Social Strategy (NEW)
During my time at Tastemade, I oversaw the strategy of our global social accounts—both directly as a Content Manager & Lead in the earlier years and indirectly in my role as Director more recently. With a following of 160M+ across all platforms, the accounts provide daily social-first video programming within the food, home, travel, and lifestyle verticals.
As Director, I am responsible for the content P&L, owning our team’s production and operational budgets while leading monetisation efforts. Believe it or not, this is actually one of my favourite parts of what I do!
Some personal highlights from over the years include:
Driving $4M+ in global yearly revenue across Snap, Meta, YouTube, X, Google, and more.
Collaborating with the production team to produce over 5K social-first video assets.
Setting new measurement metrics and goals according to the company’s ever- evolving priorities, from watch time and monetisation to engagement and core audience.
Tastemade International Snap Shows
In 2021, my team launched 16 new Snap shows across 7 markets, resulting in a Y-o-Y platform revenue increase of +70%. In the last 6 months alone, I expanded and localised our existing content library into four new territories, including Netherlands, Norway, Mexico, and Australia.
Branded Instagram Story: Tastemade UK x Ant-Man and The Wasp
As part of Tastemade UK’s Tiny Kitchen x Ant-Man and The Wasp campaign, I created an interactive Instagram Story. The game of Would You Rather made our audience choose between a series of food-related superpowers while linking back to the new film release.
Created on Adobe Illustrator and Photoshop, with final edits on Instagram.
Tastemade UK Tried + Tested
I created and produced (and starred in!) a Tastemade UK in-house original series, Tried + Tested, where I put our most viral recipes to the test with our most critical team members. Some recipe highlights include the Deep Fried Grilled Cheese, Edible Utensils, and a Marmite Buttercream Cake.
The series consisted of two seasons of eight 5-7 minute episodes each.
Food Hack Fridays
Food Hack Fridays is an Instagram video format that showcases some of Tastemade’s most fun and inventive kitchen hacks. Unlike our regular recipe videos, these only focus on one specific hack. Some examples include: the best way to slice fruit or how to use an empty Nutella jar to make the perfect hot chocolate.