Born Social Strengthens Strategic Leadership with the Promotion of Emily Williams to Head of Strategy

Mar. 26, 2025

Global social media agency Born Social has today announced the promotion of Emily Williams to Head of Strategy. Williams, who previously served as Strategy Director, steps into the role following a period of sustained growth for the agency across the UK and US, with key client wins and industry recognition shaping the next phase of Born Social’s journey.

Since joining Born Social as a Strategist in 2020, Williams has played a pivotal role in shaping the agency’s strategic direction, ensuring brands stay ahead of cultural and platform shifts. She has led on major accounts such as Guinness, Smirnoff, and Captain Morgan, as well as spearheading new business efforts that have contributed to the agency’s expansion. Her leadership has also been instrumental in developing and scaling Born Social’s strategy team, which is now the largest in Europe.

In her new role, Williams will focus on scaling Born Social’s strategy department, nurturing the next generation of social strategists, and deepening strategic client partnerships. She will oversee a team of more than 20 strategists, report to Chief Strategy Officer, Callum McCahon, and work closely with him to broaden the agency’s strategy practice, further embedding social-first thinking.

Prior to joining Born Social, Williams worked in diverse positions across strategy, communications, and copywriting, at agencies including Edmonds Elder, Three Whiskey, and Spark44.

Callum McCahon, Chief Strategy Officer, Born Social, commented:

"Emily is one of the industry’s top social strategists - there’s no one better for this role. Her ability to bridge the needs of clients and strategists alike is unparalleled, and she has a strong vision for what the strategy department of the future should look like. Emily’s leadership will be key as we continue to push the boundaries of what social can do for brands."

 

Emily Williams, new Head of Strategy, Born Social, added:

"Born Social has always been a place that challenges conventional thinking about social, and I’m excited to build on that foundation. As brands look to social as the core of their marketing strategy, we have an opportunity to push our discipline further, helping clients unlock the full potential of social beyond the traditional playbook. A key part of that will be investing in and developing top-tier strategic talent, ensuring our team continues to lead the way in shaping the future of social."

 

Williams’ promotion aligns with Born Social’s broader ambition to elevate social strategy within the marketing landscape.