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Strategic social media and social-first brand leader with 8 years’ experience driving end-to-end growth across consumer, wellbeing, retail, automotive and FMCG environments. Proven track record owning social ecosystems (from content and community to culture and performance), using insight-led strategies to deliver measurable commercial and brand impact. Leads high-performing teams, scales creator ecosystems, and partners with senior stakeholders to shape social direction at global level. Combines strong creative instincts with data-driven decision making to elevate content quality, audience engagement and platform performance; CPD-accredited professional committed to continuous development across digital marketing, social strategy, audience psychology and emerging platform trends.…Strategic social media and social-first brand leader with 8 years’ experience driving end-to-end growth across consumer, wellbeing, retail, automotive and FMCG environments. Proven track record owning social ecosystems (from content and community to culture and performance), using insight-led strategies to deliver measurable commercial and brand impact. Leads high-performing teams, scales creator ecosystems, and partners with senior stakeholders to shape social direction at global level. Combines strong creative instincts with data-driven decision making to elevate content quality, audience engagement and platform performance; CPD-accredited professional committed to continuous development across digital marketing, social strategy, audience psychology and emerging platform trends.

Lucy James

Social Media Manager, Community Manager, Content Producer, +2

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Strategic social media and social-first brand leader with 8 years’ experience driving end-to-end growth across consumer, wellbeing, retail, automotive and FMCG environments. Proven track record owning social ecosystems (from content and community to culture and performance), using insight-led strategies to deliver measurable commercial and brand impact. Leads high-performing teams, scales creator ecosystems, and partners with senior stakeholders to shape social direction at global level. Combines strong creative instincts with data-driven decision making to elevate content quality, audience engagement and platform performance; CPD-accredited professional committed to continuous development across digital marketing, social strategy, audience psychology and emerging platform trends.…Strategic social media and social-first brand leader with 8 years’ experience driving end-to-end growth across consumer, wellbeing, retail, automotive and FMCG environments. Proven track record owning social ecosystems (from content and community to culture and performance), using insight-led strategies to deliver measurable commercial and brand impact. Leads high-performing teams, scales creator ecosystems, and partners with senior stakeholders to shape social direction at global level. Combines strong creative instincts with data-driven decision making to elevate content quality, audience engagement and platform performance; CPD-accredited professional committed to continuous development across digital marketing, social strategy, audience psychology and emerging platform trends.

Available to hire

Strategic social media and social-first brand leader with 8 years’ experience driving end-to-end growth across consumer, wellbeing, retail, automotive and FMCG environments. Proven track record owning social ecosystems (from content and community to culture and performance), using insight-led strategies to deliver measurable commercial and brand impact.

Leads high-performing teams, scales creator ecosystems, and partners with senior stakeholders to shape social direction at global level. Combines strong creative instincts with data-driven decision making to elevate content quality, audience engagement and platform performance; CPD-accredited professional committed to continuous development across digital marketing, social strategy, audience psychology and emerging platform trends.

Skills

Experience Level

Expert

Expert

Expert

Expert

Intermediate

Work Experience

Social Media Manager at Ariax / Aria t

January 1, 2025 - December 31, 2025

Owned Europe’s social and influencer function across fast-paced consumer retail and FMCG. Set strategic direction for social ecosystems aligning content, community and creator activity to brand and commercial objectives, translating cultural insights and platform trends into scalable multi-channel campaign frameworks. Oversaw end-to-end campaigns from concept through execution across organic and paid channels. Acted as senior strategic partner to clients, advising on innovation, platform evolution and growth opportunities. Built and scaled creator/influencer ecosystems focused on long-term brand advocacy and repeatable content models; led content production across formats and mentored creative specialists; managed budgets, forecasting and performance optimisation against engagement and conversion KPIs. Drove social amplification for TV campaigns and secured high-profile partnerships to drive cultural relevance and audience engagement; scaled social community growth to 510K+ followers

Social Media & Content Manager at Aria t

January 1, 2024 - December 31, 2024

Guided end-to-end social ecosystem across content, community and influencer activity with accountability for quality, consistency and performance. Directed a £475K annual social and influencer budget, allocating investment across organic, paid and creator activity to drive brand impact and commercial return. Scaled community to 510K+ followers and delivered integrated campaigns aligned to product launches, seasonal trading and retail priorities. Served as key decision-maker across agencies and partners, set direction, managed performance and ensured all output met brand and business objectives. Led social strategy and amplification for the brand’s first TV campaign, driving cross-channel integration and maximising reach and engagement. Identified and activated cultural and real-time opportunities through high-impact partnerships (e.g., Long Road Festival, Kale, Adam Henson, Labyrinth). Built platform-innovative, insight-led content ecosystems with continuous optimisation using data-

Freelance Social Media Specialist

January 1, 2023 - Present

Provided social and content leadership for FMCG and wellbeing brands with content, community and cultural programming at scale. Owned social governance, brand voice and output consistency, delivering real-time marketing, trend activation and culturally relevant social listening through audience insight and performance optimisation. Led organic and paid integration across the funnel, owned forecasting and ROI-focused investment, and delivered cross-channel campaign execution aligned to go-to-market objectives. Partnered with senior stakeholders and managed teams including creator direction and community management. Oversaw platform strategy and innovation across TikTok, Instagram, YouTube and emerging channels using AI-enabled content planning and insight/workflow efficiency tools. Platforms included Instagram, TikTok, YouTube, Facebook, LinkedIn, X, Threads and Pinterest; tools included Sprout Social, Meta Business Suite/Planner, CapCut and Adobe Creative Cloud.

Social Media Executive at Aria t

January 1, 2021 - December 31, 2024

Led multi-channel social strategy across a diverse client portfolio (retail, tech, wellbeing, automotive), owning campaign direction, performance and delivery across platforms. Translated business objectives into insight-led content ecosystems, channel strategies and reporting frameworks. Produced measurable commercial impact including a 322% increase in website traffic via integrated, conversion-focused social strategy and continuous optimisation. Built and scaled engaged communities from launch, including 14K+ audience growth for a wellbeing start-up through content pillars, publishing frameworks and proactive community management. Contributed to best-in-class content systems, ensuring platform-appropriate output aligned to brand and commercial goals, and supported higher-performing campaigns such as a top-performing European social giveaway campaign.

Social Media Manager at Internet Group / Internet Group Ow e d & Led A r ia t Europe’s...

January 1, 2018 - December 31, 2021

Owned and led end-to-end social ecosystem across Aria t Europe, delivering quality, consistency and performance across content direction, channel planning and performance. Managed budgets and scaled creator and ambassador programmes to drive reach and strengthen brand relevance and audience connection. Oversaw integrated multi-channel campaign delivery from concept through execution across product launches, seasonal moments and always-on activity.