2019 — Present
London
Social Media Lead
HSBC UK
Lead social strategy, budgets and agency partnerships, and introduced TikTok and Reddit to UK banking.
Social & Digital Strategy · London
Andrea Fenel
An expert in social media strategy and thought leadership, with a focus on banking and finance. Twelve years turning culture and technology into brand growth across multiple markets — from large regulated companies to startups — including building the biggest brand in social media at HSBC UK.
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12
years international experience
200%
growth in engagement at HSBC UK
4
languages spoken
I.Offerings
Paid & organic
Social media strategy
One plan across paid and organic — built on audience insight, tested in the open, measured against commercial goals.
- Audience and platform strategy across TikTok, Meta, LinkedIn and Reddit
- Paid: campaign planning, creative testing, budgets, agencies and reporting
- Organic: editorial systems, content formats, community and creator partnerships
- Compliant social for regulated industries — governance without killing the idea
Senior leaders
Thought leadership coaching
Coaching for executives with something worth saying — and the will to say it themselves.
- Positioning, point of view and a messaging platform you actually believe in
- LinkedIn programmes: cadence, formats, hooks and your own editorial voice
- Editorial review of drafts, articles and executive content
II.Experience
2025 — Present
London
Founder
Maison Snow
Built a peer-to-peer marketplace for pre-loved luxury skiwear, from prototype to brand.
2022 — Present
London
Marketing Advisor
HomeFinder.ai & Suites and Villas
Creative campaigns, digital marketing and audience development for real estate and travel founders.
2017 — 2019
Stockholm
Digital Sales & Social Media Manager
SEB Group
Directed paid and organic social strategy and coached senior executives on thought leadership.
2015 — 2017
Stockholm
Digital Growth & Client Solutions Manager
SEB Card
Led influencer activations and social PR for Eurocard across Nordic markets.
2014 — 2015
Nordics & Baltics
International Trainee Programme
SEB Group
Digital strategy and analytics work in Tallinn, Riga and Vilnius.
III.On stage
Guest SpeakerTikTok for Business — HSBC's social success story
SpeakerSocial Commerce Forum — building a test-and-learn roadmap
PanelistPerformance In Live
IV.Expertise
Thought leadership
Executive positioning, LinkedIn programmes, speaking, editorial voice for senior leaders
Creative & brand
Audience-led strategy, culturally relevant campaigns, content, influencer marketing
Digital growth
Paid and organic social, platform development, experimentation, measurement
Regulated industries
Compliant social in banking and finance — governance, approvals, risk-aware creativity
Innovation
AI-assisted creative tools, Lovable, digital prototyping, emerging platforms
Leadership
Team development, agency partnerships, budgets, governance
Platforms & tools
TikTok, Meta, LinkedIn, Reddit, Pinterest, Snapchat, Google Marketing Platform, Google Analytics, Adobe Analytics, Brandwatch, Sprinklr, Hootsuite, Canva, DoubleVerify
Languages
English · Swedish · Finnish · Norwegian