As Digital Manager at Butterfly Conservation, I oversaw end-to-end digital engagement for one of the UK’s most recognisable conservation charities. My role combined national campaign leadership, website and SEO improvements, and digital content production – all underpinned by a strategic approach to community engagement and data-led decision-making.
A still from ‘The Colour of Transformation’ – a powerful short film and visual collaboration launched by Butterfly Conservation to mark Black History Month. I supported the campaign’s digital rollout, helping amplify this bold, expressive celebration of the relationship between people, place, and pollinators. The film spotlighted voices from underrepresented communities and used rich, immersive visuals to explore identity, belonging, and the transformative power of nature. Shared across digital platforms, it invited audiences to reflect on how connection with the natural world can foster joy, healing, and social change.
The State of the Uk's Butterfly report, released in 2022, that I helped to successfully launch.
Digital Content Creation & Storytelling
A major part of my role involved turning conservation data and science into engaging, human-focused storytelling. I created multimedia content including explainer videos, blog posts, animations, infographics, and species guides — each designed to educate, inspire, and move people to act.
I supported the digital rollout of key campaigns such as The Colour of Transformation — a bold short film released for Black History Month, exploring nature, identity, and belonging through powerful visual storytelling — and the State of UK Butterflies 2022 report, one of Butterfly Conservation’s most high-profile science communications releases. For both, I worked on content planning, visual asset delivery, and multi-channel promotion to ensure maximum reach and engagement.
All content was mapped to specific user journeys — from schools and families to seasoned wildlife recorders — helping increase traffic, dwell time, and supporter conversion. Whether it was a 30-second social reel or a deep-dive article, everything was built to bridge the gap between science and story.
Promotional image for Butterfly Conservation’s monthly photography competition — a key part of our supporter engagement strategy for Facebook.
Q&A session with wildlife presenter Chris Packham, created to deepen engagement and inspire Big Butterfly Count participants with expert insight.
A seasonal spotter guide shared across Butterfly Conservation’s digital channels to help the public identify species during summer months.
An epic solo cycle from Land’s End to John O’Groats to raise funds for Butterfly Conservation. I helped support the digital promotion and storytelling.
Artwork inspired by British moths and wildflowers, used in social media and email campaigns to advertise collaborative online art sessions
Social Media Strategy & Community Building
I led the development of a cross-platform content calendar that aligned with campaign peaks, seasonal activity, and emerging trends - spanning Instagram, Facebook, Twitter/X, LinkedIn, and TikTok. Content ranged from high-performing reels and behind-the-scenes clips to educational threads and supporter shout-outs.
Key to our success was authentic community management: we didn’t just post - we talked, listened, replied, and reshared. I nurtured a loyal, active digital community by highlighting supporter stories, championing volunteers, and responding to messages and mentions with care and enthusiasm.
This contributed to a significant rise in engagement and follower growth, while creating a warm, inclusive tone that reflected Butterfly Conservation’s values.