When I joined the Goethe-Institut London as an Online Editor in June 2021, I was appointed project lead for Goethe-Institut Deutsch, a flagship digital project with over 280k followers and 2m likes on TikTok, and 250k followers on Instagram. In this role, I managed a team of in-house German teachers, our host Alex, and a Berlin-based video production company. Drawing on my own experience of learning German as a foreign language, I helped shape episodes to ensure they were engaging, inclusive, and accessible for a global non-native German audience.

My core production responsibilities included coordinating creative brainstorming sessions, reviewing content with our in-house teachers to ensure educational and factual accuracy, setting editorial agendas, developing social media roadmaps, and preparing posting schedules. On the administrative side, I regularly collected data on digital engagement and user metrics using analytical tools such as Webtrekk and Meta Business Suite, compiling the findings into digestible reports for internal strategy meetings to inform future content and digital marketing campaigns. Once content was scheduled, I also produced media packs with vertical videos and English-language texts for other Goethe-Instituts worldwide to distribute on their own social media channels, thereby extending the project’s reach.

Although the project was transferred to headquarters in 2023 due to funding cuts, I continued to contribute as a digital content producer and communications lead via the Goethe-Institut’s DigiLab. My tasks shifted to focus solely on sourcing and storing pre-produced vertical videos from HQ, preparing English-language social media texts to accompany the content, and sharing these media packs in our weekly DigiLab newsletter. As the manager of the UK’s social media channels, I was also responsible for re-sharing this content on the Goethe-Institut London’s Instagram channel to raise awareness and drive subscriptions.