The Brief:
Lead social media strategy for Birmingham's first Commonwealth Games—a multi-sport global event spanning 11 days, 19 sports, 72 nations, and 5,000+ athletes.
My Role:
Senior Social Media Lead (On-site)
Challenge:
Launch a major sporting event to an audience that had never experienced it before, balancing athlete celebration, local community pride, sponsor requirements, and real-time operational complexity.

1,200% organic growth. 11 days. Thousands of stories.

Birmingham 2022 Commonwealth Games

Creative direction, content strategy, social media leadership

Birmingham '22 local team, Commonwealth Games team, Two Circles

scope of work

team

EXIT GALLERY >

Project Highlights

1,200% organic growth across Instagram, Twitter, Facebook, TikTok

Consistent top-3 trending topics throughout the 11 days

98%+ positive sentiment despite venue and weather challenges

65% post-event community retention (industry average: 15-20%)

The Results

Strategic Highlights

Community-First Storytelling
Rather than defaulting to medal counts and results, we led with human stories: volunteers, local pride, athlete journeys, moments of joy.

Real-Time, Multi-Sport Coverage

Managed teams delivering content across 19 sports simultaneously. Every sport mattered, not just the "headline" events.

Operational Excellence Under Pressure

Live sports don't wait. We built systems that allowed for speed without sacrificing quality or brand consistency.

Inclusive, Warm Tone

The Commonwealth Games aren't the Olympics—they're friendlier, more accessible, more joyful. Our content reflected that.

lets talk

Let's chat

I work with major sporting events, federations, and rightsholders who need strategic thinking—not just social media management. Whether you're launching a new property, revitalizing an existing event, or maximizing digital ROI, let's talk.

Ready to discuss your event?

Social media and content strategy