In addition to writing, I have developed content and audience strategies for media outlets, non-profits and brands. My expertise spans content audits, newsletters, website content, social media, competitor analysis and positioning.
Content Curation and Trends Analysis for Instagram
As a Content Specialist on Instagram’s Curation team, I curated best-in-class short-form video content across France, the UK and the US, developed trend and creator insights, supported product and ranking teams and created strategic editorial assets and presentations for Meta’s global campaigns, partners and cross-functional teams.
Trend Discovery and Gen Z Insights
Built expertise in trend discovery and on-platform Gen Z behaviour across a wide range of verticals in the short-form video market in France, the UK and the US. Created content, copy, editorial material made from scratch and insight decks for different teams within Meta (Partnerships, Products, Programs, and Creator Marketing) for presentations to clients, partners, events and activations (Queens of the Metaverse, Guap Gala, Meta Loves Music, Cannes Film Festival x Instagram, Reels School for Creators, Reels School of Comedy, Creator Week, Pride, Earth Day).
Read more here.
Thought Leadership and Trend Analysis
Researched and authored reports on cultural moments, explaining why TikTok leads the short-form video landscape and how Reels can respond.
Read my analysis of Rhythm + Flow France here.
Weekly Reels Trend Reports
Researched and authored a monthly trend report for the French market, published on Instagram’s official blog.
Read more here.
Reels Masterclass for Arts & Culture Partners
Designed and hosted a tailored session for museums, galleries and theatres.
Watch it here.
Reels School of Comedy Masterclass
Developed the content strategy and editorial materials for a workshop dedicated to comedy creators.
Read more here.
Queens of the Metaverse Newsletters
Pitched and produced a set of newsletters to promote Meta’s Queens of the Metaverse event.
Read more here.
Reels Curation for Beyoncé
Pitched a selection of Reels to Parkwood Entertainment for Beyoncé’s Instagram Guide, celebrating fan responses to “Cuff It.”
See coverage on Entertainment Tonight.
Audience and Social Media Strategy for the London Evening Standard
From January to March 2022, I was in charge of all features social channels covering fashion, culture, travel, food and more — a total of 15 distinct accounts across Facebook, Twitter, Instagram and TikTok.
Achievements In 3 Months
Content Creation: Short-Form Videos
Content Creation (Instagram posts and Carousels)
Digital Marketing for Club Kali Network
Club Kali has been the longest-running LGBTQ+ Bollywood nightclub in London since 1995.
Due to Covid, the organisation had to adapt, starting a new chapter online as an LGBTQ+ non-profit.
I joined the company in December 2020 and was responsible for designing the entire marketing strategy to promote our range of online events.
Achievements In 6 Months
Newsletters (Design + Content)
Instagram Strategy
Branding Strategy
Volunteer Content Creator for I Weigh Community
I Weigh is a movement initiated on Instagram by actress and activist Jameela Jamil. Since 2018, it has evolved into a global platform with an Instagram presence, a website, and live events.
I was fortunate to volunteer as a content creator for the movement on several occasions — pitching and producing Instagram posts and captions, writing one article, and covering an event in January 2020 for I Weigh’s Instagram Stories.
Black History Month & Black Lives Matter Content
Instagram Stories for the Anti Diet Riot Festival 2020
Essay for the website opening
Click HERE to read.
Multichannel Marketing for Le Colonel
Le Colonel is a French family business specialising in handmade accessories such as bow ties, neckties, pocket squares and braces. For a year and a half, I served as their ambassador in London, independently leading the entire PR strategy for the UK market. My role also included managing their Shoreditch store, overseeing B2B operations, and representing the brand at wedding events and markets.
Media kit
As the brand was new to the UK market, we needed to create a tailored media kit to introduce ourselves. We focused the storytelling on the brand’s unexpected origins and its transformation from a couple’s side project in their living room into a successful company with four shops and 25 collaborators. Click here to read the full kit.
Graphic design: Elise Pype
Copywriter intern: Xander Nettey
Newsletters
Moving abroad for Le Colonel Moutarde meant being unknown to everyone and knowing no one locally. One of my first initiatives was to build a database of journalists and professionals in the wedding industry. The next step was to send newsletters via MailChimp to introduce the brand, sharing details of our upcoming exhibitions and in-store events with other designers.
Since 2013, the brand’s Pinterest profile had been exclusively in French and rarely updated. My mission was to delete all existing content and start from scratch. Given the platform’s strong reach among wedding suppliers, we rebuilt the entire profile around wedding-inspired boards. Each pin was linked to our online store, complete with optimised wording, SEO descriptions and tags. Within a few months, our monthly views increased by 500%.
Imagery
In France, the company had a fairly bland overall image as a wedding specialist. Given our location in Shoreditch and the colourful British fashion culture, we needed a twist in our imagery. My mission was to hire a stylist and photographer to produce visuals for use online and in-store. The pitch I gave to the creative team was to embody the people we see daily on our street and their unique sense of style.
Model: @amandadave222
Photographer: @tamikalphotography
Stylist: @TheYasminJamaal
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