KATE
RUBINA
Shaping digi
Strategy
Meets
Creativity
I'm Ekaterina — Kate — a Creative Social Media Strategist and Brand Manager with 9+ years of experience turning digital presence into brand identity. My work lives at the intersection of strategy, storytelling, and AI-driven visual direction.
Currently at MAGIC AI in London, I lead the full creative pipeline: from social-first brand strategy and short-form video production to Meta Ads creative, influencer programmes, and AI-generated imagery and video assets deployed across web, social, and press. In February 2026, I designed and produced AI-generated billboard visuals that ran across London — a campaign that merged generative AI with real-world out-of-home advertising.
I've worked with Expedia (1.5M TikTok followers), LEGO, and brands across Africa and South Africa — building communities, directing content, and turning data into creative decisions that perform.
Career
Journey
9+ years across travel, tech, and lifestyle brands — from Tanzania to London.
MAGIC AI●
- Develop and execute social-first brand and content strategies that drive awareness, engagement, and conversion across all major platforms
- Conceptualise, produce, and edit high-impact short-form video end-to-end — with a strong command of hooks, pacing, and audience retention principles
- Create high-quality AI-generated imagery and video assets optimised for web, social, and press releases
- Lead Meta Ads creative strategy from concept to execution: producing, sourcing, and iterating paid social assets built to perform across Facebook and Instagram
- Re-edit and optimise creator, UGC, and agency footage into high-converting Meta ad creatives, applying platform-native best practices to maximise ROAS
- Build and manage Influencer, Celebrity, and Brand Ambassador programmes, partnering with talent to produce authentic, high-performing content at scale
- Source and onboard creators early in the content pipeline, transforming UGC into scalable paid ad and organic content strategies
- Develop social graphic formats, recurring content series, and visual systems to drive consistency, engagement, and brand recognition
- Monitor platform performance and audience behaviour to continuously iterate and optimise creative based on data-driven insights
Expedia Group
- Developed and executed a social media content strategy for EMEA markets (UK and Germany), creating guidelines for effective storytelling
- Created engaging content that showcased the brand, captured attention, and sparked conversations
- Led and contributed to creative brainstorming sessions, generating fresh ideas and inspiring the team
- Quickly identified and leveraged opportunities for reactive content, driving high engagement
- Managed social media channels, growing reach, views, engagement, and followers
- Ensured all content aligned with the brand's style, quality, and tone of voice
- Created original content for TikTok (1.5M followers), Instagram, and Threads, achieving top performance
- Actively engaged with over 2M followers, building a strong community
- Collaborated with teams across Brand, PR, Legal, Creative Team, Partnerships, and SEO to create and post a monthly content calendar
- Identified, collaborated with, and built strong relationships with content creators and influencers
- Monitored social media channels for potential issues, flagging them to the appropriate partners
- Developed and presented weekly, monthly, and quarterly reports to ensure social goals met business objectives
- Proactively flagged real-time conversations and trending opportunities that were on-brand and relevant to engage in
LEGO Group
- Engaged with LEGO fans across multiple platforms in the Global and Russian markets to create a brand-differentiating experience
- Actively developed approaches to engaging with LEGO campaigns deployed by the Agency and Markets
- Represented the LEGO brand using a consistent brand tone of voice
- Tailored engagement strategies to the specific channels and audiences I interacted with
- Engaged with high-profile talents from the official LEGO account on Instagram
- Drove loyalty in kids' channels and social media, addressing complaints and providing expertise on third-party platforms
- Improved working methods and generated innovative ideas for implementation in the working environment
- Actively engaged in developing community management workshops to enhance team skills and effectiveness
Safarisource
- Created multimedia content across multiple platforms
- Developed strategy to increase website following
- Launched and managed competitions and campaigns
Altezza Travel
- Developed comprehensive social media strategy
- Managed Instagram, Facebook, and Vkontakte communities
- Established influencer marketing relationships
My
Skills
Hover over any skill to highlight it. A blend of creative instinct and data-driven thinking.
Strategy & Direction
Content & Creation
AI & Technology
Growth & Analytics
Selected
Work
London AI Billboards
Designed and produced AI-generated billboard visuals that ran across London in February 2026 — merging generative AI with real-world out-of-home advertising. From concept and prompt engineering to final asset delivery for large-format print and digital screens.
Expedia EMEA Campaign
Developed and executed a social media content strategy for EMEA markets (UK & Germany). Created TikTok content for 1.5M follower channel, doubled engagements and ER% for major campaigns.
LEGO Global Community
Engaged LEGO fans across Global and Russian markets. Developed community management workshops, drove loyalty in kids' channels, and represented the brand with a consistent tone of voice.
AI Art Direction & Video Concepts
Blending traditional campaign logic with generative AI tools to concept, design, and direct branded visuals at scale. Creating scroll-stopping content with AI-driven workflows at MAGIC AI — including AI-generated billboard visuals that ran across 150+ locations in London in February 2026.
AI Creative Experiments
Personal explorations in AI-generated imagery, video concepts, and creative direction — pushing the boundaries of generative tools for branding, editorial, and storytelling.
Travel Creator @katerubina
Built a personal brand across Instagram, TikTok, and YouTube with 35K+ followers. Creating authentic travel content, restaurant reviews, and lifestyle storytelling from England.
Got a
Project?
Whether you need a social media strategy, AI-driven content direction, or a full brand campaign — I'd love to hear about your vision.
Send a Message