Ahrefs, Semrush, Google Search Console, Similarweb, Google Analytics 4, Meta Ads, Google Ads (RSA, PMAX, Demand Gen), Google Looker Studio, Microsoft Suite (PowerPoint & Excel), Supermetrics.

I’m comfortable picking up new tools and platforms quickly, and adapt easily as the marketing landscape evolves.

Nike’s 2006 “Joga Bonito” campaign, narrated by Eric Cantona and featuring stars like Ronaldinho and Cristiano Ronaldo, framed football through street culture, cage matches, and pure joy for the game.

It shaped how I see sport as a form of expression and identity, and sparked both my love for football and my first Nike purchase.

When it feels inevitable. Like the brand showed up in the right place, at the right time, in a way that makes sense culturally and commercially. You don’t feel like you’re being sold to. You feel like the brand understands you.

I care about numbers because they tell you what worked. But the feeling is what makes people remember, talk about it, and come back.

I spend a lot of time reading sites and Substacks from tastemakers like Blackbird Spyplane and Sprezza. They expose me to cultural shifts happening in places I don’t live in and help me understand which ones resonate locally, shaping the kind of ideas and aesthetics I gravitate toward.

I also enjoy watching stand-up comedy. It sharpens my appreciation for perspective, timing, and delivery, and influences how I recognize what feels authentic versus forced.