Hi, I'm Liv 👋

My Journey

My career in social media began by embracing a unique opportunity at Waitrose & Partners, one of the UK's leading retailers.

Rather than starting in a traditional marketing role, my journey began on the shop floor of my local Waitrose branch. Recognising the potential of social media, I took the initiative to launch and manage the store's official TikTok and Instagram channels. I was responsible for developing creative content concepts, identifying emerging trends, and producing engaging content with one clear objective: to grow the audience and increase engagement.

Through strategic content planning, trend-led storytelling, and a successful influencer collaboration, I achieved outstanding results, including:

• Generating over 20 million TikTok views

• Producing multiple viral videos

• Securing coverage in the local press

• Growing the account into the highest-performing Waitrose branch social account in the UK

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Building a Career in Social Media

Just over a year later, my passion for social media and proven ability to deliver measurable results led me to Waitrose Head Office, where I joined as a Social Marketing Assistant. In this role, I helped manage and grow the brand's TikTok and Instagram presence before progressing into a full-time position as Social Media Lead at the John Lewis Partnership.

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As Social Media Lead, I was responsible for developing and delivering organic social strategies across Meta, TikTok, LinkedIn and YouTube. My role combined creativity with data-driven decision-making, spanning campaign planning, content creation, performance analysis, reporting and optimisation.

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One of my proudest achievements was leading the organic social strategy for the John Lewis Partnership Christmas recruitment campaign, delivering exceptional results:

• 8.9 million organic views

• 134% increase in content interactions year-on-year

• 30% year-on-year growth in followers

• 89,000 website link clicks from Meta and TikTok (+693% YoY)

• 611,000 engaged website sessions driven by organic social (+6.1% YoY)

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Freelance Social Management

Alongside my role at the John Lewis Partnership, I expanded my expertise by working as a Freelance Content Creator and Social Media Manager, specialising in high-performing short-form video content across Instagram, TikTok and YouTube Shorts.

My most notable client has been Brigit's Bakery, where I played a key role in growing its digital presence and helping build an engaged audience of more than 200,000 followers across its social channels.

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Social Media Manager – Sally Europe (current role)

Following my time at the John Lewis Partnership, I was ready for a new challenge that combined my professional experience with my long-standing passion for the hair and beauty industry. This led me to join Sally Europe as Social Media Manager, overseeing social media strategy across the UK, Northern Ireland and Continental Europe while managing a small social media team.

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Since joining, I have delivered several key initiatives and measurable improvements, including:

• Launching two new UK YouTube channels for both B2B (Trade) and B2C (Retail) audiences.

• Introducing GA4 link click and engaged session reporting into the social media strategy for the first time, enabling more meaningful measurement of social performance.

• Increasing organic social website traffic by 324% year-on-year compared with the same period the previous year.

• Growing total social reach from 3.4 million users in March to 12.2 million users by June.

• Managing and overseeing 404 centrally managed trade and retail social media accounts across the UK, Ireland and Continental Europe through Brandwatch.

• Supporting the development and execution of social strategies across multiple European markets while balancing brand consistency with local relevance.

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Throughout my career, I have consistently combined creativity with commercial thinking, using data-led insights to develop impactful campaigns, grow engaged online communities and deliver measurable business results. I am passionate about building brands through compelling storytelling, identifying emerging trends, and creating social-first content that drives both engagement and performance.

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People Leadership Experience

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Within my current role, I lead a UK team consisting of a Social Media Executive and a Social Media Coordinator. Additionally, I also manage a Social Media Specialist over in France who creates organic content for our channels in France, Belgium, Netherlands and Germany. 

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Responsibilities include:

• Leading, motivating and developing a high-performing social media team through coaching, mentoring and regular 1:1s.

• Setting clear objectives, KPIs and development plans aligned with business priorities.

• Conducting performance reviews, probation reviews and career development conversations.

• Delegating responsibilities based on individual strengths and workload.

• Fostering a collaborative, inclusive and high-performance team culture.

• Supporting recruitment, onboarding and training of new team members.

• Manage team capacity, prioritisation and wellbeing.

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