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©️ 2025 by Rebel Comms
Hello, I'm Becci 👋
I am a strategic and creative Marketing & Content Specialist with over 15 years’ experience delivering digital transformation, brand growth and eCommerce success for some of the world’s leading brands. I work with both agencies and direct clients to design and execute impactful digital and social media strategies that drive engagement, sales and long-term ROI.
Throughout my career, I have excelled in balancing commercial impact with creative storytelling. I’m passionate about helping brands find their voice, grow their audiences, create content and build strategies that deliver lasting success.
If you’re looking for a versatile, forward-thinking marketing partner to elevate your brand presence, I’d love to connect.
Hello, I'm Becci 👋
I am a strategic and creative Marketing & Content Specialist with over 15 years’ experience delivering digital transformation, brand growth and eCommerce success for some of the world’s leading brands. I work with both agencies and direct clients to design and execute impactful digital and social media strategies that drive engagement, sales and long-term ROI.
Throughout my career, I have excelled in balancing commercial impact with creative storytelling. I’m passionate about helping brands find their voice, grow their audiences, create content and build strategies that deliver lasting success.
If you’re looking for a versatile, forward-thinking marketing partner to elevate your brand presence, I’d love to connect.
SERVICES
Visual identity and tone of voice development, audience insights, and brand storytelling.
Platform-specific content calendars, campaign planning, and growth strategies.
Platform setup, optimisation, and detailed audit reports.
Creative, multi-channel campaign planning and rollout.
Sourcing, briefing, and managing creator campaigns with clear KPIs.
Hands-on experience with TikTok Shop and crafting social commerce that converts.
Actionable insights, KPI reviews, and monthly content reporting.
Affordable marketing with big-brand thinking.
Scroll-stopping short-form video scripts, social-first captions, and trend-driven content.
Upskilling your team and improving workflows.
PORTFOLIO
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Promoting Lake Como Wellness' Yoga by the Lake experience through aspirational content to drive awareness and future bookings.
Creating aspirational content for Elinor Cambray to spotlight her make-your-own jewellery experience and generate booking demand.
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Work Experience
Client Experience
PAST EXPERIENCE
SERVICES
Visual identity and tone of voice development, audience insights, and brand storytelling.
Platform setup, optimisation, and detailed audit reports.
Hands-on experience with TikTok Shop and crafting social commerce that converts.
Actionable insights, KPI reviews, and monthly content reporting.
Affordable marketing with big-brand thinking.
Platform-specific content calendars, campaign planning, and growth strategies.
Scroll-stopping short-form video scripts, captions, and trend-driven content.
Creative, multi-channel campaign planning and rollout.
Sourcing, briefing, and managing creator campaigns with clear KPIs.
Upskilling your team and improving workflows.
PAST
EXPERIENCE
Work Experience
Client Experience
EXAMPLES OF WORK: CONTENT CREATION
“Use this space to share reviews from customers about the products or services offered.”
The Brief
Create aspirational content to promote a Yoga by the Lake experience at a luxury wellness retreat in Lake Como, capturing the vibe, location, and emotional value of the practice, with the goal of driving awareness and future bookings.
The Execution
Produced a dreamy, cinematic short-form video showcasing key moments from the class, focusing on how it feels to be there and the unique location - demonstrating slow mornings, nature, movement and connection.
Using soft, popular audio and gentle voiceover to evoke emotion, filming with natural tones and elevated framing to position the class and retreat as luxurious, calming, and grounding, without being too salesy.
The Results
📈 440k+ views
💬 200+ comments, many expressing “I need this”, tagging friends, or asking for more info
📥 Boost in profile traffic + direct DMs enquiring about future retreats
🌍 Positioned the retreat as a premium, soul-nourishing experience worth travelling for
🤍 Created evergreen content for organic and paid that continues to inspire bookings and shares
lake como wellness retreat
The Brief
Create a short-form piece of content to promote Elinor Cambray Jewellery's Wedding Ring Workshop experience, tapping into the growing interest in slow fashion, meaningful gifting, and creative experiences to attract a new, social media-savvy audience and ultimately increase visibility and drive bookings via TikTok and Meta.
The Execution
I captured and edited a short-form piece of video content that showcased the ring-making process and captured the emotive, feel-good experience of crafting something unique by hand - from hands-on metalwork in the workshop to the final reveal. Utilising the popular 'Come with us...' TikTok format, relatable storytelling and a clear hook-to-payoff to maximise watch time and shares. The inclusion of relatable key words such as "Wedding", "Jewellery" as native captions across both platforms helped to boost visibility and optimise for reach.
The Results
📈 1.4M+ views
❤️ 126k+ likes
💬 1k+ comments
📥 Surge in profile traffic, DMs & direct bookings
🌟 Drove long-term awareness among target audience
Elinor Cambray Jewellery
The Brief
Create a relatable TikTok that gives followers an authentic peek into what it's like to work at TikTok, while strictly respecting internal confidentiality and data privacy.
The Execution
Produced a short-form TikTok to share three good things from my day at TikTok HQ, showcasing relatable, non-sensitive moments: location, perks and key highlights from my day. I paired clips with soft, upbeat audio to reflect a positive tone and used on-screen captions to guide the narrative and maintain clarity without needing voiceover or specifics.
The Results
📈 153k+ views
💬 100+ comments, with high engagement from TikTok employees, creators & jobseekers
🌟 Strengthened personal brand as a thoughtful creator & employee advocate
🤝 Sparked inbound interest in career content, collaborations & networking
🧠 Demonstrated how to build employer brand value while staying privacy-conscious
🌟 Drove long-term awareness among target audience
PROMOTING LIFE AT TIKTOK
EXAMPLES OF WORK: CAMPAIGNS
“Use this space to share reviews from customers about the products or services offered.”
The Brief
Promote Dulux’s Colour of the Year 2020, Tranquil Dawn, through a socially-led launch that felt inspiring, accessible, and relevant. Leverage brand ambassador Fearne Cotton to front the campaign and bring the colour to life through personality-led content.
The Execution
I developed and executed a multi-channel social media strategy, from pre-launch teasing to capturing and sharing the initial colour reveal at the official press and influencer event. Myself and my team worked with the Dulux team and Fearne Cotton to share exclusive, personal, home-based content featuring the colour of the year, plus host a LIVE show where Fearne would decorate a room, and answer decorating questions together with a Dulux expert. As part of this project, I was required to edit longer-form content created for media placement to feel social-first - shorter, platform-optimised, while still being emotionally engaging.
Following the initial launch, further inspiring visuals & colour palette guides were shared across Instagram and Facebook to retain audience engagement using soft, lifestyle storytelling and warm, nature-led themes to reflect the tone of Tranquil Dawn. Throughout the campaign, I worked cross-functionally with the PR and events teams to ensure a joined-up launch across owned, earned, and influencer channels.
The Results
📈 Grew social campaign reach from 500k to 4M+ YoY
💬 High engagement from trade, press & home/interiors influencers
🎙 Broadcast + national media coverage amplified campaign beyond social
🌱 Elevated Dulux’s positioning as both trend-led and approachable
🖌 Set a new benchmark for future Colour of the Year campaigns
DULUX COLOUR OF THE YEAR
The Brief
As part of a partnership with the Brand USA tourist board , promote eight US destinations through a high-impact, social-first campaign that would drive reach, engagement, and drive traffic to the Thomas Cook website to explore.
The Execution
Developed and launched a two-part campaign consisting of a Buzzfeed-style personality quiz hosted on the Thomas Cook blog, helping users discover their ideal US destination by answering a series of fun, engaging questions, and a series of destination-led social videos spotlighting the best things about each destination. All content was amplified via paid media, influencer communities, and digital media networks
The Results
📈 Most traffic ever driven to the Thomas Cook website in a single day
🧠 1.4M+ users reached across all content
🧩 89% quiz completion rate with 40k+ competition entries
👆 8.4% CTR to Thomas Cook website
🎥 410k+ video views with 28.7% engagement rate
💥 Cost-effective paid campaign at £0.01–£0.06 CPC and £0.01 CPE
THOMAS COOK X BRAND USA
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The Brief
Drive awareness, engagement, and conversion for TikTok Shop UK during Black Friday. Create a paid and organic strategy that leverages the platform’s strength in discovery-led shopping.
The Execution
Planned and executed an annual social media Black Friday campaign over three years at TikTok Shop, building on learnings from past years to implement in to each new campaign plan. Briefed, created and edited a combination of organic content, paid ads, creator partnerships & unique Live shopping experiences, ensuring all content was TikTok-first and on brand throughout. Focused on discoverability as a key strategic thread throughout to create a sense of FOMO around the product selection, price points and Live shows available in-app, optimising content for feed visibility with trends, hooks, and shoppable features.
The Results
📦 Significant uplift in traffic, engagement & GMV YoY
👀 165% YoY increase in UK Black Friday shoppers (2022 → 2023)
🎥 4B+ views across Black Friday content
🏃 Contributed 20% of traffic to in-app Black Friday landing page
⚡ Live shopping & creator content drove standout performance and real-time conversion
tiktok shop - black friday SALE
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The Brief
There wasn’t one. This was a self-initiated, reactive idea created to spark social buzz and earned media around a playful Lambrini collaboration.
The Execution
Identifying National Doughnut Day as a reactive opportunity to boost Lambrini’s relevance with foodie audiences, I briefed and collaborated with a local bakery to concept and create a Lambrini-flavoured doughnut, shooting and edited a short-form, social-first video asset showing the creation process and final product in a fun, ASMR inspired format.
The video was posted natively across Lambrini's channels with playful copy, tapping into novelty food trends and national food days, and was also seeded organically with media contacts and social publishers.
The Results
🌍 Picked up by national & international press (including lifestyle and food titles)
📈 Significant spike in social engagement and brand mentions
🍾 Positioned Lambrini as fun, unexpected and culturally aware
💡 Proved the value of proactive, trend-led thinking – no brief, no media budget, just impact
LAMBRINI X NATIONAL DOUGHNUT DAY
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EXAMPLES OF WORK: DIGITAL STRATEGY
“Use this space to share reviews from customers about the products or services offered.”
The Brand
TikTok Shop is the social commerce arm of TikTok, integrating shopping directly within the app via shoppable videos, live streams, and creator‑led content. From its beta launch through 2022, to full rollout and growth in 2023‑24, it has positioned itself not just as a marketplace, but as a discovery‑led e‑commerce platform: where users find products through scrolling, creators, and trends rather than just search.
The Strategy
I developed and executed a paid & organic social media strategy for TikTok Shop UK, from the go‑to‑market and launch plan in 2022 to scaling growth and promoting key campaigns and brand launches in 2023-24. Key elements included:
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Discovery‑First Content: Content was built to feel native, inspired by food, beauty, lifestyle trends; creator content, shoppable video formats, teasers, and demos to surface via For You feeds. Content often served both awareness and conversion goals by using features unique to TikTok Shop and a focus on engaging storytelling rather than hard selling.
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Repurposed / Commissioned Assets: Long‑form or media assets (Lives, brand or product videos) were edited into shorter, social‑first content that matched platform norms (snappy hooks, quick product reveals, high visual/demonstration value) to maximise reach. Working with Creator Managers, I also set up a weekly Creator Challenge based around platform trends for smaller creators to participate in. Top performing content was rewarded with paid amplification and featured on the TikTok Shop channel
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Paid Amplification + Creator Partnerships: Paid ads and boosts to top performing organic content; creators were used to educate on how to shop, returns process etc and to amplify product trust and authenticity. A big focus was placed on ensuring all content was always inclusive, and represented the diverse userbase of the platform.
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Timing & Phasing: Teasing content leading into launch, ramping up paid during key shopping moments (like Black Friday etc.), sequencing brand launches, Live events, seasonal shopping trends and new product drops to maintain momentum.
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Platform Discovery Alignment: Strategy leaned heavily into TikTok’s discovery model: For You Page reach, shoppable Lives & videos, creator discovery. Worked with the Data Science team to create a bot that could identify products on the cusp of virality by monitoring mention and feature volumes, positioning TikTok Shop ahead of the curve when it comes to product discovery.
The Results
📈 Grew social media follower base to over 1m in first two years
💛 Contributed to a 927% volume increase of positive brand mentions through reviews, partnerships and UGC amplification
👀 Generated 100m brand impressions from social media campaigns
🛍️ Number of shoppers on TikTok Shop grew ~131% year‑on‑year (2023-24)
💰 Revenue rose about 180% YoY in the UK for TikTok Shop (2023-24)
💃 Creator-generated sales increased ~55% (2023-24)
tiktok shop - social commerce CONTENT strategy
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The Brand
King Street Townhouse is a boutique luxury hotel in Manchester, known for its skyline rooftop infinity pool and experience‑led stays.
The Strategy
During the initial pandemic closure, the hotel used the time to redefine its brand and reposition itself within Manchester’s luxury hospitality scene. A content strategy was then developed to sustain brand desire during closure, and to rebuild confidence and drive bookings as restrictions began to lift:
Escapism-first content: Filled feeds with slow, cinematic vignettes (pool views, spa rituals, suites, terrace moments) to help followers picture themselves there - creating longing and saves for “later.”
Bringing the KSTH experience home: Collaborated with in-house chefs, spa therapists, and sommeliers to create exclusive at-home luxury content, including live cook-alongs, wine tastings, and spa rituals shared via Instagram and email.
Public‑good storytelling: Surfaced the hotel’s support for NHS and key workers (rooms donated free of charge) to reinforce community values and goodwill
Clear safety comms: Published reopening updates with COVID‑secure measures (capacity, hygiene, distancing) across social media, website and email to reduce friction/anxiety at booking
Phased relaunch:
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Closure: Soft service: community/NHS updates, “dream now, visit later” visuals
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Reopening: reassurance posts, FAQs, flexible policies, and strong “bookable experiences” such as spa, terrace, cinema & dining packages
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Recovery: weddings/occasions content timed to the UK events rebound, using emotional storytelling & UGC to convert pent‑up demand.
The Results
📈 +42% follower growth on Instagram (2020-22) driven by escapist visual content and behind-the-scenes storytelling
💬 Average engagement rate of 4.8% on Instagram grid posts (well above the industry average of 1–3%)
🍾 Live experiences (eg. cook-alongs, virtual wine tastings) reached over 75,000 views with a 32% average watch time
🛁 “Luxury at home” content series delivered 8.2% engagement rate and strong save/share behaviour
📸 Top-performing post (rooftop pool at sunset) reached 22k+ organic impressions and saved over 1,100 times
💌 Reopening email campaign saw 52% avg open rate and 12% CTR, reflecting strong cross-channel impact
🍷 3x uplift in engagement on content featuring chefs, sommeliers and spa therapists, compared to standard grid posts
📅 62% increase in direct website bookings in the first three months post-reopening
💍 Wedding & events enquiries doubled between May-October 2021 as restrictions lifted and confidence returned
🛎 89% occupancy rate within 6 weeks of reopening, driven by flexible offers and aspirational storytelling
KING STREET TOWNHOUSE - rebrand & reopen digital STRATEGY
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The Brand
Fahey Group is a trusted, family-run removals and logistics business based in the UK. Known for reliability and care, they offer residential and commercial moves with an emphasis on personal service and professionalism.
The Strategy
Refresh the brand, improve online conversion, and grow removal enquiries via a full digital revamp to increase trust - including brand identity, website, and social media.
Brand Refresh: Developed an updated visual identity and tone of voice - modern but warm, positioning Fahey's as expert yet approachable
Website Redesign: Led a complete overhaul of the website to streamline the user journey and optimise for enquiry conversion. Simplified the navigation, rewrote copy for clarity and trust, and implemented clear calls-to-action
Social Media Strategy: Created a consistent content plan across Instagram, Facebook and LinkedIn to:
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Build credibility through client testimonials and behind-the-scenes moves
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Showcase the team and reinforce trust
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Use before/after visuals, FAQs, and tips to position Fahey's as local experts
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Push key seasonal messages (e.g. end-of-tenancy, back to uni, downsizing)
Content Optimisation: Designed content to feel native and useful, not overly polished or salesy. Prioritised shareability and saveability with checklist graphics, moving hacks, and fun team moments
Performance Marketing:
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Consulted on Google Ads strategy and onboarding of a new agency
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Reviewed existing ad structure and advised on landing page alignment
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New agency drove down cost per lead by 84%, significantly improving ROI
CRM & Operations:
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Advised on improvements to how the CRM system is used internally to better track enquiries, follow-ups and customer journeys
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Helped align marketing efforts with backend processes for smoother lead handling and reporting
Lead Funnel Alignment: Ensured brand, site, and social pointed toward a streamlined enquiry form and clearly communicated services
The Results
📈 +67% increase in monthly removal enquiries via the website
👀 +93% increase in social reach across Instagram and Facebook
💬 4.2% average engagement rate on organic social content
🎥 Top-performing reel: “How to prepare for moving day” - 12.4k organic views
💻 379% increase in organic site traffic post-redesign
💪 Bounce rate down 28% and session duration up 40% post-redesign
🔍 84% drop in cost per lead through Google Ads after strategic agency onboarding
FAHEYGROUP - Brand, Website & Social Strategy
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WORK WITH ME
WORK WITH ME