OtherHouse.Com
Founder-led, community-driven social storytelling for a new model of luxury hospitality
Role: Embedded Social Director
The Brief & Approach
The Other House represents a new category of luxury hospitality — blending the privacy of serviced apartments with the social energy and service of a private members’ club. As the brand prepared to launch its flagship 240-room property in the Royal Borough of Kensington and Chelsea, social media played a critical role in shaping how this vision was communicated as it evolved.
I was engaged on a long-term contract and worked from the client’s central London office three days a week for approximately 18 months, operating as an embedded member of the founding team. During this period, the organisation grew rapidly — from a small core team of around 10 people to a fully operational business of over 80 staff members by the time I handed over.
My role focused exclusively on social media strategy, content creation, and narrative development, with responsibility spanning pre-launch, launch, and early operational phases.
Role & Digital Delivery
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I operated as an integrated member of the founding team, leading social media strategy during a critical growth phase and working closely with senior stakeholders across the business
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I worked closely with the founder to elevate her voice across social channels, positioning her as a visible, authentic spokesperson for the brand’s values and long-term vision
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I spent extensive time on site throughout the renovation and build phase, capturing key milestones in the property, interiors, and spatial design as they evolved
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I coordinated filming and profiling of staff members, developing ‘Meet the Team’ content that humanised the brand and reflected the culture behind the service
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I led the strategic setup of The Other House’s social media presence, establishing structure, tone, and content direction during a critical pre-launch phase
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I supported the social narrative throughout the development and launch of the flagship property, capturing momentum, milestones, and behind-the-scenes moments as the story unfolded
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A key part of my role was training and advising in-house staff, building internal capability as the organisation scaled. I also supported recruitment and onboarding of the individual who ultimately took over my role, ensuring a smooth and sustainable transition.
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I led paid social activity to support awareness, launch momentum, and targeted reach, ensuring amplification aligned with brand tone and objectives
Impact & Outcomes
Social media played a key role in shaping The Other House’s public-facing identity during a period of intense growth and visibility. By embedding storytelling within the organisation, the brand’s narrative was captured authentically rather than retrospectively.
The result was a confident, founder-led social presence that supported launch momentum, reinforced brand values, and established a strong foundation for ongoing digital communication.
