Available to hire
I am a freelance social media strategist and marketing consultant with extensive experience supporting new, evolving, and growth-stage brands. I specialise in auditing existing social media activity, defining clear content themes, and developing platform-specific strategies for Instagram and TikTok that improve engagement, audience growth, and brand consistency. I translate performance data into practical, actionable recommendations, advising clients on best practice, and aligning social activity with wider brand and commercial goals. I am known for a collaborative, hands-on approach, strong communication skills, and the ability to deliver high-impact work under tight deadlines.
I have led marketing and social media strategy for startups and established businesses across consumer, hospitality, and professional services. My freelance practice focuses on delivering strategic clarity quickly, with a collaborative style that puts client goals at the center of every project.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Language
English
Fluent
French
Advanced
Work Experience
Marketing Expert Consultant | Strategic Marketing & Growth Advisor at XTRA PAIR OF HANDS
January 1, 2017 - June 7, 2024Provided full-stack marketing consultancy to startups and SMEs, supporting strategic growth through digital, content, and demand generation. Developed marketing infrastructure, ICP refinement, and value-prop messaging across B2C and B2B brands. Delivered content strategies and sales enablement material for sectors including tech, food & drink, healthcare, and lifestyle. Ran targeted social and email campaigns with lead conversion-focused funnel optimisation.
Marketing & Commercial Consultant at ECOEATS (ST ANDREWS)
September 1, 2020 - January 31, 2021Led marketing transformation and supported delivery model transition to sustainable operations. Boosted customer engagement by 50% through refreshed brand strategy, data analysis, and revised ICP. Managed and mentored student marketing team and drove cross-channel campaign execution.
Marketing & Commercial Ops Director at ZIPPY D LTD (DUNDEE)
December 1, 2018 - April 30, 2020Founded and scaled marketing from zero to 1,600+ deliveries per week. Created and implemented a complete full-funnel marketing strategy across paid, social, and content. Developed brand positioning and messaging, managed press, visual identity, and partnerships. Built early team infrastructure including HR processes, driver acquisition, and intern programme.
New Business Development Manager at ABERDEEN NURSING AGENCY (ABERDEEN)
October 1, 2012 - August 31, 2016Led rebrand and launched digital-first marketing campaigns increasing shift requests by over 20%. Developed recruitment marketing pipeline; implemented new CMS and improved candidate acquisition. Expanded services into new regions and led tender success for high-value contracts.
Commercial Marketing Director Commercial Consultant at THE PASTRY ACADEMY (BANCHORY)
June 1, 2021 - May 31, 2025Managed the start-up, launch, and growth of the North East of Scotland’s first pastry academy. Mentored founders and internal teams in MarTech and growth techniques.
Founder at Xtra Pair of Hands
January 1, 2016 - June 8, 2024Provided strategic marketing and business growth consultancy at director level for a range of private clients across various sectors including food & drink, lifestyle, and design. Delivered full-stack marketing consultancy, supporting strategic growth through digital, content, and demand generation. Managed startup, launch, and growth of the NE of Scotland’s first pastry academy. Mentored founders and internal teams in MarTech and growth techniques.
Marketing Expert Consultant at Elevator - Business Gateway (Aberdeen City, Shire & Lanarkshire)
January 1, 2017 - June 8, 2024Worked with business owners providing 2-1 marketing expert help, mentoring, and strategy support service. Provided expert help on Meta Suite & Ads Manager, web reviews, e-commerce, digital and traditional marketing, PR, social media marketing and strategy, marketing management and implementation, brand management, and new business development.
Marketing & Commercial Consultant at EcoEats (St Andrews)
September 1, 2020 - January 31, 2021Led marketing transformation and supported delivery model transition to sustainable operations. Boosted customer engagement by 50% through refreshed brand strategy, data analysis, and revised ideal customer profile. Managed and mentored student marketing team and drove cross-channel campaign execution for this eco-led online food delivery business.
Marketing & Commercial Ops Director at Zippy D Ltd (Dundee)
December 1, 2018 - April 30, 2020Responsible for the online and offline commercial and marketing operations of the online food delivery company. Managed and controlled app and website content, social media marketing, content strategy, and implementation using Ads Manager. Created and managed press activity, photo shoots, and editorial opportunities. Developed brand message and identity; created and implemented marketing strategy and HR policies for driver network; recruited and built internship program.
New Business Development Manager at Ana Recruitment Professionals (Aberdeen)
October 1, 2012 - August 31, 2016Worked closely with the CEO to manage marketing and development of a £5m turnover private enterprise. Managed implementation of new brand strategy, increased shift requests and candidate applications. Developed marketing communication to raise brand profile. Launched new care at home service, expanded services into Dundee, and secured tender framework agreements.
Commercial Marketing Director Commercial Consultant at The Pastry Academy (Banchory)
June 1, 2021 - May 31, 2025Managed the start-up, launch, and growth of the NE of Scotland's first pastry academy.
Marketing Expert Consultant | Strategic Marketing & Growth Advisor at Xtra Pair of Hands
January 1, 2017 - June 7, 2024Provided full-stack marketing consultancy to startups and SMEs, supporting strategic growth through digital, content, and demand generation. Developed marketing infrastructure, ICP refinement, and value-prop messaging across B2C and B2B brands. Delivered content strategies and sales enablement material for sectors including tech, food & drink, healthcare, and lifestyle. Ran targeted social and email campaigns with lead conversion-focused funnel optimisation.
Marketing & Commercial Consultant at EcoEats (St Andrews)
September 1, 2020 - January 31, 2021Led marketing transformation and supported delivery model transition to sustainable operations. Boosted customer engagement by 50% through refreshed brand strategy, data analysis, and revised ICP. Managed and mentored student marketing team and drove cross-channel campaign execution.
Marketing & Commercial Ops Director at Zippy D Ltd (Dundee)
December 1, 2018 - April 30, 2020Founded and scaled marketing from zero to 1,600+ deliveries per week. Created and implemented a complete full-funnel marketing strategy across paid, social, and content. Developed brand positioning and messaging, managed press, visual identity, and partnerships. Built early team infrastructure including HR processes, driver acquisition, and intern programme.
New Business Development Manager at Aberdeen Nursing Agency (Aberdeen)
October 1, 2012 - August 31, 2016Led rebrand and launched digital-first marketing campaigns increasing shift requests by more than 20%. Developed recruitment marketing pipeline; implemented new CMS, improved candidate acquisition. Expanded services into new regions and led tender success for high-value contracts.
New Business Development Manager at Ana Recruitment Professionals (Aberdeen)
October 1, 2012 - August 31, 2016Worked closely with the CEO to manage the marketing and development of a £5m turnover private enterprise. Managed implementation of new brand strategy. Raised shifts from 650 requests per week to 800. Increased candidate applications whilst implementing online recruitment screening techniques. Developed marketing communication material to raise brand profile. Instigated digital online marketing campaign to increase recruitment. Launched new care at home service. Expanded provision into Dundee. Wrote and secured tender framework agreements.
Commercial Marketing Director Commercial Consultant at The Pastry Academy (Banchory)
June 1, 2021 - May 31, 2025Managed the start-up, launch and growth of the NE of Scotland’s first pastry academy. Mentored founders and internal teams in MarTech and growth techniques.
Marketing Expert Consultant at Elevator - Business Gateway (Aberdeen City, Shire & Lanarkshire)
January 1, 2017 - June 7, 2024Worked with business owners providing 2-1 marketing expert help, mentoring & strategy support service. Provided expert help on Meta Suite & Ads Manager, web reviews, web content, e-commerce, digital marketing, traditional marketing, PR, social media marketing and social media strategy, marketing management & implementation, brand management, and new business development.
Marketing Consultant / Social Media Strategist at XPOH / Elevator / Business Gateway
January 1, 2017 - PresentProvide freelance marketing and social media strategy consultancy to a wide range of businesses across consumer, hospitality, food & drink, trade, and professional services. Audited existing social media channels to identify strengths, gaps, and opportunities for improvement. Developed and refined content themes and strategic direction to improve consistency and brand clarity. Advised clients on Instagram and TikTok best practice, trends, and algorithm-aware content approaches. Delivered guidance on audience growth, engagement tactics, and content planning. Monitored platform performance and delivered light performance reporting with clear recommendations. Worked collaboratively with business owners and internal teams to ensure social activity aligned with broader brand and commercial goals. Supported urgent and short-notice projects, delivering strategic clarity quickly and effectively.
CoFounder & Head of Marketing at The Pastry Academy, Banchory
January 1, 2023 - January 1, 2025Led all marketing and social media strategy for a newly launched specialist academy. Defined the brand’s social media strategy, tone of voice, and content direction from launch. Managed and grew Instagram-led audience engagement through targeted content and campaigns. Planned and delivered content to support class launches, promotions, and brand awareness. Analysed performance and adapted activity to improve reach, engagement, and conversion. Ensured social media activity aligned with wider brand positioning and customer journey.
Marketing & Commercial Operations Director at Zippy D
December 1, 2018 - April 1, 2020Delivered digital and social media activity to support customer acquisition and growth. Managed website, paid advertising, PR, and social media channels. Used performance insights to refine messaging and improve engagement.
New Business Development & Marketing Manager at Aberdeen Nursing Agency
October 1, 2012 - August 1, 2016Delivered digital marketing and social media activity to increase brand awareness and applications. Analysed campaign performance and adapted messaging accordingly. Worked closely with leadership to align marketing with business growth objectives.
Education
BA Hons in International Marketing and French at Staffordshire University
October 4, 1993 - May 30, 1996Qualifications
Chartered Institute of Marketing
June 1, 1993 - September 1, 19931st Class BA (Hons) – International Communications with Marketing & French
January 11, 2030 - March 19, 2026Chartered Institute of Marketing – Certificate in Marketing
January 11, 2030 - March 19, 2026Certificate in Sales
January 11, 2030 - March 19, 2026Certificate in Marketing
January 11, 2030 - March 19, 2026Certificate in Sales
January 11, 2030 - March 19, 2026Industry Experience
Professional Services, Retail, Education, Healthcare, Consumer Goods, Transportation & Logistics, Media & Entertainment, Travel & Hospitality
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