Portfolio

Engagement Strategy and Community Building with Regular Mumz

Jodie Bellamy, founder of Regular Mumz, approached me with a vision of growing her Instagram account, which focused on sharing real, unfiltered motherhood experiences. She wanted to connect more deeply with other mothers and build an authentic community while also looking for ways to eventually monetise her platform. To support this goal, I designed a comprehensive social media and community-building strategy tailored to her niche.

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The strategy included several key components: content planning with a focus on genuine storytelling, scheduling posts to maintain consistency and relevance, and encouraging two-way communication with her audience to foster a supportive environment. We also identified key trends within the motherhood community and developed a targeted approach to hashtags, captions, and user interaction to increase visibility.

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By following this strategy, Regular Mumz saw a steady increase in follower growth and higher levels of engagement, which created new opportunities for collaboration. With her strengthened online presence and engaged audience, she began to attract partnerships with relevant brands and has now been able to start monetising her platform, allowing her to turn her passion for sharing motherhood stories into a profitable venture.

Cultivating Roots of Belonging on Instagram

Roots of Belonging is an organisation which hosts outdoor events for mixed, dual heritage and multicultural people of colour to connect with nature and cultivate their belonging. In early 2024, the organisation's founder Isabella, approached me seeking support in setting a clear strategy for the Roots of Belonging Instagram channel. The goal of our collaboration was to cultivate a vibrant online community that authentically reflects the organisation's mission and values.

In response, I crafted an Instagram channel and content strategy that sought to showcase Isabella's personal journey and the diverse experiences of underrepresented communities in the outdoors as well as providing resources and initiating meaningful discussions around diversity, inclusion and equity in the UK outdoors. The platform now serves as a catalyst for inspiring individuals worldwide to authentically reconnect with nature and embrace a sense of belonging in the great outdoors.

Generating Brand Reach & Revenue with Influencer Marketing

At Monica Vinader, I spearheaded a dynamic influencer strategy, seamlessly adapting to evolving needs from building brand awareness to driving revenue. Crafting and executing a strategic partnership with Fleur De Force for a new collection launch, we achieved an exceptional milestone, generating over £75,000 in just 48 hours. This groundbreaking success not only exceeded expectations but also became a blueprint for replicating impactful initiatives with other key influencers, solidifying our brand's influential presence in the market.

Revolutionising Meta's Social Media Crisis Response

During my time at Khoros, I drove the creation of a robust crisis listening program for one of the world's largest technology companies, Meta. This initiative equipped our strategists to stay vigilant on brand-related or cultural crises. The specialised workstreams facilitated instantaneous issue alerts for the Meta's leadership and enabled Khoros strategists to swiftly analyse crises, gauge their relevance to the brand, and deliver rapid recommendations for the brand's response.

Launching Post Office on TikTok

I led the development of a TikTok launch strategy for Post Office's debut on the platform, educating stakeholders on maximising the brand's presence. This involved initiating a consistent content creation and publication programme to engage new audiences, while establishing streamlined workflows for prompt review and approval processes.

Guiding Post Office’s Social Strategy

I collaborated closely with the Post Office to spearhead the creation of three vital playbooks. These strategic resources were meticulously crafted to fortify their social initiatives, aligning with the newly defined brand purpose and objectives for 2021 and beyond. The deliverables I created comprised a comprehensive Social Media Engagement Playbook, a Crisis Strategy, and a Content Recommendations Playbook.

Globalisation of Award-Winning Dove Beauty Campaigns

In my role as an Account Manager at Edelman, I held a critical position as the lead liaison for the esteemed Dove client, entrusted with steering the brand's governance. This included orchestrating the localisation and successful global deployment of award-winning campaigns like Dove Real Beauty Sketches and Dove: Patches, making a strategic impact across over 160 markets.

Driving Engagement for the Monica Vinader New York Launch

As part of my role as Content and Social Media Manager at Monica Vinader I was tasked with creating a digital campaign concept for the New York store launch. My initiative "Meet Me in New York" was adopted across digital, social and print. I successfully launched a web content series featuring US celebrities that drove high website engagement as well as efficiencies in terms of content creation for email, social media and press.

Content Planning for Global Burberry Campaigns

As a Social Media Coordinator at Burberry, my role was pivotal in orchestrating content planning and copywriting initiatives across global and international channels. My tenure was marked by spearheading the seamless coordination of high-profile events, including the worldwide launch of the new fragrance 'My Burberry,' the strategic rollout of the 2014 festive campaign, and the successful execution of two new season campaign launches, all complemented by live reporting during London Fashion Week.

Mulo Shoes Social Audit & Strategy

During my time  as a consultant for Mulo, I led an in-depth social media audit, deciphering the Mulo's most impactful content types and messaging preferences among diverse audiences. I orchestrated comprehensive social media copywriting and publication strategies, amplifying the brand's voice. Additionally, I established a robust influencer strategy to maximise brand visibility and engagement.

Crafting Impactful PR & Digital Copy for Esse Vie 

I spearheaded the creation of captivating content for fashion label Esse Vie, showcasing a diverse range from product descriptions to crafting compelling narratives for new season lookbooks and orchestrating impactful messaging for PR assets, including press releases and prestigious award nominations.