Founder & CEO
I kept seeing the same failure. So I built a company to fix it.
After 11 years of watching organisations invest in communications that look professional but don’t actually work, the pattern was too consistent to ignore.
At every stop — creative agency, Big Four, corporate boardroom, development sector — I watched the same thing happen. Teams would spend months on campaigns built from flawed assumptions. Agencies would deliver beautiful work that missed the strategic mark. Stakeholder communications would go out without anyone asking “what does this audience actually need to hear?”
The execution was rarely the problem. The diagnosis was. And nobody was fixing it because the incentive structure rewards producing things, not asking uncomfortable questions first.
TAP Creative exists because that gap — between what organisations say and what audiences actually hear — is too consistent to be an accident. It’s a structural problem. And the solution is a company that leads with diagnosis, not deliverables.
B.A. Public Relations & Advertising, DePaul University, Chicago (Cum Laude) · Minor in UX Design
11
Years of asking “what’s actually broken?”
$4M+
Portfolio where comms strategy changed policy outcomes
25%
Lead increase from fixing strategy, not tactics
6+
Sectors — the diagnosis is always the same problem
What each stop taught me
2024–2026
Dev-Afrique Development Advisors
Even well-funded programmes fail when nobody maps the stakeholders first
Managed communications for Gates Foundation–funded programmes worth $4M+ — across geospatial data, WASH, agriculture, and women’s economic empowerment. The 2,500-delegate WSH Data Labs launch at AfWASA ICE 2025 worked because the communications strategy started six months before the invitations went out. The programmes that struggled? They launched campaigns before understanding who needed to hear what.
2023–2024
Still Earth Holdings
A 25% lead increase came from fixing the strategy, not the ads
Built the marketing and communications function from scratch for a national real estate group. The team was spending money on campaigns that looked good but weren’t reaching the right people. By repositioning the brand and targeting the actual decision-makers, leads increased 25% and loan disbursements grew by ₦50M. The creative didn’t change. The strategy did.
2021–2022
PricewaterhouseCoopers (PwC)
Brand prestige doesn’t guarantee communications effectiveness
Campaign development and thought leadership for one of the Big Four. Even at PwC, the same diagnostic failures happened — just at a higher price point. The insight: no amount of institutional credibility compensates for a brief that wasn’t honest about the audience.
2019–2020
Anakle Limited
The brief is almost never the real problem
Digital strategy for Globacom, Access Bank, Sterling Bank, Olam, Johnnie Walker, Malta Guinness. Six industries, six audiences, same pattern. The client would brief one problem. The real problem was always one layer deeper. This is where the instinct to diagnose before building was born.
“The best strategy doesn’t just answer ‘what should we say?’ It answers ‘why should anyone care?’ — and builds everything from that truth.”
Ready to TAP in?
Whether you need strategic communications or want to tell a story that matters — let’s talk.