Stourport-On-Severn, England, United Kingdom
I work in social and content across arts, culture and higher education, and have spent the past 10+ years thinking about how institutions talk to people without sounding like institutions. I started in theatre marketing, working on show campaigns and cultural content, then moved into social media at Sadler’s Wells, engaging global audiences, and now lead social media at UCL. Across roles, I’ve been interested in how organisations tell meaningful stories about people, ideas and impact, whether that’s creative work, student life or research. There’s usually a way to make it land with audiences, and that’s the bit I like figuring out. I like to work collaboratively and with audiences in mind, including developing creator approaches that bring in real voices rather than polished ones. I’m especially drawn to work that sits between culture, education and public engagement, where storytelling can genuinely shift how people see something or whether they see themselves in it.
Co-lead of The Social Network which is an opportunity for workers in the arts to network, learn and discuss all things social media which make come up in their roles.
Led social and content delivery for a world-leading dance organisation, engaging global audiences across Instagram, Twitter, YouTube and Facebook Grew Instagram to 101k+ followers, with 62% international audience reach Developed and delivered social content strategy and KPIs in collaboration with senior digital leadership Commissioned and curated film and social content showcasing performances, artists and programmes for diverse audiences Led digital release of trailers and performance highlights, shaping editorial storytelling and accessibility approaches Championed inclusive and representative content, amplifying underrepresented performers to global audiences Protected brand voice and audience experience across platforms during a period of organisational change
Led integrated marketing campaigns for productions in the Holloway Theatre, overseeing launch strategy, content, digital and audience growth Delivered multi-channel campaigns including paid social, video and OOH, contributing to multiple sell-out and highest-grossing runs across seasons Marketing lead for Overflow, a filmed theatre release viewed by audiences in 20+ countries Delivered the most successful paid social video campaign to date for Strange Fruit, generating ~£10k in ticket revenue Led venue social and digital brand strategy, growing Instagram by 47% and Twitter by 12% to 80k+ followers Commissioned and produced original video series (Advice to My Younger Self), managing briefing, artist engagement, filming and post-production Created and led rapid-response digital programming (The Protest), reaching 135k+ views across platforms (exceeding annual in-person audience) Partnered with artistic leadership and box office insight to shape show messaging, audience targeting and campaign performance Line-managed marketing interns, supporting development into subsequent full-time roles
Front-of-house and box office support within a busy cultural venue, assisting communications, operations and artistic teams Provided administrative and audience services support across events and programming activity