Meet The Team
Training & Transforming: What’s Next for The Social Co Academy?
You’ve been with The Social Co for 6 years now – where did your career begin and what attracted you to join the business?
After graduating from Northumbria University with a degree in International Business Management, I began my career on the graduate scheme at Enterprise Rent-A-Car. This gave me a solid grounding in customer service, operations, and team leadership.
Eighteen months later, I moved into the media industry, starting with a sales role at Capital and Heart Radio. It was here that I first discovered my passion for media, sales, and the power of building meaningful relationships with clients. I thrived on connecting brands with audiences and quickly developed a love for understanding client needs and creating solutions that delivered results.
From there, I went on to Clear Channel International, where I gained valuable experience in outdoor media sales, before progressing to become Sponsorship and Promotions Manager for Metro and TFM. In that role, I had the opportunity to lead creative campaigns, build partnerships, and work closely with clients to bring ideas to life. Each step in my journey deepened my appreciation for the media industry and strengthened my skills in sales, relationship-building, and strategic thinking.
What ultimately drew me to The Social Co was the pace of change in the digital landscape and the incredible potential within the industry. I was excited by the opportunity to be part of a forward-thinking company that embraces innovation, helps brands stand out online, and creates impactful digital strategies.
Initially working in Sales, you’ve pioneered the growth of The Social Co Academy – where did this idea initially come from to add a training arm to the business?
The idea for The Social Co Academy was born out of conversations with businesses who were facing a common challenge. Many already had internal marketing teams or, in some cases, couldn’t afford – or didn’t want – to outsource their social media. What they really wanted was to be self-sufficient, to upskill their teams, and to feel confident managing their own digital presence.
We recognised that the digital landscape was evolving at such a fast pace that keeping up with new platforms, tools, and trends was becoming increasingly difficult. The Academy was designed to bridge that gap – providing businesses and individuals with the opportunity to refresh their skills, stay up to date with the latest developments, and ultimately take control of their own digital marketing with confidence.
Sales is a role where communication and relationship-building skills are pivotal – how have those skills transferred into your training role?
Sales has always been about understanding people, listening to their needs, and building trust through strong relationships. Those same skills transfer seamlessly into my training role. When I’m delivering training, I approach it in the same way I did with clients in sales—I take the time to understand the learner’s goals, challenges, and confidence levels, and then tailor my approach to suit them.
Relationship-building is just as important in training as it is in sales. Creating a supportive and engaging environment helps learners feel comfortable, ask questions, and get the most out of the sessions. Communication also plays a huge role – whether that’s explaining complex digital concepts in a clear and accessible way, or motivating people to step outside their comfort zones.
Ultimately, my background in sales has given me the ability to connect with a wide range of people, adapt my style to suit different personalities, and focus on building long-term value – which is exactly what effective training is all about.
The academy recently turned four. What moments have stood out for you across your journey so far?
Looking back over the past four years, there have been so many standout moments. One of the biggest highlights has been seeing the impact our training has had on learners – from self-employed individuals who’ve gained the confidence to grow their own businesses, to in-house marketing teams who now feel equipped to manage their digital presence without needing to outsource. Watching people put their new skills into practice and seeing their businesses thrive as a result has been incredibly rewarding.
Another standout has been the partnerships we’ve built along the way. Collaborating with organisations like the Department for Education and local support hubs has allowed us to reach more people who otherwise might not have had access to this kind of training.
On a personal level, seeing The Social Co Academy grow from an idea into a trusted training provider in the region has been really special. Celebrating milestones like our first fully booked cohort, receiving incredible feedback from learners, and now reaching our fourth year have all reinforced why we started the Academy in the first place – to help people keep up with a constantly changing digital landscape and feel confident navigating it.
What does an average day for you look like as Director of Training?
As Director of Training at The Social Co Academy, no two days are ever exactly the same, but that’s what I love about the role. A typical day often involves delivering training sessions – whether that’s working with self-employed individuals, small business owners, or in-house teams—helping them build their confidence in areas like digital marketing, social media strategy, branding, and content creation.
Outside of delivery, a big part of my role is planning and developing our programmes. That means staying up to date with the latest changes in the digital landscape and ensuring our training is always relevant, practical, and easy to apply. I also spend time mentoring our learners, supporting them with any challenges they’re facing, and making sure they’re getting the most out of the Academy.
Relationship-building is another key part of my day. I work closely with partners, stakeholders, and organisations such as the Department for Education to make sure we’re reaching the people who need our support most. And of course, there’s the behind-the-scenes work—managing the team, reviewing feedback, and continually looking at how we can improve and innovate.
In short, my days balance training delivery, programme development, and building meaningful connections – all with the goal of empowering people to thrive in a fast-changing digital world.
Training can often feel like “one size fits all” – how do you make sure your approach feels more bespoke and personal for different businesses/learners?
That’s such an important point, because training should never feel like a “one size fits all.” Every business, and every learner, has different goals, challenges, and levels of confidence, so my approach is always to make the training as relevant and personal as possible.
I start by really getting to know the people I’m working with – asking questions about their business, their industry, and what they want to achieve from the training. This allows me to tailor the examples, exercises, and discussions so they feel practical and directly applicable to their world.
I also build in lots of flexibility. While the core framework of our programmes ensures everyone gets the fundamentals they need, I adapt the pace, focus, and delivery style depending on the group or individual. For some, that might mean simplifying the jargon and focusing on building confidence step by step; for others, it’s about digging deeper into strategy and advanced techniques.
Most importantly, I keep the sessions interactive and encourage learners to bring their real-life challenges into the room. That way, the training doesn’t just feel theoretical – it becomes hands-on problem-solving that they can take away and use straight away.
Social media is an ever-changing sphere. What’s the biggest shift you’ve seen in the skills people want to learn about socials?
One of the biggest shifts I’ve seen is the move away from just wanting to “post on social media” towards really understanding strategy. A few years ago, most people wanted help with the basics – how to set up profiles, schedule posts, or use hashtags. Now, there’s a real appetite for learning how to create content with purpose: how to engage the right audience, build a brand voice, and measure success beyond likes and followers.
Another big change has been the demand for short-form video skills. Platforms like TikTok and Instagram Reels have completely changed the way people consume content, and businesses want to know how to create videos that are authentic, engaging, and achievable without big budgets.
Overall, people are looking less for quick fixes and more for sustainable digital skills that help them stay visible, relevant, and adaptable in such a fast-changing landscape.
Balancing leadership and family life is no small feat. How has being a mother of two shaped the way you lead and train others?
Becoming a mother of two has definitely shaped the way I lead and train. It’s given me a deeper sense of empathy and patience, which I bring into every aspect of my role. I understand that people are often juggling a lot—whether it’s work, family, or personal challenges – so I try to create a supportive environment where learners and colleagues feel understood and not overwhelmed.
It’s also made me much more focused and efficient. When you’re balancing leadership with family life, you learn quickly how to prioritise, manage time, and make the most of every moment. That mindset translates into how I run training sessions and manage the team – clear, purposeful, and outcome-driven.
Most importantly, being a mum has reminded me of the value of encouragement. Just as I support my children to try, learn, and grow, I aim to bring that same encouragement to learners—helping them build confidence, take small steps forward, and realise their own potential.
The Academy is all about equipping others with crucial social media skills for the future – what do you think the future of social media training looks like?
I think the future of social media training will be all about adaptability. Platforms are evolving so quickly that it’s no longer just about learning how to use a single tool or feature – it’s about developing the confidence and skills to adapt to whatever comes next.
We’re already seeing a shift towards AI, automation, and data-driven decision-making, so I believe future training will focus not just on content creation, but also on how to use these technologies in a way that feels authentic and human. At the same time, there will always be a need for the fundamentals – storytelling, creativity, and understanding your audience – because those are the skills that never go out of date.
I also think training will become increasingly practical and personalised. People don’t just want theory – they want hands-on guidance that applies directly to their business or career. That’s why I see the future of social media training as a blend of teaching technical skills, encouraging creativity, and helping people stay agile in a landscape that will keep changing.
You’ve trained thousands of people across a vast range of industries. Do you have a highlight success story that you’re most proud of?
One that stands out is a small business owner I worked with who came to the Academy feeling really overwhelmed by social media. She didn’t have the budget to outsource and had convinced herself that she wasn’t “digital enough” to ever manage it on her own.
Over the course of the programme, her confidence completely transformed. She started experimenting with video content, built a consistent posting rhythm, and most importantly, began to actually enjoy the process. A few months later, she told me her enquiries had doubled, and she felt proud of the brand she was building online.
For me, stories like that are the biggest highlights—not just the measurable results, but seeing people grow in confidence, realise what they’re capable of, and walk away with skills they can use long-term. That’s exactly why the Academy was created.
Now a growing team of 8, what are your goals for the future of The Social Co Academy?
Now, with a growing team of eight, one of our biggest goals for the future of The Social Co Academy is to take what we’ve built here in the UK and expand internationally. We want to bring our approach to businesses and learners in other countries, helping them gain the skills and confidence to navigate the fast-changing digital landscape.
Alongside international expansion, we’re focused on continuing to innovate and diversify our training programmes – making them even more practical, personalised, and aligned with the latest trends in social media, digital marketing, and technology. We also aim to strengthen our partnerships with organisations and educational hubs to reach more people who might not otherwise have access to high-quality digital skills training.
Ultimately, the goal is to grow the Academy into a global brand that equips businesses and individuals everywhere with the tools they need to succeed online, while maintaining the supportive, hands-on, and bespoke approach that has always defined us.
Written by
Matthew Crichton
