What is your role at Genflow?
I'm Genflow's Marketing Lead. I lead a team that looks after all the social activations, campaigns, content management, and production for Genflow and Genflow Talent. We have a diverse portfolio to keep us on our toes for our day-to-day: I'm talking 4 Instagram handles, 2 LinkedIn pages, 3 Twitters, 2 TikToks, 2 YouTube channels, 3 Podcasts, 2 newsletters, a weekly vlog, and a secret new project in the web3 space (which includes a Discord). TL;DR: It's my job to make Genflow look good across every public-facing platform, produce some cutting-edge creative campaigns and produce the best content that inspires and drives creators to Genflow. Oh, and I also help our CEO with his channels, so add that somewhere in there, too :)

Describe your role in 3 words?
All hands-on! Seriously, some days I need a second pair of hands (and a secondary brain too pls).

What were you doing prior to Genflow?
If we're talking pre-Instagram & TikTok days, I was a fashion journalist working at my dream media brands like Grazia, Net-a-Porter, WWD, Vogue Australia, Stylist, Marie Claire, CNN Travel, Time Out, and GQ across Sydney, London, and Dubai. But ever since social media took over all our lives, I naturally moved on to content creation for magazines' social pages. I took Time Out Dubai's Instagram page from 5K followers to 52K followers in 9 months with zero marketing spend behind it. And launched many fashion week campaigns for WWD back in 2013. I come from a very strong background of storytelling, and I still continue to do that... except now we use TikTok and YouTube Shorts to tell those same stories.

Your top three most proud moments since starting at Genflow?
The highlight of your time at Genflow so far?

• Going viral on TikTok. I started our TikTok in May 2021 because I knew it was relatively easier for content to be seen on TikTok than Reels. One of our reels went viral and got us over a million likes and 10K followers overnight. It's a hit and miss on that platform, but I'm not complaining.
• Launching Genflow's YouTube + Podcast: again something I pushed for us to do, just so we could be more 360-degree with our marketing efforts. Really proud of my team's efforts on this.
• Launching GCA's own platform. This was something we debated on for months, but I'm so happy it's got its own dedicated space now. The GCA content is so delicious and our organic reach on there has crossed a million in less than 3 months of being active.

Advice for someone who wants to work in the social media/marketing industry?
1. Be driven by metrics. Visual aesthetics are important when running a brand page, but what will a beautiful post do on your feed if only 2 people see it? Always run numbers at the start of each week and monitor what's worked and not worked. 2. Jump on trends, and quick! In 2020, when Instagram launched reels, everyone ignored it. Now, they all want in. We have seen our reels on Genflow get over 100K views because we have been reactive in our content strategy.
3. You need to love it to be in it. Social media management and marketing may feel like a very easy job (we're all on our phones, right), but try tying in analytics, creatives, strategy, operations, and community management -- all in one. Don't do it for the glam, do it for the passion.

Your favourite creator right now?
Shout out to some badass South Asians in the game: I love Lilly Singh - the OG YouTuber who has done more cross-platform content creation than anyone. Rupi Kaur's poetry makes me want to crawl in bed with a cup of tea and cry happy tears. I also get very influenced by CocoBeauTea's style.

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