During my time at Bonny, my work centered heavily on collaborations, where I managed both gifted and paid creator partnerships as well as brand collaborations for giveaways. I owned the full process, start to end: from defining the overarching creator strategy for each season, to conducting in-depth research to identify aligned creators, performing outreach and pitching collaborations, handling negotiations and contracts, and delivering clear creative briefs. I also guided the content through multiple feedback and editing rounds, ensuring the output was optimised for brand voice, audience engagement and ad results, iterating on concepts to maximise performance.

Below are examples of some of the most successful collaborations I led, which achieved exceptional reach and engagement thanks to strong brand–creator alignment and a focus on authentic storytelling.