Beschreibung

I help global and local FMCG teams turn short-form content into portfolio-level systems that drive consumer recall, media efficiency, and sell-out 📈

Most FMCG brands treat TikTok, Reels, and Shorts as campaign channels. I treat them as scalable infrastructure with format slates, brand guardrails, and publishing rhythms.

What changes after working with me:

→ Portfolio clarity: You'll know what TikTok, Reels, and Shorts should do for each brand, so channels work together 🎯

→ Media efficiency: Native, high-retention assets that improve paid performance, sustain engagement, and deliver more output per euro spent 💰

→ Global systems, local flexibility: Format frameworks and approval workflows that let regional teams move fast without losing the brand story ⚡

→ Faster approvals: I navigate brand, legal, procurement, and local stakeholders to keep work moving ✅

Recent FMCG impact:

• Mars Inc. (M&M's, Snickers, Twix, Airwaves): +42% engagement in 90 days 🚀

• Mark Anthony Brands (Más+ by Messi): 500M+ campaign impressions, $1.49M earned media value

Why FMCG leaders work with me:

I understand platform behavior from the inside as I started as a creator and influencer. Today, I operate as a strategist embedded into Brand, Customer Insights, or Media teams.

I've also operated in high-pressure environments that prove I can handle FMCG complexity:

• Sports (NBA, DAZN): Cultural timing, velocity, fan communities ⚽

• Luxury (Dom Pérignon, CIVP Rosé): Brand discipline, narrative control ✨

How I work as a Fractional Social Strategist:

- I embed into your existing teams and bring clarity on what social should do across your portfolio.

- I design systems to make it scalable and safe, then coach teams to run it independently 🤝

📧 When short-form needs to scale across your portfolio and tie to business outcomes → please message me.

All brand names reflect freelance collaborations.

Branchenexpertise

Sprachen

Deutsch
Muttersprachlich oder zweisprachig
Englisch
Muttersprachlich oder zweisprachig
Italienisch
Konversationssicher

Arbeitsortpräferenzen

Vor Ort möglich

Berlin (bis zu 50 km), München (bis zu 50 km), Frankfurt am Main (bis zu 50 km), Hamburg (bis zu 50 km), Düsseldorf (bis zu 50 km)

Mark Anthony Brands International
Global Social & Community Lead
LEBENSMITTELINDUSTRIE
Mai 2025 - Dezember 2025 (7 Monate)
London, Vereinigtes Königreich
Fractional global social and community lead for Más+ by Messi, defining the role of short-form social, community strategy, and scalable operating models across markets.

• Designed and implemented a global short-form content system (format frameworks, publishing rhythm, iteration loops) to enable consistent, brand-safe execution across live events and tent-pole moments.

• Clarified platform roles across Instagram, TikTok, and Facebook, aligning short-form output with brand equity and growth objectives rather than campaign-only performance.

• Partnered with central brand teams, agencies, and local markets to govern execution, reduce approval friction, and accelerate time-to-market without compromising brand standards.

• Supported system rollout through selective hands-on execution during key moments to validate formats and accelerate adoption across teams.

• The installed system contributed to 455M+ campaign impressions and an estimated $1.49M in earned media value, outperforming prior benchmarks for awareness and engagement.*

*Reporting from Socialpruf.

Social Media Strategy Content marketing Stakeholder Management Social Media Analytics Content Systems
MARS INC
Market Social Strategy & Content Lead
LEBENSMITTELINDUSTRIE
Mai 2025 - Heute (1 Jahr und 1 Monat)
Frankfurt am Main, Deutschland
Market social strategy and content lead for four FMCG brands, responsible for translating global short-form strategy into scalable, market-ready systems for TikTok and Instagram in Germany.

• Applied my Short-Form Scaling Framework to define the role of short-form across brands, aligning content priorities, community approach, and success metrics at portfolio level.

• Acted as the global-local bridge, collaborating with central teams to preserve brand codes while enabling culturally relevant execution in the German market.
• Designed market-level workflows and guardrails that allowed reactive and cultural content to happen within clear brand boundaries, creating repeatable organic reach peaks across campaigns.

• Established a monthly performance and insight loop, translating creative and community signals into concrete optimisation recommendations for brand teams.
Social Media Strategy Social Media Content Content marketing Social Media Beratung TikTok
Vins de Provence
Social Strategy & Content LeadSocial Strategy & Content Lead
LEBENSMITTELINDUSTRIE
März 2025 - Heute (1 Jahr und 3 Monate)
Frankfurt am Main, Deutschland
Led social strategy and premium content direction for CIVP, connecting lifestyle and luxury audiences through platform-native storytelling.

• Designed seasonal, localized campaigns across Instagram and TikTok, consistently surpassing prior engagement benchmarks

• Developed content frameworks for multi-format storytelling to drive measurable community growth

• Shaped and safeguarded brand voice across touchpoints, aligning visual and narrative direction with CIVP’s luxury positioning
Social Media Beratung Content Creation Content marketing Social Media Strategy TikTok