urban pubs & bars
25+ venue accounts managed |
4+ tone of voices |
75 feed posts scheduled per week |
invited to apply for permanent role |
3+ months covered |
25+ venue accounts managed | 4+ tone of voices | 75 feed posts scheduled per week | invited to apply for permanent role | 3+ months covered |
the brief
Urban Pubs & Bars is one of London's largest hospitality groups, operating over 68 venues across the capital. During a major overhaul of their social media strategy, asset management systems and workflows, they brought me in on an initial one-month contract to support the team while recruiting for a permanent Social Media Strategist.
My role was to take ownership of scheduling content across 25+ venues, ensuring consistency while the wider marketing team rebuilt the group's long-term strategy.
getting up to speed
With a project of this scale, organisation was everything.
On my first day, I created a centralised social media handbook, bringing together venue information, tone of voice guidance, demographics, menus and planning documents into a single resource for both myself and the wider team. I was trusted to begin scheduling content immediately using Sprout Social, while providing regular progress updates so the team always had complete visibility over my work.
Managing 25 brands
Although part of one hospitality group, every venue had its own identity.
I scheduled four posts per week across 25+ venues spanning neighbourhood pubs, premium dining venues and city bars, each with distinct audiences, offerings and tone of voice. Many venues were also located close to one another, meaning content had to be carefully planned to avoid duplicate posts appearing in followers' feeds and to preserve each venue's individuality.
To manage this efficiently, I maintained and improved the master content planner, introducing clearer colour-coded workflows and planning systems that reduced errors and made collaboration easier across the team.
improving workflows
Alongside day-to-day scheduling, I identified opportunities to improve internal processes.
I introduced a more structured content approval workflow, giving the team greater oversight before posts went live while reducing the likelihood of mistakes. I also worked closely with the external strategist leading the wider social media transformation, contributing ideas and feedback as the new organic strategy was developed.
the outcome
Within weeks, my organisation, communication and ability to integrate quickly into the business led to my initial one-month contract being extended into a three-and-a-half-month engagement.
During this time, I was invited to interview for the permanent Social Media Strategist position.
Although I chose to continue freelancing, the project demonstrated my ability to step into complex organisations, improve existing systems and become a trusted member of the team from day one.