Unilever

(UK, DE, NL, F, IT)

The Role: I was hired to work in-house at Unilever as the sole Senior Creative & Social Strategist, in charge of setting up localised channels within the markets to establish cultural relevance through organic social-first content. During this time I led and mentored a 14 person cross-market team, overseeing their work as a creative director, supporting their development, and establishing relationships with key market stakeholders.

The Brands: Dove, Dove Men + Care, Radox, Rexona, Axe, Mentadent, White Now.

The Work: Across 7 legacy brands, I turned global strategy into something my team could actually use - building social playbooks to define a clear red thread, content pillar frameworks, tone of voice guidelines, audience engagement plan, community management plan, and spotting opportunities around reactive or key brand calendar moments. I also worked on ‘big bet’ briefs; new product launches, brand partnerships, amplification of bigger campaigns, community-focus social stories, to undercover insightful social-first formats and executions for each moment.

- ORGANIC SOCIAL - PAID SOCIAL -

A selection of content and campaigns I’ve led with my team

Dove x Netflix (Bridgerton) partnership

I built an organic-first system to keep Bridgerton culturally alive between the two-part Netflix releases.

Using the global platform ‘Let The Talk’, I suggested a three part approach - Tease, Amplify, Sustain. The goal of the organic was to engage the existing community of Bridgerton fans in trailing the limited edition Dove x Bridgerton products.

This campaign was also to be the launch of new UK IG + TT channels.

I brought on Content Creator Pranavi Suthagar, to elevate the Dove x Bridgerton output, ensuring the work felt both culturally relevant and visually premium. Her role was to create trend-led, social-first content that complimented the campaign, whilst maintaining a distinct Dove aesthetic beyond the Bridgerton world.

Tease

We opened with a Lady Whistledown inspired teaser to seed intrigue and introduce the limited-edition product.

Amplify

We suggested working with historical fashion influencers, such as Forian Hencher sending them first products in the days before it hit the shelves.

We also used this phase to repost paid assets and push community management.

Sustain

The sustain phase focused on participation - a ‘Spilling the Tea’ party - a live event unlocked by a exclusive retail mechanic to drive sales.

Scan the limited edition product to receive invitation to join a TikTok live discussion amongst Bridgerton mega fans. This was designed to drive sales, but also sustain the hype fueling reactive content about the show’s most talked about moments.

Establishing AXE DE’s TOV

To bring the AXE global brand strategy to life in Germany, we focused on translating it's core tone of absurdity, humour and irreverence into content that felt native to a German audience. My Content Creator in Germany, Anhelina Burmaka was tasked with developing an always-on content stream, designed to build a distinctive tov for AXE DE. She introduced two reoccurring mascots, allowing us to create reactive, character-led narratives that could evolve over time.

Rexona Repositioning

We repositioned Rexona (Sure in the UK) from a movement-led brand to one that owns sweat in all forms. Expanding beyond sport into more culturally relevant, everyday moments. This unlocked a broader, social-first platform designed to reflect how people actually experience sweat in real life.

We also encouraged the client to flex the brand’s TOV by platform, creating content that matched audience behaviours - leaning into humour and lo-fi formats on TikTok, and adapting for Instagram in a way that still felt native.

Dove men?/