Global Brand & Content Leadership
Setting direction across brand, campaigns and channels — and turning strategy into work that resonates across countries and audiences.
I’ve worked in global content at the World Food Programme since 2016, moving from hands-on social and content production into global content leadership and, more recently, a broader brand role.
Today, I work across brand and content strategy, creative direction, campaigns and channels. A large part of my role is figuring out how an idea should come to life: who we’re trying to reach, what we need people to understand or feel, which formats make sense, and what teams need to create the work well.
WHAT I LEAD-
I build the frameworks, templates and visual guidance that help teams create consistent, recognizable work across markets and channels.
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I turn complex priorities into clear campaign ideas, shaping the message, visual direction and formats for different audiences and platforms.
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I help decide what gets made, for whom and where — then build the workflows, tools and increasingly AI-supported ways of working that help teams move from idea to execution and distribution more clearly and efficiently.
WFP is developing a refreshed global brand positioning and visual expression. I’m helping translate that strategic direction into a system that can work across a complex global organization — testing approaches with stakeholders and shaping how the brand comes to life.
My role also spans brand governance and implementation: rationalizing logo use, updating visual guidance, and planning the templates and applications that will carry the new expression across digital, print and physical environments
Shaping the next expression of the Brand
From Direction to Delivery
01 / DEFINE
Audience
Message
Channels
Creative direction
02 / BUILD
Templates
Brand kits
Toolkits
Content systems
03 / ENABLE
Creative Operations
Workflows
Training & support
AI-enabled ways of working
04 / GOVERN
Guidance
Decision-making
Consistency
Quality
BUILDING SYSTEMS THAT MAKE GOOD WORK EASIER
At global scale, consistency can’t depend on someone checking every single asset. The better approach is to give teams systems that make good choices easier from the start.
A significant part of my work has been building the infrastructure behind WFP’s content — templates, brand kits, guidance, tools and workflows that help teams move faster while keeping the work coherent.
One example from early 2026 was UN WFP emergency template kit. My team developed a suite of 60+ adaptable digital templates + guides and distributed them to over 100 global offices. These templates allow teams to create and publish content quickly and on brand, without having to rely on a central team at headquarters.
Many of the people using these tools aren’t designers, so they have to be genuinely easy to use. That means building intuitive templates, providing clear guidance, and offering training and support where needed, giving teams enough structure to move quickly and confidently on their own.
One of the latest examples was their use during the Venezuela and Colombia earthquakes. The local offices were able to have content prepared and posted within an hour of the events.
BUILD → GUIDE → TRAIN → ENABLE
Campaigns in Practice
01 / SCHOOL MEALS
Global Campaign Strategy / Multi-channel Activation
Making a complex, report-led issue accessible across audiences and channels.
02 / #INVISIBLEMEAL
Creative Concept / TikTok Partnership
WFP’s first TikTok campaign — from social-first concept to global platform partnership.
03 / PAPAL VISIT
Brand Experience / Creative Direction
Turning a major institutional moment into a coherent physical and digital brand experience.
Leading at Global Scale
Much of my work happens across teams: bringing together colleagues at headquarters, Regional and Country Office level, as well as creatives, agencies and external partners.
Alongside managing two staff, I lead cross-functionally: creating clarity, bringing the right people around an idea and helping move work from strategy to execution.
100+ OFFICES
Global tools, templates and guidance designed to help teams create content locally.
GLOBAL CROSS-FUNCTIONAL LEADERSHIP
Working across headquarters, regional teams and Country Offices with creative, digital and communications colleagues.