I have led the creative direction and end-to-end execution of content and digital campaigns across Instagram, Facebook, TikTok, YouTube, and Pinterest for Clarins UK, developing innovative social-first strategies that drive brand awareness, engagement, and sales. This includes conceptualising, producing, and overseeing multimedia content across all platforms. I develop and execute high-impact digital campaigns and manage influencer partnerships to support brand growth, visibility, and community engagement. I collaborate closely with creative, PR, retail, and business development teams to deliver integrated, globally aligned activations that elevate the Clarins UK brand.

STORY TELLING - THE CLARINS CLUB

Creative directed and produced Clarins’ “Club Clarins” country-club content series, leading full-funnel execution from concept and mood-boarding through on-set production. Localised the creative to resonate with the UK market—filming at Combe End Manor and weaving in British heritage cues—while preserving Clarins’ French luxury identity. Developed the narrative and visual storytelling framework to spotlight the brand in an aspirational, subtly integrated way that drove strong engagement without overt product push.

STORY TELLING - DOUBLE SERUM 40th ANNIVERSARY

Led the full creative development and production of Conversation with Clarins, a video concept I personally pitched that secured my initial opportunity with the brand. The piece became a flagship content asset for the Double Serum 40th Anniversary - one of Clarins’ most significant campaigns of the year.

STORY TELLING - 11/11 Singles Day promotion

For 11/11 Singles Day, I created a storytelling-led concept for Clarins UK inspired by the interview-style, personality-driven content seen in WIRED Q&As and Maybelline’s recent Instant Age Rewind influencer campaign. Instead of pushing overt promotional messaging, I reframed 11/11 as a moment for self-celebration and self-care.

I developed a conversational, rapid-fire “get to know you” format—spotlighting rituals, textures, and the emotional connection behind our hero products—to humanise the brand and create a more authentic narrative. This approach allowed talent and creators to speak naturally about their beauty habits and Singles Day routines, bringing warmth and relatability to the content while staying premium and on-brand. The result was a series of elevated, narrative-driven assets that delivered engagement and brand affinity—without relying on traditional promotion-led content.

CLARINS CHRISTMAS 2025:

Managed end-to-end content production for Clarins UK’s Christmas, NYE, and Holiday 2025 campaign - from concepting and mood-boarding to full creative execution across social media. Briefed and directed our agency partners, selected videographers, models, and photographers, and oversaw all shoot elements to deliver a cohesive shimmer-led campaign designed for paid media, e-commerce, and organic social channels.

Owned full end-to-end iPhone content & VHS production + editing - from organic storytelling to paid media assets and a high-performing Advent Calendar TikTok series.

ORGANIZED PRESS + STORIES

GRID TRANSFORMATION

Before I was the Social Media Manager vs. After I was the Social Media Manager

Influencer Partnerships:

By leveraging influencer collaborations, Employee-Generated Content (EGC), and data-driven storytelling, I’ve built a cohesive digital presence that stays true to Clarins’ brand identity while adapting to platform-specific trends and audience behaviours. I’ve managed and executed 150+ influencer partnerships, generating over 40 million impressions and driving significant follower growth across Clarins UK’s social channels..