My Work
Business Director & Social Lead - 23red Ltd.
2021-Present
I lead on social media campaigns at 23red, specialising in content strategy and creative innovation designed to shift audience attitudes and behaviour. Client work includes strategic and consulting work for our client, The Open University, delivering campaigns that help to reframe perceptions of the organisation from both a consumer and B2B perspective. Other clients I lead social campaigns for include This Girl Can (Sport England), Foreign, Commonwealth and Development Office (COP26 extended comms campaign), UKIE (UK trade association for video games), DEFRA and NHS veteran service Op COURAGE.
Head of Social Media - More Than Enough Ltd.
2020-2021
In one year I built an in-house team of 5 and grew the total channel following by 115%, taking the total follower count from 656k to 1.41m across 13 channels. Follower growth was achieved through intentional and consistent content testing to ‘growth hack’ vertically on the primary channels: Instagram, Facebook & YouTube.
I launched 3 additional new channels in this period to broaden the base for our reach, allowing for cross-promotional activity and more niche content marketing for specific high-ticket products. I also led the production of a brand new podcast series now ranked in the top 200 in both the Self-Improvement category & Education category in 50 countries. I leveraged the relationships with high profile guests (including Gabby Bernstein, Lewis Howes, Patti Stanger, John Assaraf, Dr Steven Gundry) for SEO link swaps, affiliate program arrangements and content swaps to further boost brand awareness. My role also extended to hosting and presenting live webinars with celebrity therapist, Marisa Peer, providing value that bridges into an effective Call To Action - typically these webinars generated $20k+ in sales each time.
I ran organic social media as a profitable department, using UTM tracking to report return on the team spend. This in turn informs appropriate investments for more dynamic results. I also directed a team of Social Sellers to generate leads and revenue through social media inboxes ($300k in 12 months), More Than Enough Ltd is an ambitious and fast-paced organisation where I was happily motivated and challenged to push boundaries, constantly test, and think well outside of traditional social media boxes to create impact.
Digital Strategist & Copywriter - Wholehearted Group Ltd.
2018-Present
My role initially as a Director at Wholehearted Group Ltd involved the management and growth of clients’ Social Media portfolios. This was end-to-end project management from concept ideas through to production and publication, with platform specific direction that covered Instagram, YouTube, Twitter, Facebook, LinkedIn, and Glassdoor.
I stepped down in 2021 as a director to work instead on a contractor basis with Wholehearted Group Ltd where I now specialise in client projects in the self-development, thought-leadership and executive coaching sector. For certain Social Media projects I deliver the full scope of content, from strategic ideation through to production including copy, graphics and short-form video production. I deliver email marketing campaigns, sales page copy, and ghost write for client blogs and books. Understanding and successfully capturing (or indeed creating) a brand’s tone of voice is something I pride myself on. It has cemented long-term trust and strong working partnerships for Wholehearted Group Ltd, as well as revenue and brand authority for the clients themselves.
Digital Lead for Dixons Carphone Careers Channels UK.
2019
Wholehearted Group Ltd was brought onboard as part of an agency partnership to direct the in-house design team, managing client relations, 5x channel content production, moderation and reporting. I produced and implemented the organic and paid Social Media strategy to generate leads as part of Dixons Carphone’s UK talent attraction campaigns.
Social Media Strategy - Johnson & Johnson EU Graduate Careers.
2019
The strategy development for Johnson & Johnson EU Social Media Graduate Attraction Campaign included both organic and paid activity in partnership with a London marketing agency. This strategy was heavily led by user generated content and required tight project organisation to liaise with clients across European countries therefore to capture and produce the real-life stories. The strategy was based on a thorough audit of their current activity and main competitor channels in order to direct content that would attract talent and convert them to willing applicants.
Web Copy - Famous Grouse.
2019
I produced website copy for Famous Grouse in partnership with a Glasgow marketing agency commissioned to deliver their digital strategy relaunch. This required research into the tone of voice, the ethos and the history of the brand to successfully produce copy that aligned with the current tone and the strategic direction from the agency.
Social Media Marketing & Website Content - UK Music Management.
2015-2018
I managed the Social Media and website content for the music agency, creating frequent blogs for Search Engine Optimisation. I co-ordinated and directed promotional content creation for acts and artists, liaising with videographers, stylists and editors to achieve a high production standard.
Skills
Social Media Marketing Strategy - Email Marketing Strategy - Copywriting for Social Media, Editorial, Website, Email, Sales Pages - Video Editing for Social Media - Basic Graphic Design For Social Media - Google Analytics & Data Studio - In-depth knowledge and most experience with Instagram, YouTube, Facebook, Twitter, Linkedin - Intermediate experience with Pinterest, Glassdoor, Reddit - Hosting and presenting webinars and trainings.