Social & Audience Strategy

Great creative deserves social strategy that connects it to the right people.

I turn creative concepts and briefs into social strategies that win pitches and deliver once the work begins.

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The situation

You have the brief. The strategy behind the social is not where it needs to be.

01
The scope is signed off but the social strategy does not exist yet
The creative is strong. The scope is signed off. Now the social strategy that was promised needs to actually exist. That gap is where things fall apart.
02
The pitch is close and the strategy behind the social is not ready
The deadline is real, the pressure is on and the strategy behind the social is not where it needs to be.
03
Social keeps getting built around what is easy, not what works
Most social strategies are built around what is easy to produce, not what the audience actually needs. That is usually obvious by the time it is too late to change.
What I do

I come in when the social strategy needs to hold its own and be worth the brief it was built for.

Background

The strategist in the room.

For the past decade I have been the strategist in the room when large organisations needed to get clear on how to move in social and digital.

I've worked with teams at TikTok, Visa, Zoom and E.ON across brand, culture, sport and entertainment. From activating around the Paris Olympics and Formula 1 to shaping how TikTok showed up across Eurovision, AFCON and the Women's Euros, the work has consistently sat at the intersection of audience behaviour, cultural relevance and commercial outcomes.

That experience is what I bring directly to the creative businesses doing this work now.

Named by The Drum as one of the 50 best emerging marketers in the world. Also featured in Campaign, D&AD and Advertising Week.

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Junior — The Strata G
Strategy Sprint

From brief to social strategy. Built to win the room.

A focused sprint for creative businesses at pitch stage or early production who need a social and audience strategy built quickly and built properly. A sharp, commercially grounded strategy built around your specific brief, audience and opportunity.

What the sprint delivers

  • A cultural and competitive audit of your category and audience landscape.
  • A defined set of audience cohorts built on behaviour, culture and platform signals, not demographics.
  • A platform and channel strategy grounded in where attention actually lives and how to build around it.
  • Clear content direction with the creative logic to back it up.
  • A measurement framework so you know what success looks like before you start.
Let's talk

Need the social strategy to be sharper than it is right now?

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