Erina is director of social & online, and social AVOD at UKTV. She’s responsible for the social media strategy & presence of the UKTV portfolio, which includes TV brands Dave, W, Yesterday, Gold, Alibi, Drama, Eden and on demand service UKTV Play. She leads an award-winning team of 19 social media superstars and strives to lead with empathy, compassion and purpose to create an environment and culture that enables everyone to authentically show up and create work they’re proud of everyday.
Part of the Marcomms Leadership Team, Erina represents and pushes social-first thinking for the marcomms team and wider business and has driven huge growth in this area since she joined as social media manager back in 2015. In her time as Director and previously as Head of Social & online, she has grown UKTV followers by 87%, increased reach by 31% all whilst maintaining engagement rates. She’s launched brands in new spaces such as Dave on YouTube and UKTV Play on TikTok. She’s proven the relationship between social and improvements in brand metrics, and delivered many UKTV firsts in her time which have delivered on the business’ digital ambition including monetising social media platforms, creating a new revenue stream for the business as well as launching new podcasts, including hit success Hypothetical: The Podcast which had driven in excess of 1M downloads.
Outside of work, she contributes to the industry by being part of the ISBA Advisory council which is a sounding board for Council to review and evolve ideas with a D&I lens and has been a Bloom mentor three times in the last two years to help drive equality within the industry. In her spare time, Erina is travelling as much of the world as possible, working out or drinking many a wine with her friends!
