about me
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SOCIAL MEDIA STRATEGY / SOCIAL MEDIA CONSULTING / SOCIAL COPYWRITING / SOCIAL MEDIA MANAGEMENT / CRISIS & RISK MANAGEMENT / COMMUNITY MANAGEMENT
CREATIVE STRATEGY / CREATIVE CONSULTING / CREATIVE & PROJECT MANAGEMENT / CREATIVE COPYWRITING / WIX STUDIO WEB DESIGN
Hi there, I'm Liam.
I'm a social & creative specialist with a love for helping brands exist & engage with purpose.
With a background in clarinet performance, I'm currently the Social & Content Director at WPP Production.
I thrive at the intersection of data, insights, and creativity; combining my background in creative/performance industries with strategic thinking to empower social & content executions for my clients.
At WPP Production, I lead the Social function for Unilever, managing and mentoring a team of 12 full-time team members, as well as a bench of studio resources (Producers, Designers, Editors).
Previously, I was the Social, Community & Content Director at Resolve Content, where I led the Social & Community, Content, Production & Creative Operations teams. I created data & insight-led campaigns for clients across social media & traditional content verticals, and collaborated on wider communications & media strategies.
As part of my role, I also managed and mentored a junior team of social media specialists, content coordinators, designers, producers, community managers, and interns, ensuring a high-quality and consistent content production approach across multiple platforms, channels and creative outputs.
Northend Medical Centre.
PRACTICE ADMINISTRATOR
July 2015 - July 2024
project management & administration
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Managing a database of entries into the inaugural Strike a Chord chamber music competition, including organisation of all video entries into relevant state folders for judging
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Assessing individual entries against the entry/selection criteria, to ensure all entries not meeting contest rules were flagged accordingly
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Managing pre-screening feedback sheets from adjudicators, including amending grammar & spelling.
reporting & analysis
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Creation & collation of insights and data from the inaugural competition, to assist with planning for future editions of the competition.
Musica Viva Australia.
INTERN - EMERGING ARTISTS & EDUCATION
August 2020 - November 2020
responsibilities
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Preparation of pitch and response to brief materials for new business.
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Preparation of brief responses and community management strategies/FAQ documentation.
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Account Lead for 15 always-on clients plus additional ADHOC clients, responding to all client enquiries and running regular WIP meetings.
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Management of 20-30 contact community managers working 24 hours per day, including performance appraisals, rostering, training, hiring and implementing quarterly team training days.
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Preparation & oversight of client reports, including daily, weekly and monthly summaries for all clients.
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Implementation of rostering software (Deputy) and creation/management of updates to internal process documentation (Confluence + Teams).
achievements
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150% increase in new business acquisitions during my tenure (including converting 3x ADHOC clients to retainers).
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Providing agile & flexible servicing for clients (including the introduction of scaled services) to provide services during peak times (high volumes of traffic lead to scaled service and additional monitoring).
G Squared.
February 2022 - December 2022
TEAM LEAD - 24/7 SOCIAL MEDIA & COMMUNITY MANAGEMENT
Promoted from:
LEAD SOCIAL MEDIA COMMUNITY MANAGER
SOCIAL MEDIA COMMUNITY MANAGER
key clients
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Specsavers Australia & New Zealand
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Monash University
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AGL Energy
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Stockland (Retail, Living & Retirement)
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Western Digital Group (SanDisk APAC & WD APAC)
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Bunnings Australia & New Zealand
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University of New South Wales
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Office of the eSafety Commissioner
responsibilities
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Dissection of client briefs for internal briefing documents, and preparation/presentation of new business pitches.
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Agency Financial Management, including quoting, invoicing and reporting/analysis.
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Account management for all creative clients.
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End-to-end project management for all campaigns, production shoots, and event activations.
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Leading creative development (concepting, copywriting) for creative campaigns.
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Management of the creative team (including client service, creatives & designers, freelancers, and contract team members), including 1-on-1 meetings for 5 direct reports.
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Workflow & process improvement, implementing Project Mnagement, Social Media Management, and Creative Review software (Asana, Sprout Social, Filestage).
achievements
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Increased profitability of all projects from 5%-10% margin to 30% minimum margin for all clients.
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Creative ideation, direction & management of all creative assets, including a pro-bono brand campaign that included over 300+ individual assets across Social, OOH, CUTV, Cinema and Print.
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Led an integrated creative ^ media approach on headspace's 'The Push-Up Challenge' fundraising campaign that resulted in more than 30% increase in donations YoY.
Resolve Content.
January 2023 - July 2025
SOCIAL, COMMUNITY & CONTENT DIRECTOR
Promoted from:
SENIOR SOCIAL MEDIA & CONTENT MANAGER
SOCIAL MEDIA & CONTENT MANAGER
CONTENT COORDINATOR
key clients
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headspace National Youth Mental Health Foundation
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batyr (Youth Mental Health)
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Amazon Music (Music/Activations)
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Save the Children Australia (Non-Profit)
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Bowls NSW (Sports Marketing)
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Tall Bob (Technology/SaaS)
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Campaign Edge (Government)
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Insurance Australia Group (IAG) (Insurance)
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Telstra Enterprise (Technology)
responsibilities
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Preparation of pitch materials and presentation of response to brief materials for new business.
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achievements
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Leveraging efficient project management & briefing to increase profitability & billings of creative projects from 5%-10% average margin to 30% minimum margin for all clients.
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We Are Social.
August 2025 - March 2026
CULTURAL & SOCIAL INSIGHTS STRATEGIST
Previously:
FREELANCE ACCOUNT DIRECTOR
key clients
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KFC Australia
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Qantas
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Woolworths Group
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Audi Australia
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eBay
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Samsung (Global)
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Lion Brands (Hahn, Kirin Ichiban, Tooheys, XXXX, Kirin Hyoketsu)
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Airbnb
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Colgate-Palmolive (Hills Pet Nutrition)
responsibilities
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Collation of research and insights for pitch and response to brief materials for new business, as well as existing retained client work. Utilising tools like GWI, Brandwatch Consumer Research, and Talkwalker.
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Analysis of competitor performance (using tools like Sprout Social, AdClarity, SemRush) to assist with strategic development for client work.
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Creation of data-based and insight-driven strategies for client briefs, fuelled by Social Listening and cultural insights.
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Management and creation of updated reporting processes for all agency clients, including building and distributing dashboards, methodologies and benchmarks for always-on social work.
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Oversight and support for junior team members who provide daily monitoring and flagging of real-time issues for key reputation service pillar clients.
achievements
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Led the strategic development of a new Social Customer Care & Advocacy strategy for Qanats, leading to a sharp increase in positive mentions of the brand on social, as well as a 20-point increase in positive sentiment on Owned comments/Earned Mentions.
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Led the development and introduction of reporting processes and formats for KFC Australia and Lion brands, working with clients to streamline processes and outputs to ensure viability for internal use.
responsibilities
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Preparation of pitch materials and presentation of response to brief materials for new business.
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achievements
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Leveraging efficient project management & briefing to increase profitability & billings of creative projects from 5%-10% average margin to 30% minimum margin for all clients.
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WPP Production.
April 2026 - Present
SOCIAL & CONTENT DIRECTOR
key clients
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Unilever AUNZ
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Rexona
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Rivals
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Lynx
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Dove (Deoderant, Hair, Skin Cleanse, Skin Care)
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Vaseline
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Omo
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Persil
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Dove Men+Care
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Hellmann's
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Continental
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responsibilities
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Senior strategic relationship management for Unilever Brand Directors and Marketing Leads, including escalation support, stakeholder engagement, and identification of growth opportunities across the WPP Production–Unilever partnership.
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Leadership, mentorship, and development of a multi-pod Content Studio team, with oversight of studio production workflows, resource allocation, and end-to-end delivery across always-on and campaign content.
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Contribution to overarching social creative strategy for all Unilever brands, including Quarterly Business Reviews, annual planning, and cross-agency collaboration with Thinkerbell and Mindshare to deliver integrated campaign strategies.
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Direction of social creative output and influencer marketing strategy across the Unilever portfolio, championing innovation in content formats, influencer partnerships, and platform-led storytelling.
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Data-led performance analysis across the full Unilever social portfolio, driving continuous optimisation of content strategy, studio processes, and reporting on ROI to senior WPPP and Unilever leadership.
more about
what I do
I'm experienced in overseeing and optimising a brand's presence across multiple social media platforms, integrating insights from existing organic social media management as well as social listening to inform a well-rounded, data-backed social media strategy.
Another consideration is earned social media - ensuring your customers and followers amplify your brand messages and consideration through strategic shares and mentions - aiding in the visibility of your brand.
By effectively managing these elements, I can help your brand build a strong, authentic online presence that resonates with your audience and drives sustained growth, engagements, and results.
With my experience in social media marketing, I can maximise your brand's social media presence with paid social media.
I have experience collaborating on overarching advertising strategies, ensuring that the strategy used for your paid social media activity works, and is backed by data and insights. No matter the objective, I can help you to amplify your brand message with tangible results.
With experience managing campaigns with various objectives, including developing conversion and donation creative assets, I can work with you to achieve optimal results.
I'm experienced in social strategy - creating insight-led, and data-backed strategies to increase engagements, performance or conversions.
With my background in community management & engagement, I know how to develop proactive and reactive strategies for growth, and to foster positive sentiment across all social-first aspects of your brand.
I'm experienced in managing the production of social creatives, as well as content for your brand.
From TikToks to Conversion assets, from Audio scripts to SEM Copy, i'm experienced in managing and creating it all.
I'm experienced in managing the production of social creatives, as well as content for your brand.
From TikToks to Conversion assets, from Audio scripts to SEM Copy, i'm experienced in managing and creating it all.
Looking to redesign your web presence? I'm experienced at creating and managing the design of new Wix Studio websites.
Wix Studio is an easy to manage platform, allowing you to gain control of the finalised website - with tools to ensure future blog posts, additional pages, or changes to copy stay on-brand, and in a consistent style.