Head of Social Media, iPlayer and BBC Three | BBC

ANDRE SOUSA

Strategic and results-driven social media leader with over 12 years of experience shaping digital strategy for global entertainment brands. I currently oversee the social media strategy for BBC iPlayer and BBC Three, where I lead high-performing teams to deliver campaigns that captivate under-35 audiences, drive iPlayer growth, love for the BBC, and set the benchmark for innovation in digital content.

My work blends creativity with data-led discipline. I’ve spearheaded campaigns for titles including Drag Race UK, I Kissed a Boy, The Traitors, Gladiators, Gavin and Stacey, A Good Girls Guide To Murder and more, consistently scaling reach, engagement and conversions across TikTok, Instagram, YouTube and other platforms. Beyond campaign delivery, I focus on building resilient teams, integrating AI into workflows, and collaborating across marketing, press, commissioning and product to align digital strategy with wider business objectives.

I’m equally comfortable navigating high-pressure moments, developing new frameworks for talent collaboration, or experimenting with emerging formats that keep the BBC at the forefront of digital culture. I believe the best strategies come from combining creative instinct with smart use of technology, turning bold ideas into measurable impact.

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Expertise & Leadership

Social Leadership

I shape the social vision for BBC iPlayer and BBC Three campaigns, driving cultural impact that reaches millions, delivering audience growth and deeper brand love among under-35s.

Digital Innovation & AI

I champion digital transformation by responsibly embedding AI into workflows and pioneering new way of working. From efficiency to automation, my focus is on making social smarter, faster, and more effective.

Creative Campaigns That Cut Through

From Drag Race UK to The Traitors and Gavin & Stacey, I’ve delivered campaigns that spark cultural conversation and set benchmarks for impact, with native storytelling that cuts through the noise and capture audience attention.

Collaboration Across the Business

I align social with wider organisational goals, influencing stakeholders across marketing, PR, commissioning and product to maximise impact and growth.

Data-Driven Growth

I turn insight into strategy, scaling content performance and proving ROI, ensuring creativity is always backed by evidence.

People-First Leadership

I build empowered, high-performing teams where creativity and wellbeing thrive. My style balances ambition with kindness, enabling people to grow and deliver their best.

Industry Recognition

As a judge for the Broadcast Digital Awards and other major awards, and a regular speaker on digital-first storytelling, I help shape the future of entertainment marketing.