I run social media for Saint + Sofia, the London fashion brand, with Instagram at the heart of my work - leading strategy, production and publishing for the channel, with additional content across TikTok, YouTube and LinkedIn. In the past year, my content has reached 2 million people and grown our following by 12%.
From concept to content calendar, I own the full process: shaping Instagram campaigns with the creative and marketing teams, filming and editing content myself, and using performance data and audience insights to decide what we make next - always testing new formats to keep the brand's social presence evolving.
Social Media
Case study: Style Studio - Maya Shirring Dress
Campaign: Summer Sale
Sale content that still feels like us. The brief: show followers what's in the sale without losing our "cool girl London" aesthetic. I planned, filmed and edited the Reel.
28k views.
Creator Collab: Morag Elspeth Atkinson
A collaboration with [creator/stylist] Morag Elspeth Atkinson, bringing her audience of 1 million into ours. I planned the studio shoot end to end, then filmed and edited the video.
77k views and 125 new followers from the campaign.
From when the initial concept is developed by the Head of Creative, I start researching and brainstorming how I want us to look on social. I use WGSN, Instagram, Pinterest and past analytics to see what’s doing well and what to expect. Then, I create a mood board in Milanote and start ideating what our grid will look like. I brainstorm ideas with the creative team and marketing team to make sure we are all aligned. Next, I plan a shot list with the products needed and the type of content I want to create. Lastly, I slot everything into our master content calendar in Asana which I own.
Trend Based: Styling vs Wearing
Jumping on the "styling vs wearing" trend while it was still climbing. I filmed and edited the video the same week, putting our product in a format audiences were already primed for.
22k views.
Content Planning & Strategy
Style Studio: Maya Shirring Dress - 131k views
The idea
Style Studio started as an answer to a question our audience kept asking in comments and DMs: "how would you actually wear this?" [Adjust to the real insight — e.g. "our audience data showed styling content was outperforming product shots" or "I noticed saves spiked on outfit-building content".] I developed the concept as a repeatable format: one hero piece, styled multiple ways, shot in a way that fits Saint + Sofia's cool-girl London aesthetic.
My role
I owned this end to end — concept, planning the shoot, filming, editing, caption and publishing. [Add anyone you collaborated with, e.g. "working with our creative team on styling".]
The results:
131k views — [X]× our average reel performance
[Engagement rate / saves / shares — saves are especially worth quoting for styling content]
[Follower growth attributable to the period, if known]
[Business impact if true — e.g. "the Maya Shirring Dress saw a [X]% lift in sessions/sales in the week after posting" or "sold out in X days". This is the most powerful line on the whole page if you can verify it.]
What I learned
[One or two honest sentences, e.g. "Styling-led content consistently beats straight product content for us, so I built Style Studio into a recurring series — episodes now anchor our content calendar around each drop."]