Senior-level social media titles have become more common as more marketers recognize the channel’s marketing power. Adu Adu—global head of social media for technology company Logitech—remembers when that wasn’t the case.

“I always felt like I was the only person at the top of the hill shouting about how important social was,” Adu, 36, said of his early career, which included a stint at THX, where he built the audio company’s social presence from scratch six years ago. 

Adu, whose father is from Ghana and mother is from Queens, playfully likens his family history to “Coming to America,” the 1988 comedy starring Eddie Murphy. While he may not be an actual prince, he’s bringing a golden touch to Logitech, which he joined in June 2022. He now manages the brand’s social media presence across platforms, keeping a consistent brand voice while experimenting with newer social networks such as BeReal. He joined the company after working in Google’s social lab. 

Now based in Oakland, California, Adu is also a writer with three books under his belt (the most recent of which is called “Work in Progress: to Be Grown, Black & Creative”). Plus, he hosts a podcast called “A Dose of Black Joy & Caffeine,” and used to teach social media classes at Miami Ad School. 

If you could have dinner with one person, alive or dead, who would it be and why?

I’m going to go with Denzel Washington.

What are the top two social media sites you use on a regular basis?

TikTok, and now Threads.

What’s currently on your bedside reading list?

“For the Culture,” by Marcus Collins.

What was the last show you binge-watched?

Probably “Insecure.”

At what age do you hope to retire?

I am a bit of a workaholic. Call it the Ghanaian in me … I have parents that are hard-working and really, really passionate. I don't know if I would retire—I think that I would still be doing marketing in some capacity, even if that's teaching. I think 80 is a good age to say “You know what? I think my time is done.”