I’m a Social Media Strategist and Brand Specialist with 9+ years of experience working across wellness, personal brands, and purpose-led businesses. My background spans running my own agency and coaching practice, alongside in-house roles where I now lead social strategy and communications within the health and fitness education space — scaling multiple accounts and building systems that support long-term growth, not just short-term visibility. I’ve worked across a range of brands and entrepreneurs, helping them grow engaged audiences, strengthen their positioning, and turn their content into a consistent driver of trust, community, and commercial results. What I bring is more than just content. I help brands translate their deeper purpose, values, and perspective into messaging that feels as good as it looks — while still being rooted in clear strategy and performance. My work sits at the intersection of strategy, intuition, and results: * Scaling social accounts through structured content systems and clear positioning * Story-led content that reflects real transformation and builds audience trust * Community-led growth that drives engagement and long-term loyalty I’m particularly drawn to wellness and spiritually-led brands that want their online presence to reflect the depth of their work — without losing clarity, direction, or impact. Available for freelance projects where there’s intention, vision, and a desire to build something meaningful and effective.

Abi smith

I’m a Social Media Strategist and Brand Specialist with 9+ years of experience working across wellness, personal brands, and purpose-led businesses. My background spans running my own agency and coaching practice, alongside in-house roles where I now lead social strategy and communications within the health and fitness education space — scaling multiple accounts and building systems that support long-term growth, not just short-term visibility. I’ve worked across a range of brands and entrepreneurs, helping them grow engaged audiences, strengthen their positioning, and turn their content into a consistent driver of trust, community, and commercial results. What I bring is more than just content. I help brands translate their deeper purpose, values, and perspective into messaging that feels as good as it looks — while still being rooted in clear strategy and performance. My work sits at the intersection of strategy, intuition, and results: * Scaling social accounts through structured content systems and clear positioning * Story-led content that reflects real transformation and builds audience trust * Community-led growth that drives engagement and long-term loyalty I’m particularly drawn to wellness and spiritually-led brands that want their online presence to reflect the depth of their work — without losing clarity, direction, or impact. Available for freelance projects where there’s intention, vision, and a desire to build something meaningful and effective.

Available to hire

I’m a Social Media Strategist and Brand Specialist with 9+ years of experience working across wellness, personal brands, and purpose-led businesses.

My background spans running my own agency and coaching practice, alongside in-house roles where I now lead social strategy and communications within the health and fitness education space — scaling multiple accounts and building systems that support long-term growth, not just short-term visibility.

I’ve worked across a range of brands and entrepreneurs, helping them grow engaged audiences, strengthen their positioning, and turn their content into a consistent driver of trust, community, and commercial results.

What I bring is more than just content.

I help brands translate their deeper purpose, values, and perspective into messaging that feels as good as it looks — while still being rooted in clear strategy and performance.

My work sits at the intersection of strategy, intuition, and results:

  • Scaling social accounts through structured content systems and clear positioning
  • Story-led content that reflects real transformation and builds audience trust
  • Community-led growth that drives engagement and long-term loyalty

I’m particularly drawn to wellness and spiritually-led brands that want their online presence to reflect the depth of their work — without losing clarity, direction, or impact.

Available for freelance projects where there’s intention, vision, and a desire to build something meaningful and effective.

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Language

English
Fluent

Work Experience

Social Media Marketing Specialist at HFE
January 1, 2017 - Present
Social media marketing advisory and execution for Abi’s Way Digital Marketing consultancy and coaching practice for creative entrepreneurs and small businesses.
Social Media Manager at Kurogo Personal Branding Agency
January 1, 2022 - January 1, 2024
Managed social media and personal branding initiatives for CEOs and founders, aligning strategy with business goals.
Marketing Partnerships Lead at Be Your Own
January 1, 2019 - January 1, 2021
Developed brand partnerships and sponsorships for a digital media company, secured collaborations and blog features to drive visibility and growth.
Digital Communications Manager at The Renewal Programme
January 1, 2019 - January 1, 2020
Led digital marketing efforts, community growth strategies, content distribution charity-wide and online fundraising.
PR & Social Media Assistant at Doughlicious
January 1, 2019 - January 1, 2019
Defined and implemented PR strategy, managed partnerships, press relationships and events, created content and secured media coverage.
Marketing Manager at Ministry of Waxing LTD
January 1, 2018 - January 1, 2019
Drove UK marketing across three sister brands: email, Google, content, B2B partnerships, brand and influencer collaborations to build awareness and client base.
Clinic and Social Media Manager at City Skin Clinic
January 1, 2017 - January 1, 2018
Managed clinic operations and built online multi-channel content strategy (Email, WordPress, Instagram, Facebook, Pinterest); built B2B collaborations and PR opportunities.
Social Media Content Manager at Nutraleate
January 1, 2015 - January 1, 2017
Created and executed social media strategy, including influencer outreach, content creation, and market research.
Student Leader at University of Leeds SSP
January 1, 2015 - January 1, 2016
Led marketing team to deliver open day presentations for prospective students and parents.
Parliamentary Assistant Intern at British MEP Emma McClarkin
January 1, 2013 - January 1, 2013
Short-term internship supporting parliamentary work in Brussels.

Education

MA at Goldsmiths College
January 1, 2016 - January 1, 2018
BA (First Class Honours) at The University of Leeds
January 1, 2012 - January 1, 2016
Erasmus Exchange at University College Utrecht
January 1, 2014 - January 1, 2015

Qualifications

Advanced Junior Sports Leadership Award
January 11, 2030 - April 20, 2026
Duke of Edinburgh Bronze Award
January 11, 2030 - April 20, 2026
Volunteer England Award
January 11, 2030 - April 20, 2026
Stuart Price Merit for Leadership
January 11, 2030 - April 20, 2026
Rotary Youth Leadership Award
January 11, 2030 - April 20, 2026

Industry Experience

Media & Entertainment, Education, Professional Services, Non-Profit Organization