I worked as Content Editor, Lead Copywriter and Community Manager for Grolsch, taking care of global content and social strategy for the beer brand. Working with Nation Studio I managed brand collaborations with creatives and artists from all over the world, building editorial content and campaigns around them that reinforced the Grolsch ethos of being 'Unconventional by Tradition' and appealed to the brand's target audience of urban creatives.
Editorial Content
Grolsch Canvas is the global online content hub for Grolsch, created to promote their brand values by celebrating arts and culture from around the world. As the Content Editor and Lead Copywriter for Canvas I managed all aspects of the site, including generating ideas for editorial content and campaigns, writing articles and image/video editing, as well as working with freelance writers. Website traffic increased by 55% during my time managing Canvas, while the average time on a page increased by 15%.
Social Media & Community Management
As the Community Manager for Grolsch I created and published all content on Grolsch’s global social media channels. The role also included creating and maintaining a strong tone of voice, managing social campaigns, social listening, community outreach and managing media spend. I also created social media guidelines for global markets and helped ensure that all content complied with alcohol advertising regulations. During my time managing the Grolsch social channels the number of Instagram followers increased by over 2000% and interactions increased by 320%, while Youtube followers increased by 140% and Facebook fans increased by 15%.