London, England, United Kingdom
I am the co-founder and CEO of Word on the Curb, a media publisher and youth culture agency powered by audience insights. We turn immersive insights into disruptive content campaigns that engage more effectively with youth audiences. Working with the likes of The Open University, O2, Pinterest and Just Eat, our award-winning work centres on creating behaviour change amongst consumers. I co-founded the organisation with my business partner and friend, Hayel, when we were studying at the University of Manchester in 2013. Born out of a passion and desire to accurately depict and explore the opinions of the diverse environment we found ourselves in, we taught ourselves how to create content through online tutorials, uploading videos targeted at exploring youth opinion to our Youtube channel. This gave us early recognition, being awarded the Prime Minister’s Points of Light in 2014. Now a team of 13, we offer end-to-end communications services, from insight to behaviour changing creative campaigns. Prior to establishing the business, I spent 3 and a half years at L’Oreal. Starting off as a Commercial Management Trainee in 2014, I completed the year-long grad scheme in 8 months, landing a job as a National Account Executive on the L’Oreal Paris Cosmetics Boots Account. With a strategic focus on the underdeveloped e-commerce part of the business, I led L’Oreal Paris to become the fastest growing major cosmetics brand on Boots.com. In 2016, I was promoted to National Account Manager for Suncare and given a lead role as an e-NAM for the entire consumer products division on Boots.com. Taking a year-long sabbatical in the summer of 2017, the growth of Word on the Curb brought this L’Oreal journey to an end. Since going full time, I've been recognised by Deutsche Bank’s Award for Creative Entrepreneurship, as one of Youtube’s Creator Class of 2021, a LinkedIn Top Voice of 2022, a Marketing Academy Scholar in 2022, The Pros Awards Founder of the Year 2024, a finalist in the Great British Entrepreneur Awards and The Black British Business Awards and Campaign Magazine’s Top 10 Trailblazer of 2025. Drop me an email for more info: [email protected]
Word on the Curb is an audience engagement agency. We specialise in providing our clients with cultural insights that deliver more effective and engaging creative strategies to engage with young and diverse audiences. Many brands find it tough to resonate with young & diverse consumers, often considering them as "hard-to-reach." The truth is, it’s not about the audience—it’s about having the right approach to engagement. That’s where we come in... We're a multi award-winning team of insightful individuals who have turned our passion for content creating into an agency that works with the likes of Adobe, The Open University and Just Eat to provide them with the confidence and credibility to engage with their audiences through cultural insights and creative strategies. Our edutainment framework and our Curb Community are at the heart of everything we do. - 450k followers and subscribers across social media - Dedicated database of 25,000 of our most engaged community members who we work with across insight and comms strategies Our Products: CULTURAL INSIGHT & STRATEGY - On The Pulse: Quick quantitative insights at scale that tap into what young and diverse audiences are thinking right now. - On The Curb: Get up close and personal with the community in the environments they’re most comfortable in. - On The Net: Your 360° view of the Sqwad—online, and all the time. CONTENT CREATION - Curb Classics: Get your brand in front of millions through our heritage content ideas. - Bespoke Content: Let’s co-create something impossible to ignore with your brand front and centre of the content. - Channel Build: Grow your own audience from the ground up in the channels they spend hours a day on. Give Us a Shout: Email [email protected] to speak to me.
LMK (Let Me Know) educates young people about healthy and unhealthy relationships, giving them the tools to recognise and avoid abuse. We are currently piloting our offering to selected schools and youth groups within London. I have been a proud member of the Board Of Trustees since the inception of the charity after working with the organisation from a research and strategy perspective on their brand positioning.
Part of the first Impact Fellow cohort at The Conduit, a home for a diverse community of people passionate about social change.
I joined L'Oreal as a Management Trainee in February 2014. I spent 4 months working in the sales department of the luxury brand, Lancôme. After this, I spent 4 months in L'Oreal Professionnel on the marketing team working on the biggest launch of the year, Serioxyl. After 8 months of the grad scheme, I was offered the position as National Account Executive for L'Oreal Paris Cosmetics working on the Boots account. With a strategic focus on the underdeveloped ecommerce part of the business, I led L’Oreal Paris to become the fastest growing major cosmetics brand on Boots.com, with +64% YOY revenue growth. After spending a year and a half working in cosmetics, I was promoted to National Account Manager, working in the Suncare category and given a lead role as an e-NAM for the entire consumer products division on Boots.com. In 2017, I left L'Oreal on a 1 year sabbatical.
Started my own promotions company in Manchester. This began by helping established student events sell tickets to my peers earning money on a commission basis. Once my network grew large enough, I embarked on various projects running weekly and monthly events of my own. This involved: - - Pitching the idea to the venue owner - Creating the design for the logo and flyers - Employing students to promote the event through social media and the distribution of flyers (hand-to-hand and door-to-door). - Talking and negotiating with musical artists agents and managers about possible bookings. The success of the business stemmed from my qualities to successfully lead, time-manage, delegate, negotiate, network, organise and sell.