Strategic Creative Director & Brand Strategist
CULTURAL INTELLIGENCE
Deborah Kakoma is a Rwandan-Ugandan American strategic creative director and culture expert. She helps brands and institutions understand complex audiences, and turn cultural insight into identities, experiences and opportunities.
Experience
20 years in East Africa
Businesses served
200+ businesses & platforms
Practice
Managing Partner, The Brief
Based in
Kigali, the US & online
Selected past experience across in-house, agency and advisory roles.
What she does
WHO SHE IS
Twenty years connecting what people live with what organizations need to build.
Deborah gathers insight by observing how people live, how they make choices and how they create meaning from those choices, and above all how that meaning shapes brand objectives. Drawing on close observation of everyday behaviour and more than 200 businesses, she turns what she sees into brand strategies, identities, platforms and experiences.
Shaped by an American upbringing and two decades of work in East Africa, Deborah is sought after for her ability to see markets from more than one side. Her personal and working-life communities span continents, informing a practice that connects worlds without flattening their differences.
She is the managing partner and co-founder of The Brief, a pan-African strategy practice.
Some of her work.
Event platform · Coffee
The Global Coffee Conference 2026
Naming, messaging and structure for a conference that valued Rwandan coffee as culture and enterprise. Funded by Bloomberg Philanthropies.
250+ participants from 18 countries
View project →
Event · Messaging architecture
WEF C4IR Global AI Summit on Africa 2025
Program and messaging architecture that gave audiences a coherent account of Africa’s path to AI leadership.
Africa AI Declaration adopted
View project →
National brand · Tourism
Tourism-led initiatives
Moving the national tourism brand from promotion into licensed use across businesses, products and visitor experiences.
A licensing journey from application to certification
View project →
Sport · Sponsorship platform
Kigali Sports City
The original narrative and commercial decks that defined BK Arena, Zaria Court and Amahoro Stadium as one ecosystem.
Three venues, one ecosystem
View project →
Event · Brand experience
CHOGM 2022: First Ladies’ coffee masterclass
A brand experience at the 26th Commonwealth Heads of Government Meeting that made the coffee value chain visible. Funded by Bloomberg Philanthropies.
Five Rwandan coffees, one farmer-led tasting
View project →
Global stage · Coffee
Expo 2020 Dubai: women-led sustainable agriculture
Communications and design direction when Sustainable Growers was named one of 50 Global Best Practice Programmes.
One of 50 Global Best Practice Programmes
View project →
The way she thinks.
When there is no data, build it.
Beyond any single project, Deborah studies how people live, choose, adapt and make meaning in changing markets.
She has turned this into an intuitive practice she is known and sought out for: finding patterns that conventional data can miss, then turning those observations into useful strategies for brands and institutions.
She is often asked to share how her methods for problem solving create culturally rooted solutions that scale from strictly local to nationwide and global frameworks. The work is grounded in a simple belief: when there is no data, build it.
INSIGHTS
Rwanda 2026 + Beyond: ten emerging trends brands can’t ignore.
Ten trends drawn from the culture, behaviour and values shaping homegrown solutions in Rwanda. Written for leaders working in, with or for the country, public or private, local or global.
A collaborative report from The Brief, co-authored by Deborah Kakoma.
Advisory, speaking, partnerships and press.