Project: EE – Social Hub
Role: Communications Manager, EE

Following the merger of Orange and T-Mobile, EE was launching as a new brand into a highly competitive market. The challenge was not just to build awareness — but to establish a modern, responsive brand from day one.

Insight
Social media was evolving from a marketing channel into a business-critical intelligence and engagement layer. Most organisations treated it as peripheral — the opportunity was to embed it at the core.

Idea
Create a centralised Social Hub that would act as the real-time engine of the business — informing decisions, shaping communications, and connecting teams across the organisation.

Approach
I led the creation of EE’s Social Hub as both a physical command centre and an operational model:

• Built and led a cross-functional team of analysts and community managers

• Established real-time social listening to identify trends, risks, and opportunities

• Created reporting loops into senior leadership, including the CEO’s office

• Integrated social across comms, marketing, customer service, retail, and sales functions

• Positioned social as a proactive driver of brand behaviour — not just a reactive channel

The Hub fundamentally changed how EE understood and responded to its audience.

Impact

• Played a central role in the successful launch of EE and the UK’s first 4G network

• Made EE’s Facebook page the second fastest-growing in the UK in its launch year

• Delivered 363k followers, 4.4M YouTube views, 58k likes, and 81k retweets

• Ranked 6th ‘Most Socially Devoted Brand’ in the UK within three months (only telco in the top 10)

The Social Hub demonstrated that when social is embedded at the core of a business, it becomes a competitive advantage — not just a communications tool.