Heena Kassam
Social Media Management Expert

Heena Kassam

Handled clients like Krispy Kreme, Iles Formula and Lisa Franklin Skincare.
Work with Heena Work with a Social Media Management Expert

About

Heena Kassam is a Social & Content Manager with over seven years of experience building and scaling digital communities across lifestyle, beauty, wellness, retail, and hospitality brands. She is skilled in developing and executing platform-first strategies that combine organic growth with paid amplification, driving measurable increases in reach, engagement, and conversions. Her expertise spans the full social media cycle, including strategy, content production, UGC and influencer activations, community management, and performance reporting. Heena is adept at producing high-performing short-form video, trend-led creative campaigns, and data-driven content calendars that deliver repeatable results. She has partnered closely with paid media teams to design conversion-ready creatives and optimise campaigns across Meta, TikTok, Instagram, YouTube, LinkedIn, and X. Her industry background includes global consumer brands such as Krispy Kreme UK & Ireland and Skywire, alongside consulting and freelance work for health, fitness, and design clients. Recognised for adaptability, creative execution, and the ability to translate insights into strategies, Heena consistently strengthens brand presence and accelerates growth.

Employment

6 roles
Apr 2024 - Present 2 years 1 month
Social & Content Manager
Skywire, London
  • Managed five brand accounts across Instagram, TikTok, LinkedIn, X and Facebook, tailoring content to platform algorithms and audience behaviours, driving +35% engagement quarter-on-quarter and consistent follower growth.
  • Built and maintained a results-driven content calendar with 20–25 posts per month, aligned with launches, campaigns and KPIs, overseeing approvals, grid design and weekend scheduling.
  • Produced short-form videos and social-first assets that lifted shareability by 40% and boosted post reach by 20%.
  • Led user-generated content and influencer activations, generating 75K impressions in eight weeks and tripling engagement compared to BAU posts.
  • Directed proactive community management, maintaining a 90%+ response rate and improving brand sentiment month-on-month.
  • Partnered with paid media teams to develop conversion-focused creatives and ad copy for Meta and TikTok, integrating organic insights into paid campaign optimisation.
  • Monitored trends and newsroom cycles to deliver timely, brand-safe content, including A/B testing hooks, captions and thumbnails.
  • Owned weekly, monthly and quarterly channel health reporting, translating performance insights into actionable recommendations that improved reach, watch time and saves.
May 2017 - Present 9 years
Social Media Manager & Content Creator (Freelance)
HKreate Customs
  • Grew Instagram and Facebook engagement by 33%, implementing 90-day growth plans that lifted organic reach by 30%.
  • Produced Reels averaging 4.5K+ views by leveraging trend-driven audio, strong hooks and dynamic editing.
  • Delivered complete brand kits, including logos, templates and social style guides, resulting in a 50% increase in Story views.
Oct 2022 - Apr 2024 1 year 6 months
Marketing Executive
Krispy Kreme UK & Ireland, Farnborough
  • Conducted market research to identify seasonal trends and consumer insights, directly informing retail campaign strategies.
  • Designed and optimised planograms and in-store merchandising layouts to elevate brand visibility and improve customer experience.
  • Streamlined POS and CRM stock management systems, reducing inventory discrepancies by 34% and improving operational efficiency.
  • Oversaw the development and distribution of stakeholder campaign toolkits, delivering materials 2–15% under budget.
  • Supported campaign production, including photoshoots and in-store activations, driving partner engagement up by 20%.
Feb 2021 - Sep 2022 1 year 7 months
Digital Marketing Manager
The Graduate Project, London
  • Engineered platform-specific content strategies that drove +2,254% TikTok growth in three months and lifted Instagram engagement by 50% weekly.
  • Managed a six-person team, conducting weekly performance reviews and aligning content output with hiring funnel objectives.
  • Launched Reels and Stories with 1K+ average views, boosting brand visibility and click-through.
  • Conducted competitor audits and audience research to ensure content remained trend-relevant and KPI-driven.
Oct 2019 - Jan 2022 2 years 3 months
Social Media Manager (Consultant)
Tailoring Fitness
  • Led a full brand identity overhaul, doubling the client base from 11 to 22 through consistent social content and messaging.
  • Increased engagement by 26% via influencer collaborations, branded infographics and analytics-led campaigns.
  • Automated engagement flows and launched visual promotions that increased customer interaction and loyalty.
Jan 2020 - Sep 2021 1 year 8 months
Social Media Strategist (Consultant)
London Lighting
  • Developed narrative-led Instagram Stories and YouTube trailers, increasing Story views by 34% and YouTube traffic by 27%.
  • Ran targeted paid promotions that lifted followers and website traffic, achieving 20% audience growth.
  • Used platform insights to optimise posting windows, creative execution and campaign performance.

Education

Sep 2017 - Jun 2021 3 years 9 months
Bsc, Accounting & finance
University of Northampton

Portfolio

1 item