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Content & Search Strategist
Social Media and Video Content
Social and video content delivered as part of broader content management strategies for both DTC and B2B brands. Work includes scaling in-house channels beyond one million followers and producing premium content that balances engagement, education, and long-term value.
Trimology
I designed and launched a fully automated loyalty and customer engagement system for Trimology Barbers in Dundee Scotland, focused on driving repeat visits, increasing spend frequency, and reactivating existing customers at scale.
The system was built around behaviour-based automation rather than manual promotions, allowing the brand to grow revenue without increasing day-to-day marketing effort.
Within three months of launch, the loyalty system supported over £90,000 GBP in revenue and grew the customer database to 1,400+ active members, proving its effectiveness as a long-term retention engine rather than a short-term discount tool.
System Components & Responsibilities
Designed and deployed a digital loyalty card system integrated with customer profiles
Built automated notification flows triggered by visit behaviour, inactivity, and rewards status
- Structured reward logic for higher lifetime value
- Created segmentation rules for targeted messaging instead
- Monitored engagement behaviour to refine messaging
Worked closely with the founder to align loyalty incentives with business goals
Impact
- Generated £90,000+ GBP in revenue within 3 months of
- Built and engaged a 1,400+ customer loyalty base
- Reduced reliance on paid ads by increasing repeat visit
- Established a scalable retention system for multi-locations
The system was built around behaviour-based automation rather than manual promotions, allowing the brand to grow revenue without increasing day-to-day marketing effort.
Within three months of launch, the loyalty system supported over £90,000 GBP in revenue and grew the customer database to 1,400+ active members, proving its effectiveness as a long-term retention engine rather than a short-term discount tool.
System Components & Responsibilities
Designed and deployed a digital loyalty card system integrated with customer profiles
Built automated notification flows triggered by visit behaviour, inactivity, and rewards status
- Structured reward logic for higher lifetime value
- Created segmentation rules for targeted messaging instead
- Monitored engagement behaviour to refine messaging
Worked closely with the founder to align loyalty incentives with business goals
Impact
- Generated £90,000+ GBP in revenue within 3 months of
- Built and engaged a 1,400+ customer loyalty base
- Reduced reliance on paid ads by increasing repeat visit
- Established a scalable retention system for multi-locations
Rendezvous Barbers
Scope: Website copy, creative direction, paid media, local SEO
Ads: Meta Ads Manager, Google Ads, Spotify Ads, Plai.io (AI ad management)
Creative Direction: Scriptwriting, creative skits, short-form video frameworks
SEO: On-page optimisation, Core Web Vitals improvements, local SEO audits
Local SEO: Google Business Profile optimisation, BrightLocal, business directory
Analytics: Conversion tracking, CPA optimisation, performance reporting
Key Outcomes
Reduced CPA from ~$3.00 CAD to ~$0.75 CAD through creative testing and funnel optimisation
Shifted ad creative from service demos to emotionally driven, culture-led content
Improved local visibility through structured directory listings and GBP optimisation
Built a scalable creative system aligned with multi-location growth
This project started as a role writing full website copy for Rendezvous Barbers, which quickly evolved into a long-term partnership built on trust with the founder.
From there, I took ownership of creative content direction and performance marketing, defining the strategy, scripting concepts, and designing clear execution tasks for the creative team.
Rather than relying on standard haircut process videos, I guided the brand toward emotionally driven creative built around humour, trends, and short-form skits.
This shift helped position Rendezvous as a personality-led barbershop brand that felt relatable, modern, and culturally aware across paid and organic channels.
On the performance side, I managed full-funnel advertising and optimisation. Paid social campaigns were restructured and tested aggressively, reducing cost per acquisition from approximately $3.00 CAD to $0.75 CAD. I also supported Google Ads and Spotify Ads, leveraging AI-driven tools such as Plai.io to lower CPMs while maintaining consistent lead quality.
I handled SEO and local search optimisation. This included improving site vitals, running local SEO audits, strengthening backlinks, optimising Google Business Profiles, and expanding accurate listings across business directories using tools like BrightLocal. The result was stronger local visibility, improved lead efficiency, and a scalable creative system aligned with business growth goals.
Links to Content https://www.instagram.com/p/DDsCSXwy5pa/
Born To Be
Delivered end-to-end copywriting for Born to Be, supporting paid ads, website content, and organic social posts targeted specifically at franchise barbers and multi-location barbershops. The work focused on clearly communicating the value of outsourced advertising and streamlined marketing services to business owners looking to grow without managing campaigns in-house.
Copy was developed to balance clarity and persuasion across channels, from performance-led ad messaging to website copy that positioned the brand as a reliable, scalable marketing partner. Social content reinforced this positioning through direct, audience-aware messaging designed to resonate with barbers managing multiple locations, teams, and budgets, while maintaining a consistent tone of voice across all touchpoints.
Examples of content:
https://www.instagram.com/p/DQrMowAEUD5/
https://www.instagram.com/p/DRSeGliEqEe/
Copy was developed to balance clarity and persuasion across channels, from performance-led ad messaging to website copy that positioned the brand as a reliable, scalable marketing partner. Social content reinforced this positioning through direct, audience-aware messaging designed to resonate with barbers managing multiple locations, teams, and budgets, while maintaining a consistent tone of voice across all touchpoints.
Examples of content:
https://www.instagram.com/p/DQrMowAEUD5/
https://www.instagram.com/p/DRSeGliEqEe/
Tahini's Franchise
Led end-to-end content management in-house at Tahini’s, overseeing the full lifecycle of social and video content across major platforms. Responsibilities included scripting and shaping content for influencers, sourcing and vetting creators, and identifying collaborative personalities aligned with brand tone and audience expectations.
Work extended through hands-on coordination with social media creators, video
editing oversight, platform-specific optimisation, and scheduling content across channels. This approach supported the growth and consistency of flagship platforms, contributing to YouTube surpassing 3 million subscribers and TikTok exceeding 1 million followers through premium, platform-native content built to entertain, educate, and scale.
Examples of Content:
https://www.youtube.com/shorts/lza_20CpARs
https://www.youtube.com/shorts/053Oyaex9J4
Work extended through hands-on coordination with social media creators, video
editing oversight, platform-specific optimisation, and scheduling content across channels. This approach supported the growth and consistency of flagship platforms, contributing to YouTube surpassing 3 million subscribers and TikTok exceeding 1 million followers through premium, platform-native content built to entertain, educate, and scale.
Examples of Content:
https://www.youtube.com/shorts/lza_20CpARs
https://www.youtube.com/shorts/053Oyaex9J4
Ebda Agency
Managed social media content for Ebda, delivering design-led and insight-driven content tailored for social platforms. Work spanned multiple formats, including Typography of the World, a visual series that transformed real-world brand typography into animated content exploring how type supports brand identity across both global and independent brands.
Alongside this, social channels were supported with curated short-form content derived from interviews with leading designers and marketers. Longer conversations were edited into focused, engaging clips designed to highlight ideas, spark inspiration, and deliver practical insight in a format suited to social consumption.
Together, this work balanced education, inspiration, and strong visual storytelling, supporting Ebda’s positioning as a thoughtful, design-forward agency with a clear point of view across its social presence.
Examples of content
https://www.instagram.com/p/C66rvasphgk/
https://www.instagram.com/p/C8U385gPkjl/
Alongside this, social channels were supported with curated short-form content derived from interviews with leading designers and marketers. Longer conversations were edited into focused, engaging clips designed to highlight ideas, spark inspiration, and deliver practical insight in a format suited to social consumption.
Together, this work balanced education, inspiration, and strong visual storytelling, supporting Ebda’s positioning as a thoughtful, design-forward agency with a clear point of view across its social presence.
Examples of content
https://www.instagram.com/p/C66rvasphgk/
https://www.instagram.com/p/C8U385gPkjl/
World Atlas
As a freelance contributor for WorldAtlas, I wrote educational long-form and short-form articles covering history, geography, and global culture, with a strong emphasis on clarity, accuracy, and reader accessibility. The work focused on transforming complex subjects into engaging narratives that aligned with WorldAtlas’s role as a trusted educational publisher.
Alongside written content, I had the opportunity to support the early growth of WorldAtlas’s video strategy. This included contributing to long-form YouTube videos while placing a deep strategic focus on YouTube Shorts. The goal was to repurpose educational topics into highly digestible, scroll-friendly formats that encouraged discovery, retention, and audience growth.
This hybrid role allowed me to work across editorial and video formats, witnessing first-hand how authoritative written content can be translated into high-performing social video, particularly through Shorts designed to introduce new audiences to WorldAtlas’s educational ecosystem.
Alongside written content, I had the opportunity to support the early growth of WorldAtlas’s video strategy. This included contributing to long-form YouTube videos while placing a deep strategic focus on YouTube Shorts. The goal was to repurpose educational topics into highly digestible, scroll-friendly formats that encouraged discovery, retention, and audience growth.
This hybrid role allowed me to work across editorial and video formats, witnessing first-hand how authoritative written content can be translated into high-performing social video, particularly through Shorts designed to introduce new audiences to WorldAtlas’s educational ecosystem.
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