Social & UGC

ABOUT

Alongside my journalism career, I have developed extensive experience creating social-first content and strategy for news and lifestyle audiences.

At the Daily Mirror, I have led the social strategy for the Features team, developing content specifically for platforms including TikTok and YouTube. This has included everything from quick-fire explainers and first-person reviews to trend-led features, original video concepts and event coverage, adapting editorial stories into formats designed to work naturally on social.

I've also covered events and experiences for social, creating content on the ground and finding ways to bring audiences into the story beyond the traditional article. My approach combines strong editorial storytelling with an understanding of what makes people stop scrolling, watch and engage.

Alongside my editorial work, I have created paid brand content and UGC across YouTube and TikTok, working with brands across fashion, health, fitness, food and lifestyle. Previous collaborations include fashion brand VIVAIA, health and fitness app Jonple, and food brand The Skinny Food Co, creating natural, engaging content tailored to each brand and platform.