Community-rooted digital strategy, content and campaign management for LGBT organisations. A decade of digital design and performance marketing meets four years building the UK's largest trans monthly social from the ground up.
Scroll to exploreLeeds First Friday (LFF) is the UK's largest trans social. But it wasn't always. When I took on coordination in 2022, the event had an fourteen year history and a declining trajectory. No formal infrastructure, no consistent digital presence, no safety framework beyond goodwill.
The work wasn't handed to me with a strategy document. It was built, piece by piece, from the community up.
Over four years, a full rebrand of LFF's digital presence across Instagram, TikTok, Facebook and Discord. Safety infrastructure built from scratch — Stop the Spike, Ask for Angela, Angels of Freedom, Night Safe Leeds partnerships. A younger demographic brought in alongside the existing community.
The 18th birthday campaign — a multi-platform push anchored by a mime cover video shot by a BAFTA-winning cinematographer — is the headline. The unglamorous stuff underneath it is what made it possible.
Before LFF, I ran a web design agency specialising in PPC and lead generation — working across finance, commercial, and professional services clients in the UK and Netherlands.
That background is why the community content work is sharper than it looks. Understanding conversion, audience behaviour, and what makes people actually do something doesn't stop being useful when the goal shifts from leads to community.
Finance and commercial sector clients across UK and Netherlands. Campaign architecture, copy, and ongoing optimisation.
Agency lead for client sites with a performance-first approach. Adobe CS, front-end production, UX thinking built on conversion data.
Brand positioning and digital strategy for SME clients. The same thinking that rebuilt LFF's audience and voice from the ground up.