Shannon Allen
London
Summary
Experienced and results-driven Social Media Manager with a proven track record of building and enhancing brand presence across Instagram, TikTok, Facebook, and YouTube. Experienced in developing and distributing engaging content and executing both organic and paid campaigns tailored to specific audiences and brand voice. Adept at collaborating with marketing teams to ensure social media strategies are seamlessly integrated with wider campaign objectives.
Overview
7
7
years of professional experience
Work history
Freelance Social Media Manager
Clays & Harley Street Private Health Care Clinics
06.2024 - 06.2025
- Developed and executed multi-platform social strategies aligned with business goals, driving growth and engagement across Instagram, Facebook, X, LinkedIn, and YouTube.
- Created original, high-quality content (video, graphics, copy) tailored to each platform’s audience and best practices, maintaining a cohesive and recognisable brand voice.
- Managed daily posting and scheduling across Instagram, Facebook, X, LinkedIn, and YouTube, using tools such as Hootsuite, Meta Business Suite, and YouTube Studio.
- Proactively monitored comments and community conversations, responding in a timely and authentic manner to strengthen engagement across all channels.
- Partnered with internal teams and external stakeholders to source, plan, and produce content for campaigns, service launches, and brand announcements.
- Built and managed influencer and creator partnerships, overseeing outreach, briefing, approvals, and performance tracking.
- Analysed platform metrics and content performance, delivering insights and recommendations to optimise strategy, creative direction, and audience growth.
- Stayed up to date with social trends, new features, and platform updates across Instagram, Facebook, X, LinkedIn, and YouTube, applying insights to elevate content and engagement.
- Produced compelling visual assets using Photoshop, CapCut, and Adobe Premiere Pro to support both organic and paid campaigns.
- Ensured consistent messaging, tone of voice, and visual identity across all social platforms in alignment with broader marketing objectives.
Social Media Manager
Sky
05.2022 - 05.2024
- Led the end-to-end social media strategy for Sky’s entertainment verticals, driving growth and engagement across Instagram, Facebook, X, LinkedIn, and YouTube.
- Produced and optimised high-performing video content, including YouTube Shorts, Reels, and TikToks - achieving Sky’s highest-viewed YouTube Short with 8.9M views and 518K likes.
- Applied platform trends and audience insights to create reactive and editorial content, resulting in strong organic performance, including 84K+ views on new original series content.
- Managed daily scheduling, publishing, and community engagement across all major platforms using tools such as Sprinklr and YouTube Studio.
- Monitored and responded to audience interactions to foster community growth and maintain a positive brand presence.
- Analysed performance metrics and produced monthly reports, using data-driven insights to shape forward-looking content and campaign strategies.
- Implemented a refreshed thumbnail visual strategy on YouTube, increasing click-through rate benchmarks by 2–5%.
- Collaborated closely with production, marketing, and creative teams to plan content for campaigns, talent features, and series launches.
- Stayed up to date with social trends, platform algorithm updates, and digital best practices across Instagram, Facebook, X, LinkedIn, and YouTube, ensuring Sky remained competitive and innovative.
- Contributed to significant channel growth, including a 125% increase in YouTube subscribers during tenure.
Senior Marketing Executive
Serco
09.2020 - 05.2022
- Building and maintaining interdepartmental relationships and collaboration.
- Growing brand awareness.
- Website and email marketing management.
Digital Team Assistant
Fremantle Media (Thames TV division)
09.2019 - 09.2020
- Successfully collaborated with colleagues to study trends and initiate new concepts to help improve the Thames digital marketing platforms (Instagram, Youtube, Twitter & TikTok).
- In charge of diary management for the Head of Digital Production. Organising & attending weekly meetings, compiling keynotes to form creative briefs & overseeing content production.
- Coordinated marketing campaigns for brand partnerships like 'Just Eat' as part of a digital series for entertainment shows like 'The X Factor'.
- Managed budgets across several productions, whilst ensuring the quality of work was always maintained and delivered on time.
- Created production call sheets for the Digital team, ensuring checks were completed before distribution.
- Supported various productions across Studio Lambert, including: 'The Circle' and Gogglebox' from pre-production right through to the editing stage.
Production Runner
Studio Lambert Productions
06.2018 - 09.2019
- Temporary Role.
- Analysed data from reports to assist the development team on new concepts for entertainment TV.
- Completed various administrative duties to assist the team.
- Research administration for the development of production.
Education
Bachelor of the Arts -
Ravensbourne University
01.2014 - 1 2017
Skills
- Social media strategy
- Content Creation
- Campaign management (Organic, and Paid)
- Audience targeting and engagement
- Analytics and reporting
- Brand tone and voice
- Client and partner communication
- Microsoft Office
- Office administration
- Photoshop
- Video editing software (Adobe Premiere, Capcut)
- Scheduling software (Hootsuite, Meta, Sprinklr, YouTube Analytics, etc)
Accomplishments
- Final University Project - 'Circle of Abuse' achieved 156K+ views on YouTube.
- Irish Dancing - competed internationally
Timeline
Freelance Social Media Manager
Clays & Harley Street Private Health Care Clinics
06.2024 - 06.2025
Social Media Manager
Sky
05.2022 - 05.2024
Senior Marketing Executive
Serco
09.2020 - 05.2022
Digital Team Assistant
Fremantle Media (Thames TV division)
09.2019 - 09.2020
Production Runner
Studio Lambert Productions
06.2018 - 09.2019
Bachelor of the Arts -
Ravensbourne University
01.2014 - 1 2017