Selected Work

Strategy in practice.

A selection of work across social and audience strategy. Brands and platforms, agency-side and independent.

Audience Strategy · Always-on · Campaigns

Visa

Gen Z social strategy, always-on content and Paris 2024 Olympics activation across European markets.

View work

Audience Strategy · Always-on · Social

Zoom

Always-on social strategy for a platform moving from pandemic necessity to long-term relevance.

View work

Sport · Entertainment · Always-on · Campaigns

TikTok

Always-on social content and global sport and entertainment campaign strategy.

View work

Partnership Strategy · Always-on · Social

E.ON

Always-on social strategy built around the Nottingham Forest partnership.

View work

Social Launch · Audience Strategy

Hevolution

Social strategy for a new organisation in the healthy ageing research space.

View work
Background
Junior Olomowewe, The Strata G
The Drum Future 50

The strategist in the room.

For the past decade I have been the strategist in the room when large organisations needed to get clear on how to move in social and digital.

I've worked with teams at TikTok, Visa, Zoom and E.ON across brand, culture, sport and entertainment. From activating around the Paris Olympics and Formula 1 to shaping how TikTok showed up across Eurovision, AFCON and the Women's Euros, the work has consistently sat at the intersection of audience behaviour, cultural relevance and commercial outcomes.

That experience is what I bring directly to the creative businesses doing this work now.

Named by The Drum as one of the 50 best emerging marketers in the world. Also featured in Campaign, D&AD and Advertising Week.

Featured & Mentioned
The Drum Future 50: Next Generation Marketing Pioneers The Drum Championing the role of strategy for young marketers Campaign Magazine Brands hitting the right note when they tap Black culture Havas All In All In Spotlight: Junior Olomowewe D&AD New Blood Judge 2022 Advertising Week Behind the Work: Girls Rise Up
Audience Strategy · Always-on · Campaigns

Visa

Gen Z Social Strategy and Paris Olympics Activation

Context

Audience and social strategy for Visa EMEA, covering always-on social content across European markets and activation around the Paris 2024 Olympics as the brand worked to become more relevant with younger audiences.

Challenge

Visa is one of the most recognised brands in the world. But recognition is not the same as relevance, especially with younger audiences who have more payment options than any generation before them. The Paris Olympics was the biggest cultural moment in years to shift that perception.

Strategic shift

Build always-on content to keep the brand present with younger audiences day to day, and turn a global sponsorship into something that felt genuinely culturally relevant rather than simply promotional.

What I did
Audience Strategy · Always-on · Social

Zoom

Audience and Social Strategy

Context

Audience and always-on social strategy for Zoom as the platform moved from pandemic necessity to long-term relevance.

Challenge

When the world reopened after the pandemic, Zoom faced a different kind of challenge. Everyone knew what it was. The question was whether people would keep choosing it. The market had moved on and the brand needed a reason to stay in people's lives.

Strategic shift

Move from explaining what Zoom does to showing why it still belongs in everyday work and culture, building always-on content that made the case consistently.

What I did
Sport · Entertainment · Always-on · Campaigns

TikTok

Global Sport and Entertainment Strategy

Context

Strategic support for TikTok across always-on social content and major global sport and entertainment moments.

Challenge

TikTok was showing up at some of the biggest moments in global sport and entertainment. The risk was looking like a logo rather than a genuine part of those moments. Audiences notice the difference, and so do the communities built around them.

Strategic shift

Ensure TikTok felt like part of the moment itself, not just the platform hosting it, while building an always-on approach that kept the platform present in culture between those moments.

What I did
Partnership Strategy · Always-on · Social

E.ON

Nottingham Forest Partnership Strategy

Context

Audience and always-on social strategy for E.ON around its partnership with Nottingham Forest.

Challenge

Energy brands have a trust problem. Most people engage with them only when something goes wrong. E.ON had a high-profile partnership with Nottingham Forest but needed a social strategy that meant something real to the people who follow the club, not just one that put the logo in frame.

Strategic shift

Connect the brand to the community around the club rather than treating the partnership like traditional sponsorship, with always-on content that showed up consistently in fan culture.

What I did
Social Launch · Audience Strategy

Hevolution

Social Strategy for Healthy Ageing Research

Context

Audience and social strategy for Hevolution, an organisation focused on advancing healthy ageing research.

Challenge

Healthy ageing science is not a topic most people scroll past on purpose. Hevolution was a new organisation trying to build a presence in a space that barely existed on social media. The challenge was making complex research feel worth paying attention to.

Strategic shift

Translate complex research into social storytelling people would actually choose to engage with.

What I did
<