Secret Cape Town is a travel-focused Instagram page showcasing the natural beauty, culture, and allure of the Mother City. As Social Media Manager, I was responsible for overseeing the platform's content curation, scheduling, community engagement and advertising strategy. I elevated the account through a well-defined aesthetic, high-performing content pillars and by optimising caption writing and hashtag usage to drive organic growth.

I also ran paid campaigns to expand our audience reach and engagement metrics, demonstrating a clear understanding of Meta advertising, campaign objectives, and audience targeting. This role sharpened my ability to create engaging, authentic content that resonates with both locals and travellers, while developing a feel for what makes content viral, shareable and valuable.

This project was part of my broader role at Storyteller, a creative marketing agency where I managed content strategy and creation across a range of clients and industries. From curating dreamy travel pages like Secret Africa, to crafting informative medical content for Dr Chiba, and translating technical product value for Rubber Roofs, I developed tailored content plans, wrote across diverse brand voices, and executed every element of social media management — from ideation to analytics.