I don’t just study the algorithm — I live in it.
For five years I’ve been obsessed with one question: what makes someone stop scrolling? That obsession sits on top of more than twenty years in South African media, so I’ve watched attention move from television to timelines and learned to work with whichever way it’s flowing. These days I point all of that at short-form — consulting for established brands and serious creators, helping them turn complicated ideas into moments people actually watch, share and remember.
One I’m proud of: I led the TikTok strategy for a national vaccine campaign that passed 10 million views — and, more usefully, moved the conversation among the people it needed to reach.
I don’t believe TikTok is complicated unless you make it complicated. I strip out the jargon and build around the one thing that travels: human connection. I’m also my own test subject — I try every theory on my own profile first, and only bring a client the things that have already earned their views.
The journey: beyond the stats
In 2025 something shifted — for me and for my platform. In support of a friend, I observed my first Ramadan, and I documented all of it: the 5 a.m. starts, the small daily lessons, the things I didn’t expect to feel. It began as a personal gesture, but it resonated with millions and grew into a community built on respect, curiosity and shared experience.
As I prepare for my second Ramadan in 2026, I’m going deeper — the food, the culture, and the beauty of mosques across South Africa.
What I do
- Consulting — helping brands find their real voice, minus the corporate cringe.
- Training — giving creators the tools for consistent growth and brand deals of their own.
- Partnerships — making high-impact content for brands that want to reach a loyal, engaged South African audience.
Testimonials loading
— First Name
Testimonials loading
— First Name
