PATRICIA UNIVERSE

At Patricia Music Technologies, I was entrusted with shaping the creative and product strategy across music, content, and brand expression — extending into the broader Patricia ecosystem of fintech, real estate, and lifestyle ventures.

I directed projects end-to-end: from concept development and brand positioning to asset creation, release strategy, and distribution planning. This meant ensuring every campaign wasn’t just a drop, but a story the audience could live in.

Cross-Border Leadership: Coordinated creative and operational flows across Nigeria, South Africa, and the UK, aligning on logistics, rights management, and compliance for multi-market rollouts.

Campaign Impact: Oversaw promotional campaigns and tours for releases such as “Is She Louisa” ft. Nasty C and “Insane” by Mayorkun — both achieving multi-million global streams.

Talent Development: Built and nurtured a pipeline for artists, enhancing creative output while strengthening Patricia Music’s long-term cultural footprint.

Growth Marketing: Drove digital marketing and influencer strategies, using data-driven retargeting to increase monthly active listeners by 41%.

Merch Ecosystem: Extended my role beyond the label, designing and managing merch for the entire Patricia universe — from music to fintech to real estate — creating a cohesive identity that translated across industries.

My work at Patricia wasn’t just about campaigns or merchandise — it was about designing a unified cultural presence where music, tech, and lifestyle converged, and where Patricia could exist not only as a business but as a brand people want to wear, follow, and belong to.