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In-house Paid Social lead for one of the UK’s most influential beauty retailers
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Strategic ownership of Paid Social across hundreds of brands and 300+ products
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Close collaboration with Buying, Brand and Marketing teams to shape go-to-market activity
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Always-on planning and activation aligned to trading priorities, launches and promotions
Approach
Working in-house at Cult Beauty, I managed the brand’s Paid Social channels end-to-end. A role that required balancing performance with storytelling across a vast and fast-moving product catalogue. With 300+ SKUs active at any given time, I partnered closely with the Buying team to understand category priorities, upcoming launches and trading pressure points. This ensured our Paid Social strategy was not only high-performing but fully aligned with wider business goals.
I also worked closely with the Brand and Marketing teams to translate each product’s positioning into platform-appropriate creative and targeting, ensuring relevance across our core audiences while maintaining Cult Beauty’s premium brand identity. The role demanded agility, deep category understanding and the ability to scale messaging efficiently without compromising performance.