Rachel Pietersen

I’m a Global Social Media Lead with 8+ years’ experience building social-first systems that sit at the intersection of culture, creativity and performance. I translate audience insight, platform behaviour and emerging AI-driven discovery into structured creative direction - turning brand positioning into ideas designed to travel, engage and convert.

​

I lead social strategy end-to-end, from narrative architecture through to execution and optimisation. My work spans global, multi-platform campaigns across B2B and B2C, delivering award-winning creative, sustained community growth and measurable commercial impact. I’m particularly interested in how AI and evolving platform algorithms are reshaping content systems, discoverability and brand authority.

​

I’ve partnered with brands including Disney, LEGO, adidas, MAN Truck & Bus, AkzoNobel, Allen & Overy, First Merchants Bank, Infosys, Dematic, M&G Investments, Poetry and Forever New.