Isobel Cowell

Head of Social @Kurogo | Creating Thought Leaders Through Personal Branding | Founder of Dear Future Marketer | LinkedIn Top Voice: Next Gen

Building engaged communities in-house at fashion and beauty brands.

Hi, I'm Isobel, Social Media Manager at Tropic Skincare.

At 21, I joined a personal branding start-up as 1 of 3 full-time employees. 6 months in, we'd grown to 8 and I was quickly promoted to Head of Social, growing our clients brands whilst managing my incredible team of content writers and account managers.

But as much as I loved start-up life, fashion and beauty was my calling.

I joined a growing luxury fashion reseller as Social Media Lead, leading the strategy and content for an audience of over 2 million on TikTok, and 600K on Instagram, averaging 1 million views on TikTok weekly. I also assisted in the launch of the #1 TikTok Live Shop in the UK, hosting and moderating shows weekly.

I now work at a growing luxury beauty brand, leading the strategy on all social platforms, working amongst an incredible brand team of 25 to bring the brand vision to life.

So follow along for all things career growth, and fashion and beauty marketing insights.

Founder

An Instagram page teaching you how to grow your personal brands and LinkedIn accounts

I got promoted to Head of Social in the first 6 months of my career.

And it’s because it took me 1 month to figure out how to get a promotion:

It’s not JUST how good you are at your job…

But how good you are at having A job.

Let me explain:

Your managers, CEOs, team members are all extremely busy, and at its core, you’re there to make their lives easier and make the business money.

Which means if you’re messaging them consistently with things that you can figure out, no matter how good you are at your job, you’re going to be seen as a nuisance rather than an asset.

Here’s how to fix it:

GOOGLE IS YOUR FRIEND

~ If something’s not working. If you don’t know how to do something that isn’t

USE THE SEARCH BAR ON SHAREPOINT

~ Whether it’s Teams, Google, whatever - if you’re looking for a deck or folder, can you do a 1 second search rather than asking a team member for it?

BE PROACTIVE IN PROGRESSION

~ What can you do to make your work the best it can possibly be? If you work in socials, can you competitor research on TikTok in that niche to make sure your hook and script is the most engaging it can be?

And I’m not saying these things so that you never ask for help.

But so that when you do ask, for something that you actually need, you’re going to have someone who wants to help you.

Don’t limit your progression on things you can easily fix 🤍

P.s: I feel like this is giving Gwyneth Paltrow “as oppose to?” 👀 💻

Social Media Manager at Tropic Skincare

In the first month in my role, I created our best performing video of the year.

And I made it in 30 mins.

But that’s because I focused on impact over effort.

I hear all the time of brand teams complaining about budgets and a lack of creator partnerships, but none of it matters without audience clarity.

Sisters and Seekers can post a grainy meme saying, “not now sweetie, mommy had a long day at the screenshot factory“ and get 4K likes.

And it’s because they don’t care that their audience is gen z women, ages 18-26 (surprise, this isn’t a persona).

Instead they care that their audience is:

- gen z women
- who gets sunday scaries
- goes to pilates (but probably says they do more than they do)
- send memes to their friends through Instagram and TikTok, 
- go to Pitbull concerts
- gets their nails done for summer (probably biab over acrylic)
- has a pile of washing that needs to be done
- is going on holiday to Mallorca or Greece
- has an ex that they hate (but are also still in love with)
- and so much more.

Which means they can post a grainy meme that will get more likes and shares than your £60,000 campaign.

No one cares about the effort you’ve put into a campaign, if there’s a lack of audience impact.

So stop focusing on expensive cameras, graphic design principles and product shots.

And start thinking about who your audience actually is.

P.s: shout out to Jo Bird ✨ - she said ‘impact over effort’ over 2 years ago and it’s been my roman empire since 🤍

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