I work for 3M, a global science and technology company behind products such as Post-it Notes, Scotch tapes, and Cubitron abrasives.I lead social media enablement strategy and deployment globally in support of 3M's three business groups, working to develop strategies and deploy new partners, platform and processes to maximise customer engagement and return on investment. My aim is to enable marketers to deliver world-class social media activity across diverse B2B and B2C markets via a three-pronged approach: strong governance processes, marketing technology deployment, and training and best practice education.Key areas of responsibility:- Consolidation of 3M's social media account architecture.- Optimise social moderation platform and processes, and support deployment of global community management model across all 3 business groups.- Relationship management and optimisation of our global influencer marketing agency across all 3 business groups.- First point of contact providing social media expertise for all global business teams, co-ordinating with regional leads to provide consistent project/process deployment and ongoing operational support.I also work 95% remotely and regularly lead or am a member of global, cross-functional teams. Using collaborative tools and the ability to communicate with stakeholders at all levels, where English may not be their first language, is critical to my success.Specialist areas of expertise include: influencer marketing, employee advocacy programmes, social listening and intelligence, governance and compliance, and selection and deployment of new marketing technologies and agency partners.I’m also a big believer in practising what I preach. I’ve authored several blogs since 2007 and am a two-time finalist at the Vuelio Online Influence Awards. In addition, I have 5 years' podcast production and presenting experience. I was also a regular contributor to the Metro newspaper's website, honing my writing skills.

Leading EMEA's social media approach, working with businesses to develop strategies that maximise both customer engagement and return on investment. Also responsible for worldwide utilisation of social media across 3M, driving consistent, standardised global platforms, processes, training and best practices across EMEA, APAC and LATAM.Key achievements include:Led a cross-business team for the selection of 3M's first global influencer marketing agency. This included ensuring the transition of all businesses across all regions from existing agencies. Worked with the new agency to provide onboarding training for all marketing practitioners and other stakeholders, and introduced standardised processes and ways of working. 3M’s total spend on influencer marketing campaigns in 2024 is estimated at $8-10 million.Jointly led a global review of 3M’s social media architecture, working with corporate and business stakeholders to create a flexible framework that enables 3M to move towards a more global model. This is being implemented across our corporate team and 3 business groups in 2024 to consolidate 3M’s architecture from 545 to approximately 150 accounts, reducing cost and complexity and increasing efficiency.Developed the strategy to deliver 3M’s first social media chatbots for our US and UK Facebook, Instagram and X/Twitter accounts, with the aim of automating responses to 30% of user queries. Also created the playbook to enable deployment teams to replicate the process to create additional chatbots for Mexico, Brazil, France and Thailand. In total, we introduced chatbots in 6 countries in a 12-month period.Project team member for deployment of a team of outsourced community managers providing moderation and response services covering 115 social accounts and responding to over 1,000 queries per month.Created social media training resources and delivered 10+ training sessions to marketing teams.EMEA lead for 3M’s social media employee advocacy programme.

My most notable achievements include:The appointment of a specialist influencer marketing agency in 2020. This enables our teams to create influencer campaigns spanning multiple countries and reaching niche audiences via targeted ads. We now spend over $700k pa on influencers in EMEA alone.The deployment of EMEA’s employee advocacy programme, which enables 3Mers to share relevant content and build their personal brands. We onboarded 1,000+ users and generate earned media value of $5m pa.An EMEA-wide community management approach, leveraging new tech platforms and 3M teams to support 100+ campaigns across 100+ social accounts in 30+ countries. This includes the overall strategy, technology deployment, new processes and training.Working with our partner Brandwatch, I've consulted on multiple social listening projects. These enable marketers to gain insights into conversations about 3M brands, industries and competitors.Creating and delivering training tailored for EMEA teams. Topics include social media basics, optimising LinkedIn usage, and influencer marketing.

In this newly created role, I was responsible for 3M's social media strategy for West Europe, working with individual country and business teams to drive excellence in the use of social media to deliver business objectives. This included establishing the capabilities and processes needed to run pan-European social media campaigns for the first time in 3M, working with an agency partner and internal teams to increase European campaign spend from zero to $4m pa within 15 months.

Leading strategic projects including a focus on Energy Markets and Smart/Future Networks for 3M UK's Electronics & Energy Business.Driving actionable strategy to new market opportunities and building external stakeholder/customer relationships across 3M's Energy, Electronics and Telecoms markets.• Using insights to create actionable strategy and new business opportunities, including the creation of a successful world-first technology trial with a major global telecoms provider.• Building external relationships across the Energy industry, leading to recognition as a winner and finalist in Smart Grid innovation categories at industry awards.

Leading strategic planning activities for the Consumer & Office division of 3M's UK business, with a particular focus on driving acquisition activity

Award-winning parenting blogger at Slouching towards Thatcham - https://slouchingtowardsthatcham.com/Ranked #2 in the Top 10 UK Dad Blogs by Vuelio, 2019-2022 (also #5 in 2023, #3 in 2018, #6 in 2017, #9 in 2016). https://www.vuelio.com/uk/social-media-index/top-10-uk-daddy-blogs/Finalist in Best Dad Blog, 2018 & 2019 Vuelio Online Influence Awards. Finalist in BritMums Brilliance in Blogging Readers' Choice Award, 2016-19.Keynote speaker at BritMums BML 2016 conference. Speaker at 2016, 2017, 2020 and 2021 BlogOn conferences.Media experience includes appearances on BBC Radio Berkshire and host of Meet the Parents podcast. Dads' editor for BritMums.com.

Freelance contributor of TV-related content to Metro.co.uk. Over 300 articles driving over 3 million page impressions.

Working with the Children's Magazines publishing team to develop market-led strategies for a portfolio of 25 magazines generating sales of £35m pa.

Responsible for developing and ensuring the implementation of customer-led strategy for the Healthy Living programme, including mailing campaigns and in-store promotional events, and establishing a new Healthy Living affinity club and Healthy Living magazine.

Responsible for driving the annual strategic plan, and delivering insight and analysis in a £1bn business. Budget of £300k, with 2 direct reports. Also led organisational culture change project.

9-month secondment to a corporate restructuring project team. Responsible for creating a £1bn business unit and managing the change process, requiring regular interaction at board level

Responsible for strategic research and analysis to direct Home Shopping marketing activity

Responsible for managing and delivering market insight and analysis of the Retail and Home Shopping sectors

Responsible for developing marketing initiatives, in addition to providing analytical support for marketing activity