I am really good at building brands off the back of digital and social media. I know how to build communities first and launch products after. I won a few film awards back in the day and have taken that love for telling stories and focused it into being a brand venture builder. I don't like building where it's crowded. I love building where nobody else is.

I recently built a brand with two friends into 33 countries globally. Prior to that I built some great eCommerce companies in South Africa. 

I am ridiculously passionate about helping startups find their voice. I am fortunate enough to spend some of my time coaching startups on how to tell their story better and how to use free tools to build their businesses.

Nic Latouf

For too long, South Africans moving abroad has been framed as a loss. Like the talent just disappears.

At The Lekker Network, we see something different.

We see the Tenth Province, a global extension of South Africa that might be our most valuable and underutilised asset.

South Africans are building companies, leading teams, shaping industries and creating value across every major market in the world. The talent's not the problem. The problem is it's fragmented and largely unmapped.

TLN already connects South Africans across time zones, industries and continents. What we are looking at next is data.

So we're thinking about a 'Tenth Province Census'.

Real valuable insight. Where are South African engineers concentrated? How many founders are in the UK? What industries are South Africans leading globally?

When we can quantify the Tenth Province, we stop being a scattered diaspora and start becoming a coordinated global force.

Thoughts?

Co-Founder of The Lekker Network | 2x Successful Exits (+1 absolute disaster) | Lekker Investments | Building the Global Home for South African Potential

An award-winning Executive Creative Director who thinks global and acts local.

I am Emma, a British ECD driven by a relentless passion for igniting creative business growth.

The secret sauce? Creative instinct, strategic clarity, cultural fluency, and operational discipline. My favourite saying is “I’ve never met a problem we can’t solve.” I know when to zig, when to zag, and when to go and touch some grass for a bit of creative clarity. I thrive in cross-functional collaboration and intrinsically understand how to uphold global brand standards while championing creative excellence that is rooted in local relevance.

My career has spanned diverse markets, honing the art of hyperlocalising communication strategies to resonate with nuanced audiences. Growing up surrounded by entrepreneurs, I developed an early understanding of business complexities and the evolving entrepreneurial landscape. Along the way, I’ve collaborated with some of the world’s most disruptive brands, including Uber, Airbnb, Google, TikTok, and Spotify.

Today, I serve as Executive Creative Director at Irvine Partners creative communications, where I drive creative and disruptive growth strategies, champion new business, and lead a talented team of legend creatives who share my enthusiasm for creative excellence. While my experience lies in leading creative teams, I’m not afraid of diving into the nitty gritty… which means you’ll often catch me deep in an illustrator file, tweaking a concept deck or making sure a production briefing doc hits all the right angles.

Outside work, I’m a devoted mum to a legendary six-year-old daughter - my best friend and personal stylist and I am a (beginner) DIY enthusiast which means I know how to use power tools.

Let’s connect: emma@weareirvinepartners.com

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