About me
Hi, I’m Aissetou - a creative strategist with a background spanning social media, entertainment and creator marketing.
For nearly 20 years I’ve worked across everything from broadcast TV and publishing through to global creator campaigns for brands like Dove, QuickBooks and Glade. I’m especially interested in the ways brands can show up in culture in ways that actually feel additive rather than interruptive - whether that’s through creators, entertainment, communities or social-first storytelling.
A lot of my work sits at the intersection of audiences, platforms and culture. I love digging into how people behave online, spotting the formats and conversations gaining momentum, and turning those insights into ideas that people genuinely want to engage with and share.
Alongside my day job, I’m also a content creator myself, sharing motherhood, career and marketing content on TikTok. Having experience on both sides of the industry has given me a real appreciation for the nuance of creator culture and what makes content resonate online today.
I live in East London with my husband and two daughters. Diversity and representation are hugely important to me and I’m passionate about championing underrepresented voices and talent both within the industry and through the work I create.