Sarah Louise Bell
Summary
A 14 year career in digital marketing, with a strong background in social media, I have predominantly worked for digital marketing agencies, based in London, Singapore and Sydney. This includes 6 years with Digitas (Publicis Groupe) where I was one of the founding members of the APAC headquarters in Singapore in 2013. I've had the privilege to work with a number of global brands including Disney (Marvel, Star Wars, Pixar), EA Games, GSK (Panadol, Sensodyne, Nicabate), Tourism Australia, Sony Professional, Burger King, Clarins, Australian Organic and Fiat Chrysler (Jeep/Fiat/Alfa Romeo). I now work at HP in the EMEA headquarters in Barcelona where, in 2020, I led the in-housing of all paid media as part of the senior leadership team. Today the media team is 60+ people.
Overview
14
14
years of professional experience
Work History
Head of Paid Social
HP Inc
06.2020 - Current
- A founding member of HP's EMEA in house media team in Barcelona, I set up and now manage a team of 20 paid social specialists (from associates to senior managers) to support 35 countries across the region
- We execute 60+ multi million dollar campaigns per year, across 8+ social media channels (eg Meta, X (formerly Twitter), LinkedIn, TikTok, Snap, Pinterest, Reddit etc) in support of HP's printer and computer range, targeting both consumer and business audiences
- My role is to champion paid social for HP across the EMEA region, and ensure all social spend supports HP's overarching business goals
- I set the annual objectives for the team, ensure they have the right training, knowledge, tools and processes to drive best in class performance, stay at the forefront of innovation, develop strong partners and investment deals with each social partners (Joint Business Plans) and establish test and learn agendas, maintain trusted partnerships with each of our marketing stakeholders, and create a sense of unity with our in-house media colleagues in planning, search, retail and programmatic, and also our external creative agencies
- I have a keen interest in ensuring teams operate effectively and efficiently, identifying gaps for improved processes to enable better working practices which are documented in playbooks and guidelines.
Head of Social
Digitas
06.2018 - 11.2019
- Clients: EA Games, GSK, Fiat Chrysler (Jeep, Fiat, Alfa Romeo), Pernod Ricard, Campbell Arnott's, Tigerair
- Invited to return to the Digitas agency and form part of the media leadership team for Australia/New Zealand, my role was to grow the social offering at the agency (paid and organic) and strengthen the collaboration with the programmatic and search teams to offer a 360 media service to clients
- Working with a number of global brands, including EA Games, where I led the team in the launch of numerous top titles (including Fifa and Battlefield) with paid, earned and owned digital campaigns, live streams, influencer marketing, events and PR activity to support both awareness and sales
- Heavily involved in driving new business, I pitched and won the Fiat Chrysler social account, where we relaunched an ailing social presence for Jeep, Fiat and Alfa Romeo by developing a unique brand strategy for social with the aim of improving the brand's reputation in ANZ
- Part of the media leadership team to set up and led the Australian arm of the global media partnership between Digitas and GSK. A multimillion dollar media account, we delivered paid social, programmatic and search campaigns for a number of GSK consumer brands, testing retargeting tactics of search and programmatic audiences within social, and vice versa
- Developed a 6 month influencer led campaign for Tigerair, Singapore's national flight carrier. Working with mid to upper-tier influencers and tourism boards to create a branding campaign for long term goal of increasing flight purchases.
Head of Social
6AM Agency
01.2018 - 06.2018
- Clients: Burt's Bees, Blackmores, Eagle Natural Health, Fusion, Eden Institute, Australian Organic
- As a PR agency by heritage, my role was to incorporate social media into the agency offering
- I was tasked with pitching new business, educating the agency on the role of social, building a team to support the growing portfolio of clients, and establishing processes and tools to enable the team to service social activity
- I launched an internal career progression programme for all employees at the company, and set up an internship programme with a local university.
Digital Marketing Consultant
Flexigroup (now known as Humm Group)
08.2017 - 01.2018
- A 6 month contract, my role was to advise how best to support the launch of FlexiGroup's 'buy now, pay later' payment method, known as Oxipay, to consumers in Australia and New Zealand
- I created a social strategy to support the goal of increasing awareness and driving adoption, and set out a one year roadmap with a testing and learning agenda.
Head of Social Operations / Account Director
Digitas
05.2013 - 05.2017
- Clients: Disney (Star Wars, Marvel, Pixar, Disney Channels), Clarins, Pernod Ricard, BlackBerry, United Overseas Bank and Friso Baby Milk Formula
- I joined the newly formed team in Singapore, where my role was initially to set up and lead the Blackberry account as Head of Community Management for Asia
- Adapting social media plans from the US based global team into regional plans suitable for Asia's audience and platform mix, I also managed the client relationship, managing briefs, budgets, timelines and expectations, and I was responsible for the community management team's output and delivery
- Promoted to Head of Social Operations, I managed all large-scale social accounts for the Singapore office, ranging from banking clients, to entertainment and cosmetic brands, and I led a team of 8 community managers
- Our remit included the management of the Disney account. Along with always-on management of the social pages, we created large scale campaigns to support the release of roughly 12 films per year across the Disney franchise (Star Wars, Disney Studios, Pixar and Marvel), on 5+ social media platforms, in 6 APAC countries
- With no paid social media at this time, we used social first content and worked with influencers to achieve mass organic results.
Social Media Manager and Account Handler
Faith the Agency
03.2012 - 05.2013
- Clients: Sony Professional, Touchstone IT Group, OwnFone, Matrixx Software, Sugasmak UK
- Responsible for the relationship and growth of key client accounts including Sony Professional
- I managed brief taking, budgets, timelines and agency output, across both digital and non-digital marketing collateral, including brochures, magazines, banners, event/trade fair/conference materials, email marketing, and online articles and catalogues
- I helped direct the strategic positioning and creative development of digital and non-digital marketing material, targeting both B2C audiences and B2B audiences
- I built the agency's social offering from scratch, and pitched for social business
- I provided consultancy on social media set up and day to day management, developed social strategy, and conducted platform training.
Social Media Manager
Pancentric Digital
12.2011 - 03.2012
- Clients: Burger King, Bluewater Shopping Mall, Clipper Tea
- Responsible for the content creation and community management of clients' social media pages
- This included strategic development, copy writing for the content calendar, briefing the design team for content creation, and reporting on page performance and social listening
- My role supported ‘always on' activity, campaigns and event support.
Social Media Assistant
Bright Digital
09.2010 - 12.2011
- Clients: Etisalat UAE, Argos UK
- Assistant to the Head of Digital, I was responsible for the day-to-day community management of the social media channels for Etisalat UAE and Argos UK (Facebook and Twitter).
Online Community Manager
Toluna
03.2010 - 08.2010
- Moderator of the UK community for Toluna. I looked after the UK customer base, encouraging participation of Toluna's online surveys, and answering queries as part of a customer care team via email and on social media.
Education
Master of Science - Business Management
Aix-Marseille Graduate School of Management
Aix-en-Provence2010
Bachelor of Arts - Geography
Sussex University
Brighton, UK2008
Languages
Native English
Advanced French
Basic Spanish
Timeline
Head of Paid Social
HP Inc
06.2020 - Current
Head of Social
Digitas
06.2018 - 11.2019
Head of Social
6AM Agency
01.2018 - 06.2018
Digital Marketing Consultant
Flexigroup (now known as Humm Group)
08.2017 - 01.2018
Head of Social Operations / Account Director
Digitas
05.2013 - 05.2017
Social Media Manager and Account Handler
Faith the Agency
03.2012 - 05.2013
Social Media Manager
Pancentric Digital
12.2011 - 03.2012
Social Media Assistant
Bright Digital
09.2010 - 12.2011
Online Community Manager
Toluna
03.2010 - 08.2010
Master of Science - Business Management
Aix-Marseille Graduate School of Management
Bachelor of Arts - Geography
Sussex University
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