Carlyle works in the Digital Marketing sector, leading Midas Creative Agency Limited (trading as Digital Danes). This is a solutions-driven creative agency that applies international standards to solving digital marketing and content creation challenges regionally. Its services include social media management, graphic design, digital video production, and photography. Its main customers are individuals and SMEs. Central to Digital Danes’ services are uniquely tailored marketing strategies informed by each client's diagnostic case study and resulting profile. This approach helps it to consistently produce a higher yield when compared with the generic (and often ineffective) one size fits all options used by its competitors. Coming to the YLAI Fellowship, Carlyle’s top business challenge is Strategy.