AllSaints – Global Paid Social Strategy
Role: Paid Media Planning Manager (Croud)
Time Period: 2023
Channel: Meta (Facebook & Instagram)
Focus: Full-funnel paid social, seasonal campaigns, international rollouts
The Overview
As part of my role at Croud, I supported paid social planning for AllSaints, supporting the brand across global markets with campaign strategies designed to drive both brand and performance outcomes. The challenge was balancing premium positioning with the pace of retai, all while keeping results sharp and spend efficient.
My Role
I was responsible for paid social planning and strategy across Meta platforms, supporting always-on performance and seasonal brand pushes. My role required close collaboration with AllSaints’ internal team to deliver campaigns that aligned with commercial objectives across international markets.
Key responsibilities included:
Leading campaign strategy and planning across Meta in the UK, US, and key EU markets
Supporting performance activity across always-on conversion campaigns and product launches
Building media plans tailored to promotions, sales cycles, and peak retail periods
Advising on creative formats, messaging, and best practices for Meta performance
Providing strategic recommendations to increase efficiency and scale
Presenting insights, campaign results, and testing plans directly to client stakeholders
Key Highlights
Supported multi-market Meta strategy — from the UK to the US and Europe
Delivered strong ROAS across BAU and promo activity through strategic campaign structuring
Helped streamline creative and targeting to reduce CPA and improve ad relevance
Trusted to lead planning conversations and advise on budget allocation by region
Worked closely with internal and external teams to align campaign strategy with trading priorities
Why It Matters
AllSaints was a fast-paced, high-expectation client where performance had to match brand. Working on this account sharpened my ability to plan paid social at scale, across markets, and with creative that felt premium and converted. It also reinforced the importance of adaptability, reacting fast to retail demands without losing strategic clarity.