Isabelle (Christine) Rath-Social Media Specialist

Strategic development and operational execution of newsletter and content projects in a B2C environment. Working with reporting and performance data, deriving concrete optimization measures, and data-driven content optimization for more than 500,000 subscribers.

With AnywhereSheGoes, I support companies, brands, and decision-makers in developing content, campaigns, and communication structures in a way that is strategically clear, relevant to the target audience, and operationally feasible.

I value communication with direction and data-based decisions, as well as structures that do not only work on paper. I combine content, customer insights, brand understanding, and KPI logic to turn observations into concrete actions so that brands become more visible, strengthen customer relationships, and create measurable impact.

Building and leading global social media structures in an international B2B environment that requires explanation. Introducing analytics and social listening structures to further develop communication, content, and channels based on data.

Development and implementation of the social media strategy for a strong B2C brand. Campaign development, community-focused formats, and international communication projects with a focus on audience understanding, brand loyalty, and activation.

• Strategic development of the annual social media strategy and quantitative and qualitative reach growth
• Leadership and budget responsibility for supporting agencies as well as liaison work with Corporate Responsibility, Vendor Relations & Sustainability, Corporate Communications, Media & Brand, Marketing Innovations, and Cafissimo Marketing
• Implementation of metrics for editorial success, paid social, and campaign reporting
• Leadership of student workers, apprentices, and interns, and functional leadership for Junior Social Media Managers
• Responsibility for CSR activities/sustainability communication online
• Mount Kenya Project (2011–2014, Kenya): Integrated social media campaign, Facebook promotion, ambassador program, travel coordination, editorial and visual reporting, project management in committees, and financial documentation
• Cotton made in Africa Campaign (2014, Zambia): Strategic social media campaign and team management, over 310,000 video views
• WE Programme Campaign (2015, India, Vietnam & China): Strategic social media campaign, reach of over 2 million, over 260,000 video views
• Field to Body (2015, Ethiopia): Communication strategy and production team, over 140,000 video views
• Concept development and implementation of social media activities for FMCG and coffee products (2013–2015), including hidden-object game, video collaborations, interactive stories, and campaigns for the 10-year anniversary of the Cafissimo system

• Team leadership for product presenters and trade fair hostesses
• Sales support and product presentations, including show moderation
• Product consulting at trade fairs