Social Media & Content Creation

As Social Media Manager for Baile Funk Culture, I lead the brand's digital presence across social platforms. My role combines strategy, content creation and community engagement, from developing campaign ideas and producing short-form video content to managing event coverage and analysing performance. Working within a fast-growing cultural startup has allowed me to contribute to both the creative and strategic direction of the brand.

Strategy

• Develop social media strategy
• Plan monthly content calendars
• Create campaign concepts
• Identify trends and content opportunities

Content Creation

• Produce and edit Instagram Reels
• Film interviews and event coverage
• Design carousel posts and Stories
• Write captions and copy

Community & Partnerships

• Manage Instagram presence
• Coordinate influencer collaborations
• Cover live events
• Liaise with artists, talent, and external partners for events and content collaborations

Analytics

• Track performance
• Report on engagement
• Optimise future content using insights

Baile Funk Culture partnered with ¡ComoNo! presenting
Brazilian rapper Ebony for her first headline show in London. As Social Media Manager, I contributed to developing a campaign that introduced Ebony to new audiences while building excitement within London's Brazilian community.

The Challenge

The campaign needed to engage two very different audiences. Brazilian audiences were already familiar with Ebony and her music, but many were unaware that she would be performing in London. Meanwhile, English and international audiences had little or no knowledge of the artist, meaning the campaign first had to build curiosity before promoting the event itself.

My Approach

Rather than creating content that simply advertised a concert, I focused on positioning the event as a cultural experience that people would want to be part of. The strategy was designed to create anticipation, excitement and a sense of belonging, encouraging audiences to feel they were joining a unique moment rather than just buying a ticket.

What I delivered

• Shaped the campaign narrative to position the event as a cultural experience.
• Developed content tailored to two target audiences: Brazilian fans and new international audiences.
• Developed and executed a creative fan engagement campaign, planning a Meet & Greet giveaway for two fans. Led the end-to-end strategy, designed promotional content, coordinated the campaign, and liaised with the selected winners and event organisers to ensure a seamless experience.
• Produced campaign content across social media.

For Baile Funk Culture's coverage of Boa Nova Festival, I developed a repeatable interview content format designed to maximise engagement while being easy to reproduce across multiple artists and events.

My Approach

After identifying that interview-led content resonated strongly with our audience, I created a scalable format combining artist photography with impactful quotes from their interviews. The format allowed us to quickly produce consistent, visually recognisable content while highlighting each artist's personality and story.

During the festival, I produced a series of interview cards featuring musicians and DJs, followed by the release of the full video interviews. This approach extended the lifespan of each interview, generating interest through short-form content before directing audiences to the longer-form videos.

Key Contributions

• Developed a repeatable interview content format that could be reused across campaigns and events.
• Turned long-form interviews into engaging, shareable social media assets.
• Created quote cards that established a consistent visual identity for artist interviews.
• Produced and released full interview videos to deepen audience engagement.

Over the past three months, I have managed and produced a diverse range of social-first content for Baile Funk Culture, covering artists, events, cultural stories and community-focused content. Through developing, designing and publishing content across Instagram, the platform achieved 11% follower growth and more than 1.6 million profile views, demonstrating the impact of a consistent and varied social media strategy.

A selection of standalone content and social media posts that achieved strong engagement, demonstrating my approach to storytelling, audience insights and content creation.

I created a series of social media videos for Latino Life's Instagram ahead of a music festival to showcase different brazilian genres. 

I also produced content in an World Cup event hosted by them. 

Create digital content highlighting Latin American businesses and their stories in the UK. I research and approach business owners, conduct interviews and capture their experiences, focusing on the challenges and successes behind their businesses. I am also developing “Inside the Business,” an interview-led content series where I am responsible for the concept, contributor research, filming, story structure and editing of each episode.