Irum Sultana

RSM is the 6th
largest accountancy network worldwide. I lead on the implementation and development of
an end to end social media strategy in the region. I also consult on a wider basis to RSM offices globally on
social media and digital content. My day to day role covers but is not limited to:
 Developing an employee engagement program for digital media, involving training and
development
 Creating creative campaign strategies specific to business sector and service lines
 Campaign management from start to finishing. Involving consultancy meetings with campaign
heads, writing and creating all social media content, scheduling and on-going performance
analysis
 Social media channel development and optimisation
 Community management across all digital channels- focussed on segmentation, targeting and
increasing engagement
 Creation of mixed media content (images, videos and GIFs) to support digital campaigns. Sourcing
and managing relationships with external agencies and suppliers

 Reporting and analysis of all social media campaigns and wider digital analysis involving email and
website analytics
 Writing copy for and creation of pages on the website
 Ensuring that all digital content and brand presence online is SEO friendly
Achievements
 Delivered a successful online rebrand campaign involving digital and social media of the company
name change from Baker Tilly to RSM in October 2015. Involving engagement from both external
and internal stakeholders
 Creation of a new brand hashtag #HelloRSM, which generated over 2.6 million impressions on
Twitter on the company rebrand day
 Development and rollout of the firm’s new social media strategy and policy
 Effective launch of a social media hub on company intranet to help employees engage with social
media and brand content. Leading to 50% increase in staff presence on LinkedIn and a 20%
increase on Twitter
 Creation and successful rollout of a digital content strategy for online channels across all regions
SOCIAL & DIGITAL MEDIA CONSULTANT, Big Deal Management

I was responsible for the development and execution of social media and digital marketing for a national
B2C and B2B real estate group: Orchard & Shipman and its subsidiary companies Campsie and Letfirst. This
involved:
 Creating a social and digital media strategy for each brand
 Developing a digital content and social media calendar for each brand
 Copywriting content for social media messages, blogs and website content
 Designing, creating and curating relevant media content for all social media channels; and
managing all published content
 Responsible for all social media channel designs and platform optimisation
 Day to day management of all social media channels including monitoring, listening and responding
to engaged users
 Analysing campaigns and translating anecdotal data into recommendations and plans for revising
social media and digital campaigns using Google Analytics, Woopra Analytics and account
platform insights
 Content creation and management of group websites
 Responsible for the redesign, restructure and content management of the company intranet
 Account management with digital marketing, web agencies and writers/bloggers
 Advocating social media use and brand engagement with employees
Achievements
 Optimised existing and established new social media channels for each brand
 Created Campsie Google+ business page in June 2014, which has gained 17, 248 hits within 6
months, with average monthly views at just under 2000
 209% increase in social media traffic on the O&S website in 6 months
 Planned and worked with digital and web agencies to redesign and develop the new Campsie
website, which was shortlisted for Website of the Year at the Negotiator Awards 2014
 70% increase in staff engagement across social media channels
 Increased organic reach of Campsie Facebook posts by 210% within 6 months of platform
management
 Launch of a redesigned company intranet to boost internal communication and engagement

as part of a busy team involved in strategic digital marketing campaigns across multiple channels
for a professional regulator and global thought leadership organisation. This included:
 Campaign management using CRM; analysing communications with strategic partners,
stakeholders and target audiences
 Developing weekly and monthly digital campaign reports and analytics for the CMO
 Producing and analysing weekly, monthly and bimonthly e-marketing campaigns to almost
250, 000 subscribers consisting of different target audiences
 Copywriting, producing and curating content and messages for multiple social media channels
 Coordinating and managing a social media content calendar in line with the campaigns calendar
 Managing a monthly content strategy board across regions
 Digital community engagement and management- focussed upon identifying and building
relationships with key influencers and stakeholders
 Website management involving copywriting content and creation of pages
 Providing an out of hours social media service for monitoring and interaction with followers

I provided marketing communications support to a team of five senior professionals on development and
regeneration projects. This role later developed into providing digital marketing and PR support for a £450
million regeneration project.

 110% increase in engagement from staff with weekly internal e-marketing campaign
 Increased Twitter followers from just under 2000 to over 23, 000 within a year; planned and
supported two successful Twitter chats involving over 300 contributors and 600 tweets
 Stabilised and increased average engagement with Facebook posts to 313 individual interactions
per month
 Successfully helped embed social media strategy internally- almost 70% of employees now
connected with the company profile on LinkedIn
 54, 295 views on the GMC blog within six months of launch; with 12, 027 peak views in one month
 Live tweeted, monitored and engaged with conversations on social media at annual conference,
involving over 300 contributors and 1600 tweets; with event hashtag #GMCconf generating
almost 7 million impressions on Twitter