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One of the things I enjoy most about working in social media is getting to work with a wide range of brands and audiences.

Over the years, I’ve created content for startups, global technology companies, universities, entertainment brands and even pharmaceutical clients, and every role has taught me something new. I like getting under the skin of a brand, figuring out what makes its audience tick, and creating content that feels authentic to both. Variety is one of the reasons I’ve stayed in social media for so long—there’s always something new to learn, and no two days are ever quite the same.

In my recent role at The Adaptavist Group, I primarily worked on the ScriptRunner brand, a B2B SaaS company, managing social media and community, creating content, working with influencers and developing strategies.

I created copy, designed assets, edited and produced video content for the ScriptRunner social channels. A lot of the content I generated was Product Marketing; however, I also created content around live events, including training staff to capture content that I could edit together using Canva or Adobe tools. I also collaborated and managed editors and designers to execute the vision I had created for longer pieces of content.

During my time at the University of Oxford, I managed social media across Facebook, Instagram, X and LinkedIn, creating and publishing content that made world-leading research and institutional initiatives engaging for broader audiences. Alongside day-to-day social management, I produced video content, designed social assets, advised on communications for research and campaigns, and helped translate complex topics into accessible, platform-native content that resonated beyond academia.

I also published the brand’s most-shared post of that year. A news card I created on Canva and used Twitter ads to create a clickable image – it received over 6k shares!

It’s important to stay on top of trending conversations and annual events, so I created and maintained an awareness calendar to produce content relevant to current trends. An example of this would be for TwosDay where my work was featured in a Guardian roundup.

I’ve worked on a wide range of video content, collaborating with academics, designers and communications teams to bring ideas to life in different formats. One project involved producing and editing a series of self-recorded Instagram Reels for the True Planet climate change campaign, helping researchers explain complex scientific topics in a way that felt accessible, engaging and suited to a younger audience.

In my role prior to the University of Oxford, I worked within the UK entertainment industry as Social Account Manager at Substance Global. It allowed me to create, manage and report on social calendars for UK film and TV releases, such as the Oscar-winning Green Book.

For social capture, I attended film premieres in the press line where I interviewed actors, directors and producers, as well as after parties, capturing images for social media. I have also attended all-day events such as Comic Con to capture live content for Instagram Stories and manage social execution.

During the pandemic, I learned how to produce livestream content using Streamyard for the Birds Eye View Film Festival, producing live conversations between the festival and actors and directors of current and historical film releases.

While working at TodayTix, I was a Social Media Executive, managing the UK social presence for the brand, creating content to sell theatre tickets in London, engaging and entertaining followers, and providing customer service via social media. I was also responsible for creating twice-weekly newsletters and creating regular blog content covering industry news, features and interviews.

The biggest project I worked on was creating a year-long Social Ambassador programme. I ran the programme for two years with a £15k annual budget, focusing on accepting applications, hosting a launch party, and creating content throughout the year in partnership with London theatre productions. The programme was measured by engagements on the Ambassador’s content, as well as the number of videos and blogs that could be produced with it. I produced and directed multiple videos that interviewed actors, went behind the scenes, and showed our Ambassadors the ins and outs of the theatre world.

The Social Ambassador programme was designed to create content and to give young people new opportunities within the theatre industry, so when I was invited to cover the red carpet at The Stage Debut Awards, I offered one of my Social Ambassadors the chance to do her first-ever to-camera interview pieces. I prepped info on all attendees, filmed, directed and edited the segments.

I also ran an exclusive competition with Wicked the Musical with the winner receiving a first-of-its-kind experience being ‘Greenified’, getting a backstage tour, and an ‘Elphie Selfie’ on stage!