Patta x Nike, London Fashion Week, and RING Awards press from zero connections. Not through luck. Through positioning. The same diagnostic thinking I apply to every client brief.
Photography
You do not need to arrive with a brief. You need to arrive with a problem. We will find the root of it together. You leave with clarity on what is wrong and what fixing it looks like.
