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Insight into audiences, trends, and brand & social media impact

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From brand and visual identity to campaign and release plans

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As part of the brand team, led on the development of the brand’s digital marketing approach from competitive insight through to campaign execution, creating a coherent visual identity, campaign strategy and launch-ready content:

• Brand & Social Media Benchmark: assessed Useless against relevant competitors to identify positioning, content and engagement opportunities.
• Digital Brand & Visual Identity: developed the creative mood and visual direction for the brand’s digital presence.
• Campaign Strategy: created the strategy and creative approach for a new social media campaign.
• Campaign Content Calendar: built the launch content plan and publishing schedule for the campaign commencing in late August.
• Digital Campaign Assets: designed and produced the social content and creative assets required for the opening weeks of the campaign.

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Reporting to the marketing director, audited, benchmarked, planned, executed and evaluated the social media campaign for their flagship initiative:

• Social Media Audit: audited E&E’s social media activity to test its effectiveness in delivering the goals of Inspire the Future initiative with their target audiences
• Digital Performance Benchmark: executed a social media performance benchmark against those competing for the attention of the same audiences
• Campaign Plan: built a social media campaign and associated KPI framework based on this analysis and a review of best practices
• Campaign Execution & Optimisation: delivered the campaign, tracked performance against agreed metrics and used the results to refine targeting and content. In first few weeks, increased engagement by over 120% through targeted activity
• Work Experience Report: contributed the employer analytics for E&E’s landmark Work Experience Report: Past, Present and Future

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Founder and marketer for own music project, owning and leading the team through every stage from creative development to release:

• Music & Media Trend Monitoring: Tracked trends to shape creative direction and promotional content
• Release Campaign Content: Developed and executed full release campaigns across TikTok, Instagram, YouTube and streaming platforms, creating tailored visual and written content to grow and engage a target audience
• Project Management: Ran every project end-to-end — writing through to production and distribution — coordinating engineers, producers, photographers and videographers

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As part of the editorial team, created targeted digital asset to build engagement with Camden Cooperative events, news and wider community

• Raw Content: Sourced material by shooting mobile content at events and through direct interaction with the community
• Digital Content Production: Created polished digital asset, designed to promote the communities’ activities with their target audience and aligned to their visual identity and the requirements of the various channels

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As a member of Position Music’s Label Department, planned, executed and evaluated campaigns:

• Content Plans: strategised content and digital roll-out for label artists (Elohim, Hunter Metts, Pongo, NoMBE, eaJ and others) to maximise campaign reach
• Digital Assets: produced and curated 250+ digital promo assets across YouTube, Instagram and TikTok using Adobe Photoshop, Premiere Pro and ROTOR
• Playlists: researched and pitched 50+ label releases to Spotify editorial playlists
• Campaign Evaluations: evaluated campaign performance through social engagement and fan-account interaction analysis

As an intern at JET, provided organisation, administration and logistics support to the team:

• Organisation & Logistics: provided direct support to 8+ managers and marketing staff across a roster including BLOND:ISH, Dombresky, JUSTICE and Empire of the Sun
• Catalogue: maintained artist catalogue databases using Airtable and Google Sheets
• Social Media Analytics: conducted talent and trend scouting via Chartmetric and social media analytics

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Experience of Tik Tok analytics, Instagram Ads, YouTube Analytics and Meta Ads

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Experience of the main platforms: Chartmetrics, Spotify for Artists & Apple Music for Artists