Charlotte Scott & Darragh McGinley: Analyse, Ideate, Make: Supercharging Organic Social with VaynerMedia & Indeed
In a world where scrolls are fast and attention is fleeting, it’s not enough to just post and hope. At SocialDay 2025, we’re excited to welcome Charlotte Scott, Business Director at VaynerMedia, and Darragh McGinley, Head of Social Media, EMEA at Indeed, who are teaming up to share a powerful framework for making organic content work harder and smarter.
Their session, “Analyse, Ideate, Make – How VaynerMedia and Indeed Supercharge Organic Social”, unpacks a repeatable content process that combines strategic insights, real-time creativity, and relentless post-production optimisation.
About Charlotte Scott & Darragh McGinley
Charlotte Scott has spent her entire career in social-first agencies, rising through the ranks by blending deep platform expertise with a sharp focus on client success. From her early days in social advertising’s infancy to her current role at VaynerMedia, she’s stayed curious, nimble, and always ready to adapt to social’s ever-changing rules.
Darragh McGinley leads social media across EMEA at Indeed, the world’s top job platform. Before shaping Indeed’s regional social strategy, Darragh led digital and social for the Republic of Ireland’s senior international football team—so he knows a thing or two about engaging fans and followers at scale. Today, he brings that same energy to global employer branding, influencer partnerships, and innovative content strategy across borders.
What to Expect from Analyse, Ideate, Make
Forget the “post and ghost” mentality.
In this session, Charlotte and Darragh will walk through how VaynerMedia and Indeed collaborate to squeeze every drop of value from organic social. That means diving into performance data, quickly turning insights into new ideas, and remixing content to make it fly again.
They’ll show you how this approach helps them stay agile, stay relevant, and drive big results — all without needing a blockbuster budget for every piece of content.
Key Areas of Focus
Content ≠ One and Done
Learn how to take a single post and stretch it into multiple high-performing variations.Your Next Viral Post Might Already Exist
Discover how to spot content that’s got untapped potential hiding in your archive.The Power of Post-Production
Why re-editing and reformatting based on performance insights can make all the difference.The Weekly Loop
How this team builds a weekly rhythm of monitoring, ideation, and creation that keeps their social strategy fast, fluid, and impactful.
Key Takeaways
Your “greatest hits” might be buried in past content — you just need to know what to look for.
Organic social success comes from iteration, not perfection.
Monitoring and reacting to performance can help even low-budget content punch above its weight.
The content feedback loop should be measurable, manageable, and repeatable.
Looking Ahead: Challenges in the Evolving Social Landscape
Both speakers point to the speed of change as a defining challenge for marketers ahead — with platforms shifting rapidly and audience expectations evolving even faster. One major roadblock? Client budgets that haven’t caught up with how audiences are actually engaging. If organic social is where the action is, budgets and strategies need to follow suit.
What They’d Love to See in the Future
While this session is all about optimising the now, it’s also a reminder that the future of social belongs to brands that are agile, audience-led, and bold enough to reimagine what “content” means. This session will give you the tools — and the mindset — to lead that charge.
Connect with Charlotte & Darragh
Want to follow their work or connect after SocialDay?
Catch them live at SocialDay's Social Media Marketing Festival 2025, where top minds in social media marketing will share their insights and expertise.
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