MARKETING AND COMMUNICATIONS

I am obsessed with how brands interact in the real world, and love both identifying their purpose and unpacking their stories with an engaged audience. Aside from extensive experience of in-house copywriting and communications, I’ve also managed a number of social media accounts and marketing campaigns from launch day to fully-fledged platforms. I have launched and designed websites from scratch using the Squarespace platform, and I pride myself on working closely with clients to ensure their vision for a brand becomes a reality in the most effective way possible.

Social media management

I’ve managed Club Mexicana’s social media since 2017, having worked with the brand since 2015. I’ve helped develop the 100% vegan brand’s outspoken, confident and kind tone, in line with its trailblazing position as London’s best street food business (2018 and 2019, Time Out). In this role, I’ve learnt the strategy behind scheduling over Hootsuite and Loomly, original photography, image-led posts using Photoshop, caption-led posts, filters, hashtags, brand announcements, competitions, post timings and organic growth, as well as how to develop a tone of voice over years at a time and reflect shifts in brand offering.

From there, I went on to manage Urban Junkies’ social media accounts for two years, and also currently help run EartH’s social media accounts and have led internal tone of voice workshops for Village Underground and EartH.

I can provide detailed analysis of analytics for social media accounts as well as websites. I love developing communities with plenty of user-generated content and am an advocate of how to do this sensitively. I stay bang up to date with social media trends and the latest apps and techniques for reaching new audiences and creating beautiful and engaging content.

ONLINE community management

Having helped to launch EartH’s social media and worked to increase Club Mexicana’s social media audience from 2,000 to 28,000 +, I am also very experienced at organic growth for brands on social media and how to do this sustainably. I can manage customer complaints and feedback, and am well versed with the kind of responsibility that comes with running mid-sized accounts for brands (from 2,000 to 10,000, 20,000 and beyond) and how to interact with customers in line with the brand.

When it comes to working with stakeholders, I can be flexible with however a business works best and work within already established guidelines, or create my own. Similarly, I can work to have material signed off weeks in advance, or work closely with the brand owners on a daily basis to check in with announcements and updates.

NEWSLETTERS

I’m a dab hand at a brand mailer - I’ve written Village Underground’s MailChimp newsletter every week for over five years (see more on my Commissioned Writing page) and EartH’s for over a year. I am experienced using UTM link tracking and have undergone Morris Hargreaves McIntyre Cultural Audience Segmentation training.

SEO

I have a working understanding of SEO and can construct content to specific keywords and SEO goals - although this is an area I am always looking to develop my knowledge of.

VOLUNTEER MARKETING DURING CORONAVIRUS

With the onset of coronavirus of March 2020, I was keen to be able to offer my skills to a project that would benefit during a time of huge upheaval and uncertainty. While I was stuck inside, The Community Food Hub (just down the road from me in Tottenham), was experiencing a surge in members requiring free fresh food. Working with Tottenham Food Bank, I joined a small team to establish an entire marketing plan, strategy, social media accounts and PR for the Hub. None of the volunteers had met before, and our new client - the Hub - was inundated with the day-to-day running of their provisions for the community. This meant their input had to be kept to a minimum, as well as our time on site seeing it in action, due to social distancing.

It was a completely new way of working for me, and an incredible opportunity to learn a lot in a very short space of time, volunteering for a grassroots organisation doing so much for the community, but without any online presence. Our marketing team’s aim is two fold: to raise awareness of the Hub for anyone needing its services, and to spread the Hub’s message far and wide to gain more supporters. Our team is completely remote, but through clear communication and regular catch-ups, we are able to support each other as volunteers and in our own projects for the Hub. I have briefed graphic designers, undertaken Facebook adverts training, and trained other volunteers in using social media. I developed a three-phase approach to the Hub’s marketing plan and set up all social media channels. I also worked closely with Tottenham Food Bank to ensure our messaging is aligned during a time of daily updates and rapid change in public perception. This has been an extremely rewarding project to volunteer on, as well as very challenging - galvanising my comms instincts and confidence in the process. It has brought a huge amount of meaning to my time stuck at home.