Row Emery
Content & Community Marketing · LINE Skis EU
Whistler, British Columbia
In My Own Words
My passion for skiing has taken me from building one of the UK’s most successful dry ski slope freestyle clubs, to becoming a sponsored athlete with brands such as Line Skis, and eventually evolving into a community and content marketing professional within the ski industry. I’m driven by creativity, community engagement, and a love for outdoor adventure culture.
Marketing Highlights:
• Generated 4k+ new followers for Planks Clothing’s Instagram with a single activation.
• Increased Planks’ overall social media follower growth by +553%, YoY FY22 to FY23.
• Increased Planks’ email database growth by +961%, YoY FY22 to FY23.
• Curated viral content up to 1.6m views, 163.5k likes and 11.5k shares on TikTok.
• Executed the creative and multi-channel delivery of Planks’ best April Fools campaign.
• My engagement initiatives for Planks' brand advocacy platform, powered by Duel, were featured multiple times in Duel’s monthly newsletters.
• Managed and co-ordinated activations with some of the best athletes in the world, including multiple X Games medalists and viral internet sensations.
• Directed and produced key seasonal brand campaign videos.
Key Skills:
• Adobe Creative Suite – Photoshop, Premiere Pro and Lightroom.
• Creative Copywriting – Web, email, social and SEO content.
• Campaign Strategy – Concept development, execution and analysis.
• Meta Business Suite & Scheduling – Social planning, analytics and ad management.
• Shopify & Google Analytics – Website content, product management and reporting.
• Klaviyo – Email campaigns, automation and CRM.
• Microsoft Office – Documents, reports and data presentation.
Work Experience
Team, Content & Community Manager
Planks Clothing2020 – 2024
• Led all omni-channel digital marketing communications and content creation across social media, email marketing, blogs, and website landing pages. • Managed the brand’s global athlete and ambassador team; signed top-tier emerging talent, handled contracts, KPIs, product logistics, and budget allocation — all within a limited budget. • Manager of retention content and strategy within it’s brand advocacy platform powered by Duel. • Owned marketing KPIs and performance reporting across all digital channels. • Created all paid ad content and collaborated with external paid media agency. • Organised Planks’ first on-snow rail jam event alongside Red Bull in Glencoe, Scotland.
Ecommerce Content & Merchandising Executive
Planks Clothing2019 – 2020
• Managed and merchandised Planks’ e-commerce site, optimising product visibility and UX. • Delivered digital marketing communications across social, email, and web channels. • Produced digital content, including graphics and video, for campaigns and product launches. • Maintained all website admin and content, ensuring brand consistency and SEO alignment. • Supported trade shows and retail events as part of the core marketing team. • Featured in branded content during key events, speaking on camera to engage the community.
Sales Assistant
Planks Clothing Ltd.2016 – 2017
• Responsible for store merchandising and all social media marketing. • Marketed and organised seasonaire engagement events in resort bars. • Delivered daily retail customer service.
Head Freeski Coach, Ski Instructor, Maintainance & Facility Supervisor
Stoke Ski Centre Snowsports2012 – 2016
• Marketed and co-ordinated logistics for the slope’s biggest annual fireworks events of all time, with 500+ attendees. Including a range of regular ski and snowboard community events too. • Designed and built the biggest and most creative dry ski slope setups worldwide, transforming the slope’s reputation. • Owned, facilitated and coached all freestyle sessions for 8 years—some of which produced athletes who progressed to Team GB. • Assisted with the overall running and maintenance of the facility.
Education
Level Three Extended Diploma in Creative Media Production
South Cheshire College2012 – 2014
Film Production - DISTINCTION Radio Production - DISTINCTION Film Studies - MERIT Photography - DISTINCTION
Level Four CIM Certificate in Professional Marketing
CIM | The Chartered Institute of Marketing2017 – 2018
Marketing, Integrated Communications and Digital Marketing: MERIT
GCSEs including Art & Design, Graphics, Maths, and English
Madeley High School2007 – 2012
Achieved 9 passes, including 7 Bs and 2 Cs
Projects
Planks x Heinz - April Fools
https://www.instagram.com/p/CqfOX7YsXCeLed copywriting, creative direction, and multi-channel rollout for Planks’ highest-performing April Fools campaign. The Instagram post reached 1,056 likes and 95 comments, while the wider campaign drove hundreds of visits to spoof product pages featuring the Heinz Days Anorak and High Rider Bean Pant. The activation sparked high audience engagement, with many expressing disappointment that the products weren't real and calling for them to be produced.
Ski At Home - Grassroots Community Campaign
https://www.instagram.com/p/CNqIDTznnpw/Following the COVID-19 lockdowns in the UK, I recognised the need to support our network of dry and indoor slopes, which had faced prolonged closures during the pandemic. The grassroots skiing community is central to Planks’ brand identity and core UK audience. We launched a social media competition offering prizes worth up to £1,000, inviting skiers to share their best at-home skiing content under a dedicated hashtag. The campaign generated a significant volume of UGC, engaged the community, and rewarded participants.
I conceptualised the initiative, produced all promotional content, managed UGC submissions, judged entries, and coordinated prize distribution.
4k+ NEW Followers - 1 Activation
https://www.instagram.com/p/CcDWp-ohdp8/I generated over 4,000 new followers for Planks Clothing’s Instagram through a single activation. I analysed the most successful creatives from previous Newschoolers giveaways, as well as other popular ski accounts within Planks Clothing's niche, to develop a creative brief designed for maximum impact. The results: one of Newschoolers' most successful social growth brand campaigns to date, achieving 7,160 likes, 3,273 comments/entries, and just over 4,000 new followers.
