EXPERIENCE

Over a decade of digital leadership driving audience growth for world-class entertainment brands.

A social media leader and audience strategist with over a decade of experience growing audiences, leading high-performing teams and delivering award-winning campaigns across media and entertainment. Currently leading social media strategy for BBC iPlayer and BBC Three, with a particular focus on audience growth, digital innovation and the future role of AI in media.

Professional History

06/2023 - Present
BBC

Head of Social Media, iPlayer & BBC Three

Lead social strategy across BBC iPlayer and BBC Three, overseeing campaign planning, audience growth, influencer activity, governance, and AI-enabled workflows for high-profile entertainment brands.

● Deliver 3B+ annual views through platform-native creative strategy, optimisation, and talent/influencer integration.
● Led a cross-functional team through a departmental merger and operating model change, improving speed and accountability.
● Oversee governance on sensitive, high-visibility moments, balancing audience expectations with BBC Editorial Policy.
● Embedded AI-enabled workflows to improve planning, content iteration, and operational efficiency across campaigns.
08/2022 - 05/2023
BBC

Head of Social Media, BBC Three

Led end-to-end social strategy for BBC Three’s 16–34 audience, building channel growth, cultural relevance, and campaign performance through platform-native content and talent-led storytelling.

● Grew TikTok followers 3x in 6 months through platform-native formats, creator and talent activation, and disciplined optimisation.
● Delivered record impressions and engagement on priority campaigns through agile production and data-led creative iteration.
● Generated 75M+ impressions through strategic talent partnerships and collaborative digital activations.
● Built a proactive team culture focused on creative ambition, fast testing, and continuous learning.
09/2013 - 08/2022
ITV Studios (Potato)

Head of Digital Content

Progressed through creative, production, and digital leadership roles across entertainment formats and social-first content.

● As Head of Digital Content, set up the digital team, scaled Brainiac TikTok to 500K+ organic followers, grew YouTube views and revenue, and delivered ITVX’s first original short-form commercial commission, The Chase EXTRA.
● Launched and grew The Chase and Ninja Warrior YouTube presence to 100K+ subscribers.
● Released The Big Reunion concerts on YouTube, generating 4M+ streams.
● Produced and edit-produced flagship entertainment formats including Ninja Warrior UK, Bear Grylls Survival School, The Mummy Diaries, First Time Mum, and CelebAbility.
● Developed and delivered a branded partnership for Mummy Diaries x Carex, generating 6.5M impressions and exceeding target by 35%.
2008 - 2010
Endemol Portugal / The Lab

Early Career Roles

Multimedia Designer, Assistant Producer, and digital content production roles across agencies and entertainment production in Lisbon and Barcelona.

Selected Brands & Campaigns

I have led or contributed to digital strategy, audience growth, and multi-platform campaigns for some of the UK’s most recognizable entertainment, drama, and reality properties:

Entertainment, Reality & Format Hits
The Traitors  •  Celebrity Traitors  •  RuPaul's Drag Race UK  •  Gladiators  •  The Chase  •  The Wheel  •  Destination X  •  Ninja Warrior UK  •  CelebAbility  •  The Big Reunion

Drama & Scripted Content
Doctor Who  •  Gavin & Stacey  •  EastEnders  •  Blue Lights  •  The Capture  •  Waterloo Road  •  A Good Girl's Guide to Murder  •  The War Between the Land and the Sea  •  Boarders  •  Small Prophets

Factual, Youth & Reality-Docu Series
I Kissed a Boy  •  I Kissed a Girl  •  Ambulance  •  Crime on the BBC  •  Juice  •  Bear Grylls Survival School  •  The Mummy Diaries  •  Ferne McCann: First Time Mum

Expertise

Audience Growth & Fandom

Helping entertainment brands grow audiences, deepen fandoms and build meaningful connections with viewers.

Entertainment Marketing

Creating social-first campaigns that help entertainment, drama, reality and factual content reach new audiences and cut through culture.

Social Media Leadership

Building high-performing teams and shaping social media functions that deliver creative, strategic and organisational impact.

AI & Media Innovation

Exploring how artificial intelligence can transform content creation, publishing workflows and audience engagement across media organisations.

Platform Strategy

Turning platform shifts, audience behaviours and emerging trends into opportunities for growth and innovation.

Talent & Partnerships

Collaborating with creators, talent, production partners and stakeholders to maximise reach, relevance and cultural impact.

Industry Speaking & Thought Leadership

Sharing perspectives on social media, audience growth, entertainment marketing and AI innovation through conferences, panels and industry events.

Education

2011 - 2012
National Film and Television School

MA Producing and Directing TV Entertainment

FINAL GRADE: Excellent (distinction) Graduation pilot quiz show "The Big Steal" was optioned by Warner Bros. International TV Production. Dissertation titled "Quiz in the Future: The Evolution of TV Quiz Shows Towards the Century of Engagement".
2004 - 2008
University of Beira Interior

BA Multimedia Design

Final Grade: A.

Languages

English

100%

Portuguese

100%

French

100%

Spanish

70%

Polish

5%

Copyright © 2026 Andre Sousa. All rights reserved.