Highly creative social media and influencer producer, with both in-house and agency experience. Strategically minded, adaptable and with a proven track record in content production, managing influencer talent, developing and growing communities through online and offline events, planning and implementing digital engagement campaigns, and collaborating with global teams to deliver a consistent brand experience. Currently leading Visit The USA's influencer strategy across multiple markets; and previously working on Gap, Google, Sky, Bacardí, Xbox, Lego and NBC Universal, as well as for brands under Unilever, P&G and Tesco.
2018 Project lead on Go USA's FY18 Influencer campaign, focused on the Indian market and working with Tier 1 Talent (+1 million followers) to deliver bespoke USA travel content across YouTube and Instagram. Managed NBC Universal partnership with the E! Entertainment brand, across multiple markets for the cinematic release of Brand USA's 2018 marketing film: America's Musical Journey. Alongside organising influencer attendance and content production at the film premieres in Mexico City, Paris, Tokyo, London and Sydney. Delivered Brand USA's 'Football as a Passport' campaign with youth media sports brand Copa90. Working in collaboration with ESPN, NFL and MLS, on a sports-themed Road Trip travel film, to promote travel to the USA to a UK sports audience. 2017 Project manager for Visit The USA's FY17 Influencer campaign, responsible for activity across the brand's Tier 1 markets (Mexico, Australia, Canada & Germany), working with local YouTube and Instagram content creators. The role involved influencer identification and contract negotiations, to campaign management and content production. 2017 Project managing Coca-Cola’s Fly Away Fridays summer influencer campaign, with Tier 1 UK YouTube Talent - Caspar Lee, Oli White & Fleur de Force
Overseeing the social media output for Gap's Global Franchise business: covering 44 countries, with 70+ social channels. Working with franchise partners across EMEA, LATAM, APAC & the Middle East to maintain a consistent brand message, implement global campaigns in collaboration with North America, advise on best practice, and assist in creating engaging, localised social campaigns. Key Responsibilities: • Develop strategy for local execution of global marketing campaigns, to ensure localised campaigns deliver on brand objectives • Work with cross-functional teams to create results-driven influencer campaign under Gap’s Styld.By initiative - collaborating with prominent Instagram talent in each market • Formulate strategy to grow social footprint of Franchise business and track performance against key metrics • Support Franchise partners by providing feedback on all social media activity and updating on social trends to drive innovation
Working in a dedicated four person social team on the Sky UK brand channels. The role involved developing the structure and processes of a new Sky Social Studio, on-boarding the multiple internal Sky stakeholders who feed into the brand channel, and managing the ongoing strategic and creative responsibilities required with BAU social content. Key Responsibilities: • Development of social strategy for multiple and diverse Sky stakeholders • Community Lead for live events e.g. Sky Q launch / Sky Kids App launch • Ideation and creation of social content • Paid media strategy and budget allocation in partnership with media agency • Client relationship management • Reporting and analysis (Weekly, Monthly & Quarterly)
Working across the BACARDI, MARTINI and Grey Goose drinks brands, the role involved managing the day to day online content strategies and moderation across multiple social platforms. I liaised with BACARDI’s Global agency to optimize brand content for the UK market, as well as producing local content via photoshoots, video shoots and working with Brand Ambassadors. Key Responsibilities: • Managing a direct report • Monthly reporting and analysis • Plan paid support across multiple social platforms • Organising content creation sessions with brand ambassadors and partner bars • Photography, editing and retouching
As part of the GeoConsumer Team on Google Maps, I managed the Google Local London community via social content creation and organising regular events. I was also involved in the ongoing management of Google City Experts, a top contributor programme for Google Maps. For City Experts, I was a key contributor to the launch strategy and implementation of the program in three UK cities (London, Edinburgh & Bristol) in July 2013, using offline events, online engagement and community outreach to raise awareness and grow opted-in members. Key Responsibilities: • Devise and execute large-scale branded experiential installations at key consumer facing events: – Taste of London (4 day activation) – London Coffee Festival (4 day activation) – Borough Market (3 day activation, recurring weekly over several months) • Formulate and project manage events to engage and retain community members • Create content and plan engagement strategies for multiple social channels – Google+ (Google Local London) – Twitter (GoogleLocalLDN, GoogleLocalEdin, GoogleLocalDUB) • Plan and administer partnered contests with editorial websites and bloggers – Shortlist, TimeOut • Design, create and publish newsletters in HTML • Managing remote communities – Edinburgh, Bristol and Dublin
For the Brand USA x Copa90 'Football as a Passport' influencer campaign