Abbie Williams

Plan, create and publish LinkedIn and other social content for the central brand, turning business priorities into clear editorial plans and platform-specific posts. Helped grow the LinkedIn audience from 22,000 to over 27,000 followers in 10 months through targeted content planning, people-led storytelling and performance optimisation. Gather stories and content from clinicians, colleagues and practices across a network of 370+ locations, converting specialist healthcare topics, expert interviews and colleague updates into accessible posts, graphics and short-form videos. Collaborate with marketing and operational stakeholders to agree messaging, source assets and meet deadlines, and monitor engagement and analytics to refine future content and report results.

Managed B2B LinkedIn and social content for Kiwa UK and 12 specialist business units, explaining testing, inspection and certification services to professional audiences. Created LinkedIn posts, campaign copy, photography and video from site visits, project updates and interviews with technical subject-matter experts. Maintained editorial plans across multiple teams and priorities by coordinating stakeholders and gathering timely assets for publication. Delivered 41% year-on-year LinkedIn audience growth and supported employee advocacy to extend the reach of organic content.

Shaped and delivered a strategic digital content approach using storytelling to grow audiences, build engagement and strengthen the charity’s online presence.