I’m Charlotte, a freelance social media strategist, content creator and copywriter based in Leeds. I help brands find their voice, plan their content and bring it all to life. I work across social strategy, reels, carousels, copywriting and email marketing, combining creative ideas with a clear understanding of what the business needs. My background includes digital marketing roles at Urban Outfitters, Sunspel and Arcadia, alongside working with independent brands and running my own clothing label, Disco Baby. I understand both the bigger marketing picture and the day-to-day work involved in making things happen. I can help with: • Social media strategy and management • Content planning and creation • Brand voice and copywriting • Email marketing • Campaign ideas and launches I enjoy working with founders and small teams who care about their brand and want someone who’ll bring ideas, take ownership and get stuck in.…

Charlotte Lyons

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I’m Charlotte, a freelance social media strategist, content creator and copywriter based in Leeds. I help brands find their voice, plan their content and bring it all to life. I work across social strategy, reels, carousels, copywriting and email marketing, combining creative ideas with a clear understanding of what the business needs. My background includes digital marketing roles at Urban Outfitters, Sunspel and Arcadia, alongside working with independent brands and running my own clothing label, Disco Baby. I understand both the bigger marketing picture and the day-to-day work involved in making things happen. I can help with: • Social media strategy and management • Content planning and creation • Brand voice and copywriting • Email marketing • Campaign ideas and launches I enjoy working with founders and small teams who care about their brand and want someone who’ll bring ideas, take ownership and get stuck in.…

Available to hire

I’m Charlotte, a freelance social media strategist, content creator and copywriter based in Leeds.

I help brands find their voice, plan their content and bring it all to life. I work across social strategy, reels, carousels, copywriting and email marketing, combining creative ideas with a clear understanding of what the business needs.

My background includes digital marketing roles at Urban Outfitters, Sunspel and Arcadia, alongside working with independent brands and running my own clothing label, Disco Baby. I understand both the bigger marketing picture and the day-to-day work involved in making things happen.

I can help with:

• Social media strategy and management
• Content planning and creation
• Brand voice and copywriting
• Email marketing
• Campaign ideas and launches

I enjoy working with founders and small teams who care about their brand and want someone who’ll bring ideas, take ownership and get stuck in.

See more

Skills

Experience Level

Copywriting
Expert
Email Marketing
Expert
Canva
Expert
Branding
Expert
SEO
Expert
Shopify
Expert
Fashion Design
Expert
Adobe Photoshop
Expert
Adobe Illustrator
Expert
Logo
Intermediate
Video Advert
Intermediate
Photo
Intermediate
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Language

English
Fluent

Work Experience

Freelance Social Media Manager at Finnson
January 1, 2025 - April 1, 2026
Led social media strategy, content and community management for Finnsøn, a design-led parent-and-baby lifestyle brand. Planned and created content across Instagram, Facebook and TikTok, from everyday product storytelling to launches and campaigns. Led social content capture at photoshoots and marketing events, developed content calendars and produced video creative for paid advertising. Managed creator partnerships, PR gifting and a programme of more than 45 ambassadors, building ongoing relationships and gathering content for the brand. Alongside social, wrote blog content and created weekly email campaigns in Klaviyo. Results during 2025 included: • Website traffic from social increasing from 7.6k to 47.9k. • Marketing-attributed revenue growing from £6k to £39.6k. • Social engagement rate increasing from 4.06% to 17.96%.
Freelance Social Media Strategist & Copywriter at Self-employed
May 1, 2024 - Present
Working with independent businesses and agency teams on social media strategy, content creation and copywriting. I help clients work out what to say and how to say it, then take the content from idea to publication. My work includes content calendars, campaign concepts, reels, carousels, captions, website copy and email marketing, alongside community management and performance reporting. Direct clients include Ministry of Aesthetics, Distrct and Team of Rivals. I also work with Elevate on social content and copywriting for clients including Brandfixx, Chapter 8, Leeds Junk and Abbey Upholstery. Each project involves getting to know the business, its audience and its tone of voice, so the content feels right for the brand and supports what it wants to achieve.
Freelance Social Media Coordinator at Specky & Ginge
May 1, 2024 - May 1, 2025
Managed social media for a varied portfolio of agency clients, adapting content and tone of voice to suit each business and its audience. Created monthly content calendars, wrote captions, designed graphics and edited short-form video across Instagram, Facebook, TikTok, LinkedIn and Google Business Profile. Managed scheduling and community conversations, keeping each brand’s presence consistent and recognisable. Also wrote blog content and supported paid campaigns across Meta and LinkedIn, working with the agency team to turn client briefs into content and keep delivery on track.
Founder & Brand Director at Disco Baby Clothing
March 1, 2015 - Present
Founded and run Disco Baby, an independent festival-wear brand built around colour, music and self-expression. I lead everything from brand voice, social strategy and content creation to product design, launches, Shopify and email marketing. I also manage creator relationships, gifting, collaborations and event content, building a community that connects with the brand beyond the clothes. Running my own business means making the creative and commercial decisions together — using customer feedback and content performance to shape what we make and how we market it. Results include: • Growing Instagram organically from 8k to over 20k followers in six months. • Achieving an 8–11% engagement rate, with monthly engagement exceeding 23k. • Creating an organic post reaching 2.2M views, 69.8k likes and 7.4k saves.
Social Media & Community Manager (Contract) at American Eagle UK
January 1, 2015 - March 1, 2015
Managed social media and community activity for American Eagle’s UK launch across Facebook, Twitter and Instagram. Delivered daily content, managed editorial calendars and responded to customer conversations, adapting the global brand voice for a UK audience. Worked closely with the US team on content plans and reporting, and supported influencer and blogger outreach alongside PR partners. Monitored audience sentiment, competitor activity and content performance to inform recommendations and identify relevant opportunities for the brand.
Digital Acquisition Manager (Contract) at Urban Outfitters Group
January 1, 2014 - September 1, 2014
Managed digital acquisition for Anthropologie EU within Urban Outfitters Group, covering affiliate marketing, paid search, display advertising and retargeting. Launched a new Linkshare affiliate programme, managing partner communications, blogger outreach, gifting and promotional activity. Oversaw a paid search agency transition and worked with the US team to introduce new campaigns and expand paid search into 12 additional territories. Alongside acquisition, supported SEO improvements, launched the Anthropologie EU blog and managed paid social activity. Key results included: • Affiliate traffic 253% above forecast and revenue 62% above forecast. • Paid search traffic 37% above forecast and revenue 28% above forecast.
Digital Marketing Manager at Arcadia Group
May 1, 2011 - December 1, 2013
Led digital marketing for Burton within Arcadia Group, covering social media, email, content and customer acquisition. Grew the brand’s social presence, launched new channels and developed campaigns with internal teams, agencies and brand ambassadors including Reggie Yates and Amir Khan. Managed the brand blog and blogger outreach, alongside campaigns connecting social, email and ecommerce. Led email planning, copy and performance reporting, introducing welcome, reactivation and birthday campaigns and testing ways to improve engagement and conversion. Key results included: • Growing Facebook from 9k to 615k followers while increasing revenue from the channel by 41% year on year. • Growing the email database to more than 500k subscribers. • Increasing email open rate from 18% to 26%, click-through rate from 13% to 19% and conversion rate from 3% to 4%.
Digital Marketing & Ecommerce Manager at Sunspel
March 1, 2010 - April 1, 2011
Managed digital marketing and ecommerce for luxury British clothing brand Sunspel, combining brand storytelling with the day-to-day running of its online store. Launched and managed the brand’s Facebook and Twitter channels, wrote and maintained the blog, and delivered fortnightly email campaigns to more than 100k subscribers. Managed affiliate marketing and SEO/PPC agency relationships, using performance reporting to guide activity. Oversaw website content, product uploads and online merchandising. Also led photography shoots, including art direction, casting and styling, and supported press activity and sample management.
Account Manager (Design) at Vapour
April 1, 2006 - March 1, 2010
Managed creative projects and client relationships at design agency Vapour, working with brands across fashion, music and entertainment, including Nike, Warner Music, Universal Music, Island Records, O2 Academy, Defected Records and MTV. Took print and digital projects from brief to delivery, developing proposals, briefing creatives and coordinating designers, production teams and suppliers. Managed budgets, schedules and client feedback to keep work on brief, on budget and on time.

Education

BA Honors in Communications and Cultural Studies with Media (2:1) at Leeds University
January 1, 2002 - January 1, 2005
A-Levels at Notre Dame Sixth Form College
January 11, 2030 - January 1, 2001
GCSEs (10 GCSEs) at Prince Henry's Grammar School
January 11, 2030 - January 1, 1999
BA Honors in Communications and Cultural Studies with Media at Leeds University
January 1, 2002 - January 1, 2005
A-Levels at Notre Dame Sixth Form College
January 1, 2001 - January 1, 2001
GCSEs at Prince Henry's Grammar School
January 1, 1999 - January 1, 1999

Qualifications

Add your qualifications or awards here.

Industry Experience

Media & Entertainment, Retail, Software & Internet, Manufacturing, Professional Services
    DISTRCT | Social Strategy & Launch Content
    I developed the social strategy and launch content for DISTRCT, a Leeds-based startup helping shoppers discover independent fashion stores. My work covered brand messaging, a five-week content plan, photography and filming, video editing and copywriting for Instagram and TikTok. Founder-led videos, Leeds shop guides and carousels introduced the concept, celebrated the city’s independent retailers and encouraged early sign-ups. The campaign generated pre-launch sign-ups and helped build awareness of DISTRCT ahead of launch.…
    Disco Baby - Social Media Strategy & Organic Growth
    Disco Baby is my independent festival-wear brand, and I lead its social strategy, creative direction, copywriting and content creation. The aim is to give our audience reasons to follow beyond shopping for clothes. I build content around the interests we share: music, festival life, parenting and a fondness for our old raving days. These examples show three parts of that approach: family festival recommendations, our Disco Baby Radio playlist series and music nostalgia. Each brings something different to the account while keeping a recognisable voice and visual style. Across the wider account, results include: • Instagram growth from 8k to over 20k followers organically in six months. • An 8 - 11% engagement rate, with monthly engagement exceeding 23k. • An organic post reaching 2.2M views, 69.8k likes and 7.4k saves. I also create product and launch content, connecting that wider community with the clothes and the business behind the account.…
    Team of Rivals - Social Media & Vintage Fashion Content
    Social content for Team of Rivals, a New York vintage fashion retailer, bringing together styling inspiration, vintage finds and the personality behind the brand. The approach gives people more to explore than individual items for sale: what makes a piece worth picking up, how to wear it and the personal taste behind the selection. These examples pair an opinionated vintage edit with street-style imagery, giving the content an editorial feel while keeping the clothes at the centre. My contribution focused on content ideas, copy and presentation, helping translate the brand’s point of view into social posts with a consistent voice and visual direction.…
    Finnsøn - Social Media Content & Ecommerce Growth
    Finnsøn is a design-led parent-and-baby lifestyle brand. I led its social media strategy and content, helping connect the products with the people and everyday experiences behind them. These examples show three parts of that approach: a love letter to parents, product storytelling for the leopard collection and a carousel introducing the brand’s values. Together, they balance product promotion with content that gives parents something to connect with. My work covered content planning, copywriting, creative layouts, short-form video, publishing and community management. I also led social content capture at campaign shoots, managed creator partnerships and a 45+ ambassador programme, and produced weekly email campaigns in Klaviyo. Across the wider marketing activity, results during 2025 included: • Website traffic from social increasing from 7.6k to 47.9k. • Marketing-attributed revenue growing from £6k to £39.6k. • Social engagement rate increasing from 4.06% to 17.96%.…
    Charlotte Lyons Digital Marketing Portfolio

    View full portfolio: https://www.twine.net/signin

    A selection of my work across social media strategy, content creation, copywriting and email marketing.

    My portfolio brings together client projects and work for my own clothing brand, Disco Baby, with examples of the content, the thinking behind it and the results.

    It’s a chance to see how I adapt my approach to different brands - from colourful festival wear to fashion, lifestyle and specialist businesses.