Nimisha R

About

I'm a digital marketing lead who helps brands grow across EMEA, APAC, and the US. I've led social and content strategy, shaped brand voice, and built the global campaign moments that actually move audience numbers and sales, not just look good in a deck. I work AI-native, using creative AI tools to prototype campaigns, spin up variants, and ship content fast, so teams do more without burning out. I'm happiest doing social-first storytelling with a performance brain behind it, especially content strategy, influencer partnerships, and e-commerce. Outside of work, you'll find me playing badminton (socially, and a little competitively when it counts), cooking my way through new recipes, and wandering around galleries and exhibitions pretending I understand the art.

Experience

• Senior Content & Social Media Manager · Anya Hindmarch03-01-2024 – 05-01-2026

  • Owned global social strategy end-to-end, defining voice, content pillars, creative standards and channel mix. Operated as a single senior owner across all key channels. • Drove 20M+ views and +25% YoY engagement lift on Meta by converting social listening, cultural signals and platform trends into same-week creative responses. • Grew TikTok followers +110% YoY by rebuilding strategy around platform-native formats and creator-led content. • Engaged 1.5M+ APAC consumers across nine sustainability-led launches, combining community activations, platform-native content and influencer and press partnerships across Little Red Book, Weibo, WeChat and LINE. • Shipped video, stills and copy from concept to publish in-house, without agency or production support, while setting the tone and voice for community interactions across the brand. • Stayed close to users and creators, surfacing sentiment and cultural signals to product and creative teams. • Led B2B sell-in to buying teams at Selfridges, Holt Renfrew, Isetan and Globus, securing stocking, feature placement and joint marketing support across premium department stores, travel retail and lifestyle channels. • Cut content production time by integrating AI tools (image generation, copy iteration, trend analysis) into team workflows, shipping more variants with the same headcount.

• Global Social & Digital Lead · Alexander McQueen08-01-2022 – 03-01-2024

  • Managed creator and ambassador relationships end-to-end, scaling output while maintaining creative standards. • Led creators, agencies and internal teams to deliver high-volume content, holding quality across the network. • Tripled APAC social engagement and drove +120% growth across China, Japan and Korea by localising campaigns and segmenting audiences by platform and behaviour and managing regional channels including Little Red Book, Weibo, WeChat, KakaoTalk and LINE. • Grew TikTok engagement by +156% by activating influencer networks and applying audience insights to creative. • Ranked #3 across Kering brands (Gucci, YSL, Balenciaga) in organic engagement through analytics-led content optimisation. • Rebuilt McQueen’s social identity through a data-led framework across tone, visuals and platform strategy.

• Digital Marketing Executive · Lulu Guinness07-01-2021 – 07-01-2022

  • Implemented a community-led content model tied to retention, repeat purchase and referral. • Tracked cultural trends and competitor activity to identify moments Lulu Guinness could authentically own, balancing relevance with brand identity. • Rebuilt brand voice and evolved tone and identity through a data-driven framework, balanced creativity with clarity across platforms. • Enhanced campaign performance by embedding customer-journey insights across paid, social, and owned. • Grew affiliate-driven sales by +25% through story-driven creative.

• Content & Community Specialist · Estée Lauder Companies01-01-2020 – 07-01-2021

  • Built and ran a 100+ ambassador community and a network of 6 creators, owning onboarding, briefs, feedback loops and conflict resolution to keep the group engaged, on-brand and producing. • Day-to-day owner of the ambassador community, fielding questions, escalating issues and evolving the program from member feedback. • Delivered 40% average engagement rate (60% above benchmark) through creative systems grounded in trend- mapping, community insight and experimentation. • Increased loyalty membership +30% YoY and expanded retail reach through community-building initiatives and partnerships with Harrods, Sephora, Boots and more. • Led crisis management at Estée Lauder through sensitive social and cultural moments, developing the response protocol that sustained a 90% positive sentiment score. • Maximised ROI by managing paid social, influencer, and production budgets with performance optimisation.

• Copy and Content Creator · Hobbs London07-01-2017 – 07-01-2018

  • Increased audience growth across Meta by 50% YoY through compelling storytelling and social-first content. • Expanded influencer network by 40% by testing new content formats and channels with a data-driven approach. • Strengthened brand voice and identity by reimagining tone of voice and translating guidelines into actionable frameworks for consistent communication across digital. • Delivered integrated multi-channel content and managed calendars across social, CRM, web and campaigns to ensure aligned execution across markets.

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