LINKEDIN: ORGANIC SOCIAL
LinkedIn's social footprint spans 64 channels and serves 111M+ followers across TikTok, Instagram, Facebook, YouTube, WhatsApp, Threads, and of course, LinkedIn. I am the global strategy lead and directly manage all social marketers outside of the US. Our organic strategy is simple - give people a sneak peek into the world of LinkedIn: the diverse community of professionals on there, the career knowledge that can be found there, and our products that can help you get ahead. And we're not afraid to poke a bit of fun at the world of work either.
LINKEDIN: PAID SOCIAL
In 2023 I led the overhaul of our Brand Social paid strategy - moving away from vanity social metrics and focusing on brand health KPIs like brand awareness, brand love and trust, and increasing intent to visit LinkedIn. For top of funnel social advertising, I am a strong believer that social ads should add value to your feed and day. Because nobody really likes ads do they? Therefore our paid social campaigns act as an extension to our organic strategy - always featuring real LinkedIn members, always delivering value with career insights wherever you're scrolling, and paying it off with how LinkedIn can help you get ahead in your career. The launch drove exceptional brand lift across UK, France, Germany, Australia, India and Brazil, including increased intent to create content on LinkedIn, which further fueled our ecosystem and revenue. 🏆 Winner: 'Best Global to Local Campaign' at the Global Social Media Awards, and Best Use of Video at the EMEA Paid Media Awards
WHO GIVES A CRAP: ORGANIC SOCIAL
As Global Head of Content at Who Gives A Crap, I was responsible for our organic social content strategy across Instagram, TikTok and LinkedIn - focused on driving brand love and bringing our brand promise of 'making it fun to do good' to life through channel-first social creative.
