Summary
Overview
Work History
Education
Skills
Awards
Timeline
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VANESSA HARTLEY

London

Summary

Creative and strategic Head of Social with 12 years agency experience. Proven track record of leading, managing and mentoring teams delivering full-service social media management. Broad experience across a range of sectors including FMCG, alcohol, finance, tourism & automotive. Effective at building client and inter-agency relationships, growing profitable accounts and producing successful results-driven social media marketing campaigns.

Overview

21
21
years of professional experience
4
4
years of post-secondary education
4
4
Languages

Work History

Head of Social

Tribal Worldwide/DDB UK
03.2021 - 09.2024
  • Responsible for building & developing the social media offering, increasing revenue & client roster as a result.
  • Set up & implementation of new processes to improve quality of output across social media management, content creation and integrated campaigns - internally, across wider agency group & with clients.
  • Led the charge on developing and enhancing social media marketing for Volkswagen UK, revamping the social strategy and setting new KPIs. Introduced new formats, channels and best-practice guidelines which lifted performance and sentiment for the brand online.
  • Demonstrated success and social-first thinking with the creation of award-winning 'Tiny Football Car' campaign for Volkswagen UK at UEFA EUROs 2020-22.
  • Building, leading and managing a team of six, from entry to director level. Responsible for all recruitment and identification of required skill sets.

Social Media Director

The Works Agency & Daresay
10.2016 - 01.2020
  • Management and direction of all social activity at The Works & Daresay (now part of Capgemini).
  • Development of social strategies for brands including Destination New South Wales (@Sydney), Volvo Cars Australia, Hardys Wines, Masterpet and GSK.
  • Delivery of cross-platform social and digital campaigns alongside planning, creative, tech, media & accounts.
  • Management of a team of Social Media Managers, Community Managers and Content Creators to ensure effective full-service social media management.
  • Planning and implementation of paid media strategies & media buying across social channels - including use of first, second and third party data for targeting.
  • Influencer sourcing, briefing & management via third party platforms, talent agencies and production houses.
  • Agile content creation & production of social assets for always-on activity; shoot planning & direction.
  • Actively involved in pitching and securing new business alongside Managing Partners & GM.
  • Development of SOWs, fee & retainer proposals for social projects; ongoing retainer management.
  • Driving revenue by leading accounts, maintaining solid client relationships and upselling campaign builds.
  • Ongoing mentorship and training of social team; agency thought-leadership via regular presentations & workshops.

Social Media Strategist

The Works Agency
06.2014 - 09.2016
  • Development & delivery of comprehensive social media strategies for clients across a range of platforms.
  • Working with creative, planning and digital to produce integrated campaigns which achieve business objectives.
  • Measurement & reporting on social KPIs to provide insight on effectiveness and recommendations for optimisation.
  • Clients included: Unilever, Beam Suntory, Woolworths Group, Canadian Club, Tetley, SKODA and ING Direct.

Previous Employment

Various
09.2003 - 05.2014
  • Creative Project Manager - The Works Agency, Sydney.
  • Account Manager - PeopleBrowsr Inc, Sydney.
  • Social Media Marketing - Freelance Consultancy, London.
  • Production Coordinator – P for Production, London.
  • Account Manager & Sales Negotiator – Attika, Nice.

Education

BA Hons: Communication, Sociology & French -

University Of Newcastle Upon Tyne
UK
09.1999 - 07.2003

Skills

Social Strategy & Creative Ideation

Social Campaign Planning & Implementation

Social Advertising & Targeting

Social Media Management

Content Creation & Production

Social Listening, Reporting & Analytics

Community Management & Moderation

Team Leadership & Management

Training & Mentoring

Client Services & Relations

Business Development

Inter-agency relations & collaboration

Project Management

Awards

  • The Lovie Awards 2022 - Best Social Media Campaign (PR & Advertising) - Tiny Football Car, Volkswagen UK
  • AdNews Australia 2019 - Content Agency of the Year - Daresay
  • Cannes Lions 2018 - Gold for Social & Influencer - The Wentworth Rat, Foxtel
  • Effie Awards 2017 - Bronze for Other Consumer Goods - Black Hawk, Masterpet
  • AdNews Australia 2016 - Customer Experience Agency of the Year - The Works

Timeline

Head of Social

Tribal Worldwide/DDB UK
03.2021 - 09.2024

Social Media Director

The Works Agency & Daresay
10.2016 - 01.2020

Social Media Strategist

The Works Agency
06.2014 - 09.2016

Previous Employment

Various
09.2003 - 05.2014

BA Hons: Communication, Sociology & French -

University Of Newcastle Upon Tyne
09.1999 - 07.2003

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VANESSA HARTLEY