Platform: Instagram (Collaboration Post), TikTok
Role: Social Lead UK

Overview
Led the end-to-end social campaign for Amazon Music UK’s Artists to Watch 2025, overseeing strategy, creative development, and multi-platform execution. Built on the foundations of the successful 2024 campaign by applying key insights to evolve the franchise’s visual identity, format structure, and audience targeting. Enhanced content rollout through phased storytelling, bespoke assets for each artist, and strategic amplification across paid and organic channels—solidifying Artists to Watch as a marquee annual content pillar for Amazon Music UK.

Responsibilities
Strategy, artist communication, UK rollout

Results
Instagram & TikTok Views: 999.3k
Instagram & TikTok Engagement: 24k