Hannah M

Content Manager

Woven Whisky • Full time

Nov 2024 - Mar 2026 • 1 yr 4 mos

I led end-to-end content strategy and execution for Woven Whisky, managing the brand’s content across Instagram, YouTube, Web and Email. As a one-person content department within the marketing team, I owned the process from strategy and ideation through to creative direction, production, publishing, reporting and optimisation. I developed content pillars and a multi-channel approach focused on brand storytelling, audience growth and meaningful engagement. This work helped to: - Double the community size and increase engagement by 50% - Double the email database and improve newsletter engagement by 30% - Build a clear and consistent brand voice across platforms and markets I also led collaborative content with lifestyle, fashion and hospitality brands, as well as photographers, videographers and other creatives, helping extend the brand’s reach and strengthen brand affinity. Alongside strategy, I was highly hands-on, creating and editing video and visual content, writing copy and captions, managing email content, and using tools including Klaviyo, Later, YouTube, Google Analytics, Shopify and Monday.com to monitor performance and optimise content. This experience taught me how to turn a brand’s vision into strategic, engaging content that delivers measurable results — combining creative thinking with data-led decision making. I now bring that same approach to businesses looking for high-quality content without the need for a full in-house content team.

Digital Marketing & Social Media Executive

Signature Group • Full time

Apr 2023 - Nov 2024 • 1 yr 7 mos

I led digital content and marketing across 24 hospitality brands, turning commercial goals into engaging, results-driven campaigns across social media, email, web and paid advertising. I combined strategy with hands-on execution, developing content strategies, writing email and website copy, producing social and short-form video content, creating SEO-focused web and blog content, managing paid campaigns, and coordinating content calendars, shoots and campaign launches. As a Marketing Lead for multiple venues, I worked closely with General Managers to develop tailored marketing strategies supporting brand awareness, bookings, events and revenue. I translated each venue’s objectives and audience into integrated campaigns across Instagram, Facebook, TikTok, email and web. Key results included: - Black Friday: Delivered +134% YoY sales for Cold Town Beer and +17% group-wide gift voucher sales growth through an integrated email, web and paid media campaign. - The Basement Boozy Brunch: Collaborated with 25+ influencers and El Jimador to increase reach by 65%, engagement by 88% and Sunday bookings by 30%. - Viral cocktail campaign: Created a social-first cocktail handbag concept that generated 368K organic reach from one post, increased website traffic by 41% and sold out within three weeks, earning a permanent place on the menu. I also trained and mentored 30+ venue social champions, providing creative direction and platform best practice, while establishing reporting and content processes to improve consistency and performance across the group. This experience strengthened my ability to turn business objectives into creative content, deliver it across multiple channels and use data to optimise performance, from social and email to websites and wider digital campaigns.