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STEF

European social media · Editorial strategy · Team coordination

EUROPEAN LOGISTICS

One story.
Eight countries.

An editorial system for a European group, connecting local teams through shared planning and reporting.

My role: Social Media & Editorial Manager. September 2022–August 2024.
Scope: European social media · Editorial strategy · Team coordination

An editorial system teams could use.

Context & challenge

A group operating across eight countries needs a shared editorial direction while working with local teams. The challenge is organisational as much as creative: planning, production, publishing and measurement must work together.

Strategic response

I led social media in English across eight European countries for a group of 22,000 employees (€4.3bn revenue), starting with content audits and guidelines for tone, messages and writing standards. The remit covered newsletters, SEO articles, landing pages, social content, advertorials and corporate communications, including CSR, commitments and values. I managed the external agency Invox through briefs, production follow-up and editorial quality control.

01 / Creative direction

From shared direction to sustained delivery.

I conceived and produced the Hero brand film from concept to delivery. I managed community managers, apprentices and project managers, and trained European business units in social media best practices. Editorial calendars connected the website with LinkedIn, Facebook, X and YouTube, while Talkwalker reporting guided content decisions. The remit also included a leadership webinar.

The managed social audience grew by 28% over two years. The programme covered 117K followers, 12 posts per week across eight countries and a TikTok audience of 8K. These figures describe the editorial programme as a whole, rather than attributing its results to the film alone.