Partnerships Lead · Culture Strategist · Soft Power Architect
I build the bridge. From strategy through execution, aligning global brands with the voices, communities, and moments that actually move culture forward.
Work With Me"The most powerful partnerships happen when brands respect the culture they step into. My role is to identify those spaces early, build trust with the communities shaping them, and create partnerships that feel natural, credible, and lasting. This is soft power. And it's the only kind that lasts."
— Tazar Sancho
Why Tazar
A decade building at the intersection of music, fashion, sport, luxury, and entertainment. Not adjacent to culture, inside it, with the relationships to prove it.
I don't hand off. From identifying the right partner to delivering the campaign through to editorial, events, social, live, I see every partnership through from concept to culture moment.
Direct relationships with talent, editors, labels, agencies, and creative directors across music, fashion, and luxury. No cold outreach. The right doors are already open.
The campaigns that move culture don't announce themselves. I build the conditions for brands to be genuinely wanted in the spaces that matter, not inserted into them. Influence without force. Credibility without spend.
A BA in Graphic Media from UCA means I read visuals, understand design briefs, and speak the language of creatives and art directors, not just account management.
Strong commercial awareness and a deep understanding of audience behaviour across digital and physical environments. Campaigns that live on the street as well as the feed.
Experience
Partnerships Lead
Leading cultural partnerships for The North Face and global brand partners, placing the brand where culture is genuinely moving and letting the product speak through the people shaping it. From talent strategy to editorial cover moments, events, and social activations, I work strategy through to execution.
Brand Partnerships, Marketing & Creative Services
Over a decade building brand partnerships, influencer campaigns, and cultural activations across luxury, automotive, fashion, gaming, and entertainment. Direct relationships with global brands and A-list talent across film, music, and fashion, placing intentional collaborations at the centre of every project.
Culture & Sports Account Director
Leading culture and sports activations for Nike, JD Sports, and Polaroid. PR strategy, brand communications, and partnership management, including the Nike Rise West London launch, JD's King of the Game Christmas campaign, and Polaroid x Places Plus Faces Partnership.
Senior Account Manager
Leading Pernod Ricard accounts across music activations, PR strategy, and creative planning. The Ballantine's x Boiler Room partnership and Absolut x Dazed editorial collaboration were flagship deliverables. End-to-end production, talent negotiations, and content strategy across the portfolio.
Studio Executive
Managing print and digital campaign components for Guardian News & Media's in-house brand studio. Collaborating with design, content, and tech teams on campaign delivery, the creative and production foundation that underpins everything built since.
Outcomes Delivered
The North Face × Barry Keoghan
Wonderland Cover & Chamonix Content Series
Brokered and executed the editorial cover partnership between Barry Keoghan and Wonderland Magazine, then extended into a social content series shot in Chamonix.
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The North Face × Aimé Leon Dore
Lord Apex Editorial Cover Moment
Placed The North Face x Aime Leon Dore on a cover story alongside a notable music artist in music and culture.
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PLaces + Faces x Polaroid
Cultural Led Partnership
A culture-led partnership between Polaroid and Places+Faces that connected instant photography with music, placing the brand at the heart of youth culture through exclusive product seeding, creative storytelling and influential community moments.
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Nike
Rise West London Launch + Air Max Day 2023
Executed the Nike Rise West London influencer campaign and store launch alongside Nike Air Max Day 2023, embedding the brand inside authentic West London culture.
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Homecoming x Jameson × Patta #ALLCONNECT
A Global Partnership with Multiple Touchpoints
Global partnership connecting creative communities across Atlanta, London and Lagos through culture-led storytelling, live experiences and a limited-edition product collaboration, generating 120M+ earned reach and a sold-out collection.
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Absolut × Dazed
Artist Editorial Collaboration
Key point of contact for the editorial collaboration and partnership between Absolut and Dazed, placing the brand inside one of the most culturally trusted publications in fashion and music.
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JD Sports
King of the Game Christmas Campaign
Spearheaded the JD King of the Game Christmas campaign, a major seasonal push combining culture, sport, and fashion at scale.
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Foot Locker × ASICS × Habitat
Three-Way Cultural Collaboration
A community-led 360° campaign co-created with Habitat that embedded ASICS into Manchester’s culture through authentic storytelling, retail experiences, a sold-out cultural event and organic community content.
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Arsenal FC
Emirates Stadium Artwork Unveil
Led the PR strategy and cultural activation for the Emirates Stadium artwork unveil, connecting football, art, and community at one of London's most iconic venues.
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Brand Roster
Talent Worked With
Work With Me
Brand Partnership Strategy
You have a brand that wants to move in culture but isn't sure where it belongs yet. I identify the right spaces, build the framework, and manage the relationships that make the partnership credible rather than forced. From initial audit to long-term collaboration model.
Talent & Influencer Campaigns
Direct relationships with talent across music, film, fashion, and digital. I identify the right people for your brand, not the ones with the biggest numbers, but the ones whose credibility transfers. Contract negotiation, creative direction, and full campaign delivery.
Activation & Events
Concerts, listening events, editorial shoots, panel talks, store launches, brand experiences. I design and execute activations that place brands inside genuine cultural moments, not alongside them.
Editorial & Media Partnerships
Relationships across Dazed, Wonderland, Crack Magazine, Notion, and beyond. I place brands inside the publications their audience already trusts, cover moments, editorial integrations, and paid hype campaigns that feel editorial rather than advertorial.
Freelance Partnership Director
Available for project-based and retainer engagements. Brands, agencies, and startups can bring me in as a senior partnerships lead for specific campaigns, pitches, or brand moments, without a full-time hire commitment.
Artist & Talent Brand Architecture
For artists and public figures building a brand identity around their name. I map the right partnerships, publications, and cultural positions that build long-term equity, not just short-term visibility.
Soft Power Strategy
For brands that want to be felt rather than just seen. I map the cultural spaces, communities, and talent relationships where your brand can build genuine influence, without spending your way into credibility. The goal is never reach. It's resonance.
Get In Touch
Whether you're a brand, an agency, an artist, or an organisation looking to move in culture, I'd like to hear what you're working on.
tazarsancho@googlemail.comLondon, UK · +44 7308 161 617
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