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I’m a digital marketer who’s grown up in performance and social, and I’ve always been drawn to the intersection of data, creative, and culture. I started my career at Social Garden, where I spent three years managing paid media campaigns across Meta, TikTok and Google. That’s where I built a strong foundation in performance marketing, managing budgets up to $1M, testing creative and messaging, and learning how to tie marketing decisions back to real business outcomes. More recently, I’ve been working as a Social Media Manager at Untitled Group, leading social strategy across festivals, tours and live events. This role has been much more fast paced and culturally driven, where I’m concepting content, working closely with editors, and building campaigns that not only engage audiences but drive ticket sales. What makes me different is that I sit comfortably between performance and creative. I understand how to read the data and optimise campaigns, but I also know how to shape content that actually resonates with people. I’m someone who picks up on trends early, moves quickly, and enjoys being hands on in the work, whether that’s building a campaign, writing scripts, or refining creative based on performance.…I’m a digital marketer who’s grown up in performance and social, and I’ve always been drawn to the intersection of data, creative, and culture. I started my career at Social Garden, where I spent three years managing paid media campaigns across Meta, TikTok and Google. That’s where I built a strong foundation in performance marketing, managing budgets up to $1M, testing creative and messaging, and learning how to tie marketing decisions back to real business outcomes. More recently, I’ve been working as a Social Media Manager at Untitled Group, leading social strategy across festivals, tours and live events. This role has been much more fast paced and culturally driven, where I’m concepting content, working closely with editors, and building campaigns that not only engage audiences but drive ticket sales. What makes me different is that I sit comfortably between performance and creative. I understand how to read the data and optimise campaigns, but I also know how to shape content that actually resonates with people. I’m someone who picks up on trends early, moves quickly, and enjoys being hands on in the work, whether that’s building a campaign, writing scripts, or refining creative based on performance.

Serena Yong

Social Media Manager, Marketing Strategist, Digital Marketer, +2

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I’m a digital marketer who’s grown up in performance and social, and I’ve always been drawn to the intersection of data, creative, and culture. I started my career at Social Garden, where I spent three years managing paid media campaigns across Meta, TikTok and Google. That’s where I built a strong foundation in performance marketing, managing budgets up to $1M, testing creative and messaging, and learning how to tie marketing decisions back to real business outcomes. More recently, I’ve been working as a Social Media Manager at Untitled Group, leading social strategy across festivals, tours and live events. This role has been much more fast paced and culturally driven, where I’m concepting content, working closely with editors, and building campaigns that not only engage audiences but drive ticket sales. What makes me different is that I sit comfortably between performance and creative. I understand how to read the data and optimise campaigns, but I also know how to shape content that actually resonates with people. I’m someone who picks up on trends early, moves quickly, and enjoys being hands on in the work, whether that’s building a campaign, writing scripts, or refining creative based on performance.…I’m a digital marketer who’s grown up in performance and social, and I’ve always been drawn to the intersection of data, creative, and culture. I started my career at Social Garden, where I spent three years managing paid media campaigns across Meta, TikTok and Google. That’s where I built a strong foundation in performance marketing, managing budgets up to $1M, testing creative and messaging, and learning how to tie marketing decisions back to real business outcomes. More recently, I’ve been working as a Social Media Manager at Untitled Group, leading social strategy across festivals, tours and live events. This role has been much more fast paced and culturally driven, where I’m concepting content, working closely with editors, and building campaigns that not only engage audiences but drive ticket sales. What makes me different is that I sit comfortably between performance and creative. I understand how to read the data and optimise campaigns, but I also know how to shape content that actually resonates with people. I’m someone who picks up on trends early, moves quickly, and enjoys being hands on in the work, whether that’s building a campaign, writing scripts, or refining creative based on performance.

Available to hire

I’m a digital marketer who’s grown up in performance and social, and I’ve always been drawn to the intersection of data, creative, and culture.

I started my career at Social Garden, where I spent three years managing paid media campaigns across Meta, TikTok and Google. That’s where I built a strong foundation in performance marketing, managing budgets up to $1M, testing creative and messaging, and learning how to tie marketing decisions back to real business outcomes.

More recently, I’ve been working as a Social Media Manager at Untitled Group, leading social strategy across festivals, tours and live events. This role has been much more fast paced and culturally driven, where I’m concepting content, working closely with editors, and building campaigns that not only engage audiences but drive ticket sales.

What makes me different is that I sit comfortably between performance and creative. I understand how to read the data and optimise campaigns, but I also know how to shape content that actually resonates with people. I’m someone who picks up on trends early, moves quickly, and enjoys being hands on in the work, whether that’s building a campaign, writing scripts, or refining creative based on performance.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Work Experience

Group Social Media Manager at Two Minds Festival

June 1, 2022 - May 1, 2025

Led end-to-end social media strategy for multiple festivals and tours, across paid social and digital channels. Drove brand awareness, lead generation and customer acquisition across property and education sectors. Managed campaign budgets up to $1M, optimizing media allocation, pacing and channel mix to maximize ROI and consistently achieve performance targets. Partnered with creative teams to develop high-impact, insight-led messaging and assets; established evergreen on-brand storytelling across social platforms. Built content workflows and on-site capture, and led marketing and production to deliver consistent, high-quality outputs across concurrent projects. Analyzed performance data and audience insights to optimize content, establish repeatable content series, and continually improve engagement, conversions and brand equity. Collaborated with internal teams and contractors to deliver results.

Advertising & Content Strategist at Two Minds Festival (Christchurch)

May 1, 2025 - Present

Led end-to-end social media strategy across multiple festivals, tours and campaigns, driving audience growth, engagement and ticket sales through platform-native execution on Instagram and TikTok. Identified emerging cultural and platform trends early, translating them into high-performing, on-brand short-form content that consistently cut through and drove reach. Built and managed content workflows, calendars and on-site capture, leading our marketing team and contractors to deliver consistent high-quality output across multiple concurrent projects. Analyzed performance data and audience insights to optimize content, establish repeatable content series, and continually improve engagement, conversions and brand equity.