Leanne Fitz-Fernandez

Digital Marketing Executive @Miniso Uk

London, GB

In my role at MINISO UK, I focus on enhancing MINISO\'s digital presence and achieving measurable success through online channels. I oversee all key social media platforms, including Facebook, Instagram, TikTok, and LinkedIn, with the goal of increasing engagement and brand awareness. Metrics such as likes, shares, and comments guide my efforts in building lasting digital connections with consumers. I have achieved high levels of success, creating content which have organically reached over 95k views within the first 24 hours on TikTok.Alongside organic content, I leverage the power of Meta Business Manager and Business Ads Manager as well as TikTok Ads manager to orchestrate targeted paid campaigns and report results. Key metrics include return on ad spend (ROAS) and cost per acquisition (CPA), allowing me to refine my strategies for maximum impact.I take responsibility for MINISO UK\'s content calendar, ensuring it remains up-to-date with fresh, engaging content, including the creation of exciting videos and live content for new product launches, store openings and campaigns; many of which I have featured as presenter and spokesperson for the MINISO brand. I also maximise our online marketing activity to coincide with new store openings, aiming to drive foot traffic and sales, including arranging mobile display and DOOH (doors out of home) advertising by collaborating with external partners. Additionally, I have liaised with influencers/KOLs/KOCs myself and via influencer agencies, including the likes of Rosie McClelland (over 2.4 M followers on TT as of September 2023), to create content for the MINISO UK brand and enhance online digital presence.

Oxford Brookes University

BA, Film, Communication, Media and Culture

University of Surrey

MSc, Digital Marketing and Channel Management

Farnham 6th Form College

A-level, Photography, Media, English Literature and Language