• Neo_Bieber-11

Adidas Neo/Justin Bieber

Social Media Strategy, December 2014

At the end of 2014 I worked with agencies, The Upside and The Audience to create an exit strategy for Justin Bieber who was stepping down as brand ambassador for Neo after two years. We were tasked with ensuring that the process went as smoothly as possible.

To this end we wrote a strategy that was focused on the fans and looking to the future. We created content including press releases announcing the departure,  an escalation policy and a detailed content calendar among other things.

  • sr11-range-x7-no-cartons1

Diageo Classic Malts

Social Media Strategy July - October 2014

I worked with Manchester Agency Love Creative to create a social media strategy for 5 of Diageo’s classic malts. These included Talisker, Oban, Singleton, Cardhu and Lagavulin. I was tasked with creating an overarching strategy to open the brands to a new audience, and then creating 5 bespoke content strategies to fulfil the goal.

  • Screenshot 2014-09-18 11.11.58

Adidas Originals/Rita Ora

Social Media Management/Influencer Identification & Management - August 2014

I worked with agency The Upside on the #Unstoppable campaign. I was responsible for advising on strategy and managing all the social media. The campaign was to find international fans to be illustrated alongside Rita Ora in the lookbook for her Adidas Originals collaboration.

The campaign ran across Instagram, Facebook and Twitter simultaneously, and fans were selected from both Rita and Adidas’ channels. There was an extremely fast turnaround on this campaign, so creating an efficient process was paramount.

  • gds_logo

Government Digital Service

Head of Social Media, June 2013 - August 2014

My role at GDS was varied. Initially I performed a social media audit, and created different strategies for both GDS and GOVUK based on my findings/business goals. I then implemented monitoring and KPIs to ensure we were hitting those goals, I also published the GDS Social Media Playbook which went on to become government wide guidance. I set up cross government social media and blogging communities, organised meet ups, built a social and creative team, launched the GDS social media blog, ran campaigns and organically grew the GOVUK community to almost 250k through solid strategy and content. I was also on hand to advise on policy and how social media could be used most effectively in the field of open policy making. Internally the biggest challenge was ensuring that stakeholders understood the value of social as a tool for not just promotion, but as a way to listen to and implement product feedback.

  • Screen Shot 2013-05-03 at 15.25.03

Blinkbox Music

Copywriting and Consultation

I briefly returned to Blinkbox to help them launch their new music service “Blinkbox Music” alongside writing all the copy for the website I also advised them on content strategy and worked closely with the design and UX team to deliver a more simple user journey.

I will continue to consult with them after the late Spring launch.

  • Screen Shot 2013-05-03 at 15.23.36


Social Content Strategy - Dare To Dip Campaign - Spring 2013

I worked with Agency Republic on a five agency wide European campaign for Nivea. I was tasked with writing the social media content strategy for the complete campaign scheduled to run throughout Summer 2013.

Alongside presentations about how to best use content across all social channels and best practise posting guidelines for Facebook, Twitter, Pinterest, Instagram and Vine – I also created the community management calendar. This then became a template for the European leg of the campaign.

  • url


Community Strategy & How To Guides - April 2013

This April I worked with Tropicana for a couple of weeks to create a new content plan to support  two ATL campaigns

I audited the current FB page, suggested appropriate social channels not currently being utilised and wrote best practise guidelines for each of these.  I also created an ongoing community management strategy with the goal of learning as much about the community as possible.



  • Screen Shot 2013-03-04 at 14.21.46

Owens Illinois

Community Management, Social Strategy & Influencer Identification.

Owens Illinois are one of the biggest glass manufacturers globally. For the last year I’ve been working with them in a number of different roles.

Initially brought in to create influencer identification lists of US bloggers in 5 different pillars, I then guided the blogger outreach before settling in for a longish stint as content curator/community manager.

I was responsible for a FB community of 250k and sourcing all content for posting multiple times daily on all the social channels. Also I provided weekly reports and helped to guide the US social strategy.

The Glass Is Life initiative was a finalist in the 2013 Global Effie Awards.

I’m currently writing a new global engagement strategy specifically for Twitter.

  • Lost My Name book

Lost My Name Book

Influencer Identification.

Since 2012 I’ve been working with the guys creating Lost My Name, a wonderful personalised story book for children, to help creatively identify influencers and put together a post-launch social strategy.

The book launch is imminent, so keep your eyes peeled for more news!

  • 27ed0f3

Linkz App

Social Media Strategy.
2012 - 2013

Linkz were an Augmented Reality start up that I worked with to develop a social media strategy to help take them to market.


  • Gaymers Music

Gaymers Cider

Social Media Strategy & Reporting.

I worked with Karmarama to develop the Social Media Strategy for Gaymers Cider in 2012. With the help of the Gaymers Gift Generator activation we grew the community to over 30k in a couple of months.

I also created monthly user reports across all channels and fed this information into our ongoing social media strategy.

  • Pilgrims Choice Cheese

Pilgrims’ Choice Cheese

Social Media Strategy &
Best Practice Guidelines.

In 2012 I worked with Pilgrims’ Choice cheese to develop a social media strategy to support their new ATL ” Good Choice Pilgrim” campaign.

I also performed an audit, updated their social media guidelines and provided community management training to the in house team.

  • Miss Led Illustration

Miss Led

Social Media Strategy &
Channel Set-Up.

I helped London-based illustrator and artist Miss Led set up social media channels relevant to her artwork and then developed a social media strategy with the intent of growing her fanbase while engaging with her current fans.

I created a Facebook activation wherein the winner got a portrait commissioned, and a weekly 5 minute sketch activation which was hugely successful.

  • Loire Chateaux

Loire Châteaux

Social Media Strategy, Channel
Set-Up & Community Management.

I worked to develop a social strategy for this French tourism client with the objective of boosting visitor numbers to the beautiful Loire Valley.

Once I’d created the strategy I set up, populated and promoted the social channels, including running a Facebook promotion to build the initial audience to over 1k within the first month.

  • eHarmony


Influencer Identification.

Based on 30+ UK female lifestyle bloggers, I created a social media influencer list for eHarmony, one of the largest relationship sites in the world.

  • tedbakerlondonlogo

Ted Baker

Blogger Outreach,
Identification & Management.

I’ve worked with Ted Baker on two events. The first was the first ever live Twitter styling event “Take on Ted” (a case study can be found here). I was responsible for sourcing 10 of the top 20 US fashion bloggers at the time, to style a shoot taking place in London via Twitter. Alongside locating and recruiting them I also managed their involvement live on the day.

I was more than happy to work with them again on Instagram-based campaign “It’s Rutting Season“, recruiting  street style Instagram Influencers in London, Manchester and Glasgow.

  • Land Rover

Land Rover

Community Strategy &
How-To Guides.

During 2011 I worked with Wunderman to create a community engagement strategy and social media how-to guide for Land Rover UK and Europe.

  • Next Big Thing

Next Brit Thing

Management & Strategy.

I worked on Next Brit Thing, a UK government initiative to get kids interested in making music which was manifested as UK-wide competition for 11-19 year olds.

I grew the FB from 100 followers to 25k and Twitter to 5k organically with no ad spend.

Alongside day-to-day community management I was also responsible for weekly activations, liaising with artists and creating blogger partnerships.

  • complaint-againt-Pizza-Hut-Serves-Chicken-Pasta-Instead-Of-A-Vegetarian-One

Pizza Hut

Social Media Strategy & Community Management.

I worked with Blue Barracuda to put together a social media strategy to engage with parenting and family bloggers for Pizza Hut.

I also helped out with community management to get a better feel for the strategy, and put in place an escalation policy.

  • Rimmel-London-10

Rimmel London

Community Management.

I managed the Rimmel London Facebook page from 2011-2012, growing the fan-base from 0 to 30k.

I engaged with key UK make-up bloggers and bloggers, ran weekly Facebook activations, and later returned to help them with their X Factor Live supporting video content.

  • Nokia Ovi

Nokia Music

Management & Strategy.

I worked as the primary Community Manager on the Nokia Music Global account for 2 years.

I ran activations, blogged, curated all content across social channels, set up local partnerships, handled blogger outreach, wrote campaign strategy and was responsible for reporting.

  • corporate-cadbury-logo-
  • 6a00e550231d8688340120a608594f970b-800wi

Cadbury Caramel Nibbles

Management & Outreach.

I worked with Hyperhappen on the launch of Cadbury Nibbles where one of my areas was to come up with the tone of voice for the new incarnation of the Caramel Bunny.

Alongside community managing the Facebook audience, I was also tasked with finding 20 top UK fashion bloggers who were to host a live digital shop on their sites for 30 minutes each.

The first ever digital pop-up shop was located in Carnaby Street, London to promote the launch of Nibbles, Cadbury partnered with Giles Deacon and were giving away limited edition scarves designed by Giles to people lucky enough to get to the front of the digital queue.

A case study can be found here: http://www.hypernaked.com/case-study/cadbury-nibbles/.


  • Huggies


Community Management.

As the community manager for both Huggies and  Huggies Drynites I integrated myself into the Mummy blogging community early on.

I ran activations, blogged and ran workshops with parents. In this time I learned many invaluable secrets about working with the parent blogging community.

  • blinkbox-580-75


Social Media Manager & Copywriter.

I worked at film and TV start-up Blinkbox for close to 3 years. In that time I worked across marketing, product and creative before settling on a social media role.

I informed much of their digital strategy and created & managed all of their social channels. I also owned the weekly campaigns, the blog, content strategy and creation, attended and documented industry events.