Partnerships: Oracle Red Bull Racing / Spurs
Client: Pokerstars / BetMGM
Role: Social Media Director
Channels: Instagram, Facebook, X
Brands: Oracle Red Bull Racing, Maple Leafs Ice Hockey, Tottenham Hotspur, Raptors, Cheltenham Festival
Overview
Turn high-value sports partnerships into genuinely engaging social content, not just logo placements, while activating fan audiences at scale.
- Developed entertainment-first content pillars tailored to sports audiences
- Focused on participation mechanics (competitions, fan rewards, exclusive access)
- Balanced brand messaging with community-led moments
- Briefed and produced collaboration content for both brands.
Results
- +60,000 followers (Pokerstars)
- Millions of Reel views, collaboration posts
- 40k+ incremental engagements, (Pokerstars)
Viral Reels; Web3 and Crypto Social Media
Role: Head of Social Media
Company: Block Labs
Brands: Wall Street Memes, Best Wallet
Channels: Instagram, X (Twitter), TikTok
Focus: Reels, trend-led creative, creator partnerships
Overview
As Head of Social Media at Block Labs, I led the social media strategy and execution across a portfolio of high-growth Web3 and crypto brands, including Wall Street Memes, Best Wallet, and WSM Casino.
- Positioned Instagram and X (Twitter) as growth channels
- Made Reels the core content engine for reach
- Created trend-led creative
- Leveraged creator partnerships to increase followers
Results
- Millions of organic views across Instagram and TikTok
- High performing Reels 5.8m views 16m views
British Airways High Performing Paid Campaign
Client: Visit California + British Airways
Role: Head of Social Media
Channels: Meta Ads Manager
Overview
Drive awareness and engagement efficiently through paid social, while maintaining a social-first, non-advertorial feel.
- Built paid campaigns around organic-style social content
- Used Meta targeting to amplify proven creative
- Focused on vertical formats optimised for feed behaviour
- Optimised creative and copy using CTR and engagement data
Results
- 200% increase in awareness targets
- 4%+ CTR on social-first vertical assets
Insights - Social Media Brand Benchmarking
Client: PokerStars
Role: Head of Social Media
Markets: 4 countries; UK, ES, US, CA
Tools: Sprinklr, Brandwatch, AI
Overview
Understand competitive positioning across markets and identify content gaps and opportunities to outperform established competitors.
- Built competitive benchmarking data modelling
- Analysed market position to grow to top 3 in all 4 markets
- Translated insights into clear strategic recommendations
Results
- Delivered actionable reports informing future content strategy
- Enabled smarter content decisions at both local and global levels
- Provided clear commercial ROI for content investment