I help businesses in Ethiopia grow with intention, not just look better.

My work sits across two connected disciplines: brand strategy (what you stand for, how you're positioned, how you're talked about) and commercial strategy (what you charge, where you grow next, what the next few years actually look like). Most consultants pick one. I work across both, because a brand's story and a business's numbers should be pointing in the same direction.

Before founding Point of You, I spent over a decade and a half building and reviving brands across very different worlds; from reviving Harar Beer's positioning at Heineken to driving global B2B partnerships for Unilever's meat substitute business, to leading pan-African communication strategy for the Justdiggit Foundation, where I presented at COP26. That range from NGO to global brand, mission-driven to margin-driven, is exactly why I don't see brand and commercial strategy as separate things: I've seen both worlds up close, and the businesses that grow fastest treat them as one.

I hold an MBA from Cardiff Metropolitan University, a BA in English Language and Literature from the University of Gondar, and a Marketing & AI certificate from London Business School. My experience spans Ethiopia, UK, and the Netherlands.

If your business has outgrown its current positioning, pricing, or plan — that's usually where I come in.