I'm Sabine Djokoto-Ayité. I've spent close to 8 years building brands and communications between France and West & Central Africa. It started with CRM at IKEA France and Publicis Groupe. Then, I moved back to the continent to lead communications and public relations for high-growth tech, first Gozem, then Yango across 7 markets in total. Today I work independently, advising brands on positioning, media and cultural relevance.
Outside of that, I chase sunsets with more commitment than most people would consider reasonable. Also drawn to travel and the arts, and occasionally found behind the decks as a hobbyist DJ.
wabisabine comes from wabi sabi and my own name. The japanese idea that the most interesting things are the ones that don't hide what they are. It's how I work.
The strongest brands aren't the smoothest ones, they're the ones specific enough to be recognisable. Getting there means being honest about what a brand isn't, and being able to explain why.
Working across retail, agency and tech taught me something useful: the fundamentals travel, and almost nothing else does. A campaign structure that works in Lille needs rebuilding for Lomé, and the part that needs rebuilding is never the part people expect. Most of what I've done since has been that translation work.
At Gozem I led brand and communications across four markets, then took on the full marketing function when the CMO left, running a team of twenty and producing the company's first brand book. At Yango I ran PR and executive positioning across six markets, in places where structured PR barely existed yet.
Alongside that, consulting in fashion, culture and events, which is where I keep my eye sharp.
Defining what a brand stands for and making it specific enough to be useful. Brand platforms, narrative and tone of voice, visual identity direction, rebrands, and the guidelines that keep it coherent once other people take over.
Turning a brand platform into things people actually see. Creative direction, campaign concepts, scripts, AV and photo production, agency and vendor briefing, and the coordination that keeps a multi-market shoot on schedule.
Shaping what an organisation says publicly, and keeping it recognisable across every audience. Communications strategy, executive positioning, owned and social channels, media relations, internal comms, and crisis.
