Laura Shephard

Laura Shephard

Social and Content DirectorLondon, United Kingdom
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Laura Shephard

Laura Shephard

Social and Content DirectorLondon, United Kingdom
About me
I have over 10 years’ experience in social and digital planning, content, management and measurement across FMCG, auto, health and fitness, luxury, and higher education. My experience spans paid and organic social including brand and performance campaigns, influencer management, website content, search, display, eComm, DTC, and ‘non-traditional’ digital channels including Giphy and Spotify. I pride myself on being collaborative, giving with my time and knowledge, and a mindful team leader. Outside of work I enjoy reading biographies, running with or walking my dog, cooking recipes I’ve discovered on Pinterest and people watching in London’s best coffee shops.
Work history
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    Social and Content DirectorHeyHuman
    London, United KingdomFull Time
    Working across social and digital for Smirnoff, SlimFast, Affinity Pet Care, Cîroc, Heath & Heather, Sony Mobile and new business. Key experience: - Strategist and content director with experience in paid and organic social, brand playbooks, website content and SEO, paid search, display, eComm, DTC, and ‘non-traditional’ digital channels including Giphy and Spotify - Created one of Diageo's top performing campaigns of 2021 using a modular approach to content to cater to audiences across multiple markets and channels including Meta, Pinterest, Google to inspire cocktail making and online purchase during the pandemic > case study video below - Produced a pitch-winning social strategy for Cîroc including content plan, influencer criteria, publishing calendar, KPIs - Led an SEO project using search behaviours to create a website publishing calendar, helping the brand become No.1 for category search. I wrote the briefs and site specs, including onward journeys to connect content seamlessly to commerce - Experienced in performance campaigns, driving down cost per acquisition by 50% for an FMCG client by using 1st and 3rd party data to target segments with tailored content and promo codes to increase DTC sales - Line management of the social team, developing talent who think strategically and audience-first about social and digital, spot growth opportunities, and can sell-in great work - Experience in a range of audience and digital tools including Google Analytics, Kantar, GWI, Infegy, Brandwatch, Upfluence, Socialbakers - Co-authored a whitepaper, presented at Social Media Week, using neuroscience to understand whether influencer marketing works and if humans trust bots - Led a roundtable session for Social Media Week on ‘Finding and Managing Influencers’ - Delivering thought leadership including a debate on ‘Social Media: Is It Time To Log Off?’. Of the event, the Royal Society of Public Health said: "Your work on social media and mental health is bang on trend"
    Spark44 logo
    Spark44 logo
    Senior Social and Digital StrategistSpark44
     - London, United KingdomFull Time
    Working across digital projects for Jaguar Land Rover and leading on social media for Global, UK and Formula E racing. Responsibilities and experience included: - Using data to demonstrate impact I secured a 50% lift in social media spend from FY16 to 17 and from FY17 to 18 - Collaborating with markets to share best practice ensuring a consistent brand experience worldwide - Overseeing the delivery of paid social, working with external partners to ensure maximum effectiveness - For Land Rover’s ‘Dragon Challenge’ I demonstrated there is an appetite for long-form video online by mixing great storytelling with epic videography, genuine danger and one world record broken, all served up on the right channel in optimal formats, achieving a record view time of 5 minutes (vs previous average watch time of 31 seconds) - watch here https://m.youtube.com/watch?v=EUwzWHD3Htg - Monitoring channel developments and latest products to provide recommendations and improve performance - As part of the Digital Strategy team I also worked on website, mobile app and CRM projects
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Skills
  • Social Advertising
  • Social Campaign
  • Social Content
  • Social Content Strategy
  • Social Media Advertising
  • Social Media Marketing
  • Content Consultant
  • Digital Advertising
  • Digital Campaigns
  • Digital Content
Education
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    CIM Digital Marketing DiplomaThe Chartered Institute for Marketing
     - Cambridge, United Kingdom
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    BSc Marketing and Management (First Class Honours)The University of Essex
     - United Kingdom
    First class honours degree