Chapter 04 · Journey
Six years, a hundred voices.
Timeline
Each chapter added a language. Each brand asked for a different accent.
- 2026Seoul ⇄ Remote
Independent · Strategist & SMM
Freelance chapters with beauty, fashion and hospitality clients across Europe, Korea and the Middle East. Full-service — from strategy to reels edit.
- Muse Beauté
- Tamburins
- Matin Kim × Dunst
- Olvera Luxe
- 2024 — 2025Boutique creative agency · London
Senior Social Media Manager
Led a 5-person social pod across beauty, hospitality and travel brands. Rebuilt organic frameworks post iOS updates; scaled two brands past 100k without paid.
- Nomatic
- 47 Restaurant
- Claws of Hatred
- 2023In-house · Beauty & wellness brand
Social & Community Lead
Built the community function from zero — DMs, loyalty rituals, ambassador program. Owned launch storytelling for a 12-SKU relaunch.
- 12-SKU rebrand
- Ambassador program
- Loyalty rituals
- 2021 — 2022Digital agency · Karachi
Content Strategist
Content strategy across 14 SME accounts spanning F&B, fashion and tech. Sharpened analytical craft — testing, reporting, positioning.
- F&B
- Fashion retail
- Tech SaaS
- 2020First campaign · A friend’s bakery
The Beginning
A 4-post launch that sold out weekend cakes for six months. The moment I understood: this is a craft, not a hobby.
- Cakes
- A tiny community
- A big obsession
Industries
Beauty · K-beauty · Luxury skincare
Fashion · Streetwear · Editorial
Hospitality · Fine dining · Cafés
Travel · Lifestyle · Boutique hotels
Tech · Independent hardware · SaaS
Nail & body studios · Wellness