As the sole content creative at GaiaBaby, I owned the brand's social presence end-to-end — from strategy and scheduling through to content creation and community management. Working within a small founding team, I was responsible for both the thinking and the making across Instagram and TikTok.
Results
40% increase in video content engagement 5% follower growth across six months Managed across Instagram, TikTok, Facebook and Pinterest — July 2019 to April 2024
Content & Management
Managing GaiaBaby's social accounts across Instagram and TikTok, I developed and executed a content strategy built around the brand's visual identity and values. This included maintaining posting schedules, developing platform-native content, and refining approach based on analytics and audience behaviour.
Content spanned original shoots, brand asset adaptation, behind-the-scenes captures, and reformatted campaign footage — including content shot during the international brand film project in China.
Feed & Video
Original content created for feed and reels, combining brand assets with self-shot footage including BTS captures from the Maia product launch shoot and campaign content reformatted for platform. Every piece was created to feel native to the platform while staying consistent with GaiaBaby's visual language.
