TOO GOOD TO GO
Helped develop content strategy across organic and paid social media channels for 21 markets, as well as global accounts. From concept to execution, the content increased impressions by 33.3% & ER by 14.55% YoY. Led content ideation, brainstorming, copywriting, video production and editing to achieve entertaing, trend-aware pieces that resonated with the community and amplified the brand’s mission to reduce food waste.
always-on
Collaborated on the development and execution of always-on content across TikTok and Instagram, supporting content calendars and pillar development to ensure consistency. Worked across ideation, asset refinement, copy, and creator outreach, aligning all outputs with brand voice and platform behaviour. Led in-house content creation, focusing on relatable, entertainment-first formats, and optimised performance through continuous iteration based on engagement signals
campaigns / activations
Supported campaign activations across TikTok and Instagram, creating social-first content for launches, partnerships, and market-specific initiatives. Worked across street interviews, short-form video, and static formats, and collaborated with creatives on concepts, assets, and copy. Led creator PR gifting activations, managing outreach and coordination to scale campaigns through UGC.
reactive & trend-based content
Identified and executed trend-based content by monitoring platform behaviour and cultural moments, translating them into brand-relevant formats with fast turnaround. Assessed each trend for fit, ensuring alignment with brand voice and avoiding forced participation that could dilute the moment. Prioritised early adoption to maximise reach and shareability.