Isabelle (Christine) Rath-Social Media Specialist

Strategic development and operational implementation of newsletter and content projects in a B2C environment. Working with reporting and performance data to derive specific optimization measures and optimize content based on data for over 500,000 subscribers.

With AnywhereSheGoes, I help companies, brands, and decision-makers develop content, campaigns, and communication structures that are strategically clear, relevant to the target audience, and operationally implementable.

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

Built and led global social media structures in an international, complex B2B environment. Introduced analytics and social listening frameworks for the data-driven development of communication, content, and channels.

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 engagement, and activation.

• Strategic development of the annual social media strategy and increasing reach both quantitatively and qualitatively
• Leadership and budget responsibility for supporting agencies and acting as interface to Corporate Responsibility, Vendor Relations & Sustainability, Corporate Communications, Media & Brand, Marketing Innovations, and Cafissimo Marketing
• Implementing metrics for editorial successes, paid social, and campaign reporting
• Managing working students, trainees, interns, and providing technical leadership for junior social media managers
• Responsibility for CSR initiatives and online sustainability communication
• Mount Kenya Project (2011–2014, Kenya): Integrated social media campaign, Facebook promotion, ambassador program, travel organization, editorial and visual reporting, committee project management, 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 over 2 million, over 260,000 video views
• Field to Body (2015, Ethiopia): Communication strategy and production team, over 140,000 video views
• Designing and implementing social media activities for FMCG and coffee products (2013–2015), including a hidden object game, video collaborations, interactive stories, and campaigns for the 10th anniversary of the Cafissimo system

• Leading teams of product presenters and event hosts
• Initiating sales and giving product presentations including show moderation
• Providing product consultations at trade shows