When I joined the team at Escape.com.au, I noticed that the social media content was inconsistent, and the channels were not given the attention they deserved. To address this, I formulated and implemented an always-on social strategy that centered around three key objectives. First, we aimed to establish the social media channels as a source of inspiration for the target audience, offering captivating and enticing content that would ignite their desire to explore new destinations. Second, we focused on increasing brand awareness and share of voice, ensuring that Escape became a recognized and trusted name within the travel industry. Lastly, we sought to drive traffic to the platform, encouraging users to visit the Escape website targeting travel intenders.

To achieve these goals, several strategies were implemented. Content pillars were developed, ensuring a consistent and diverse range of topics that would resonate with the audience. A comprehensive paid strategy was devised to amplify the reach and impact of the content. In addition, short-form video content was introduced to the content repertoire, capturing the attention of users and delivering immersive travel experiences. Content schedules and strategies for famils (familiarization trips) were established, allowing us to produce not only written pieces but also engaging visual content. I actively commissioned content, collaborating with creators and influencers to expand the brand's reach and appeal. Furthermore, I worked as part of the editorial team to align the social media and editorial strategies, creating a cohesive approach across all platforms.

To ensure ongoing success, I conducted monthly workshops and education sessions, sharing my expertise and staying up-to-date with the latest trends and best practices in social media marketing as well as aided in developing a framework for commercial social partnerships As the overarching social expert across the travel network, I provided guidance and support to other teams, fostering a collaborative and results-driven environment.