A Dutch-Mauritian Zillennial and self-proclaimed rational creative. Living somewhere between structure and chaos. I’ve never really fit into one box, which makes strategy the perfect middle ground.

With a background in business and a personal life deeply shaped by underground music and subcultures. I thrive at the intersection of both, driven by the idea that people and brands fuel each other, a kind of symbiosis where people bring stories, and brands amplify them. Together, they can shape culture.

Over the last four years I worked at one of the best Dutch strategy agencies, which has made me a slightly headstrong but determined strategist. Seeing how the world is changing and the influence it has on people and society, I realised that the traditional advertising playbook isn’t built for it. In a world where attention is scarce and media fragmented brands should rewire, and rather than adding to the noise, find new ways to create meaning.

There are a million ways to do so, but a culture-first approach is the only constant. Having a deep understanding of people and their world, what drives them, what makes them angry, what excites them. It’ about spotting the signs, knowing what tools you have and turning them into opportunities. For your brand and for people. In the end, culture belongs to people, and the brands that thrive are the ones bold enough to be a part of it.