Product Strategy · UX · Social
Marketing-led creative transitioning into product. I build things that work — content systems, brand frameworks, digital products — by obsessing over the user and the data behind every decision.
Background
I'm a marketing-led creative focused on culture, identity, and how brands show up in real-world spaces. I use social media as a tool for communication — not just aesthetics. Everything I make has a purpose.
My work spans content strategy, audience research, and product thinking. I've built and managed social content from scratch for independent and established brands including Picturehouse Cinema — always starting with the user and working backwards.
I hold a First Class Honours in Fashion Media & Promotion and I'm actively building skills in product management, Agile delivery, and UX research.
User research, roadmapping, prioritisation, problem framing
Content systems, brand voice, audience segmentation
TikTok/Instagram analytics, Meta Business Suite, performance review
Canva AI · Shopify · Omnisend · Premiere Pro · Photoshop · ChatGPT
Organic social, paid media strategy, email/SMS marketing
Short-form video, shoot direction, brand activations
Process
I build using the onion method — starting with brand identity, then audience, then platform. Every piece of content or product decision connects back to a clear problem.
All content is created for each platform based on how people actually consume it. I adapt formats to fit behaviour, not just trends — understanding the "why" behind what works.
I shoot, edit and deliver. Then I look at the data. I'm not precious about output — I care about outcomes. What worked? What do we do next?
Selected Work
Case Study 01 — Streetwear · Social Strategy
Building a culture-led brand presence from zero
A culture-led streetwear brand focused on identity, community and storytelling. I owned the full social presence — from content strategy to creative direction to editing and publishing — with the brand's social presence centred on using content as communication, not advertising.
Case Study 02 — Entertainment · Brand Content
Social-first content for a cultural institution
Picturehouse is a UK independent film cinema focused on cultural programming and community-led events. I created social-first content using personality and trend-based formats to promote new film releases and in-house offerings. Understanding the customer — their mindset, their moment — was central to every piece.
Applied customer behaviour insight to identify upsell moments — becoming a top-performing team member across the site. Supported local promotional activity and customer-facing campaigns.
Product Build
Brand Build · Product · Strategy
MindYOU° is a digital wellness brand built and planned from scratch, targeting burnt-out Gen Z and millennial creatives. I built the entire product infrastructure — brand identity, Shopify store, email/SMS marketing automation, Meta ad strategy, and digital product creation.
This project represents how I approach product thinking in practice: defining a real user problem, building the solution, and iterating based on data and early purchase signals.
What's Been Built
Get in touch
I'm interested in opportunities where strategy, creativity and product thinking come together to build something that actually matters.
thaforbes1402@gmail.com