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Social Media Execution

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<h2 style="white-space:pre-line">Timing is everything. </h2>
<p>She first learned the fundamentals of funnel strategy and back-end ad platforms while ensuring all YouTube ads for Apple went live in EMEA &amp; MERT regions across both organic and paid channels. </p>
<p>At CI Group, she builds campaigns around high-impact moments, including industry events, client launches, awards, and peak buying cycles, ensuring every ad is tied to real-world relevance and reaches the right personas. She believes social media marketing must deliver at precisely the right time to drive maximum impact, and through her account-based marketing (ABM) campaigns, she has enabled CI Group to open key conversations with HP, Microsoft, SCC and others by ensuring the brand is already known and trusted before engagement even begins.</p>
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<p>She starts with full-funnel planning that directly ties content to business objectives, whether the goal is building long-term brand visibility or fuelling short-term demand. With a deep understanding of user journeys, she knows how to meet audiences at every stage of their journey, from awareness to engagement and conversion. She plans both always-on brand presence and high-impact campaign bursts, grounding every strategy in real structure through clear themes, formats, timings, and tracking.</p>

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<h2 style="white-space:pre-line">Know Who You’re Talking To</h2>
<p>She believes every strategy must start with research. She analyses platform insights, audience behaviour, and uses tools like LinkedIn Analytics, Campaign Manager, Meta Audience Manager, and Lusha to understand exactly where audiences are and what matters to them. She also creates in-depth reports and maps audience overlaps, shaping messaging, tone, and content formats before any campaign goes live.</p>
<p>One ABM project focused on reactivating warm and cold Microsoft contacts through LinkedIn paid and organic campaigns — successfully generating high engagement, raising brand awareness, and securing two new clients, one from a cold lead and one from a previously warm connection.</p>

<h1 style="text-align:center">ORGANIC</h1>

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She worked closely with Currys Business to develop a tailored vertical marketing strategy, starting with collaborative ideation sessions to fully understand their goals. With no existing social media presence, her role was to help build it from the ground up, positioning Currys Business as the trusted tech partner for SMBs, education providers, landlords, and hospitality businesses. Through targeted messaging on LinkedIn and X, she aligned content with real sector-specific needs like cost-effective tech, smart automation, and digital transformation — focusing on language that genuinely resonated with their audience. By spotlighting one sector at a time and using organic social to build credibility and trust, she showed how a consistent, insight-driven approach could meaningfully grow brand visibility, boost engagement, and deliver real business results.

Currys Business 

To raise awareness of CI Group’s capabilities and drive stronger engagement with their target audience, she led the end-to-end delivery of a test-and-learn channel marketing campaign. She developed a series of A/B-tested creative tiles based around three key messaging pillars: addressing pain points, showcasing process-to-outcome journeys, and sharing success-driven case studies, all designed to highlight the value CI delivers without directly naming clients. She copy-wrote, briefed the creative team, oversaw production, and managed every stage of deployment across social media, including reposting and reporting on performance. The campaign not only showcased her ability to balance subtle promotion with strategic storytelling, but also delivered valuable insights into what messaging truly resonates with CI Group’s audience — helping to shape the future content strategy for greater brand visibility.

A/B Test of CI Group’s capabilities 

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She led and managed organic social media across the entire business, overseeing six internal department pages as well as the personal LinkedIn accounts of senior leadership, including the CEO, Head of Strategy, Managing Director, and Sales leads. Her role involved coordinating messaging across teams, planning thematic content waves, ghostwriting posts, and publishing content that sparked real conversation and visibility in the B2B tech space.

Ghostwriting

<h1 style="text-align:center">PAID MEDIA</h1>

She manages every part of the process, from writing ad copy and designing lead magnets to building target audiences, tracking in-platform performance, and producing weekly reports. At CI Group, she delivered demand generation campaigns aimed at C-suite executives across the IT and retail sectors, aligning each campaign with key moments like major events, product launches, and industry cycles to maximise impact and engagement.

She led two high-impact paid LinkedIn campaigns for CI Group, one aligned to BETT and the other to GKO 2025- each strategically timed to support major sector-specific events. For both campaigns, she built five unique ad sets with tailored creative and messaging, handled all backend audience targeting and segmentation, and managed execution entirely in-house. The BETT campaign, focused on the education tech space, reached 900 people, generated 6.3K impressions, 20 clicks, and attracted MQLs from key brands like Microsoft, Google, Adobe, Dell, and Canon — all from a modest £152 spend. The GKO campaign reached 1,400 people, delivered 11.4K impressions, 50 clicks, and surfaced high-quality leads from Meta, Intel, Jamf, Jabra, and others — engaging channel specialists, marketing managers, sales executives, and enterprise decision-makers across the tech sector. Both campaigns significantly boosted brand visibility at crucial moments and created clear commercial value, feeding directly into sales conversations at the events.

Example one

As part of CI Group’s pitch for the Computacenter global rebrand, she launched a highly targeted paid LinkedIn campaign to build visibility and engagement with key decision-makers ahead of formal outreach. Working closely with the sales team and people directors, she developed six tailored ads with messaging crafted specifically to resonate with Computacenter’s internal teams. The campaign focused on account managers, client directors, sales specialists, and senior sales personnel across Computacenter UK and Global, targeting those with real influence within the sales function. Over a one-month run, the campaign delivered 14,000 impressions, 66 clicks, 15 reactions, and surfaced 15 qualified leads — all directly from the target organisation. With a modest audience size of 2,000 and a spend of just £461, the campaign provided measurable value and helped create strong commercial momentum at a critical opportunity point.

Example two

For Clareville — CI Group’s specialist PR agency — she led a niche paid LinkedIn campaign targeting the baby and parenting sector, a category with limited brand activity on the platform. Despite the challenge, she conducted detailed market research to identify top-performing companies and built a hyper-targeted audience of brand managers, founders, managing directors, and category managers. Working with a small £38 budget, she developed three ads with distinct messaging to test engagement and tone. Over a month, the campaign delivered 645 impressions, eight website clicks, two reactions, and two qualified MQLs — including the Commercial Director of HiPP Organic, who later became a retained client. Small scale but high impact, this campaign showed how smart audience targeting, strong messaging, and careful testing can turn even modest investments into real commercial value.

Example three

She has led a wide range of paid ad campaigns across multiple departments within CI Group, while also working closely with the leadership team to ghostwrite and manage content for the Non-Executive Director, CEO, Managing Director, Head of Sales, and Business Development Director. From shaping the tone and messaging to planning and promoting leadership content through paid social campaigns, she has managed the entire content pipeline — handling scheduling, coordination, and amplification across LinkedIn. Her focus goes beyond just posting; it’s about building presence, maintaining consistency, and strengthening influence at the very top of the organisation.

MVG

Social Media Execution

Timing is everything.

Know Who You’re Talking To

ORGANIC

Ghostwriting

PAID MEDIA

Thought Leadership & Ghostwriting