Kirsten Toft

As a freelance social media specialist, I offer full “done for you” social media management (organic and paid),

1-to-1 consulting, group coaching, social media strategy and account reviews.

Experience and knowledge includes:

- Developing organic and paid social media strategy.

- Planning and creating social media content for a range of clients.

- Setting and reporting social media KPIs and making insight-led decisions.

- Using a variety of formats, for example trending short-form video, and understanding their place in the ‘sales funnel’.

Paid social media experience:

- Setting up Meta Business Manager, Ad Accounts, pixels, custom audiences and custom events.

- Creating and running Facebook and Instagram ad campaigns for brand awareness, lead generation and eComm sales.

- Campaign reporting and optimisation.

Experience of training:

- In-house and online group training to help SMEs develop their social media skills.

- 1-to-1 online coaching to deliver focused support for business owners running their own social media.

My platform experience has ranged across Facebook, Instagram, LinkedIn, Twitter and TikTok.

I’ve worked with a variety of clients from Financial Services to Events, Hospitality to Business Coaching, Outdoor activities, Estate Agents and App Developers.

At Nationwide I managed the Digital Optimisation Solution team to deliver customer journey improvements on their website, to grow the department’s KPIs. I applied Optimisation, A/B testing and User Experience principles to ensure that website pages performed well from a customer stance in order to drive commercial growth.

Key Capabilities and Achievements

• Developing a brand new Optimisation Solution Team into a quick-turnaround, innovative delivery team who created high-performing online experiences.

• Producing an 83% uplift in user engagement on the Nationwide homepage by using data and insight to create successful A/B tests.

• Devising regular proposals for improvements to online customer journeys and communicating the rationale, approach and results out to the wider business.

The planning, reporting of and accountability for the performance of Marketing activity in Nationwide’s Internet Bank.

Key Capabilities and Achievements:

• Managing the full plan and targets for Nationwide’s Internet Bank – this included campaign briefing and creative sign-off of ads, measurement of campaign results and full reporting to the wider business.

• Using results to identify KPI trends across these web pages, recommending actions for optimisation.

• Being the subject matter expert on Internet Bank marketing activity and exceeding the sales plan for 2013/2014.