I lead the content strategy for Instagram and Facebook, defining each month’s priorities based on category performance, audience insights, and broader company objectives. I build the editorial calendar, brief freelancers, and oversee content production from concept to publication.

In addition to creative planning, I manage our paid social budget. I determine which posts to boost and how to distribute spend based on performance analysis and strategic goals. Through a complete redistribution of the existing budget, I reduced our follower acquisition cost by 37%, significantly optimizing company spend while increasing results.

As part of a larger trust-building initiative, I reshaped the Instagram account by creating new brand guidelines and a refined content strategy. Ten months later, results show that our content now converts and reaches over 2.5× more accounts than before. A strong indicator that the refreshed strategy has positively improved brand perception and strengthened customer trust.

Art direction: Annaëlle Quionquion
Reels: Annaëlle Quionquion and Mayalukas
Strategy and guidelines: Annaëlle Quionquion