As a Creative Director and Creative Manager at The Home Office, I delivered creative solutions and social strategy to aid agencies and teams in their brand and recruitment marketing efforts. I was responsible for the end-to-end digital content strategy and media production, creating up to 180 assets per month to drive significant B2C user acquisition for a government careers campaign. I defined KPIs and tracked content performance, with data-driven optimisations leading to a 33% increase in job fill rates and the meeting of all gender KPI targets.

A major part of this role was spearheading an enterprise-level Digital Asset Management (DAM) strategy for 30,000 UK Government media assets, which ensured national brand consistency and a more efficient content rollout. I also directed cross-functional teams and four external suppliers to optimise sensitive social media recruitment campaigns, which helped evolve the visual identity, digital artwork, and creative workflows while improving internal capabilities and design maturity. As a result of these efforts, negative organic engagement was cut by over 60%, and LinkedIn followers were grown by 18.3%.