Christina Mcdermott (She/Her/They) Email and Phone Number

I currently run my own business, Cattington. We are a social media and digital content consultancy based in the North of England. We currently provide community management support to Aldi UK, Channel 4, E4, Lufthansa, Huawei and the Bel Group's portfolio of brands which includes Babybel, The Laughing Cow, Boursin and Leerdammer.Other recent work has included:• Community management work for Channel 4 and E4.• Community management and social media support for Dell UK during their 'Black Friday' and 'Cyber Monday' campaigns. • Social media and content strategy for Defra's 'GREAT British Food' Instagram account• Content strategy for Jaguar USA and the Washington Post.• Community management for Pottermore - the global digital publisher for Harry Potter• Social media management and influencer outreach for Smoking Gun PR and their roster of clients including Silentnight beds, Oven Pride, Surcare, Essential Cuisine stock and Katje’s Magic Candy Factory – makers of the world’s first 3D gummy sweet printer.• Editorial consultancy and social media consultancy for Liverpool Confidential.• Digital content and social media consultancy for RADA (Royal Academy for Dramatic Arts).• Community management for Zone Digital - overseeing Persil, Comfort, Vaseline and Pure.

I have been working as a freelance multiplatform journalist since February 2009. In that time, I have produced high quality content for a number of newspapers, magazines and corporate clients. These have included:PRINT WORK: The Big Issue, The Big Issue in the North, Manchester Evening News, the Independent, the Guardian, NMEBLOG/ONLINE WORK: Guardian Music blog, Guardian Word of Mouth food blog, Comment is Free, Virgin Media, Orange, Vodafone, Citylife.co.uk, BBC Manchester, The Quietus, Vice, The Debrief, The PoolBROADCAST WORK: Channel M (this required me to make television news packages Sony HDV digital camcorders, Final Cut Pro and uploading them to the Channel M website via Brightcove).

BPP Group is one of the UK's leading professional education provider. While working here, I was in charge of social media for their university and professional education schools. My role saw me developing content, social media strategy and governance for our UK and global teams, and working alongside our paid media agency on local and international campaigns. Duties include social team management, social content planning, social content creation, social content strategy and upholding industry best practice,

TMW is one of the UK's leading digital marketing agencies. Here, I worked as the Social Media Manager for Knorr, Stork and Wall's, three of the UK's leading FMCG brands. I also worked on accounts for Reckitt Benckiser (RB), Danone, General Mills, Sony and HTC.My duties included devising social strategies for each of my clients, as well as manage a range of social media accounts for each of them, including Facebook, Instagram, Twitter, Pinterest and YouTube. as well as influencer outreach and 'surprise and delight' activities.I also line managed and mentored two junior Social Media Managers.

The Liverpool Institute for Performing Arts is the North West's premier university for performers and those who make performance possible. My major responsibilities were to develop and manage the institute's social media and content strategy, which involved building online communities using Facebook, Twitter and YouTube. A key part of this involved collaborating with staff from across the organisation to identify opportunities to create rich written, video and audio content for our website and various social media platforms. I was responsible for commissioning a team of student bloggers, photographers and video makers to create content for the website and our social channelsThe role also saw me developing and managing all of the institute's email campaigns and working with our press and PR team to write a variety of news stories and event specific content. Alongside this, I was a regular guest lecturer, advising students on how to develop their blogging, social media and online marketing skills. In 2011, while at LIPA, I completed an advanced SEMPO Institute SEO course at the University of Salford which has provided me with an in-depth knowledge of local and international SEO techniques. I regularly used Google Analytics to collate information to assess how I could use keywords to pull in readers and increase our page ranking stats on all of the major search engines, and plan and implement a strategy for website promotion. These allow us to maximise our traffic on both our UK & USA websites through effective international online advertising, PPC and SEO campaigns.

KEY ROLES AND RESPONSIBILITIES: Producing accurate, up-to-date copy and developing feature ideas for www.link2globaltrade.com (a business to business web portal) on the economies and business sectors of different countries. Liaising with Foreign Embassies, both within Britain and internationally, to get relevant information. Sourcing and editing photographs. Commissioning video content. Liaising with major media organisations (ITN/Reuters/Press Association) to commission news feeds and external video content. Commissioning articles from both retained writers and ad hoc contributors, editing and liaising to ensure that their features meet the high editorial standards of the site. Uploading content via a Content Management System. Using Social Media tools (e.g. Twitter, Youtube, Digg, Delicious, Facebook) and SEO knowledge to promote site content.Gathering pertinent detailed market information and contacts and feed to sales team, and liaising with them on a regular basis to develop ideas for relevant features. Working with website designers on the look and feel and style of the site. Becoming involved in brand extensions of the site and the company, which involved meeting high profile figures such as foreign ambassadors and attending relevant press launches, events and industry functions. Managing and drawing together conference programmes for events organised by the company. Making sure that all activity was managed within identified budgets. ACHIEVEMENTS: Won the company high-profile editorial content from a number of foreign embassies in one case via a face-to-face meeting with an ambassador. Convinced the company to introduce new web technologies, which raised the profile of the website. My editorials, when published, led to a marked increase in international sales revenue