client

• Doubled Instagram following in 6 months
• Increased footfall across flagship salon locations
• Supported expansion into new salon openings
• Achieved growth without increasing overall marketing budget

Rawr Beauty Salons needed to grow brand awareness and attract new customers in a competitive beauty market - without additional spend.

I led a strategic shift in social and partnership approach, repositioning the brand’s content and introducing targeted creator and brand collaborations to drive both visibility and in-store bookings.

Approach
• Refined brand positioning to feel more culturally relevant and community-led
• Developed a structured content system aligned to audience behaviour
• Identified and secured strategic creator and brand partnerships on minimal budget
• Prioritised content designed to drive engagement and real-world action
• Balanced brand-building with measurable performance outcomes

The result was sustained audience growth, stronger community engagement, and increased physical store traffic — contributing to the brand’s ability to expand into new locations.

• Scaled social audience from 0 to 17,000 followers within 12 months
• Delivered multiple viral pieces of content, driving disproportionate awareness for a newly launched brand
• Established a clear, premium digital presence in a highly saturated haircare market
• Achieved strong organic performance with content consistently outperforming benchmarks

Kerasilk launched as a premium haircare brand with no existing social presence. I led the end-to-end digital launch, acting as Senior Lead and Core Strategist across strategy, creative direction and execution.

Approach
• Defined the overarching digital strategy across social, email and website
• Built and launched all social channels from the ground up
• Led creative direction, content production and campaign rollouts
• Managed budgets, stakeholders and global teams to ensure cohesive brand positioning
• Positioned social as a core brand channel - balancing reach, performance and premium storytelling

The result was a fully established, culturally relevant social presence built from zero, capable of competing in a crowded global category.

• Increased engagement from 20–30 interactions per post to 10,000–36,000+
• Achieved 5000%+ increase in overall reach
• Delivered multiple viral posts at scale
• Maintained modest boost budget (£150–£200 per post) with no increase in overall spend

Branston Beans is an iconic British brand, but its Instagram presence wasn’t cutting through. Engagement was flat, content felt generic, and the brand lacked a distinctive social voice.

I led a strategic shift in tone and creative direction, repositioning the channel into a culturally resonant, high-performing platform.

Approach
• Redefined the brand’s tone to align with audience humour and internet behaviour
• Developed bold, scroll-stopping, participation-driven content
• Prioritised shareability and conversation over traditional brand messaging
• Built a consistent long-term content system grounded in audience psychology

The result was a transformation from passive, brand-led posting to a high-impact social presence that audiences actively engaged with.