Sandy Letham
Australian-born, UK-based marketing and communications professional with 10+ years’ experience across fashion, travel, and tech. I combine strategic insight with creative execution to deliver standout campaigns and everyday content that builds brands people trust and remember. Known for my sharp eye for detail, strong project management skills, and ability to turn ideas into results.
Freelance Digital Marketing Manager Whirli | September 2023 - February 2024 Delivered in-depth social audits to identify growth opportunities and optimise engagement. Managed Instagram, Facebook, TikTok, and YouTube, driving a 23% increase in impressions and 15% lift in engagement within 3 months through targeted campaigns. Executed high-performing email and SMS re-engagement campaigns, achieving 12%+ open rates and a 5% increase in conversions. Created SEO-led blog content that grew organic traffic by 15% and strengthened Whirli’s authority in the category. Managed influencer and affiliate partnerships to strengthen brand credibility, amplify reach, and drive scalable subscriber growth across new acquisition channels.
Developed and implemented a global content strategy aligned with H&M’s new brand DNA, elevating visual storytelling and driving engagement across all major platforms. Led end-to-end social channel strategy for @hm, @hm_man, @hm_kids across Instagram, TikTok, Facebook, Pinterest, X, and YouTube, tailoring content per platform while maintaining cohesive brand identity. Drove significant audience growth: @hm +400K, @hm_man +300K, @hm_kids +1M followers. Directed the planning and publishing of the global editorial calendar to align regional/local markets and ensure consistent, high-impact content delivery. Oversaw creative briefing and production with internal studio teams, ensuring content was on-brand, timely, and performance-driven. Spearheaded agile real-time content execution for major global activations including Coachella, The Fashion Awards, and Mugler x H&M. Partnered with celebrity and influencer teams to secure culturally relevant talent, expanding reach and driving campaign visibility. Worked with the media innovation team to identify and test new formats and platforms, keeping the brand ahead of digital trends. Led monthly reporting and analytics for global channels, delivering performance insights and data-led recommendations to optimise future content. Acted as key lead in global social crisis communications, designing and managing response frameworks across all social channels.
Led the development and execution of global internal and external communication strategies across 10 regions and 60 local markets, ensuring unified messaging and brand alignment at every touchpoint. Spearheaded regional town halls, brand launch events, and leadership communications to drive alignment, engagement, and cross-functional collaboration. Oversaw high-stakes communications projects including change management, new market entries, and global campaigns, delivering seamless execution, on-time rollouts, and strategic impact. Played a key role in global crisis communications, supporting real-time response efforts to mitigate risk and protect brand reputation. Designed and delivered social media crisis training workshops across global teams, building capability and readiness to respond to critical incidents with confidence and consistency.
Developed and delivered strategic communication plans for UK/IE markets, leveraging storytelling and multi-channel execution to drive engagement and measurable impact. Led the rollout of a new internal communication framework, improving organisational alignment, knowledge sharing, and cross-team engagement. Planned and executed local kick-offs and high-impact events, ensuring alignment with global internal comms strategy and delivering consistent, on-brand messaging. Produced high-quality internal and external communications across owned channels including social, web, newsletters, and press, tailored to audience and platform for maximum reach and resonance. Owned local crisis communications, monitoring digital sentiment and leading swift, strategic responses to mitigate risk and protect brand reputation.
I had the pleasure to work with Sandy during her time as H&M Global Social Media & Community Manager. We closely collaborated to ideate, produce, optimize and deliver always-on content for the Global H&M Kids’ Instagram account. As she was channel owner, she was responsible for reviewing both global campaign and editorial content. While I was the creative responsible for the channel, she brought her Social Media expertise to approve the final content plan and effectively schedule the content. Furthermore, during our time working together she excelled at identifying relevant topics for her channel audience, providing quick and concise feedback to the creative team, and uncovering potential opportunities for improvement. As a result of our collaboration, the Kids’ Instagram channel experienced a noticeable performance increase, even breaking some benchmark performance records. Sandy was a valuable asset to our collaboration since day one. Her expertise and knowledge of Social Media best practices, along with her inspiring guidance, made her a key player in our efforts. Her proactive and adaptable approach to changes also made her a pleasure to work with, even in challenging situations. Overall, Sandy demonstrated strong communication skills, a proactive attitude, and flexibility towards changes, making her an ideal colleague to work with. She is effective in bringing up relevant topics and improving audience engagement. She has shown leadership and problem-solving skills, is a team player, and contributes to the work with her insight, knowledge, and professionalism. She is a brilliant addition to any project that she puts her mind to, and I cannot recommend her skills enough. I would be very lucky if I get to work with her again.
Sandy is a very reliable professional and a pleasure to work with. Thanks for helping develop our marketing strategy.
I’ve had the pleasure of working with Sandy Letham over the past years in H&M’s Global Social Media team. Sandy has great experience and knowledge about social media marketing and communications. She has a keen eye for detail and a natural ability to communicate a message backed by insights and creative elements. She has a good understanding of branding and consumer behaviours across different channels and demographics. Sandy is also a team player and is always willing to go above and beyond to help her colleagues and to reach set goals.
Sandy and I worked together as Global Social Media and Community Managers, and she consistently exceeded expectations by developing innovative social media strategies, creating engaging branded content, and achieving remarkable results. She not only excels in her field but is also a dedicated team player with strong ethical principles, a 'can-do' attitude, and has the ability to perform effectively under tight deadlines. Her exceptional creativity and competence significantly contributed to our team's success.
I worked with Sandy as a Global Social Media & Community Manager at H&M for 2,5 years and throughout those years Sandy has been one of the most professional & talented people I've ever worked with. She knows the social media landscape like the back of her hand – any company should be grateful to have her!