Led social media strategy for one of the world's biggest whisky brands for two years.

Glen Moray needed social content that felt more distinctive, more joined-up and more reflective of the brand’s warm, exploratory character.

I led the social strategy and content direction, helping shape how the brand showed up across platforms. That included identifying stronger content territories, refining the brand’s tone and visual direction, and building a clearer thread between day-to-day content and wider campaign moments.

The focus was not just on output, but on making the brand feel more coherent, ownable and commercially relevant in a crowded category.

What I worked on:

- Social strategy
- Content direction
- Brand tone and messaging
- Campaign planning
- Visual and creative guidance

Outcome:

A clearer and more distinctive social direction, stronger alignment between brand and content, and a more strategic foundation for future campaigns. Helped grow their flagship product to the best selling single malt in the UK.