Selected social media strategy work

PARLEY FOR THE OCEANS

Building TikTok from 0 → 43k+ organically

I launched, managed and grew the Parley TikTok channel, building an engaged and likeminded community. I developed strategies for viral ocean storytelling around marine science, the harms of plastic pollution, sustainable fashion collaborations and Parley’s global ocean cleanups/education programmes.

I created platform-native videos and repurposed high-performing content across Instagram Reels to maximise reach, and helped to establish Parley as a reputable source of ocean news. Alongside a small but mighty content team, I worked on collaborations with talent including professional athletes, influencers and innovators in the sustainable fashion space.

DIOR × PARLEY

Parley × Dior annual fashion collaboration, 2022–2024

I worked with internal and external creative teams to develop a successful multiplatform social strategy, including a Parley takeover of Dior’s social channels for Earth Day over three consecutive years.

I produced video assets and wrote social copy across Dior’s Instagram, TikTok and X channels, presented video on Dior’s Instagram stories, and communicated the collaboration’s sustainability messaging while introducing Parley’s mission to new global audiences.

The New Arab

From 2019–2020, I helped develop The New Arab’s social media strategy, translating breaking news and long-form journalism into engaging, platform-native digital content.

I adapted articles into X threads and multimedia content for Instagram and Facebook, as newsrooms began increasingly pivoting towards social-first and short-form video storytelling.

The Young Muslim Writers’ Awards, Muslim Hands

In 2019, I helped develop the social media strategy for the annual Young Muslim Writers’ Awards, a Muslim Hands initiative encouraging young Muslims from working-class backgrounds across the UK to develop and showcase their writing.

My work included creating social content, copywriting and managing PR relationships with journalists and other media professionals to build awareness around the awards.

Beautonomy

In 2018, I developed and executed the social media strategy for Coty-backed beauty e-commerce start-up Beautonomy.

I managed its social channels and content production, from organising photoshoots and commissioning UGC to developing influencer collaborations, creating and editing multimedia content, and responding to emerging beauty trends. I also conducted user research to better understand the audience and inform our content strategy.