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Natasha Patel

@natashapatel

Social Lead at THG Ingenuity who drove £9M in TikTok Shop revenue across THG brands.

At THG Ingenuity, I lead social media and social commerce strategy for THG Society, working with THG brands and external clients. Creator-led social commerce across THG brands drove £9M in TikTok Shop revenue and £3.1M in gross profit.

I lead TikTok Shop strategies and develop creator, affiliate and UGC programmes. I also support TikTok Live and creator commerce initiatives that drive conversion and product discovery.

At THG Group, I developed group-wide social performance frameworks and supported the rollout of TikTok Shop across multiple brands. I also partnered with brand teams on peak trading campaigns and created training materials for their teams.

At Bearaby, I developed the social media strategy and secured celebrity collaborations including Jennifer Aniston, Jessica Alba and Kristen Bell. Earlier, I worked across agency and in-house roles, developing social strategies and campaigns for brands including Sofitel the Palm, Thomas Cook and TUI.

Experience

Work history, roles, and key accomplishments

Current

Social Lead

Current

THG Ingenuity

Nov 2023 - Present (2 years 10 months)

Lead social media and social commerce strategy for THG Society, operating as an internal agency partner for THG brands and external clients. Drove £9M TikTok Shop revenue and £3.1M gross profit through creator-led social commerce.

Social Media Strategy Social Commerce TikTok Shop Creator Strategy UGC Strategy Affiliate Marketing Live Commerce Stakeholder Management

Content Performance Manager

THG Group

Mar 2022 - Nov 2023 (1 year 8 months)

Developed group-wide social performance frameworks across THG brands. Supported the rollout of TikTok Shop and created training materials for brand teams.

Social Media Strategy Multi Brand Strategy TikTok Shop performance reporting Training Social Media Tools

Head of Social Media

Bearaby

Oct 2020 - Jan 2022 (1 year 3 months)

Built influencer strategy driving strong engagement and reach. Secured celebrity collaborations including Jennifer Aniston, Jessica Alba and Kristen Bell.

Influencer Marketing Social Media Strategy Campaign Management Community Engagement Experiential Marketing

Social Media Manager

Red Dot Media

Nov 2019 - Apr 2020 (5 months)

Developed social media strategies for agency clients including Sofitel the Palm and Fairmont Hotels. Managed relationships with 20+ clients and delivered campaigns within budget.

Social Media Strategy Client Management Campaign Delivery Pitching

Social Media Manager

Katch International

Jan 2019 - Nov 2019 (10 months)

Created 15+ brand and content strategies and managed end-to-end social media management for clients. Managed digital campaigns with AED 1M+ media spend.

Social Media Strategy Content Strategy Brand Identity Digital Campaigns Ad Spend

Senior Social Media Executive

Thomas Cook

Nov 2016 - Dec 2018 (2 years 1 month)

Delivered social strategy across multiple global brands. Planned and executed global social campaigns and managed influencer and experiential marketing campaigns.

Social Media Strategy Global Campaigns Influencer Marketing Experiential Marketing

Social Media & Content Executive

RS Components Group

Jan 2015 - Nov 2016 (1 year 10 months)

Implemented global content and influencer marketing strategy. Built social media customer communities and a customer service team to support queries and drive sales.

Content Strategy Influencer Marketing Community Management Social Media Customer Service