Past Work

Bumble

As Strategy & Operations Lead, I led the transformation of Bumble’s global social presence. From ad hoc content into a cohesive, editorially driven platform that expands our share of voice, deepens brand relevance, and reasserts Bumble as a cultural authority in dating, relationships, and beyond.

I developed and implemented a new editorial strategy rooted in storytelling, cultural commentary, and consistent creative formats. This marked a significant shift: away from transactional content, and toward a social presence that felt more like a digital magazine, smart, intentional, and conversation-starting.

To bring this vision to life, I partnered with talent that aligned with Bumble’s values and audience interests.

Highlights included launching two cover star campaigns featuring actor Aaron Pierre and presenter Amelia Dimoldenberg, each designed to anchor key cultural moments and spark organic engagement.

Top Line Results:

+13% Follower Growth

+338% Impressions YoY

+120% Engagements YoY

+10% Positive Sentiment YoY

Blueheart

Blueheart is a digital sex therapy startup with a mission to help thousands of people who suffer with a sexual dysfunction. My passion for psychology, mixed with my knowledge about the sex industry lead me to head up the community as well as managing partnerships.

Social Media Managing, Copywriting, SEO, Influencer Relations, Account Management, Campaign Planning, Press Office, Partnerships, Community Building, Content Creating, Strategy.

Badoo

As part of Badoo’s relaunch team, I played a key strategic role in reshaping the app’s design, messaging, and go-to-market approach to better resonate with today’s dating audience.

I partnered with cross-functional teams, from product and design to insights and marketing, to define our core consumer segments and ensure the app’s new look, feel, and functionality aligned with their needs and expectations. The result: a refreshed app experience that tested 40% higher in resonance with both current and target users compared to the previous version.

On the brand side, I led the rollout of consistent, channel-specific messaging across all owned platforms. This included refining the brand voice, developing campaign narratives, and ensuring alignment between product updates and social, CRM, and app store communications.

Campaign Highlights:

+3% MoM Increase in Registrations

122M Paid Media Impressions and +100% Video Completion Rate

1.61M Organic Social Reach with a 3% Engagement Rate

Killing Kittens

Killing Kittens a global sextech brand. They run hedonistic parties, sex education events & created an adult social networking platform. For KK I was brought on to help change the brand image. I grew the Instagram account from 8k to 21k in one year and increased SEO traffic by 50% month-on-month. As brand manager I covered everything from copywriting, brand partnerships, influencer relations, content creating, PR and campaign planning.

Social Media Managing, Copywriting, SEO, Influencer relations, Account Management, Campaign Planning, Press Office, PPC, Events, Community Building, Content Creating, Strategy.

Quinky

Brought in as a strategic consultant during Quinky’s, a sex education app for gen Zs, early-stage development, I worked closely with the founding team to shape the brand’s foundational strategy, ensuring its positioning, purpose, and product direction were aligned with unmet consumer needs in an increasingly saturated dating app landscape.

My work began with a deep audience dive, combining trend analysis with behavioural and attitudinal insights to better understand Gen Z and Millennial pain points. From there, I delivered an opportunity assessment that mapped white space in the market and helped clarify where Quinky could stand out, not just functionally, but emotionally.

Through a series of strategic workshops, I guided the team through multiple strategic route explorations, helping them stress-test early positioning ideas and explore different expressions of voice, tone, and value.

I also developed value proposition thought-starters -succinct, distinctive articulations of Quinky’s role in the world- that could serve as creative springboards for brand identity, messaging, and product UX decisions.

Deliverables Included:

Strategic Landscape Audit

Core Audience Segmentation & Insight Framework

Brand Positioning Territories

Value Proposition Development

Strategic Recommendations for Product & Comms.

sistr

sistr is a women’s mentoring platform. I helped put in place a creative strategy and TOV for the brand, as well as marketing events, forming brand partnerships, carrying out market research and running all social media accounts. I was heavily involved in the launch of the platform and worked closely with the design and dev teams.

Social Media Managing, Copywriting, SEO, Account Management, Campaign, Events, Community Building, Content Creating, Strategy.

ofo

ofo tasked my team with their UK launch. I worked with key stakeholders on creative campaigns, social media management, paid ads, launch events, influencer marketing and content creation. I helped build communities in launch areas and create instructional content on how to use the service.

Social Media Managing, Influencer relations, Campaign Planning, Press Office, Events, Community Building, Content Creating.

Stormhoek

I was responsible for all Stormhoek social channels. Content planning, creating, paid adverts, strategy, community management and campaign planning. Stormhoek were there main sponsors of the Clipper Round The World Boat Race so I led specific campaigns around this, including the World’s Biggest Box of Wine.

Social Media Managing, Influencer relations, Account Management, Campaign Planning, Press Office, Content Creating, Paid Advertising, Strategy.

Craft & Origin

I was the account lead on Craft & Origin. A wine for punks, if you will. I developed the TOV for the brand, assisted in getting them stocked in Tesco and ran all their social media channels and paid ads. To raise awareness of them being stocked in Tesco my team and I did a UK wide sampling campaign in a branded VW camper which lead to a 473% increase in sales.

Social Media Managing, Influencer relations, Account Management, Campaign Planning, Press Office, Content Creating, Paid Advertising, Strategy.

Most Wanted Wines

As well as running all the social media channels and paid advertising for MWW, I created and led their online community of wine lovers. Creating the community meant I saw a huge increase in repeat sales from clubcard data and had one of the highest repeat purchase rates amongst the wine aisle.

Social Media Managing, Influencer relations, Account Management, Content Creating, Paid Advertising, Community Building.

Vivino

Vivino is a wine scanning app. I developed a social media strategy as well as putting together insights and reports for key stakeholders. I played an integral part in their rebrand and lead the creative campaigns. I did weekly blog writing and worked with their team to go through industry data.

Social Media Managing, Strategy, Insights, Reporting, Copywriting, Content Creating, Paid Advertising.

All Bar ne

I played a vital role in All Bar One’s Veganuary campaign. I lead the social media creation, campaign planning and content creation. I worked with the restaurants to take pictures, invite influencers to dinner, and assisted in the press office. The success of this campaign meant they kept the menu as a permanent feature on their menu.

Social Media Managing, Influencer relations, Content Creating, Paid Advertising.

Chilango

With Chilango’s crowdfunding campaign I ran the social advertising. I used targeting to reach existing chilango fans, investors and their wider target audience. Chilango ended up smashing the target in two months. I was given a budget of £20,000 for paid advertisement.

Paid Advertising.

Swims

My main role for Swims was to manage their influencer relations. As well as product gifting, it was my job to invite influencers to campaigns and their showroom and ensure content was created off the back of them.

Influencer Relations, content creation.

Drake & Morgan

Drake & Morgan was where it all started. My first job as a social media intern saw me manging the social channels of 5 of their bars. I created the content, planned it and worked with the bar managers on what they had planned. I assisted with their rebrand and helped market their newly launched flagship bar.

Innis & Gunn

I ran all of Innis & Gunn’s social media accounts and developed the social media strategy. I worked with the PR teams on creative campaign planning, community building and press office. One of my favorite campaigns was #IPAToIndia where we sent a hitchhiker all the way from Scotland to India with nothing but IPA as currency. I documented his journey on social and generated amazing press coverage.

Social Media Managing, Strategy, Account Management, Campaign Planning, Press Office, Content Creating, Paid Advertising.

IWC

I assisted in the press office for the International Wine Challenge. The IWC is basically the Oscars of the wine world and once a year we would draft 12 press releases for the categories, go down the judging with journalists and then sell it into press. Every year the team and I got press in every national newspaper.

Social Media Managing, Copywriting, Press

KPMG

I ran the Twitter and blog for KPMG Tech Growth. A leg of KPMG that specifically targeted startups and helped them with advice, funding and legislation. I promoted industry-related reports and interviewed some amazing startup founders.

Social Media Managing, Copywriting