18M+ VIEWS *** NATIONAL PRESS COVERAGE *** VIRAL CONTENT *** 8+ YEARS EXPERIENCE *** FULL CYCLE PRODUCTION *** STRATEGY & ANALYTICS *** CREATIVE LEAD ***
my portfolio
SELECTED WORK
CAMPAIGNS &
CREATIVE CONCEPTS
Reactive Social Campaign | 18M+ views
The best gifts can't be wrapped
Seasonal Campaign | Agency collab
SOCIAL-FIRST
CONTENT
HOTEL SHOOTS
Luxury Collection
Influencers to celebrities
5-Star resort
Content that hits
Luxury Collection
01. IBIZA FINAL BOSS x EASYJET HOLIDAYS
Turning a viral moment into 18M+ organic views
18M+ VIEWS
80K+ LIKES
2.3k new followers
zero MEDIA SPEND
£54k+ emv
When the “Ibiza Final Boss” exploded across social, I spotted a natural opportunity for easyJet holidays to join the conversation.
Ibiza was already central to the trend, the sentiment around Jack was positive, and the brand had a credible reason to be part of the moment.
Reactive marketing only works when the brand has a right to participate. Before moving forward, I assessed the sentiment, brand relevance and risk of making the person the joke rather than joining in with them. The opportunity was clear: act quickly and we could turn a major cultural moment into huge organic reach and genuine product visibility.
BOSS HOLIDAYS TO IBIZA | Rather than simply recreating the meme, I connected the trend directly to the product, turning the Ibiza Final Boss into the face of a fictional easyJet holidays campaign.
The creative was deliberately clean, simple and instantly recognisable. Jack remained the hero of the visual, while the Ibiza setting and holiday price clearly brought the easyJet holidays product into the story.
The copy followed the same approach. “Live life like a boss” was short, playful and immediately connected the product back to the cultural moment, letting the creative do the heavy lifting.
The trend got attention. The product gave a reason to be there.
01. THE OPPORTUNITY
02. RISK VS REWARD
03. THE IDEA
04. THE IMPACT
18M+
of organic views on Facebook. Additional 1.5M views on Instagram
£54K
EMV (earned media value) with a zero media or production spend
PRESS
featured in 3 pieces of press coverage, by the Daily Mirror, and Metro
TV
featured in a Channel 4 documentary 'The Ibiza Final Boss – Haircuts & Hangovers: UNTOLD'
Trend spotting · Opportunity & risk assessment · Creative concept · Social strategy · Creative production · Copy · Publishing ·
Performance analysis
05. MY ROLE
02. THE GIFT OF TRAVEL
Agency collab
Christmas is one of the noisiest times of year for brands. The challenge I briefed the agency, was to cut through the festive clutter with something memorable, entertaining and emotionally engaging, while keeping easyJet holidays front of mind and ultimately driving bookings.
The best presents can’t be wrapped. Instead of competing with the endless stream of traditional Christmas gifting, we flipped the conversation, positioning holidays, experiences and memories as the presents people really want. It gave easyJet holidays a simple, ownable idea that naturally connected Christmas with the product.
The idea was designed to live beyond one hero asset. We took it to the streets, surprising shoppers by swapping their Christmas purchases for real holidays, then extended the concept across influencer collaborations, playful ‘Present Packages’, giveaways and community-led content - creating multiple social touchpoints around one central idea.
01. THE OPPORTUNITY
02. THE BIG IDEA
03. BUILT FOR SOCIAL
05. THE IMPACT
6.28M
views on content throughout full campaign
148%
YOY Sales GROWTH
1.6M
in margin by incorporating the a social only promo code within both organic and paid content
Briefing · Ideation · Agency collaboration · Social strategy · Creative development · Production · Publishing · Performance analysis
06. MY ROLE
199K
engagements throughout the full campaign
04. BRINGING IT TO LIFE
Working closely with our creative agency, I was involved throughout the campaign journey - from early ideation and shaping the social strategy through to production and publishing. This included influencer selection, briefing and directing talent on set, helping shape content to feel natural to both the creator and our social channels.
Beyond the hero content, I worked on additional social creatives and copy, while managing the agency’s development and delivery of paid creative assets to ensure everything remained consistent with the wider campaign idea, brand and commercial objectives.
Influencer to Celebrities
Talent Collabs
STXPHNOTSTEVE
Christmas Campaign | 1.7M views
THE WHITEHALLS
PR Campaign | 1.6M views
DION DUBLIN
Seasonal Campaign | 3.5M views
MARTIN KEMP
PR Campaign | 1.2M views
Ideas that tap into culture and take off
Viral Content
_mp4.jpg)
'FIRST SHIFT ON HOLIDAY'
Facebook | 1.2M views
cAPCUT
Instagram | 1.7M views
'NOBODY TALKS ABOUT'
Facebook | 1.3M views
_mp4.jpg)
COMMERCIAL SALE
TikTok | 1.1M views
APPLE CIDER VINEGAR
TikTok | 1M views
HOLIDAY SKIT
Facebook | 495K views
HOLIDAY SKIT
Facebook | 425K views
EGC
TikTok | 120K views
COMEDY SKIT
Facebook | 1.2M views
Stills & Motion for social-first content
Daios Cove | Crete
Stills & motion for social-first content
Stella Island Resort & Spa | Crete
Still & Motion for social use
Minos Beach Art Hotel | Greece
8+
years experience within social media working for well-known commercial companies
17M+
views on just one stand-alone organic piece of content
25+
pieces of viral organic content hitting over 1 million views
600K
followers on social channels for a brand with a growth from zero
COLLABS & PARTNERSHIPS
CAMPAIGN & PROJECT
MANAGEMENT
PERFORMANCE &
INSIGHT
Connecting brands with the right creators and partners to produce authentic content that builds trust and expands reach.
I handle the full delivery of campaigns, keeping everything aligned, on schedule, and running smoothly from start to finish.
I track, analyse, and optimise performance, turning data into clear insights that improve content and drive better results over time.
SOCIAL STRATEGY
I create tailored social strategies built around your audience, your goals, and what actually performs, giving your content clear direction and purpose.
PAID MEDIA
CREATIVE & CONTENT
From idea to final edit, I produce high-quality, platform-first content designed to capture attention, engage audiences, and deliver results.
I plan and manage paid social campaigns with a focus on performance, helping you reach the right audience and maximise return on investment.
I'M JO...
I’ve spent the last 8+ years working in social media, helping brands create content that actually works...not just looks good.
I’m just as comfortable building strategy as I am getting fully stuck into the creative side, whether that’s coming up with ideas, shooting content, or refining what’s already there to perform better.
I’ve worked on campaigns that have reached millions, but I’m always focused on what that means in real terms: growth, engagement, and results that make a difference.
I keep my approach straightforward and collaborative. No unnecessary jargon, no overcomplication - just clear thinking, good content, and a focus on what’s going to work best for you!
If you’re looking for someone who can bring both creative ideas and a solid understanding of performance, I can help make your social work harder.
areas of expertise
I keep things simple and flexible, adapting to your project while following five key stages:
Building a tailored plan that outlines the approach, platforms, and content that will deliver the best results.
Understanding your brand, audience, and goals - so everything starts with clarity and direction.
Developing ideas and producing content designed to capture attention and perform across platforms.
Executing campaigns/content seamlessly, ensuring everything goes live smoothly and on schedule.
Tracking performance, refining the approach, and continuously improving results over time.
01. DISCOVERY
02. STRATEGY
03. CREATIVE & PRODUCTION
04. LAUNCH & DELIVERY
05. OPTIMISATION & GROWTH
let’s win on social, together :)
Let's get social!
Get in touch...
CAPTURING CREATIVITY *** ATTRACTING OPPORTUNITY *** CAPTURING CREATIVITY *** ATTRACTING OPPORTUNITY *** CAPTURING CREATIVITY *** ATTRACTING OPPORTUNITY *** CAPTURING CREATIVITY *** ATTRACTING OPPORTUNITY ***