Objective:
As the official partner of the Confederation of African Football (CAF), TikTok aimed to unite African football fans across the world through real-time, creator-led tournament coverage. The goal was to increase awareness, drive engagement, and position TikTok as the home of football fandom across Africa and the global diaspora.

Approach:
I oversaw end-to-end project management for the Africa Cup of Nations 2021, guiding a team of 12 creatives and 6 strategists through tournament planning, group stages, knockouts, and finals across multiple markets — including TikTok Africa, Nigeria, Arab, Sports, UK, and France.

By collaborating with local creators, we delivered TikTok-first, market-specific content in real time, tapping into the unique football culture and fan conversations of each region. Coverage was tailored both during and post-game, ensuring content resonated across diverse audiences.

Results:

• 25% increase in audience engagement throughout the tournament

• Delivered creator-led, market-specific content across 6+ TikTok accounts

• Positioned TikTok as the go-to platform for football culture in Africa and beyond

My Role:

• Directed and managed a 20+ person cross-functional team across strategy and creative

• Ensured real-time, culturally relevant coverage of every stage of the tournament

• Partnered with creators to deliver authentic, fan-first content at scale