I lead organic social for Saint + Sofia, the London fashion brand, with Instagram at the heart of my work. I own the strategy, production and publishing for the channel, with additional content across TikTok, YouTube and LinkedIn.
From concept to content calendar, I manage the process end-to-end, shaping campaigns with the creative and marketing teams, filming and editing content, and using performance data and audience insights to inform what comes next. I’m constantly testing new formats, creative approaches and content ideas to grow the audience and keep the brand’s social presence evolving.
Social Media
Numbers
Instagram performance | Jan–Dec 2025
81.6M
Accounts Reached
131M
Profile views
7M
Accounts Reached
201K
22.6K
Shares + saves
Account Engaged
17K
+5.3%
Follower growth
Follows generated
What I do
Strategy · Content · Creative · Production · Publishing · Analytics
Strategy & Research
Campaign strategy · Trend research · Audience insights · WGSN · Analytics
Creative Direction
Moodboards · Social pillars · Concepts · Briefs · Shot lists
Production & Publishing
Filming · Creative direction · Editing · Content calendars · SEO
Optimisation
Community management · Reporting · Performance analysis · Testing
I manage the full social media process, from campaign strategy and creative direction through to production, publishing, community management and reporting. For each campaign, I translate the wider creative into a social-first approach, using trend research, audience insights and analytics to develop themes, concepts and content that feel relevant while staying true to the Saint + Sofia brand. I lead the creative process through briefs, shot lists and production, working closely with our videographer, editor and copywriter before managing the content calendar across five platforms. Once live, I oversee community management and use ongoing performance reporting to refine the strategy and identify new opportunities.
Social Strategy
Instagram · Linkedin · TikTok · Youtube · Meta
Audience
I build content around the needs, behaviours and motivations of our core customer, while identifying opportunities to broaden the brand's relevance to new audiences.
Content pillars
I structure the social strategy across five key areas: Product & Styling, Education & Value, Community, Lifestyle and our Store.
Content mix
I use a defined content mix to balance commercial, educational, community-led and brand-building content, adjusting the balance based on campaign priorities and audience response.
Data-led decision making
I review performance data, audience behaviour and platform insights to understand what is resonating and use those learnings to shape future content.
Platform approach
I adapt the creative, format and messaging for each platform rather than repurposing content identically across channels.
Case study: Style Studio Series
Building a repeatable, SEO-informed styling series that turned product education into high-performing social content.
THE OPPORTUNITY
Customers regularly asked how to style specific pieces, particularly in comments and DMs. I saw an opportunity to turn these recurring questions into a repeatable content format that could educate customers, showcase product versatility and drive discovery.
THE STRATEGY
I developed Style Studio around one hero product styled multiple ways, using audience questions, SEO trends and search behaviour to shape the topics. We incorporated high-search terms into scripts and content themes to increase discoverability across Instagram and YouTube.
I then developed a Body Types mini-series around a high-search topic, using Saint + Sofia employees as models. This gave the content a more authentic, relatable feel while allowing us to demonstrate how the same pieces could work across different body shapes.
My role
I owned Style Studio end-to-end, from concept development and content planning through to shoot direction, filming, editing, captions and publishing. I collaborated with our in-house stylist on the looks and presenter, and our copywriter on scripts and SEO-led topics.
The results:
Maya Shirring Dress: 131k views - 11 times our average reel performance (Instagram)
Maya Dress sold out across both colour waves and became a Summer 2024 best seller, with the style continuing to perform strongly in subsequent summers.
Style Studio Body Types series on Youtube generated 127k Impressions, 42K views, and 100 subscribers.
What I learned
Style Studio demonstrated that customer-led, educational content can perform strongly while still supporting product discovery. The combination of search-informed topics, relatable talent and practical styling advice gave the series a clear purpose beyond simply showcasing product.
Case study: Monmouth Summer Street Party
I supported the social and event activation for Saint + Sofia’s Monmouth Street Summer Party, organising a colour analysis experience with a previous influencer partner. Alongside this, I created supporting guides, coordinated Story collaborations with participating brands, captured event content and prepared guest gift bags.
Colour analysis collaboration
Organised the colour analysis experience with a previous influencer partner and created the supporting guides used during the event.
Gift bags / guest experience
We collaborated with businesses across Monmouth Street to create an event-wide experience, bringing together products and offers from neighbouring stores into goody bags for our first 50 customers. The partnership created a strong sense of community across the street and has since become an annual summer event.
Social Collaborations
Social Output & Impact
The event brought together businesses across Monmouth Street to create a shared summer experience for the local community. The partnership was successful enough to become an annual summer event, returning each year.
Case study: November/December Campaign
My role: Led social content strategy and ideation, managed the junior graphic designer, developed the shot list, and collaborated with the creative team through production.
PRODUCT + STYLING
EDUCATION + VALUE
COMMUNITY
LIFESTYLE + BRAND
Shot List
12 Days of Gifting Mini Campaign
With the team heading into the holiday period, I developed a social-first gifting activation designed to maintain engagement and give our community a reason to return throughout December.
LIKE + COMMENT + SAVE → CHANCE TO WIN
24K
Results
13M
Profile views
174K
Reel views
5K
Follows
320K
Post Reach
Post Engagements