Portfolio 2026 — Vol. 04
Scroll-stopping content that actually converts.
Social media management and content strategy for founders, creators and brands — built on UX research, tested before it scales, measured against leads and sales.
Prepared by
Emmanuel Yusufu
Discipline
Social Media Manager
Content Strategist
Content Strategist
Edition
Vol. 04
Updated August 2026
Updated August 2026
Find me on
5+
Years in social & content
41+
Brands & creators served
287K+
Organic impressions
MSc
UX Design · Birmingham City, 2023
01 — Who I am
I make content people actually stop scrolling for — and act on.
I'm Emmanuel — a social media manager and content strategist with 5+ years across digital design, UX, and organic growth. I help founders, creators and brands turn their feeds into a steady source of inbound.
Most social media managers are either great at design or great at numbers. I'm trained in both. An MSc in UX Design taught me how to read user behaviour, run tests, and build content systems where every post earns its slot — not just fills the grid.
That means strategy measured weekly, content tested before it's scaled, and reporting that ties what we post back to what the business cares about: leads, signups, sales.
Credential
MSc, UX Design. Birmingham City University, 2023. Research-driven approach to content — every concept ladders back to a user behaviour or a business outcome.
02 — How I work
Research first, then a calendar, then the content.
01 / RESEARCH
Audit & audience
Competitor teardowns, audience interviews, comment-mining, search-trend pulls. The brief is built from data, not vibes.
02 / STRATEGY
Content pillars
4–6 pillars built around what your audience genuinely cares about — and what your business needs them to do next. Every post traces back to a pillar.
03 / PRODUCTION
Test, then scale
Every new format ships as a small test batch first. The data says what works, we kill what doesn't and double down on winners — instead of guessing.
04 / REPORTING
Tied to outcomes
Monthly reports that go past reach — inbound DMs, profile-to-link CTR, qualified leads. The metrics your operations team actually cares about.
03 — What you can hire me for
Five services. One operator.
01
Content strategy
Audits, pillar systems, monthly calendars and quarterly roadmaps. The plan you'd build if you had time to sit with the data for two weeks straight.
Audit · Pillars · Calendar
02
Short-form video
Reels, TikToks and YouTube Shorts — concepted, scripted, edited. Hook-first writing that's been A/B tested across 200+ pieces.
Reels · TikTok · Shorts
03
Carousel & static design
UX-informed carousels that finish — proper hierarchy, scannable copy, swipe-rate built in. Statics that look like a brand, not a template.
Carousels · Statics
04
Community management
Reply windows, DM triage, comment surfacing, sentiment monitoring. The unsexy work that quietly compounds reach.
DMs · Comments · Triage
05
Analytics & reporting
Monthly performance reports tied to business outcomes — not just impressions. Quarterly reviews with clear next-quarter bets.
Reports · Dashboards
All engagements include weekly check-ins, async updates on Slack or WhatsApp, and a monthly strategy call.
04 — Operating stack
Where I post. What I post with.
IG
Instagram
Reels · Carousels · Stories
TT
TikTok
Shorts · Trend audio · UGC
YT
YouTube Shorts
Repurpose · Long-tail SEO
IN
LinkedIn
B2B · Founder pages · Carousels
FB
Facebook
Reels · Paid social · Local reach
GB
Google Business
Local search · Posts · Reviews
Tools I run engagements on
Later
Buffer
Canva
CapCut
Notion
Meta Business Suite
Metricool
Figma
Slack
If your team uses something else — Sprout, Hootsuite, Airtable, Asana — I'll meet you there. The stack is a means, not the point.
Case 01
OnCallable · Home services marketplace · IG · TikTok · Facebook · Jul 2026 – present
Building the content library for a GTA home services app.
Ongoing content production for a home services marketplace that connects Toronto-area homeowners with vetted trades. My role covers statics, carousels and Reels, made for the feed and for paid social.
Starting point
A marketplace with two audiences sharing one feed, homeowners and tradespeople, and no content library to work from. Every piece has to hold up in the feed and still work if it gets cut into an ad.
What I do
Statics, carousels and Reels across the twelve services OnCallable is focused on right now. 40+ pieces so far, produced week to week, plus the content pillars, design system and tracker the work runs on.
How it works
Everything is planned against four pillars, so a piece has a job before it gets made. Formats that land get built on. The ones that don't get cut.
Reels in production
Fall Checklist
There's mold growing inside your shower
Should've Called a Pro (Electrician)
Case 02
Current engagement · Opálo · Hot yoga & Pilates studio · IG · Facebook · Google Business · Jun 2026 – present
Making a neighbourhood yoga studio the first result locals actually book.
Starting point
A hot yoga and Pilates studio in Imperial Beach, San Diego with 646 followers, no posting calendar, and a Google Business Profile sitting static while locals searched "hot yoga near me."
What I did
Built one monthly calendar covering Instagram feed, Stories, Facebook Events and Google Business posts, mapped to content pillars with a goal tracker attached. Every class format got a repeatable Reel and carousel template so production doesn't restart each week. Captions run hook-first and close on DM booking keywords, so intent lands in the inbox instead of the comments.
Why it worked
For a studio, the buyer lives within a few miles. Local search and event RSVPs move the needle as much as reach does, so Google Business and Facebook Events are treated as primary channels rather than afterthoughts.
Reels in production
Yoga at Sunset event
Your first Hot Yoga class
Self defense class
Case 03
B2B · LinkedIn & short-form · Nov 2022 – Jul 2023
Helping Shay Rowbottom scale her B2B video engine.
Starting point
Shay Rowbottom Marketing was producing LinkedIn-first short-form video at volume, for Shay's own channel and for the agency's clients. Raw footage came in faster than it could be turned into finished, publishable clips, and the editing team needed a consistent brief to work from.
What I did
Hired as Social Media Content Manager. I curated content for editing across Shay's channel and agency client accounts, selected the micro-clips worth cutting from raw footage, wrote the titles and calls to action, and assigned timestamps so editors knew exactly what to build. I reviewed finished videos for copy errors and suggested design fixes, kept the editing pipeline spreadsheets current, and ran regular check-ins with the editing team. Alongside that I built and maintained the SOPs and the content archive the operation ran on.
Why it worked
The bottleneck in a high-volume short-form operation is rarely the editing, it's the decisions upstream of it. Turning clip selection, title and timestamp into a single clear brief meant editors could work without waiting on clarification, and the SOPs and archive meant the same decision never had to be made twice.
Selected breakout clips
The new way social media is changing
Insane tax benefits of investing in commercial real estate
My personalized approach to saving clients money on taxes
05 — Selected work
Carousels that finish.
Swipe completion >65% · drag to explore
Home services / marketplace
OnCallable
Eight-slide seasonal checklist for Ontario homeowners. Large type over full-bleed photography, with a brand wash on the opening and closing slides.
Fitness / wellness
Opálo
Class-format carousels across four signature formats, built to a repeatable template. Brand palette: deep teal, sandstone, sea glass.
Real estate
Northcrest & Co.
Monthly listing carousels with embedded pricing and CTA. 8.1% CTR through to property pages.
Creative agency
Field & Form Studio
Founder-led brand story across five slides. Editorial tone, agency credentials. 920+ shares.
06 — Meet me
Press play. Then we talk.
Sixty seconds to put a face to the deck and a voice to the work — the simplest way to know if there's a fit before we ever get on a call.
00:03Who I am, where I work from
00:12Background & what I help with
00:29Tools I work in day-to-day
00:51How to start a conversation
Channel
Emmanuel Yusufu
Length
01:01
Topic
A quick personal intro
Verified · May 2024
“Emmanuel is a great asset and a very capable guy. We had a great time working together and appreciate all of his efforts and hard work.”
SR
Shay Rowbottom
Founder · Shay Rowbottom Marketing · 460K+ LinkedIn
07 — How we work together
Pick a package. Or go flexible.
Hourly
For flexible social media management on an hourly basis.
$30 / hour
Tier 01
Basic
From$750 /mo
For the business ready to show up consistently.
12 posts per month
8 static + 4 reels
12 stories per month
Templated & branded
Daily engagement
30 accounts per week
Community engagement
Comments & DM triage
Custom social strategy
Quarterly refresh
Monthly analytics report
Plain-English PDF
Most picked
Tier 02
Advanced
From$1,050 /mo
The sweet spot. For brands ready to grow, not just exist.
20 posts per month
12 static + 8 reels
20 stories per month
Templated & branded
Daily engagement
50 accounts per week
Community engagement
Comments & DM triage
Custom social strategy
Monthly refresh
Monthly analytics report
With strategy call
Tier 03
Ultimate
From$1,350 /mo
Full-send. For brands making social a real revenue channel.
28 posts per month
16 static + 12 reels
28 stories per month
Templated & branded
Daily engagement
70 accounts per week
Community engagement
Comments & DM triage
Custom social strategy
Bi-weekly refresh
Monthly analytics report
With dedicated strategist
Custom packages available, shaped around your volume, platforms and goals.
08 — One action from here
Let's talk about your next quarter.
No pitch deck, no obligation. Bring your accounts, a screenshot of last month's analytics, and the goal you want to hit next quarter. I'll come with a starting plan.
Find me on Upwork
Also on
LinkedIn · @emmanuelyusufu
Time zones
WAT · GMT · EST — reply within 24h