Charlie
Harlow
I build creator campaigns and programmes.
I set measurement up from the start, and brief creators with both creative freedom and clear strategic direction.
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I build creator campaigns and programmes.
I set measurement up from the start, and brief creators with both creative freedom and clear strategic direction.
Earned media value calculated in Sprout Influencer Manager.
~£5.30 in earned media per £1 spent · 16.6M views
3.9M reach · £1.10 TikTok CPM
6.5M views · 3× view target
613K reach vs 500K target · 1M+ video views
"Charlie is a joy to work with; interesting, curious, and fun. She has been integral to evolving how we work with creators at CoppaFeel!, reducing agency support and bringing relationship management in house, delivering authentic partnerships and enhanced ROI for the charity. Charlie is also a valued member of the core team that delivers CoppaFeel!'s annual campaign; ensuring it's diverse, embedded in youth culture and resonates with the audiences we serve."
"Charlie is an incredibly smart, tenacious and curious professional who from the get-go instinctively 'got' how to develop a brand's social media and has shown a real flair for initiating and developing disruptive and effective creative content. She is an absolute star and an absolute pleasure to work with."
"Charlie is committed to equity, diversity and inclusion. She led an impactful project engaging a South Asian community with health messaging, incorporating focus groups to ensure the work was relevant, respectful and effective. She also independently developed expertise in paid media, particularly across TikTok and Instagram, using a test-and-learn approach to optimise performance. Her reporting is consistently reliable and she has a strong grasp of objectives and measurement."
"Charlie joined Dojo in a crucial period of growth, focusing on a high-value customer vertical and with minimal guidance was able to deliver a comprehensive content strategy that nailed the specific needs and nuances of our customers. Her ability to cut through ambiguity and get to the root of the problem has been extremely impressive, and I've seen her navigate stakeholder relationships with ease, building trust quickly even at a senior level."
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I build creator campaigns and programmes.
I choose creators for fit rather than follower count, set measurement up from the start, and brief them with both creative freedom and clear strategic direction.
The result is content that feels natural, recognisable and engaging to its audience, while still working towards clear brand goals.
I can take on a single campaign, build a creator programme from scratch, or become the person who runs it month after month. From strategy and creator selection to briefing, management, paid amplification and reporting, I can take it from the first idea through to delivery.
I came up through brand and campaigns rather than only influencer marketing. That means I can take a campaign platform and turn it into a creator brief that gives people room to make it their own without losing the point.
A lot of my experience has been in health, including breast cancer awareness, postpartum recovery and sexual health. I've worked with audiences who are often talked past rather than talked to, where getting the message right matters. I keep the accuracy and I keep the creator's voice, because the second is what makes the first one land.
Five years across Elvie, CoppaFeel! and Dojo. Now freelance, working with brands and agencies remotely on creator strategy, campaigns and programmes, including as a fractional creator lead.
If you're planning a creator campaign or programme, I'd like to hear about it.
A structured review of your creator activity: what you are spending and where it actually goes, roster quality and fit, contracts and usage rights, and how it is currently measured. You get a roadmap and a measurement framework you can defend. If you are starting from scratch, the same work runs forwards: what to build, who to work with, and how you will know it is working.
End to end campaign delivery: strategy, creative platform, creator brief, sourcing and management, paid social, and reporting.
Sourcing, contracting and usage rights, creator onboarding so they properly understand the product or the campaign, a briefing system your team can run without me, first cohort live, paid amplification, reporting, and handover.
Ongoing programme management on retainer. Roster and relationship management, the monthly briefing cycle, budget and paid, and reporting. The version of this role that does not need a headcount.
Tell me what you're planning and I'll tell you honestly whether I'm the right person for it.
The UK's only youth-focused breast cancer awareness charity.
Brought CoppaFeel!'s creator programme back in-house from an agency and scaled it into a core channel for the annual campaign.
"The healthiest 'check your chest' promo I've ever seen!"
Figures cover the creator programme only, including creator fees and the paid amplification behind that content. Earned media value calculated in Sprout Influencer Manager.
This campaign is one of the biggest moments of the whole year for the charity. It has to get 18 to 24 year olds checking their chests, which is a hard ask on platforms built for entertainment.
The creator programme had previously been run externally.
Led the creator programme end to end: strategy, sourcing, briefing, relationship management, paid amplification and reporting.
I brought it in-house myself: finding creators, having the conversations, and holding the relationships afterwards so they belonged to the charity rather than to an agency.
The brief was the part I cared about most. With a subject like breast cancer, the temptation is to hand creators a script. We kept the messaging clear and accurate, because that part isn't negotiable with health content. Everything else was theirs: how they told it, what felt authentic to their audience.
Seven creators, all aligned to 18 to 24 audiences. TikTok and Instagram, with paid amplification behind the work.
Creators are now a core channel for the campaign, and CoppaFeel! owns the relationships.
Campaign hero asset (creative agency)
Creator: @diaryroom
Creator: @twinsum
Creator: @kareenajethwa
"Charlie is a joy to work with; interesting, curious, and fun. She has been integral to evolving how we work with creators at CoppaFeel!, reducing agency support and bringing relationship management in house, delivering authentic partnerships and enhanced ROI for the charity. Charlie is also a valued member of the core team that delivers CoppaFeel!'s annual campaign; ensuring it's diverse, embedded in youth culture and resonates with the audiences we serve."
Martine O'Donnell, Marketing Director, CoppaFeel!
Global femtech brand and Deloitte UK Technology Fast 50 company.
Built a UGC programme from nothing to fuel organic social, paid social and product launches.
We were paying expensive influencers for one or two videos every month or two. Good content, but nowhere near the volume of short-form video we needed to feed paid and organic.
Built the creator network from nothing, and ran it over one to two years.
I built a network of early-stage creators rather than a handful of expensive names, and invested properly in getting them good: on the product, and on how to actually make content that performs.
That meant kitting some of them out with basics like ring lights, and running monthly and quarterly reviews where we looked at what was and wasn't working and pushed the content further.
Once they understood the product and the format, we could produce at a volume and pace a handful of high-fee partnerships never could, and reactively enough to move with what was happening on the platforms.
| Target | Delivered |
|---|---|
| 2.2M views | 6.5M views |
2.2M views was the target. We finished at 6.5M, from over 100 videos and a roster of ten-plus creators the brand owned outright rather than rented from an agency.
The point was never the view count. It was that Elvie ended up with a content engine running at the speed the platforms actually move at.
Creator: @morganbutlerblog
Creator: @aratakyiesq
Creator: @nicole_moses
"Charlie is an incredibly smart, tenacious and curious professional who from the get-go instinctively 'got' how to develop a brand's social media and has shown a real flair for initiating and developing disruptive and effective creative content. She is an absolute star and an absolute pleasure to work with."
Gemma Buggins, Global Marketing Director, Elvie
The UK's only youth-focused breast cancer awareness charity.
Led a targeted creator campaign engaging young people with South Asian heritage with breast health messaging in culturally relevant formats, shaped through audience focus groups.
"Genuinely didn't know how to check my chest before this!"
Research showed lower awareness and self-checking among young people with South Asian heritage. Part of the reason was that existing health messaging and materials lacked culturally relevant representation.
Owned strategy, creator management and paid social end to end.
We ran focus groups before writing anything.
That shaped a three part series moving from awareness through to actually checking, rather than one post hoping to do everything at once. We worked with creators from the community, and put paid behind it on TikTok and Meta.
3.9M deduplicated paid reach and 9.1M TikTok impressions, at a £1.10 TikTok CPM.
The line I keep coming back to is a comment: "Genuinely didn't know how to check my chest before this." That is the campaign working. You do not get that sentence out of an approved script.
Part 1: Awareness
@nishahmedd
@iconicakes
Part 2: Checking Guidance
@nishahmedd
@iconicakes
Part 3: Signs
@nishahmedd
@iconicakes
"Genuinely didn't know how to check my chest before this!"
"So important, love this Nish 🖤🖤🖤🖤"
"So many people need to hear this!"
"An amazing video and even more amazing reminder 👏🏽👏🏽👏🏽"
"Charlie is committed to equity, diversity and inclusion. She led an impactful project engaging a South Asian community with health messaging, incorporating focus groups to ensure the work was relevant, respectful and effective. She also independently developed expertise in paid media, particularly across TikTok and Instagram, using a test-and-learn approach to optimise performance. Her reporting is consistently reliable and she has a strong grasp of objectives and measurement."
Eleanor Sethi, Head of Marketing, CoppaFeel!
Global femtech brand and Deloitte UK Technology Fast 50 company.
Led a digital campaign establishing postpartum sexual wellbeing as a new content pillar for the brand.
"Oh man I thought I was broken until you explained the desire part. I'm not broken thank god"
Postpartum sex is something an enormous number of people are quietly worried about and almost nobody discusses publicly. For a brand, it is the kind of subject where the safe move is to say nothing at all.
Owned strategy, research, execution and reporting end to end for Sexual Health Month, a new content pillar established to cover postpartum sexual wellbeing.
It started in social listening. The questions people were asking were more specific, and more emotionally loaded, than anything we were publishing could address.
I ran academic and qualitative research to define what the audience was actually struggling with, and built the campaign around that. Hannah Witton carried it on YouTube and Instagram, with creator content from the UGC programme underneath, plus email and editorial.
| Target | Delivered |
|---|---|
| 500K organic reach | 613K |
| 1.3% Instagram ER | 1.7% |
| 1.5% email CTR | 2% |
Every target beaten, and the messaging framework became a permanent content pillar rather than a one-off month.
The comments were the real result. "Oh man I thought I was broken until you explained the desire part."
Creator: @hannahwitton
Creator: @hannahwitton
Creator: @_caliryan
"I am 8 months pp and I am still totally uninterested in sex. My husband has been amazing and supportive, but internally I've been worried that something is wrong with me and our relationship. This video made me feel so validated and normal. Thank you for normalising all pp situations. 💗"
"Oh man I thought I was broken until you explained the desire part. I'm not broken thank god"
"Charlie is smart, proactive and an incredibly strong communicator. She is a naturally strategic thinker and is highly skilled at translating complex data sources into actionable customer insights. She is also well liked by everyone she works with. Any business is lucky to have her as a part of their team."
Mimi Williams, Global Senior Brand Manager, Elvie
Global femtech brand and Deloitte UK Technology Fast 50 company.
Developed a cross-channel content strategy using educational social content to drive audiences towards long-form blog content.
Existing blog, social, and email content operated separately, limiting reach and reducing the impact of educational content.
Led the development of a more connected content approach across social, blog, and email channels.
Improved the visibility and performance of educational content by creating a more connected cross-channel strategy.
"I had the pleasure of managing Charlie in 2023 and I was continually impressed by her decision-making abilities, her understanding of audience and brand, and her mix of creative and analytical thinking. Her approach to wider content strategy shows a very high level of insight. Charlie is proactive and eager to learn, and she's a genuinely lovely person to work with."
Hannah Hughes, Content & Community Lead, CoppaFeel!
The UK’s only youth-focused breast cancer awareness charity.
Owned brand guardianship and design operations across the whole organisation, turning an ad hoc request process into a structured, scalable system.
Following a brand refresh, design requests from across the organisation lacked a clear process, creating inconsistency, bottlenecks and inefficient use of a small design team’s time.
Sole point of contact for all organisation-wide design briefs. Owned the design process end-to-end and managed a freelance design team.
Turned a reactive design function into a structured, scalable process, delivering 150+ briefs a year within budget, while brand recognition rose 6 percentage points in the year following the rebrand.
"Charlie identified that due to the volume of design briefs that were coming in from all parts of the organisation, we needed a much more streamlined briefing and feedback process, a process that worked not only for me as the designer, but for the organisation to use and feedback on their projects.
Charlie created a new briefing form, consulting me on what details I find most useful at the start of a project, which was then rolled out as part of a wider system across the organisation to great success. Individuals submit their briefs and deadlines, and all feedback and progress is tracked within a task - it has really improved how I work across the CoppaFeel! organisation. Not only is there full transparency of my workload, but it has also streamlined the feedback process no end, which therefore speeds up the overall completion of tasks."
Elizabeth Mellor, Freelance Senior Graphic Designer, CoppaFeel!
"The healthiest 'check your chest' promo I've ever seen!"
"The best awareness video I have seen in some time 💗"
"Shout it louder ladiesss 💃🏼💃🏼!! Thank you for spreading awareness 💕💕"