Description

I’m a Social Commerce & Social Media Consultant with 10+ years of experience in global social media, currently leading TikTok Shop UK and cultural marketing initiatives at Zalando.

I help brands and creators unlock growth through social-first strategies - from TikTok Shop and Instagram content to creator partnerships, trend-driven campaigns, and always-on storytelling.

What I bring:

🚀 Social Commerce Expertise: Proven success scaling TikTok Shop with 60%+ creator-driven revenue.

🎥 Creator & Content Strategy: Building high-impact creator campaigns, community engagement, and shoppable content.

🔥 Cultural Reactivity: Identifying trends before they break and turning signals into scroll-stopping content.

📊 Performance-Driven: Clear reporting, insights, and optimisations to drive ROI and conversions.

I work with brands, agencies, and creators who want to stay ahead of the curve and make their social presence culturally relevant and commercially effective.

Let’s collaborate to grow your brand on TikTok, Instagram, and beyond.

Languages

English
Native or bilingual

Workplace preferences

Remote only

Primarily works remotely

Zalando
Global Social Media Lead
FASHION AND COSMETICS
September 2024 - Today (1 year and 9 months)
Berlin, Germany
Lead TikTok Shop UK strategy, driving 7+ consecutive weeks of high GMV, with 60%+ revenue consistently generated by creators.
Developed and launched 2025 Creator Strategy, establishing transparent compensation models, performance benchmarks, and diverse creator partnerships.
Built a 400+ creator community in 3 months through proactive outreach, onboarding, and education, strengthening Zalando's social commerce ecosystem.
Designed and rolled out the 2025 Cultural Reactivity Strategy, including a real-time newsroom framework with agency partners, enabling agile, trend-led content at scale.
Activated key cultural moments (e.g., The Oscars 2025, Met Gala) to enhance Zalando's cultural relevance across owned channels.
Partnered with publishers and creators to deliver shoppable livestreams (e.g., Vogue, Slay, Zalando Publisher LIVE), increasing engagement and conversion.
Presented strategy and results at senior forums (All-Hands, SVP Leadership Team, GM reviews), securing long-term TikTok Shop UK extension to end of 2025.
TikTok Cultural Reactivity Social Commerce Creator Marketing
PICO XR
Marketing Communications Manager
TECH
November 2022 - December 2023 (1 year and 1 month)
Barcelona, Spain
Spearheaded strategic social media, influencer, and partnership initiatives, driving +3K followers per month across UK, Germany, and Spain.
Managed marketing budgets, achieving a 10% increase in cost-effectiveness.
Directed social and influencer campaigns on TikTok, YouTube, Twitch, and Instagram, generating a 25% boost in content creation during key activations.
Negotiated and launched partnerships (e.g., Red Bull Gaming Sphere), enhancing product awareness and engagement.
Delivered brand presence at GamesCom and MWC, significantly increasing visibility among industry audiences.
VaynerMedia
Account Director
CULTURE
April 2020 - October 2022 (2 years and 6 months)
London, UK
Led TikTok's Culture Engine across 5 markets, producing real-time, trend-led content and securing partnerships (UEFA Euro, AFCON).
Surpassed revenue targets by 20% quarterly through effective campaign management.
Managed creator collaborations and social campaigns for brands including Hydrow, Avon, PICO XR.
Mentored and coached account teams, cultivating a high-performance culture.