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Digital Strategy

Content Strategy

Developed and led content strategies across multiple channels, including editorial workstreams aimed at culturally engaged youth audiences. Experience spans campaign development, platform-specific content (email, app, web), and omnichannel planning, as well as partnerships and affiliate integrations.

  • Editorial planning

  • Content audits and gap analysis

  • SEO & keyword strategy

  • Brand positioning

  • Multi-channel distribution

  • Performance measurement and reporting 

Social Media

Led the social media strategy for Nike in the UK, overseeing both organic and paid activity across key platforms. Delivered large-scale campaigns and collaborated with internal teams and external partners to drive engagement, relevance, and cultural impact.

  • Platform strategy & channel selection

  • Community building & engagement

  • Paid social and campaign planning

  • Influencer and partnership framework

  • Creative direction

  • Performance measurement and reporting 

Lifecycle & Membership

Led lifecycle strategy focused on membership growth, engagement, and long-term retention. Worked with behavioural data to design personalised user journeys, lifecycle communications, and event-based engagement across digital touchpoints.

  • Customer journey mapping

  • Email & CRM automation

  • Membership & loyalty programme

  • Onboarding and retention flows

  • Churn analysis & prevention

  • Segmentation & personalisation 

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