PRESS RELEASE

In a world where communication shapes perception and perception builds nations, Sandra Njoku-Samuel stands tall as one of Nigeria’s most compelling young voices in media strategy and cultural diplomacy. With a career defined by creativity, service, and grit, Sandra currently serves as the Media Strategist to the Honourable Minister on Media & Communications, Office of the Honourable Minister, Federal Ministry of Art, Culture, Tourism and the Creative Economy.

Sandra is more than a strategist—she is a bridge between tradition and transformation, wielding the power of words, visuals, and strategic storytelling to spotlight Nigeria’s vibrant cultural assets and position her country on the global tourism map. Through her lens, festivals become global conversations, bilateral meetings become cultural milestones, and press releases are transformed into narratives of national pride.

Humble Beginnings, Purposeful Journey

Sandra’s path to national relevance began far from any podium. As an undergraduate, she worked as an event usher and brand ambassador for MTN, Red Label, and other household names, mastering poise and professionalism along the way. She later walked the runway for DCC, sharpening an eye for visual storytelling that still guides her work today.

Early in her career, she served as a clerk at Alston Company in Port Harcourt before advancing to roles as Executive Assistant to three Honourable Ministers and three Directors-General in the tourism and culture sectors—experiences that deepened her understanding of national development, protocol, and strategic communication.

Pageantry further strengthened her voice and confidence; participating in Miss ECOWAS and Calabar Carnival Queen pageants showed her the power of culture to unite communities and elevate identities.

Championing Creative Strategy and Global Visibility

Sandra’s current role has positioned her as a key player in shaping the Honourable Minister’s local and international visibility. She has supported high-level events, international conferences, bilateral meetings, courtesy visits, and cultural diplomacy projects. From writing official press releases to developing media briefs that amplify national objectives, Sandra has become known for her precision, insight, and commitment to nation branding.

Her ability to lead behind the scenes is equally profound. She has coordinated media coverage, storytelling campaigns, and social media promotions, using her personal platforms—which collectively reach over 46,000 followers—to amplify the Ministry’s work in real time. Her strategic use of Instagram, Facebook, and YouTube has made her a recognizable force in new media advocacy for culture and tourism.

The Heartbeat of Drachibrand: A Multifaceted Empire

Sandra is also the founder and creative director of Drachibrand, a dynamic enterprise with multiple arms that reflect her passion for purpose-driven impact:
• Drachibrand (Styling & Creative Direction): A top-tier coordination brand known for styling, posing direction, and behind-the-scenes production of high-profile music videos, campaign shoots, celebrity photo shoots, reality shows, and movie sets. Sandra has worked with top Nollywood celebrities, political dignitaries, and business executives to shape compelling aesthetics and visual stories.
• Drachifashion: A homegrown fashion line that designs and sews elegant female outfits and custom-made Ankara bags, celebrating Nigerian creativity and craftsmanship.
• Drachi Fruits Hub: A premium fruits hamper service that provides curated, health-conscious gift packages to individuals, families, and corporations.
• Drachi Foundation: A social impact initiative focused on SDG 2 (Zero Hunger) and SDG 4 (Quality Education). Through food relief, scholarships, and empowerment campaigns, the foundation is making a real difference in the lives of underserved youth and communities.

A Leader on the Rise: Vice President, JPI Canada (Abuja Chapter)

Sandra’s leadership has not gone unnoticed. She was recently appointed Vice President of Jamie Pajoel International (JPI), Canada – Abuja Chapter, a global platform for transformational leadership, youth development, and public sector excellence. In this role, she continues to champion values of purpose, patriotism, and impact.

She is also a certified practitioner and Associate Member of the Institute for Tourism Professionals of Nigeria (AMITPN)—a recognition of her contributions to Nigeria’s tourism development and professional excellence.

Final Word

Sandra Njoku-Samuel’s journey is a testament to the truth that success is not handed—it is earned through faith, resilience, and service. She continues to serve quietly but powerfully, letting her work speak louder than her words.

“I may not have all the access, but I have grace, grit, and God. That’s my currency.”

“I believe in the dignity of labour—because no work done in truth, purpose, and service is ever wasted.”

In an age where the world is in desperate need of grounded, visionary, and authentic leaders, Sandra Njoku-Samuel represents the hope of a new generation—rooted in purpose, driven by excellence, and ready for the global stage.