I am a creative communications strategist who brings brand stories to life through social media. Combining strategy, artistry, and audience insights, I create engaging campaigns that strengthen brand reputation. I have over a decade of experience in design, public relations, and social media; working with a wide range of stakeholders, from government organizations to international NGOs, cause-driven tech startups, and non-profit student associations.
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In early 2024 Innovate UK, the UK’s Innovation agency revealed: The 50 new technologies that could shape the future. From innovations like, a real-life invisibility cloak and worm-like robotics for disaster recovery, the report highlights technical advancements with major potential to transform lives.
A campaign was launched to promote the report on LinkedIn, using relatable examples to maximise reach to a non-technical audience.
This resulted in a total of over 10K organic impressions and over 500 engagements.
While the campaign met its KPIs, future recommendations included the use of creative videos and employee advocacy to maximise reach.
See the full campaign here - https://www.twine.net/signin
- To raise awareness about the Students’ Union
- To engage a diverse student community
- To improve the reputation of the Students’ Union within the local community (previously tarnished with complaints about noise and messy student nights)
Launched in 2018, the success of the campaign furthered in 2019 when neighbouring universities joined forces and helped generate food donations of over 163 kilograms in one evening alone
So far, over 550kgs of donations have been raised, positively contributing to the community, gaining a digital reach of nearly 35k, as well as building brand reputation
After pausing during the COVID Lockdown period, the campaign was re-launched in 2024 by Nicole Machado with the help of a group of independent volunteers.
While reputation building and community engagement are two distinct campaign types, they are deeply connected - reputation building earns trust, and community engagement sustains it. The Halloween Trick or Treat for your local food bank is a campaign that ticked many boxes including, enhancing the organisation’s reputation, raising awareness of food poverty and engaging the community to contribute to a cause.
Organised by the University of South Wales Students’ Union, the ‘Halloween Trick or Treat for your Local Foodbank’ campaign was a light-hearted attempt by student volunteers to tackle food poverty by going Trick or Treating for food donations on Halloween.
The campaign had three main objectives:
What was achieved?
See the full campaign here - https://www.twine.net/signin
‘Look After Your Mate’ is a student-led mental health awareness campaign delivered by the University of South Wales Students’ Union (USWSU), in collaboration with Student Minds. It’s designed to give students the tools, confidence, and language to support their peers through everyday struggles and mental health challenges.
Leading the creative direction, channel strategy, and promotion of campaign, my approach was to create a warm, student-friendly visual identity aligned with a tone of voice with openness, empathy, and empowerment. For the launch of the campaign, notes of positivity were placed around campus; followed by a video montage of students finding these notes . A range of events followed, including coffee mornings, A Day to Vent, games/movie nights, the hugely popular Pet a Pooch and a social media post series featuring pointers on, ‘How to reach out without saying “How are you”.
The campaign reached over 20K students on social media. See the campaign here - https://www.twine.net/signin
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