Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

I am a creative and content marketing professional with 13+ years across fashion, beauty, wellness and lifestyle brands. I specialize in creative strategy, content production, social media, brand storytelling and influencer marketing, and I have led campaigns for established brands and founder-led businesses. I thrive at the intersection of creativity and commercial growth. I am passionate about building meaningful brands and engaged communities, and I bring a strategic mindset, strong visual eye, and hands-on approach to delivering content that drives connection and results. I have built and led teams across partnerships, events, and content across Instagram, TikTok, YouTube, and ecommerce, and I enjoy turning insights into engaging experiences.…I am a creative and content marketing professional with 13+ years across fashion, beauty, wellness and lifestyle brands. I specialize in creative strategy, content production, social media, brand storytelling and influencer marketing, and I have led campaigns for established brands and founder-led businesses. I thrive at the intersection of creativity and commercial growth. I am passionate about building meaningful brands and engaged communities, and I bring a strategic mindset, strong visual eye, and hands-on approach to delivering content that drives connection and results. I have built and led teams across partnerships, events, and content across Instagram, TikTok, YouTube, and ecommerce, and I enjoy turning insights into engaging experiences.

Holly Elizabeth Paykel

Creative Director, Content Creator, Brand Strategist, +4





I am a creative and content marketing professional with 13+ years across fashion, beauty, wellness and lifestyle brands. I specialize in creative strategy, content production, social media, brand storytelling and influencer marketing, and I have led campaigns for established brands and founder-led businesses. I thrive at the intersection of creativity and commercial growth. I am passionate about building meaningful brands and engaged communities, and I bring a strategic mindset, strong visual eye, and hands-on approach to delivering content that drives connection and results. I have built and led teams across partnerships, events, and content across Instagram, TikTok, YouTube, and ecommerce, and I enjoy turning insights into engaging experiences.…I am a creative and content marketing professional with 13+ years across fashion, beauty, wellness and lifestyle brands. I specialize in creative strategy, content production, social media, brand storytelling and influencer marketing, and I have led campaigns for established brands and founder-led businesses. I thrive at the intersection of creativity and commercial growth. I am passionate about building meaningful brands and engaged communities, and I bring a strategic mindset, strong visual eye, and hands-on approach to delivering content that drives connection and results. I have built and led teams across partnerships, events, and content across Instagram, TikTok, YouTube, and ecommerce, and I enjoy turning insights into engaging experiences.

Available to hire

I am a creative and content marketing professional with 13+ years across fashion, beauty, wellness and lifestyle brands. I specialize in creative strategy, content production, social media, brand storytelling and influencer marketing, and I have led campaigns for established brands and founder-led businesses. I thrive at the intersection of creativity and commercial growth. I am passionate about building meaningful brands and engaged communities, and I bring a strategic mindset, strong visual eye, and hands-on approach to delivering content that drives connection and results. I have built and led teams across partnerships, events, and content across Instagram, TikTok, YouTube, and ecommerce, and I enjoy turning insights into engaging experiences.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Language

English

Fluent

Work Experience

Founder & Creative Director at Soul Collective

November 1, 2024 - Present

Established and led a wellbeing-focused, community-driven platform centered on connection, mindfulness and personal growth. Responsible for brand strategy, content creation, social media, partnerships, event production and community growth.

Founder & Creative Director at Softie Studios

March 1, 2021 - Present

Established Softie Studios, overseeing all business operations, and developed end-to-end e-commerce and content strategies. Led end-to-end content production, creative direction, content calendar and partner collaborations; grew audience and brand reach; mentored emerging entrepreneurs.

Editor & Senior Social Media Manager at Analog Folk

September 1, 2019 - February 28, 2021

Led social media strategy and content creation for client campaigns, collaborated with creators and influencers, and ensured brand consistency and timely delivery across channels. Built cross-functional teams and optimized content for performance.

Senior Talent Manager at The Talent Society

March 1, 2020 - Present

Manage talent and projects, ensuring smooth execution and client satisfaction; act as liaison between clients and talent; coordinate events and activations; develop and implement talent management strategies to optimize client satisfaction and talent success; conduct talent assessments and evaluations; provide actionable feedback and support.

Creative Manager at Babyboo Fashion

February 1, 2026 - June 1, 2026

Creative strategy and brand development; developed campaign concepts and social-first content; aligned content with brand and marketing objectives; produced mood boards and creative plans; coordinated shoots and content production; executed content across social and digital channels; led BTS, UGC and audience-focused content; researched trends and consumer insights; contributed to cohesive brand storytelling across channels.