How I Work: A Global, Integrated Approach to Social Media and Digital Strategy
At Martyn White Digital, my approach to social media and digital marketing is shaped by a genuinely international perspective. With hubs in both the United Kingdom and the United Arab Emirates, and ongoing work across the United States of America, I work closely with design-led, luxury, and creative brands that operate across borders, cultures, and markets.
Many of the brands I support are inherently international. They may be British brands delivering residential projects in New York or Miami, UAE-based developers collaborating with European designers, or American companies seeking to expand their presence in London or the Gulf. Increasingly, luxury design is a global conversation, and social media plays a critical role in shaping how brands present themselves within that landscape.
By working between these regions, I am in a unique position to understand not only the nuances of each individual market but also how to build a cohesive, international digital presence that resonates across them all.
An International Perspective on Social Media Strategy
Social media is not one-size-fits-all. While platforms such as Instagram provide a global stage, the way audiences engage with content often differs between the UK, USA, and UAE.
Each market has its own:
Visual preferences
Posting rhythms
Cultural reference points
Seasonal calendars
Industry events and design fairs
Understanding these subtleties allows me to develop strategies that feel both globally consistent and locally relevant.
For example, a kitchen brand expanding into the United States may benefit from content aligned with American entertaining culture, while maintaining its European heritage and craftsmanship. Similarly, a British interior design studio working in Dubai may need to position its work in a way that reflects the scale, ambition, and architectural context of the region.
By navigating between these markets daily, I help brands present themselves in a way that feels authentic, aspirational, and strategically aligned with their growth.
Content Capture: Being Present Where It Matters Most
A key part of my work involves physically visiting projects, showrooms, and events to capture original content.
This might include:
Site visits to interior design or architectural projects
Showroom launches and installations
Design fairs and exhibitions
Art weeks and cultural events
Brand launches and private previews
By being present on site, I am able to capture content that feels immediate, exclusive, and genuine.
This approach goes beyond simply posting finished photography. It allows me to document:
The atmosphere of a space
The craftsmanship and materiality up close
The design process in motion
The people behind the work
This type of content performs exceptionally well because it brings audiences closer to the brand and offers a deeper level of insight.
It also creates a valuable archive of material that can be used across social media, websites, press outreach, and long-term brand storytelling.
Working Within the Design Calendar
My work is deeply integrated within the international design industry calendar.
Throughout the year, I attend and cover major moments such as:
Design fairs
Art weeks
Exhibitions
Show launches
Industry events
By aligning my schedule with these key moments, I am able to support clients in real time, ensuring their presence remains active and relevant within the wider design conversation.
This also allows me to identify opportunities for visibility, collaboration, and engagement that might otherwise be missed.
For brands operating internationally, this level of integration ensures their social media presence reflects their position within the global design landscape.
Acting as a Bridge Between Teams and Locations
Many of the brands I work with operate across multiple cities or countries. Their teams may include:
Designers
Marketing managers
PR agencies
Photographers
Architects
Developers
Often, these teams are not all in the same place.
A significant part of my role involves acting as a central point of coordination, helping to:
Consolidate content from different sources
Maintain consistency across platforms
Ensure messaging aligns with brand positioning
Plan and schedule content strategically
This creates a smooth, efficient process and removes the pressure from internal teams.
It also ensures that social media is not treated as an afterthought, but as an integrated part of the brand’s wider communication strategy.
The Role of a Social Media Manager: Beyond Posting
Effective social media management involves far more than simply uploading images.
My work typically includes:
Strategy development
Creating a clear, long-term plan aligned with the brand’s goals.
Content planning
Building structured monthly and seasonal content calendars.
Content capture and direction
Capturing original material and guiding photography and video.
Copywriting
Writing captions that reflect the brand’s tone of voice and positioning.
Scheduling and publishing
Ensuring consistent and timely posting.
Audience engagement
Monitoring comments, messages, and interactions.
Performance analysis
Reviewing insights and refining strategy accordingly.
Collaboration with PR and marketing teams
Ensuring alignment across all communication channels.
This holistic approach ensures that social media becomes a powerful tool for brand growth, rather than simply a routine task.
Building a Long-Term Digital Presence Through SEO
Search Engine Optimisation (SEO) is a core part of my digital strategy work.
However, my approach to SEO goes far beyond inserting keywords.
True SEO is about building lasting digital value.
It involves creating meaningful, relevant content that helps establish a brand’s authority and visibility over time.
This may include:
Website articles
Project features
Editorial content
Case studies
News and announcements
This type of content helps brands:
Improve their search rankings
Increase website traffic
Strengthen their credibility
Reach new audiences organically
Importantly, this is a long-term process.
SEO is not about instant results. It is about building a digital foundation that continues to deliver value for years to come.
For luxury design brands, this is particularly important, as clients often spend significant time researching before making decisions.
By ensuring a brand is visible, discoverable, and well-positioned online, SEO plays a critical role in supporting business growth.
Supporting International Growth
Many of the brands I work with are in a period of expansion.
They may be:
Entering new markets
Opening new showrooms
Delivering projects internationally
Strengthening their global presence
Social media plays a central role in this process.
It allows brands to communicate their work to international audiences instantly.
By combining:
Strategic planning
Original content capture
Industry integration
SEO expertise
International insight
I help brands navigate this growth with clarity and confidence.
A Fully Integrated Approach
Ultimately, my approach is based on integration.
I do not work as an external service operating at a distance.
Instead, I work closely with my clients, becoming part of their wider creative and marketing ecosystem.
This allows me to understand their work deeply and communicate it effectively.
It also ensures that every piece of content contributes to a cohesive, long-term vision.
Looking Ahead
As the design industry continues to evolve globally, the importance of a strong, thoughtful digital presence has never been greater.
By working across the UK, USA, and UAE, and maintaining close connections with the international design community, Martyn White Digital offers a uniquely informed and highly personalised approach.
Whether supporting an established luxury brand or helping a studio expand into new markets, my focus remains the same:
To create meaningful digital presence, tell compelling stories, and position brands confidently within the global design landscape.
