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I’ve spent over a decade in social media and digital strategy, and I’ve learned that content only works when it builds community. Social media isn’t just broadcasting. It’s influence, connection, and belonging. Every post, campaign, or strategy is a chance to shape narratives and foster meaningful engagement. Career highlights: - Interviewed inmates and ex-offenders to create content that challenges stigma and supports reintegration - Applied behavioural science to campaigns tackling environmental challenges in Singapore - Enhanced Ministers’ online presence through social listening, boosting public engagement - Served as Global Community Lead, driving employee engagement, DE&I communications, and platforms for employees to share their stories globally These experiences taught me that true digital influence comes from understanding people- their motivations, fears, and aspirations; and turning that understanding into content that resonates. More than reach, I care about resonance. More than impressions, I care about influence. More than content, I care about community. This is the chapter where I build, advise, and create digital spaces that truly matter.…I’ve spent over a decade in social media and digital strategy, and I’ve learned that content only works when it builds community. Social media isn’t just broadcasting. It’s influence, connection, and belonging. Every post, campaign, or strategy is a chance to shape narratives and foster meaningful engagement. Career highlights: - Interviewed inmates and ex-offenders to create content that challenges stigma and supports reintegration - Applied behavioural science to campaigns tackling environmental challenges in Singapore - Enhanced Ministers’ online presence through social listening, boosting public engagement - Served as Global Community Lead, driving employee engagement, DE&I communications, and platforms for employees to share their stories globally These experiences taught me that true digital influence comes from understanding people- their motivations, fears, and aspirations; and turning that understanding into content that resonates. More than reach, I care about resonance. More than impressions, I care about influence. More than content, I care about community. This is the chapter where I build, advise, and create digital spaces that truly matter.

Sonam Sadhnani

Social Media Manager, Community Manager, Digital Marketer, +4

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I’ve spent over a decade in social media and digital strategy, and I’ve learned that content only works when it builds community. Social media isn’t just broadcasting. It’s influence, connection, and belonging. Every post, campaign, or strategy is a chance to shape narratives and foster meaningful engagement. Career highlights: - Interviewed inmates and ex-offenders to create content that challenges stigma and supports reintegration - Applied behavioural science to campaigns tackling environmental challenges in Singapore - Enhanced Ministers’ online presence through social listening, boosting public engagement - Served as Global Community Lead, driving employee engagement, DE&I communications, and platforms for employees to share their stories globally These experiences taught me that true digital influence comes from understanding people- their motivations, fears, and aspirations; and turning that understanding into content that resonates. More than reach, I care about resonance. More than impressions, I care about influence. More than content, I care about community. This is the chapter where I build, advise, and create digital spaces that truly matter.…I’ve spent over a decade in social media and digital strategy, and I’ve learned that content only works when it builds community. Social media isn’t just broadcasting. It’s influence, connection, and belonging. Every post, campaign, or strategy is a chance to shape narratives and foster meaningful engagement. Career highlights: - Interviewed inmates and ex-offenders to create content that challenges stigma and supports reintegration - Applied behavioural science to campaigns tackling environmental challenges in Singapore - Enhanced Ministers’ online presence through social listening, boosting public engagement - Served as Global Community Lead, driving employee engagement, DE&I communications, and platforms for employees to share their stories globally These experiences taught me that true digital influence comes from understanding people- their motivations, fears, and aspirations; and turning that understanding into content that resonates. More than reach, I care about resonance. More than impressions, I care about influence. More than content, I care about community. This is the chapter where I build, advise, and create digital spaces that truly matter.

Available to hire

I’ve spent over a decade in social media and digital strategy, and I’ve learned that content only works when it builds community. Social media isn’t just broadcasting. It’s influence, connection, and belonging. Every post, campaign, or strategy is a chance to shape narratives and foster meaningful engagement.

Career highlights:

Interviewed inmates and ex-offenders to create content that challenges stigma and supports reintegration
Applied behavioural science to campaigns tackling environmental challenges in Singapore
Enhanced Ministers’ online presence through social listening, boosting public engagement
Served as Global Community Lead, driving employee engagement, DE&I communications, and platforms for employees to share their stories globally

These experiences taught me that true digital influence comes from understanding people- their motivations, fears, and aspirations; and turning that understanding into content that resonates.

More than reach, I care about resonance.
More than impressions, I care about influence.
More than content, I care about community.

This is the chapter where I build, advise, and create digital spaces that truly matter.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Dutch

Beginner

Indonesian

Beginner

Chinese

Beginner

Malay

Intermediate

Hindi

Intermediate

Work Experience

Global Community Lead at The Heineken Company

January 1, 2022 - November 1, 2025

Led global community engagement and integrated communications across internal and external platforms—driving employee connection and brand affinity for over 90,000 colleagues worldwide. Own strategy and activation for Workplace by Meta and corporate social media channels (LinkedIn, Instagram, Threads), aligning storytelling to amplify culture, purpose, and people. Built and activated a network of employee ambassadors—including senior leaders—to elevate executive presence and amplify authentic storytelling across global channels. Drive campaign integration for global DE&I activation (e.g., PRIDE, Women’s Day), internal events (Commerce Week), and platform transitions, with strong cross-functional collaboration. Developed content toolkits, best practices, and creative frameworks to unify messaging and empower local teams, while championing internal voices and recognition.

Senior Social Media Specialist at Storio group - formerly known as Albelli

October 1, 2019 - December 31, 2021

Regional lead for Europe: built the first community engagement, influencer, and content strategy across key social and paid platforms. Shifted the brand narrative from product-centric to people-focused, introducing UGC campaigns and behind-the-scenes storytelling that increased organic engagement. Mentored junior team members and aligned with marketing and customer experience teams to integrate social feedback loops into campaign development.

Social Media Community Manager at honestbee

January 1, 2018 - January 1, 2019

Led social media and community management for both honestbee Singapore and habitat by honestbee - homegrown, fast-scaling tech brands in the food and grocery delivery space. Regional social media lead for APAC, aligning strategy and execution across key markets to support brand consistency and cultural relevance. Collaborated closely with marketing, CRM, and category teams to drive performance across KPIs such as app downloads, orders, retention, and footfall to the habitat flagship store. Created localized content, community activations, and influencer campaigns that engaged core audiences and fueled growth in a competitive market. Remained one of the last team members until the company wound down operations

Social Media Manager at Isobar (Dentsu)

January 1, 2016 - January 1, 2018

Managed social, PR and influencer campaigns for Discovery Channel SEA, National Environment Agency (NEA), and Tiger Balm, leading end-to-end content planning and execution, creating video and static assets rooted in behavioral insights to support environmental, educational, and wellness campaigns.

Social Media Executive at McCann Worldwide

October 24, 2025 - Present

Managed social strategy for the Singapore Prison Service and Yellow Ribbon Project, including campaigns that challenged stigma and championed second chances.

Global Community Lead at Heineken

January 1, 2022 - Present

Lead global community engagement and integrated communications across internal and external platforms, driving employee connection and brand affinity for over 90,000 colleagues worldwide. Own strategy and activation for Workplace by Meta and corporate social media channels (LinkedIn, Instagram, Threads), aligning storytelling to amplify culture, purpose, and people. Built and activated a network of employee ambassadors, including senior leaders, to elevate executive presence and amplify authentic storytelling across global channels.

Senior Social Media Specialist at Heineken

October 1, 2019 - January 1, 2022

Lead global community engagement and integrated communications across internal and external platforms—driving employee connection and brand affinity for over 90,000 colleagues worldwide. Own strategy and activation for Workplace by Meta and corporate social media channels (LinkedIn, Instagram, Threads), aligning storytelling to amplify culture, purpose, and people.

Social Media Manager at Heineken (Singapore)

January 1, 2018 - January 1, 2019

Built social media strategy and executions to support brand communications and campaigns in Singapore, including management of regional accounts and collaboration with internal teams.

Social Media Executive at Heineken

January 1, 2016 - January 1, 2018

Shaped social media presence and engagement for Singapore operations; oversaw channel management, content creation, and influencer collaborations.

Regional Lead for Europe

January 1, 2014 - January 1, 2016

Regional lead for Europe: built the first community engagement, influencer, and content strategy across key social and paid platforms.