Strategic Social Media Reporting for African Beer Brands
Valentina Granci
Core Responsibilities:
Monthly social performance reports for multiple beer brands in Tanzania, Uganda, and Ghana.
Organic campaign After Action Review (AARs) and insight-led decks for brand & agency teams.
Influencer vetting and brand-safety checks across African markets.
Dashboards creation and structured reports for brand managers and agency teams.
The Challenge:
Reports felt like “hygiene updates” instead of strategy.
Different markets and brands at various maturity levels.
Need for simple systems to track whether recommendations were actually implemented
Turning Reports into Story-Led Decks
From “Hygiene Updates” to Story-Driven Reports:
Reduced unnecessary description and made decks more visual and interactive.
Shifted to a storytelling structure:
This happened - it caused this - which led to this - so here’s what we should do next.
Tightened recommendations into clear, actionable steps for each brand
Result:
By mid-year, reports became monthly “compasses” for brand teams, not just recaps.
Example of the Transformation of reports to more storylined data reporting on findings and recommendations
Uganda Assignment & Action-Tracking System
Uganda Assignment – Making Reports Actionable
Assigned to support Nile Special, Club Pilsner, and Castle Lite Uganda during a transition.
Introduced a simple, powerful structure:
End of report: Action Items for Next Month
Beginning of next report: review of Previous Actions marked:
Implemented
Slightly Implemented
Not Implemented
Impact
Brand Managers praised this view because it showed if the needle was actually moving and where to push agencies harder.
SImple recommendation tracker implemented to hold brand and creative team accountable to improve social performance.
Incorporated content strategy and themes in monthly reports to guide creative and community management team on what to focus on the coming months.
Example of different content themes for different brand to tap into their personality or cultural days that are happening.
Inspiration Decks for Sports Campaigns
Created inspiration decks that covered content themes for brands that were in campaign but couldn't crack what to focus on in social.
Safari Lager – Football
Lead agency struggled to blend beer + football like global benchmarks (e.g. Budweiser).
Built an inspiration deck with:
Global & local beer examples.
Content formats, angles, and storytelling ideas.
Deck became a “north star” for agency + Brand Manager.
Nile Special – Rugby
Brand leaned too heavily on rugby and visuals that didn’t resonate.
Built a focused deck (self-initiated) showing:
How to keep beer at the centre while still celebrating rugby
Examples from successful accounts and how Nile could adapt them
Examples of the content themes and direction for the two brand campaigns
Influencer Vetting & Brand Safety (as BI support)
Outside of vetting influencers before the brand teams use them for a campaign (to make sure that they don't have any controversies before collaborations and that they haven't collaborated with another competitor in recent months)
Influencer Insights & Brand Safety
Supported influencer vetting across Tanzania, South Africa, and ROA using CreatorIQ + manual checks.
Looked beyond surface metrics to ensure brand fit & category relevance.
Flying Fish Example:
Identified misaligned influencer content in a monthly report.
Created a detailed review, which led to myself being added to a WhatsApp group to review influencer content before it went live.
Built:
Influencer content ideas doc
Brand hygiene guidelines for influencers & agency teams
Snapshot from the report that had the analysis and review of the Influencer content.
Skills & Tools I bring from this Experience
Skills:
Strategy & Insights: social performance analysis, storytelling with data, and content theme development.
Reporting & Frameworks: skimmable decks, action-tracking, inspiration decks
Influencer & Brand Safety: vetting, guidelines, qualitative fit checks.
Tools
Let's chat so that I can bring insights to your team that actually move the needle in your social media campaign.
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Posted Dec 8, 2025
Developed strategic social media reports and storytelling decks for African beer brands.
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Timeline
Sep 16, 2024 - Sep 30, 2025
Clients
DraftLine USA
