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When I was commissioned to lead the relaunch of El Tesoro's Instagram channel, the brief was clear: develop an end-to-end social strategy to grow the brand's community and boost engagement, without relying heavily on new content production. It was a smart call. Instagram's algorithm heavily favours video, and audience expectations have shifted accordingly.

In my approach to strategy, guessing is never an option. In a hyper-connected world where consumer sentiment can shift overnight, staying culturally attuned isn’t just valuable—it’s essential.

As a freelance strategist, I've worked across a diverse range of brands, sectors, and creative challenges. That blend of experience gives freelancers a unique edge—not just for brands looking to stay relevant but also for agencies aiming to push boundaries and drive culturally attuned work.