BBC Children's
I produce bespoke and commissioned content to promote CBeebies brands to parents and carers across TikTok, Instagram, Facebook and WhatsApp. I monitor trends, tracked KPIs and analyse performance data to inform strategy, optimise content and grow audiences. My role also includes community management, engaging with viewers through comments and DMs to build loyalty and strengthen the brand’s online presence.
I also pitch and deliver trend-led campaigns, commissioning influencers and talent to create content that support brand growth and reach underserved audiences. I collaborate with the Social Media Coordinator by reviewing and refining copy and content before publishing, while also working closely with Marketing and Impact teams to ensure campaigns carry cohesive messaging.
I manage social media activity for flagship projects including the CBeebies Christmas Campaign, CBeebies Proms and the CBeebies Panto: Cinderella. In addition, I assist with the Parenting Campaign, support the Creator’s Programme and launched the CBeebies WhatsApp broadcast channel.
Campaigns
Social-First
Panto: Cinderella
Led the end-to-end social media campaign, pitching and managing content from pre-launch through to post-event to drive channel views and boost ticket sales. The content exceeded targets and became the highest-performing video campaign in the last five years, even surpassing 2023’s paid-supported performance, achieving 2.1M video views and 36.8K engagements.
Christmas Campaign
Led the end-to-end Christmas and Parenting social media campaigns, overseeing strategy, ideation, commissioning and delivery across platforms. December was a standout month, generating over 11M total views, with the Parenting campaign driving 6M views and 180K engagements.
Prom: A Magical Bedtime Story
Led the end-to-end social media campaign, from brainstorming and pitching creative concepts to commissioning contributors and writing scripts. Managed content through pre to post event to drive awareness, engagement and tune-in, ensuring alignment with the wider campaign strategy across platforms achieving 345,700 views.
School Readiness
Played a key role in the ‘School Readiness’ campaign, contributing to creative brainstorming, pitching ideas, and producing original and commissioned content. Also launched the CBeebies Parenting WhatsApp channel featuring polls, articles, podcast clips, and links to supportive resources such as Tiny Happy People and CBeebies Apps. The campaign achieved 3,300,908 video views and 131,220 engagements, driving strong audience reach and interaction.
Musical: The Great Ice Cream Hunt
Took ownership of the social media campaign in its later stages, leading on content editing, publishing and marketing activity to ensure a strong and cohesive finish following a team transition. The campaign achieved 771,754 video views and 10,970 engagements, maintaining audience reach and engagement through the final stages.
Autumn Campaign
Contributed to the delivery of the Autumn Parenting campaign with a strong focus on parent-first content, supporting expert and influencer commissions to provide trusted, relevant and engaging social content for families.
Events
+ Live Coverage
Festivals
Produced high-quality, high-impact social content across major family festivals, working with high-profile talent including singer CMAT and BBC presenter Nigel Clarke. The campaign aimed to raise awareness of CBeebies Parenting, grow social following, and strengthen connections with target audiences. Achieved 3,702,111 video views and 116,112 engagements, delivering strong reach and audience interaction.
Christmas Event
Led the end-to-end Christmas and Parenting social media campaigns, overseeing strategy, ideation, commissioning and delivery across platforms. December was a standout month, generating over 11M total views, with the Parenting campaign driving 6M views and 180K engagements.
BBC TV Brands
Promotion
Creator & Influencer-Led Content
Commissioned and managed influencer-led campaigns to raise brand awareness, grow social following, boost engagement, and strengthen audience connection by leveraging their online communities. Successfully secured and negotiated paid partnerships with high-profile creators including Lucy Edwards (1.8M followers) and teacher expert Farva (78K followers), delivering impactful content aligned with CBeebies’ brand values.
Talent & Celebrities
Commissioned and managed content featuring high-profile talent including Chris O'Dowd and Rachel Riley, overseeing the process from briefing and pre-production through editing, publishing, and marketing. Campaigns aimed to raise brand awareness, grow social following, boost engagement, and strengthen audience connection by leveraging the celebrities’ online communities.
Cultural Moments
Leveraged major UK pop-culture moments, including Diwali, festivals, and the Euros, to connect more meaningfully with audiences and extend marketing reach beyond traditional channels. Festival content alone achieved 3,702,111 video views and 116,112 engagements, delivering strong reach and audience interaction.
Community
Produced social content that highlighted real-world audience interaction and engagement, aimed to strengthen connections with the audience beyond the digital world, fostering meaningful engagement and community interaction.
BTS & Expert-Led Content
Produced behind-the-scenes content to give viewers a glimpse into the making of their favourite BBC programmes, driving clicks to BBC iPlayer. I also commissioned experts to add authenticity, ground content in reality, and appeal to parenting audiences, ensuring social content was engaging for adult viewers as well as children.
Collaborations
Brand, Talent, Creators
BBC Brand Collabs
Regularly contributed to BBC Masterbrand content brainstorms, pitching and developing ideas seen through end-to-end production. Collaborations span BBC, BBC One, BBC iPlayer, and CBBC, with ideas ranging from early-trend content (e.g., Group 7 with over 14k engagements (and viral audience reactions like "How does BBC even know about Group 7??' and "give the marketing team a raise!'), to highly successful scripted content such as Cinderella Auditions, featuring comments from large-scale creators like @Brad_Richess (1.1M followers) wanting to audition for the Panto.
Celebs
Commissioned and managed content featuring high-profile talent including Chris O'Dowd and Rachel Riley, overseeing the process from briefing and pre-production through editing, publishing, and marketing. Campaigns aimed to raise brand awareness, grow social following, boost engagement, and strengthen audience connection by leveraging the celebrities’ online communities.
CBeebies Talent
Developed and delivered talent-led social content in collaboration with high-profile names across BBC branda, ideating concepts designed to resonate with multiple audience groups (parents, theatre and musical fans, panto lovers, celebrity followers and comedy audiences). I pitched ideas cross-departmentally and, once approved, led delivery end to end — developing briefs, writing scripts, briefing film crews, editing content, writing copy, publishing, and actively engaging with audiences to extend reach. Tracked performance data and created follow-up formats based on what resonated most.
Influencers, Experts & Ambassadors
Commissioned and managed expert and influencer-led campaigns to raise brand awareness, grow social following, boost engagement, and strengthen audience connection by leveraging creators’ online communities. Assisted in launching the BBC Children’s Ambassadors Programme, supporting the identification and onboarding of creators aligned to CBeebies’ brand values. Successfully secured and negotiated paid partnerships with high-profile creators like Lucy Edwards (1.8M followers).
