Social Mode - Agency Founder
Social Mode
Founder & Managing Director
London & Dubai | 2019 – 2024
Context
Social Mode was founded in 2019 at a pivotal moment in the evolution of digital media. Platforms were shifting from static to video-first ecosystems, algorithms were becoming increasingly unpredictable, and brands were still largely treating social as a distribution channel rather than a commercial growth driver.
Within a year of launching, the global pandemic forced brands to move entirely online. Social became the primary channel for communication, community management and commercial survival.
The Challenge
Clients were navigating multiple layers of instability at once:
• Algorithm changes and the launch of Instagram Reels in 2020
• The collapse of traditional media distribution models
• Sudden digital dependency during COVID-19
• Heightened audience anxiety and the need for real-time brand reassurance
• The rapid emergence of generative AI in 2022–2023, transforming content production and creative workflows
Brands needed more than content. They needed clarity, community architecture, commercial integration and leadership through uncertainty.
What We Built
Social Mode grew into a consultancy supported by a core in-house team of six and a wider network of specialist freelancers across strategy, production and content.
Over a two-year period, we served more than 30 clients, including partnering with Now Agency as the dedicated social media and content arm for Go Ultra Low, a UK Government initiative driving nationwide electric vehicle adoption. This involved navigating complex stakeholder structures, translating policy into accessible digital storytelling and delivering national-scale audience education.
We developed integrated brand systems across content strategy, influencer ecosystems, paid and organic social and community management. Social was positioned not as an add-on, but as a commercial growth lever embedded into brand strategy.
In 2022, I led the relocation of the business from London to Dubai, establishing a new legal entity, rebuilding supplier networks and repositioning the consultancy for the MENA market. Within two years, we worked with over 30 brands in the region, delivering culturally attuned, social-first campaigns tailored to MENA audiences.
Impact
• 60+ clients served across two markets
• Multi-million reach campaigns across luxury, tech, automotive and public sector
• Profitable, high-margin consultancy built without external investment
• Successfully established and scaled in both the UK and UAE
Leadership & Strategic Growth
Social Mode was my education in leadership and business architecture. I structured retainers, oversaw P&L, developed operational systems, negotiated contracts, managed cash flow and led strategic sales conversations at both agency and board level.
At the same time, I was evolving as a leader during one of the most volatile periods in modern business. Guiding a team through algorithm shifts, a global pandemic, rapid platform change and the rise of AI required decisive thinking, emotional intelligence and steadiness under pressure. I developed into a brave, empathetic female leader, balancing commercial accountability with psychological safety and ensuring my team remained motivated and creatively energised despite external uncertainty.
Rebuilding the company in a new country strengthened my commercial resilience, cultural intelligence and long-term strategic thinking. The business exited as a profitable consultancy with a proven track record across two international markets.
