Global Specialist Content Lead
Apr 2024 — Present
- Collaborated with experts across every department—from fine art to watches and whisky—to build a shared culture of creative storytelling.
- Developed a content program that connected these experts directly with wider audiences, raising their external visibility and driving commercial conversion.
Head of Social Media, Europe
Apr 2022 — Mar 2024
- Changed the way a legacy institution thought about its audiences. Repositioned social from an afterthought to an integral part of how the business planned campaigns and reached new collectors.
Global Social Media Manager
Jul 2020 — Mar 2022
- Brought one of the world's most exclusive jewelers to a contemporary audience. Grew @graff's Instagram account +300% and doubled engagement within the first six months.
Social Editorial Producer
Dec 2017 — Jan 2020
- Reshaped how one of fashion's most storied institutions approached social media. Established digital storytelling as a creative discipline across 12 international editions, from training editors-in-chief to building the frameworks that made consistency possible at scale across 72 million followers.
- Created and launched @vogue on Instagram, a community-driven account built around the conversations shaping culture. Grew the audience organically from 0 to 500,000 followers within a year.
Fashion and Art Producer
Jan 2015 — Jan 2017
- Joined Instagram's community team before the playbook existed and helped shape what fashion and art looked like on the platform. Developed strategy across owned channels and produced global collaborations with brands, cultural institutions, and artists.
- Wrote stories about the creative community for @instagram, the most-followed account.