About EMR Group
EMR is a global leader in sustainable materials with physical operations in the UK, USA, Germany and the Netherlands. Their purpose is to create a future where the materials we use do not need to be extracted from the planet.
EMR recycles around 10 million tonnes of metal and plastics each year - anything from a can to an aircraft carrier. This saves over 15 million tonnes of CO2 compared to virgin ore.
They work internationally with industry, government bodies and the general public to turn end-of-life materials, including consumer products, vehicles, and materials from industry, construction and demolition, into valuable resources - making the circular economy a reality.
My Role at EMR Group
As the Global Social Media Manager at EMR Group, I play a pivotal role in shaping and executing the company's digital communication on social media, for both our B2B and B2C audiences.
As an international business with multiple subsidiaries such as MBA Polymers UK Ltd., Mayer, Reusable Steels, International Shipbreaking Ltd., and My Auto Store, EMR Group operates across diverse sectors. Collaborating closely with cross-functional teams, I led the social media strategy and content creation for over 25 social media channels, spanning platforms such as Facebook, LinkedIn, Instagram, Twitter, YouTube, and TikTok, for both EMR and its subsidiary businesses.
Directing social media growth strategies, content creation, and campaigns, I employed tools like SEMrush for scheduling and analytics to advance sustainability initiatives and foster community engagement. Additionally, I frequently utilised Adobe Creative Suite and Canva to collaborate with our graphic designers on artwork creation. Our team used Microsoft Office applications and Teams for day-to-day communication and collaboration.
I oversee customer support via social media, collaborated on marketing events and partnerships, curated a comprehensive social media toolkit to maintain brand consistency across platforms, and delivered tailored social media training to our colleagues and commercial teams globally. These initiatives were instrumental in enhancing EMR Group's digital footprint while effectively communicating its dedication to environmental stewardship.
EMR Group Social Media
Here are just a few of the social pages I manage:
Social Media Growth
Upon joining EMR, one of my primary objectives was to segment social media platforms based on EMR's distinct B2C and B2B audiences.
Over time, I curated gate-trade-focused content tailored for customers frequenting our 60+ UK sites. This content comprised polls, site information, competitions, and educational materials on metals and the circular economy, disseminated across platforms most utilised by our gate-trade audience: Facebook and Instagram.
Similarly, I developed content targeting our commercial clients, corporate partners, and industry leaders, distributed on LinkedIn and Twitter. This content encompassed PR, CSR initiatives, industry updates, innovation projects, and profiles highlighting the individuals within EMR.
Presently, I am responsible for generating approximately 50 pieces of content monthly across all social media channels.
As Facebook for B2C and LinkedIn for B2B were priorities, this was where I spent most of my focus during my early days at EMR. Since starting in September 2022 to the end of 2023, these are some of the metrics I’ve achieved across Facebook, Instagram, LinkedIn and X (Twitter):
Social posts increased by 330%
Social reach increased by 116%
Social engagement increased by 60% (double the industry average)
Project: International Women’s Day
For International Women’s Day 2024, I wanted to highlight the leaders and innovators of EMR Group, to show our audience all the amazing women that are behind the recycling revolution.
Collaborating with our global teams, I worked with other members of the marketing team to storyboard, pitch, edit and create two videos, along with collating quotes and designing graphics to showcase these in a carousel format on our social channels.