Adelaide has lead one of South Africa's premier company’s Digital Practice since 2017. She played an integral role in the business, driving the development, implementation and management of multimedia content for key clients across social media platforms. She has worked on a diverse range of clients, from those in the professional services industry to tech companies, and has a knack for finding creative, tailored solutions that challenge industry norms. Adelaide is completely hooked on the fast-paced, ever-changing world of social media and loves helping brands drive authentic conversations on online platforms. She finds it exciting to witness when perceptions shift online, and be part of that change. Adelaide believes that being able to measure the true impact of social media campaigns brings immense value to clients, as they can use this data to inform future strategies. Adelaide started her PR career as an Account Manager for FMCG clients and has more than 9 years’ experience in the communications industry. She has a National Diploma in Public Relations from the University of Johannesburg and is currently doing an Advanced Diploma in Digital Marketing at the Red & Yellow Creative School of Business.