valpak

valpak by reconomy is one of the uk's leading packaging compliance and sustainability businesses, operating in a regulatory and technical space where most brands default to dry, corporate content and hope that being useful is enough. shauna spent four years there as a marketing executive, using an ever evolving content strategy to make one of the country's most technical regulatory industries feel genuinely engaging. she took ownership of the day to day, social media, email marketing, graphic design, copywriting, and stakeholder engagement, working both independently and collaboratively while managing multiple workstreams and keeping output consistent across every channel. given a brief, she delivered. given creative control, she pushed further.

the brief was to grow valpak's linkedin presence and make the brand feel less like a compliance provider and more like a community. shauna and the team developed a content strategy built around informing and educating a professional audience, going well beyond the static banners that dominate b2b social. the output was a diverse mix of dynamic carousels, short-form video, thought leadership posts, event promotion, and regulatory updates packaged in a way that people actually wanted to engage with.

the standout initiative was the employee success story campaign. rather than talking about products and regulations, the content put real people front and centre. staff who had been at valpak for over 20 years, people who had been promoted, people who had moved departments and built careers they were proud of. it gave the brand a face and a culture, and it worked. over three years, linkedin followers grew from 2,000 to over 11,500, a 475% increase, largely organic.

shauna managed email marketing end to end, from strategy and copywriting through to design, deployment and reporting. campaigns covered everything from monthly event roundups and webinar promotions to regulatory update newsletters and targeted acquisition outreach. each one was built to serve a specific audience with a specific goal, not just to fill an inbox.

the most significant campaign was the competitor acquisition campaign, a targeted programme aimed at businesses signed up with rival compliance schemes. compliance renewals run on fixed annual windows, so the campaign had one shot to land before competitors' renewal dates passed, no room to slip the send date and wait for the next opportunity. shauna built and delivered it to that deadline. in 2024 alone, it generated 18 direct contract wins worth over £180,000, and was a contributing factor in a further 15 contracts worth a combined £32,000 plus. for a single email campaign in a niche regulatory sector, those are serious commercial results, delivered against a deadline that didn't move.