My work included:

Strategic Positioning & Voice Development: Translated complex financial services into relatable, bite-sized content, while carving out a voice that’s equal parts approachable and professional. No suitspeak. No fluff. Just humanised finance with clarity and confidence.

Social Media Branding & Visual Design Direction: Oversaw the brand's visual identity on social platforms, working closely with designers to ensure alignment between tone, messaging, and look. Think: clean, modern, “we-know-our-stuff-but-won’t-bore-you-to-death” vibes.

Platform Strategy & Organic Growth: Developed a tailored strategy for LinkedIn and Instagram focused on authority building, founder visibility, and lead nurturing. Balanced educational content with community-driven storytelling and clear calls to action.

Content Creation & Scheduling: Created a consistent stream of content, including explainers, carousels, founder highlights, client Q&A, memes, and educational reels. All wrapped in Archway’s tone and style — no recycled finance templates.

Campaigns & Launch Support: Planned and rolled out mini-campaigns spotlighting specific services and client wins, designed to increase trust and drive traffic to the website. Every campaign was analytics-informed, creatively executed, and laser-focused on engagement.

Performance Monitoring & Optimisation: Kept an eye on what was working (and what was flopping), tweaking strategy and formats based on platform behaviour, audience interaction, and engagement trends.