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.
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.
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.