For Archway Finance, I led the full development and execution of their social media presence from scratch
Working on positioning them as a credible, accessible, and forward-thinking financial partner in a traditionally conservative industry.
My work included:
Strategic Positioning & Voice Development:
Translated complex financial services into relatable, bite-sized content, while carving out a voice that’s equal parts approachable and professional. No suitspeak. No fluff. Just humanised finance with clarity and confidence.Social Media Branding & Visual Design Direction:
Oversaw the brand's visual identity on social platforms, working closely with designers to ensure alignment between tone, messaging, and look. Think: clean, modern, “we-know-our-stuff-but-won’t-bore-you-to-death” vibes.Platform Strategy & Organic Growth:
Developed a tailored strategy for LinkedIn and Instagram focused on authority building, founder visibility, and lead nurturing. Balanced educational content with community-driven storytelling and clear calls to action.Content Creation & Scheduling:
Created a consistent stream of content, including explainers, carousels, founder highlights, client Q&A, memes, and educational reels. All wrapped in Archway’s tone and style — no recycled finance templates.Campaigns & Launch Support:
Planned and rolled out mini-campaigns spotlighting specific services and client wins, designed to increase trust and drive traffic to the website. Every campaign was analytics-informed, creatively executed, and laser-focused on engagement.Performance Monitoring & Optimisation:
Kept an eye on what was working (and what was flopping), tweaking strategy and formats based on platform behaviour, audience interaction, and engagement trends.
This wasn’t just “posting on social.” This was translating finance into something people actually want to engage with — and making sure Archway didn’t just show up online, but stood out.
