About Layla
English
Native or bilingual
Experience
- StorythingsContent StrategistMarch 2023 - May 2023 (2 months)United KingdomAs the social strategy expert, I worked with clients to understand their challenges, then use research and insights to determine the role of social media, including channels, content formats, content pillars, use of Influencers, paid, owned and earned planning
- We Are SocialFreelance Content StrategistNovember 2022 - February 2023 (3 months)London, England, United KingdomDeveloped global content strategy for Meta to be used on the Brand portal by all Marketers. This involved stakeholder interviews, process mapping, content principles, social media guidelines, comms touchpoints mapping.
- giffgaffHead of Purpose and CommsSeptember 2021 - July 2022 (10 months)Pedal Anywhere, Seattle, WA, USA
- Led the brand purpose strategy for a Telco with 4 million customers, involving creating a sustainability and social impact strategy, revising brand positioning, setting net zero goals and science-based targets, and creating and implementing a governance framework.
- Directed marketing strategies to increase the acquisition of mobile customers and handset sales, generating 77% YoY growth in refurbished handset sales.
- Increased organic traffic by 26% in one quarter by executing a content strategy focused on SEO relevance and keywords.
- Reached an additional 7 million people versus plan through the campaign and strategic partnership management with Global Media.
- Proud member of the B Corp team. giffgaff became a B Corp in 2023 after submission in 2022.
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Education
- Bachelor of ArtsLondon Metropolitan University2004Bachelor of Arts (BA), Music and Media Management