Buttermilk

■ Spearhead, develop and evaluate the company’s content strategy output across new and existing clients​​, including Armani Beauty (L’Oreal), Revlon and Estee Lauder
■ Act as the primary agency representative for presenting to senior-level clients within key regions as deputised by the founder
■ Establish and uphold a benchmark of excellence in strategy and communication agency-wide
■ Work closely with Data & Creative Studio team to monitor key performance indicators (KPIs) to gauge content efficacy periodically across clients
■ Supervise multiple strategy and brand planning initiatives with the wider team and disciplines, emphasising thought leadership and cultural affiliations
■ Offer expert guidance and run workshops for the team in creating impactful briefs for cross-channel platform concepts that enhance brand equity and drive measurable ROI (we recently had expert speakers attend the office to improve narrative and negotiation skills across the agency)
■ Support the sell in for Content Strategy and overall narrative for New Business, specialised, ad hoc, and transitional projects 
■ Work with Creative Studio to guarantee narrative consistency with brand guidelines, voice, and core values
■ Establish and uphold rigorous editorial standards aligned with our brand identity

Director of Content Strategy

■ Lead creative strategy force for Armani Beauty (US), supporting in planning, connecting and elevating content for GenZ (a clear focus on TikTok) in order to achieve higher goals by harnessing guiding principles around entertainment, the power of a unique hook and brand world building

■ Collaboratively working alongside the co-founders to hone agency value proposition so as to drive new business and build upon existing client base 

■ Overseeing multiple strategy and brand planning projects with a greater focus on thought leadership and cultural connections including working on a ‘Buttermilk gold standard’ for deckware and widening coverage 

■ Working closely with internal teams (design, delivery, paid, data) to see influencer creative strategy through from end-to-end (planning to concepting through to reporting) 

■ Go-to for industry best practice, latest trends and thought leadership content internally/ externally to educate and inspire the wider agency group

Global Senior Social Strategist

Charlotte Tilbury Beauty

■ Manage the day-to-day operations of the Charlotte Tilbury Global TikTok across all deliverables and key brand projects, with direct responsibility for the Global Social Media Manager and Junior Social Media Co-ordinator – overseeing their day-to-day workload, acting as guardian and sponsor of their work and delegating as needed to drive forward the team 

■ In merely 6-8 weeks of tenure in the role, TikTok fans skyrocketed from 260k to 500k+ fans with a giant leap in engagement rate against luxe ‘lo-fi’/ of-the-moment homegrown content seeing CT TT reach 13-16% ER vs 4-6% average  

■ Content lead for several supernova product launches and partnerships from initial inception of ideas and presentations to exec-suite as well as overseeing production of assets on shoots and creative development/ best practice  

■ Crucial support for all influencer (earned) engagement and management from briefs, inspiration through to talent suggestions, creative development and approvals  

■ Owning planning and execution of regular social shoots to deliver on-brand content to populate TikTok, and other brand channels when appropriate for key projects 

■  Manage the delivery of regular reporting on TikTok as needed to the SLT & CMO, as well as wider teams and depts business-wise about social wins and success stories

Global Senior Social Media Manager (TikTok Lead) 

VMLY&R

■ Recruited, ideated, and oversaw the production of all content for Love Island 2022 across Boots channels, leading to record-breaking stats and deeper engagement/ VTR in the first week across TikTok, Twitter and Instagram with a new focus on branded entertainment content
■ Hiring/ line manager for 5 reports across Community Management, Creative Content and Influencer - providing 1:1 mentorship, guidance and oversight
■ Leading organic creative strategy for Boots across key platforms (TikTok) as well as oversight over BUK (Nano- Mid) Influencer Strategy - focussing on storytelling through branded entertainment

Associate Connections (Content) Director, Social & Influencer Strategy for Boots UK

Across Boots UK workstreams including Love Island, Christmas & BAU/ Beauty Content (TikTok):

■ Social squad lead responsible for x2 Community Managers and additional support staff (creatives and producers)
■ Responsible for setting up a newsroom framework, distinct TOV and clear reactive process Boots’ first Love Island partnership, #FindTheOnes, which contributed to the success of Boots holding #1 or #2 place in SOV on Twitter and driving high spikes of retail revenue as well as smashing engagement benchmarks by 40-60% on Twitter, TikTok and Instagram
■ Developing the overarching content landscape and social playbook for Boots UK across Social Media platforms including TikTok, Instagram, Twitter and more
■ Support all influencer engagement and management from briefs, inspiration through to talent suggestions, creative development and approvals 
■ Implementing and activating a clear TikTok Strategy for Love Island activations and beauty content
■ Confidently creating and presenting inspiring, bullet-proof decks (keynote, ppt, g-slides) to support creative ideas for both external and internal stakeholders
■ In charge of responding to client briefs and managing the delivery (copywriting/ art direction) of social media content with a focus on creative optimisation, dynamic ideation and showcasing best practice

Senior Content & Influencer Strategist for Boots (Walgreens Alliance) 

Exposure

Supporting the Head of Social & Digital by building and expanding the Social & Influencer offering at Exposure working across Revlon, Coca Cola, Method, Dyson British Fashion Council, Tommy Hilfiger, Kwik Fit, Samsung and Superdry

Social Media Manager

Digital Voices

Working across clients and agency partnerships with: Havas (Jumpx), WPP agencies, Karmarama, Rightmove

■ Responsible for sourcing new business and building strong partnerships with leading international creative and media agencies
■ In charge of presenting industry-leading lunch and learns as well as showcasing learnings from YouTube workshops to external and internal stakeholders 
■ Client and campaign management lead; supporting clients by devising campaign frameworks, best-in-class social-first idea generation and creative development in the form of content strategy, creator selection and deployment  
■ Working with the data and insights teams across various agency-leading tools such as Tubular Labs to create, write and develop monthly trend reports including Life After Lockdown, A Snapshot on GenZ, Lockdown 2.0 and other larger-scale quarterly thought leading pieces  
■ Overseeing the production of campaigns end to end from pitch stage to delivery, including; negotiating concepts, budgets and deliverables with clients,  assisting with sourcing and recommending creators , communicating with clients during campaigns, ensuring the Campaign Manager is meeting client expectations , reporting results to clients
■ Liasing with rising star and leading YouTube creators to ensure the Creative Strategy is understood and briefs are clear

Creative Strategist (Agency Partnerships)

Across Baileys Irish Whisky Global & EU, DfT Think, Wendys and ICRC:

■ Responsible for cross-platform social strategy and creative concepts on Baileys, including support on creative shoots and production, influencer recommendations, content strategy as well as defining reactive opportunities weekly and monthly in a 'newsroom' format
■ Head copywriter and TOV guardian for Baileys' content across digital and social platforms
■ Reported on key metrics and KPIs; defining trends, opportunities, sharing key results and recommendations
■ In charge of trend workshops and partnerships with social media platforms sharing best practice including Snap, Facebook and YouTube
■ Responsible for Global Social Toolkits for Baileys, BAT and ICRC for pan-European markets writing all copy and selecting creative from brand guidelines and collateral 
■ Social media trend consultant across the WPP portfolio, assisting on successful cross-agency wins, such as Boots' No.7 campaign and ICRC's Fortnite activity, by showcasing best-in-class social/digtial-first innovations
■ Managed workflow and provided training and support for the Baileys Community Managers and junior creative team members

Social Media Creative Strategist (FTC)

Kindred

Working across Fox, NCS, IKEA Foundation, and Gatsby Foundation main activities included:

■ NCS: My role on the account supported the Associate Director with client management, briefing creative and studio to come up with and create assets, managing the Account Executive on the team and sense-checking weekly and monthly reports, attending creative brainstorms, and creating campaign plans/ briefs. I led on a Snap Creative brief which saw the highest level of impressions for a Snap Lens NCS had ever witnessed previously.

■ FOX: Kindred represented the 'creative shop' for FOX’s ad solutions team. Each month we responded to briefs that looked for interesting and innovative ways to promote shows/films/products using FOX properties (eg. inserting Deadpool into The Walking Dead for Deadpool 3, ideas for the upcoming War Of the Worlds series). I managed the workflow of these briefs when they came in, brainstorm ideas and helped create the presentations.
   
■ IKEA Foundation: My role on the account was to be the primary client contact, regularly working with the comms manager and the portfolio comms partners to plan and implement social media content, mini-campaigns, provide consultancy on best-practice social media, and more. 

■ Gatsby Foundation: Gatbsy is an organisation that seeks to address the growing skills gap in the UK by encouraging more people to become technicians. I was the main client contact on the Technicians Make It Happen campaign, helping to plan and implement BAU social activity (paid and organic) and managing projects like the emoji careers advisor chatbot and led on their most successful campaign to date, Passion to Profession where I worked with up and coming digital artists. I was also responsible for junior teams and CMs on this account.

Social Media Senior Account Manager (FTC)

BMB London

Working across clients Hilton Hotels, Rowse Honey and Batiste Dry Shampoo:

■ Social media listening and reporting
■ Content strategy development
■ Content creation and implementation (i.e. scheduling through SkedSocial, Tweetdeck and Hootsuite)
■ Pan-Europe community management across clients

Freelance Social Media Support

Four Communications

Working across clients: Nature's Bounty, Decorte Beauty, Home Office 
 
■ Four Communication's luxury, beauty and lifestyle lead in charge of campaign building (both organic and paid) for clients across multiple platforms including Facebook, Instagram, Snapchat, Twitter, YouTube and LinkedIn 
■ End to end project manager across all designated campaigns
■ Provided effective account management for my portfolio including managing budgets, presenting/ pitching to client as well as creating SOWs and ensuring client satisfaction 
■ Oversaw the production and delivery of content including content calendars, shoots, event capture, and creator management
■ Mentored junior Content Managers and designers, implementing key training programmes and providing PDRs 
■ Reporting on key metrics and KPIs against personas to external and internal stakeholders

Senior Content Manager

FCB Inferno

Working across clients: Havaianas (pan European), Huawei (pan European), Oreo (pan European), Nivea (UK)

■ Created, developed, and wrote copy monthly content calendars for Havaianas, BMW and This Girl Can including managing shoots, production and asset delivery coordinating both designers and influencers 
■ Headed up all influencer strategy and management including outreach, recommendations, liason and campaign support for the Huawei Renaissance campaign and the pan-Europe launch of Huawei p20
■ International Community management coordinating event attendance and coverage across key local markets Italy, Portugal, Spain, France, Germany, UK and the UAE for Havaianas, Oreo and Huawei
■ Project managed campaign shoots (per season), event coverage (Huawei P20 launch in Paris), and campaign activations (Havaianas Music Festivals)
■ Organised and managed paid media campaigns and media budgets for global clients
■ Worked closely with design and production team to create planned, pro-active and reactive assets for pitches and ad hoc campaign content
■ Delivered multiple social media listening campaigns and industry leading workshops for clients partnering with Snapchat and Facebook
■ Worked alongside senior management from across the organisation to determine priority messaging and deliverables across all functions
■ Reporting on key metrics and KPIs to internal stakeholders and campaign reporting/ wash ups across client portfolio

Content & Influencer Strategist 

With 10+ years of experience in omni-platform content strategy, I am a Global Senior Social Strategist at Buttermilk Agency, where I lead the creative strategy for Armani Beauty (US), focusing on GenZ and TikTok. I also collaborate with the co-founders to hone the agency's value proposition and drive new business, while overseeing multiple strategy and brand planning projects. 

I have a proven track record of success in team management and delivering award-winning campaigns for renowned global brands such as Charlotte Tilbury, Boots UK, Fenty, and Cartier. I excel at generating best-in-class ideas, executing end-to-end campaign delivery, and translating data into valuable insights. I possess exemplary copywriting skills and a deep understanding of earned social media and influencer marketing. I am passionate about creating engaging organic content that resonates with specific target audiences and drives tangible results.

Have you seen Currys blowing up on TikTok? They’re getting SO much organic reach & engagement by tapping into popular trends. The chicken video got me. 😂

Caner Daywood

Coachella weekend one: flop or fly? Let’s discuss 👇 

As the dust settles on weekend one, a question remains: did the first weekend deliver how we expected?

Let’s be honest, when everyone was talking about how brands were redirecting their investment at the festival, we weren’t sure how things were going to pan out 🤔

But in fact, it was less about funnelling money into VIP influencer houses and more about creating meaningful touchpoints with their wider communities (and that’s what we like to hear!)

Brand moments we loved leaned into the nostalgia that Gen Z are craving; from a personalised photo booth from rhode skin, to 818 Spirits' irresistible Outpost, and a manifestation station from Pinterest – festival goers were kitted out with more brand touchpoints than ever before. 

Do you think it was a good move? We’re definitely here for it! 🩷

#Coachella #Communities #Rhode #818Spirits #Pinterest #GenZ

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