I oversee the full creative and strategic pipeline for Alison’s organic social media — from idea development and writing to visual direction, design, and final execution. Every post, across every platform, goes through me to ensure alignment with our brand voice, data insights, and customer psychology. Beyond guiding and elevating my team’s work, my role spans ideation, platform-native strategy, scripting, copywriting, visual direction, editing, and creative QA, ensuring Alison’s social presence feels consistent, human, and instantly recognisable.

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A big focus of this work was leading the charge in making our BAU educational content (beyond memes, topical posts, and moment marketing) feel fun, scroll-stopping, and genuinely worth engaging with, especially when attention spans on organic social are low. Whether it’s humour, visual hooks, cultural cues, or playful formats, the goal was always the same: turn course and product promotion into content people actually enjoy.

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As a result, I helped transform organic social into a growth engine. As touched upon previously, with zero influencer or media spend, the content strategy contributed in delivering a 116% increase in followers, a 129% rise in impressions, and a 54% lift in direct revenue, driven by stronger narratives, sharper brand voice, and more enjoyable content.

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Below, you’ll find selected examples of posts and narrative formats that shaped this organic growth. The designs evolved continually as we experimented with different creative directions. For this section, I'm specifically showcasing the course and product-led content (the trickiest part of organic) to highlight how we made the “salesy stuff” genuinely engaging.