Danielle Penny

I am currently employed as a Senior Creator and Influencer Lead at Uncovered, where I’m responsible for heading up our Creator Network team, managing all creator and influencer activity across the agency. My day to day responsibilities include:

• Running our Creator Network in collaboration with TikTok Creative Exchange, which sees me responsible for leading and managing 25+ branded creator campaigns per month.
• Managing the growth of our internal Creator Network, which involves building and maintaining a comprehensive database of influencers and creators across various platforms, industries and sectors.
• Developing influencer strategies in line with social trends, sourcing influencers, writing influencer briefs and briefing the talent.
• Creator outreach, fee negotiation and contract management.
• Measurement and tracking of live campaigns, and producing post campaign analysis reports.
• Process and workflow management: managing a team of 4 creative producers, and ensuring that campaigns are running according to timelines.
• Project management and day to day client communication.
• Monetisation of our in-house brand, Caught Snacking.
• Responsible for the personal and professional development of 4 creative producers.

I joined Born Social in February 2019 as a Social Media Manager, and in July 2022, I progressed into a Senior Social Media Manager, where I managed 7 social media managers and undertook senior social output. During my time at Born, I was largely responsible for creating and implementing social strategies across key, top tier accounts within the agency, such as Nandos, Uber, Guinness, Snickers and Sports Direct. My day to day responsibilities included:

• Strategic ideation of influencer campaigns, identifying key opportunities to partner with creators and executing the campaigns.
• Creating and implementing organic social strategies and brand playbooks.
• Strategically connecting brands with their audience through community management and reactive brand building content.
• Using social listening to identify and propose opportunities for brand building reactive content.
• Building meaningful relationships with our clients through senior account management, establishing their trust in us as social media experts through channel lead output.
• Educating and monitoring agency best practice for emerging platforms, and leading on weekly ‘trend watchers’ emails which were delivered to clients and email subscribers.
• Delivering monthly and quarterly performance reports.
• Managing the monthly content plan cycle, from writing briefs to analysing creative output.
• Writing social first copy and community management.
• Responsible for the personal and professional development of Social Media Managers through the running of weeklies, monthlies and performance reviews.
• Creating a technically high-performing Social Media Manager team, through education, teaching sessions and on-account coaching or mentoring.
• Hiring and recruitment for the Social Media Manager team.

• Responsible for the running of flagship Facebook pages VT and Food Envy, which have over 30 million followers. Sourcing platforms such as Tubular and Reddit for video content
• Briefing, producing, shooting and editing original video content.
• Writing and testing engaging captions for videos.