During my time at Atletico London FC, I managed the club's social media channels across X and Instagram through a full season, taking ownership of everything from day-to-day scheduling and community engagement to live matchday coverage and post-match interviews.
On matchdays, I provided real-time coverage from the ground, combining photography, short-form video and written updates with player and manager interviews filmed, edited and published shortly after full time. The aim was always to give supporters immediate insight rather than something packaged up hours later.
Early in my time at the club, I redesigned the core matchday graphics on my own initiative. The new format generated a 2-3x increase in post impressions, and players began sharing content to their personal Instagram Stories unprompted, which said more about whether the content was landing than any metric could. I also developed a series of kit reveal graphics for each fixture that became a recognisable part of the club's matchday identity, giving the channels a consistent visual language fans could immediately place.
Working in a volunteer-led environment with limited access to professional photography and a difficult run of results pushed me to be more resourceful than a well-resourced club would have required. I learned to repurpose existing assets creatively, lean into storytelling when results made straightforward content harder to frame, and maintain a tone that felt authentic to the club even in tough moments. That period taught me more about consistency and working under pressure than any easier stretch of the season would have.
