FEI Social Media Lead

During my three years at the Federation Equestre Internationale (FEI), I served as the Social Media Lead, developing and executing content strategies that brought the world of equestrian sport to global audiences.

I led a dynamic team of editors, producers, and freelancers, working on some of the most high-profile events in the sport, including the 2023 Pan American Games, FEI European Championships, FEI World Cup Series, and the Longines League of Nations series launch. One of the most rewarding parts of my role was the opportunity to oversee live coverage of the Paris 2024 Olympic and Paralympic Games, where I created and executed social media strategies that reached millions worldwide.

I was deeply involved in the creation of engaging content and bespoke strategies for the FEI’s channels, ensuring our messaging resonated with diverse audiences. I was responsible for planning all content, coordinating with external agencies, and briefing freelancers to produce top-quality visuals and engaging stories. The results spoke for themselves, with record-breaking social media metrics from the 2023 Pan American Games and the best-ever media results for an Olympic Games at Paris 2024.

Working closely with commercial partners like Longines, Bates, Cavalor, and Boehringer Ingelheim, I ensured that brand partnerships and media campaigns were seamlessly integrated into our strategies. From social media strategy and content creation to managing live event coverage and reporting on engagement, my time at the FEI was defined by a commitment to pushing the boundaries of what’s possible in digital storytelling.

From 2023 to 2024, my tenure as Social Media Lead at the FEI was marked by significant growth and success across key digital platforms. Through a refined content strategy, audience engagement, and data-driven decision-making, we not only met but exceeded all set targets. The latest Sport on Social report (2025) highlights these achievements, showcasing our substantial upward trajectory in global rankings.

Key Performance Highlights (2023-2024):

• Overall Ranking: 12th in the world (+5 places from 2023)

• Facebook: 7th in the world (+9 places from 2023)

• Instagram: 15th in the world (+13 places from 2023)

• X (formerly Twitter): 18th in the world (+14 places from 2023)

These results reflect the strength of our strategy and execution, reinforcing FEI’s position as a leader in digital engagement within international sport.

The full Sport on Social International Federations 2025 Report can be viewed here.