. What are some of the key things you consider when building a brand\u2019s social presence?<\/strong><\/p>\nFirst things first \u2013 why are we doing this, and what do they want out of it? Without a clear purpose or expectation, it\u2019s almost impossible to build a social presence that works. So that\u2019s always where I start: defining the role the channel should play.<\/p>\n
Once that\u2019s in place \u2013 or once we\u2019ve helped them figure it out \u2013 the next step is understanding what really matters to the client. What do they want to say? How often do they want to show up? And is Instagram even the right place for those messages? <\/p>\n
Then comes the look, and a lot of collaboration with the art directors and designers who shape the visual world around the brand. \u201cCan I use this colour here?\u201d \u201cHow would this look if we went from 16×9 to 9×16?\u201d. Sometimes it\u2019s tiny tweaks, sometimes it\u2019s full-on reworks \u2013 and that can be challenging, especially since social looks nothing like a sales deck or a branded event space. But that\u2019s also why it\u2019s so important to keep that red thread \u2013 so the brand feels consistent and recognizable, no matter where someone comes across it.<\/p>\n
How has your background or training influenced the way you work, particularly after completing your digital PR course? <\/strong><\/p>\nThe PR course was such a refreshing break from everyday work. It gave me space to zoom in on social media \u2013 no compromises, no brand restrictions, just thinking freely about what works on each platform.<\/p>\n
It reminded me of the creative freedom we sometimes forget when we\u2019re deep in client processes and internal guidelines. And it really re-energised me \u2013 not just creatively, but also in how I approach conversations around content.<\/p>\n
Since then, I\u2019ve felt more confident in challenging ideas \u2013 both internally and with clients \u2013 when something doesn\u2019t feel right for social. It gave me new tools, but also a bit of a mindset shift: to trust my gut more and to push for braver, more platform-specific work when I know it will make a difference.<\/p>\n
What skills or habits do you think have helped you grow quickly in your career?<\/strong><\/p>\nI think curiosity is a big one. I question everything \u2013 not always out loud (luckily for everyone around me) \u2013 but I\u2019m constantly analysing: What works? Why? What doesn\u2019t? What would I change?<\/p>\n
I also just genuinely care about the kind of work I do. I\u2019m interested in people, communication, culture, trends \u2013 and that helps, because I don\u2019t switch off that part of my brain when the workday ends. I\u2019ll be scrolling TikTok, seeing an ad in the wild, or reading a caption and instantly thinking \u201cAh, smart\u201d or \u201cHmm, missed opportunity.\u201d<\/p>\n
And I\u2019m not afraid to throw myself into new things \u2013 even if I don\u2019t know exactly how to do it yet. I\u2019ve learned a lot by just saying \u201cYep, I\u2019ll figure it out\u201d and then actually doing the work. That combo \u2013 being curious and being willing to jump in \u2013 has helped me grow faster than if I\u2019d waited to feel completely ready.<\/p>\n
You\u2019ve led seminars and guided both internal teams and clients. How has that experience shaped the way you think about leadership and collaboration? <\/strong><\/p>\nI remember being super nervous the first time I led a seminar \u2013 it was for a client\u2019s comms department, and I definitely felt the pressure. But it turned out to be such a valuable experience. It helped me better understand where they were coming from, how they viewed social media, and what kind of possibilities they saw (or didn\u2019t see yet).<\/p>\n
We had great discussions throughout, and that really shaped how I approached every seminar after that. I always invite questions and interruptions early on, especially with smaller groups. It creates a much better dynamic \u2013 not everything on my slides will be equally relevant, so when we lean into what actually sparks curiosity in the room, the whole experience becomes more valuable for everyone.<\/p>\n
I\u2019ve realised these kinds of sessions serve so many purposes. I spend time tailoring the presentation based on what I know about the audience, and in that process, I learn even more about them. Hopefully, they will walk away with new ideas or perspectives \u2013 and almost always, we will end up in a fascinating conversation about their real challenges and goals and how social media can fit into their world.<\/p>\n
That kind of two-way learning has really shaped how I think about leadership and collaboration. It\u2019s not about showing how much I know \u2013 it\u2019s about creating a space where we figure things out together.<\/p>\n
Looking back, what have been some defining moments or projects that pushed you forward professionally?<\/strong><\/p>\nThe first thing that comes to mind is my very first pitch. I\u2019ve always felt more at home behind the scenes, but learning to take space in the room has pushed me forward. Talking in front of a big group has always been scary. And knowing that I\u2019m not just talking, I\u2019m presenting, explaining and putting my own ideas and thoughts out there while knowing that a project or a new business could be on the line made it even scarier. <\/p>\n
Surviving and not messing it up really pushed me forward and made me brave enough to do it again and again. Nowadays it\u2019s just medium scary. <\/p>\n
You\u2019re clearly someone who thrives on learning and taking initiative. Where does that drive come from?<\/strong><\/p>\nI think I\u2019ve always been that way \u2013 wanting to figure things out on my own instead of asking for help, which can be great, or total chaos. Like the time I decided to repaint my childhood bedroom walls with a Sharpie or when I got a little too confident in my swimming skills and dove straight into the deep end of the pool.<\/p>\n
I grew up around very independent adults. My mom didn\u2019t need my dad to put up a shelf, my dad didn\u2019t need a mechanic to fix his car, and I spent every summer with my grandparents where the rule was basically: try first, then ask.<\/p>\n
That stuck with me. I\u2019ve always wanted things to be done well \u2013 and preferably perfectly. That mix of being curious, stubborn, and a bit of a high achiever has shaped how I work. I like to learn, improve, and take action. And if I don\u2019t know how something works, I\u2019ll find a way to figure it out. That\u2019s just how I\u2019m wired.<\/p>\n
If you could give a piece of advice to someone just starting in the industry, what would it be?<\/strong><\/p>\nDon\u2019t wait until you feel \u201cready\u201d \u2013 because you probably won\u2019t. Just jump in! Try things. Ask the questions. Suggest the idea even if it feels a bit too bold. <\/p>\n
A lot of what I\u2019ve learned has come from throwing myself into things I wasn\u2019t entirely sure how to do \u2013 and figuring it out along the way. That, and watching how people smarter than me work.<\/p>\n
Oh \u2013 and don\u2019t decorate your bedroom walls with a Sharpie. It seems<\/em> like a good idea at the time. It\u2019s not.<\/p>\n<\/div>\n
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