Led MR PORTER's social media production strategy as part of the brand's push to reach a Gen Z menswear audience. Strategised the development of distinct content franchises native to TikTok and short-form social to grow channel presence from scratch, working alongside the Social Art Director, Editor, Strategist and Influencer & Partnerships Manager. Built and operationally launched the social media content calendar adopted by the entire social team, providing the structural framework for asset planning across the year.

Conceived and produced Mr Porter's Helping Hands as the inaugural franchise series. A/B tested formats against engagement and retention, evolving the series into the community-led Ask Mr Porter format, where audience questions drove content rather than brand-led scripting. The TikTok channel grew to 50K followers in its inaugural year, establishing the social production playbook MR PORTER continued to build on.