18th October 2025 at the Europa Hotel, Belfast

World Class Judges

Submission deadline

Midnight, Tuesday 26 August 2025

Shortlist announced

Friday 19 September 2025

Awards Cermeony

Saturday 18 October 2025

The Judging Process

The judging process for the NI Social Media Awards is designed to be fair, impartial, and rigorous. Our esteemed panel of judges comes from diverse sectors and specialisms across the digital marketing industry, representing different regions of the UK and Ireland. Each judge independently scores entries assigned to them, ensuring unbiased assessments free from group influence.

This approach safeguards transparency and upholds integrity in recognising outstanding social media achievements.

Judges will score each submission based on four equally weighted criteria:

  • Strategy & Objectives (25%)

  • Creativity & Execution (25%)

  • Engagement & Community Impact (25%)

  • Results & Measurable Impact (25%)

Annie Gaddis Black

Head Of Social & Content ay Six Company

Annie is Head of Social & Content at Six Company, where she leads content and social strategy for hospitality brands including Six by Nico, Somewhere by Nico, 111 by Modou, and Bamboleo. Prior to this, Annie worked across a diverse mix of lifestyle, hospitality and leisure brands, holding senior roles such as Social Media Marketing & Advertising Manager at Fayre Play and Account Manager at Liftoff, where she delivered content and campaigns for clients including Sip & Bark Cafe, Paolozzi Restaurant & Bar and DeiRa Hotel. Annie brings extensive experience in content production, brand strategy and paid social, with a proven track record of delivering creative campaigns that connect with audiences and drive measurable business results.

What Annie will be looking for in submissions:

  • Creative storytelling that demonstrates originality and impact across social platforms

  • Thoughtful platform choices tailored to the campaign’s objectives

  • Tangible results directly attributable to social media activity, tied back to business goals

Paul Cawley

Senior Communications Manager, Boots Ireland

Paul leads internal and external communications for Boots Ireland, overseeing colleague engagement, media relations, and events. He also plays a key role in shaping the business’s public affairs and reputation activity, helping to guide its voice across health, retail, and community issues.

Before joining Boots, Paul held communications roles across tech, financial services, and construction, bringing a broad perspective to how organisations connect with people – whether customers, colleagues or stakeholders.

He has been recognised and awarded for his work bringing creativity, connection and storytelling to the fore. Paul is passionate about purposeful communications, and the powerful role social media plays in helping those stories reach and resonate with people.

What Paul will be looking for in submissions:

  • Compelling storytelling that captures attention and sparks engagement
  • Genuine connection that resonates with audiences and builds lasting relationships
  • Authentic communications that reflect true

Leticia Barbosa

Senior Social Media Manager – WPP Media

A seasoned Social Media Account Manager with extensive experience leading creative and results-driven strategies for global brands. She previously worked as Senior Social Media Manager at Frank & Bear, where she worked on campaigns for clients including Universal Pictures, Aldi, Board Bia, and Indeed, delivering data-driven improvements and exceptional engagement. Before that, Leticia was Social Media Creator at Ryanair, where she successfully created reactive content and managed content calendars to boost brand visibility. Her expertise spans social media, content creation, and performance marketing, helping organisations elevate their online presence and connect with audiences authentically.

What Leticia will be looking for in submissions:

  • Creative concepts that effectively capture audience attention

  • High-quality content execution across platforms

  • Clear strategy tied to performance metrics

Oskar Persson

Head of Brands at Irish Distillers Pernod-Ricard

Oskar is Head of Brands for the island of Ireland at Irish Distillers Pernod-Ricard. He is responsible for building brand equity across a stable of iconic spirits and RTD brands such as Jameson, Redbreast, Midleton Very Rare, Absolut and West Coast Cooler. Prior to this Oskar spent ten years with Danone Ireland working on brands such as Aptamil and Cow & Gate in the babyfood category. Oskar brings deep industry experience across a wide variety of roles and brands and a track record of his brands using social successfully as a key touchpoint.
 
What Oskar will be looking for in submissions:
  • Creativity and storytelling as a driver of business success via social media
  • Deliberate social platform choices tailored to the creative
  • Results clearly tied to the business goal that are attributable to social activity

Leonor Camaño Garcia

Global Social Media Manager at MSC

Leonor Camaño Garcia is a highly experienced Social Media marketer and strategist with a proven track record of delivering impactful campaigns across diverse sectors. As a content creator herself with a following of ov and 12K followers and with a career spanning multiple markets, Leonor has worked with renowned brands like lastminute.com and Easyjet to build strong digital identities and drive audience engagement through innovative social strategies . Her expertise in content creation, community management, and performance analysis ensures she brings valuable insights and a strategic perspective to the judging panel.

What Leonor will be looking for in submissions:

  • Strategic thinking behind campaigns, not just execution
  • Strong alignment with brand identity and values
  • Data-backed evidence of campaign performance

Catherine McKeown

Media Controller at Sky Ireland

An accomplished Digital Marketing Specialist and currently Media Controller for Sport, Entertainment & Sponsorships at Sky Ireland. With extensive experience leading performance marketing and digital strategy, Catherine has driven successful campaigns that deliver measurable growth and strong return on investment. Known for her data-led approach, she excels at blending creativity with analytics to produce impactful digital experiences. Her strategic insight and wide-ranging industry knowledge make her a valuable member of the judging panel.

What Catherine will be looking for in submissions:

  • Clear KPIs and results demonstrating campaign success

  • Innovative paid media strategies

  • ROI-focused execution and measurable outcomes

Amy Lynch

Digital & Content Manager at Aldi Ireland

Amy is the Digital & Content Manager at Aldi Ireland, where she leads innovative campaigns and strategic digital initiatives for one of Ireland’s largest retailers. With a strong background in social media, Amy previously served as Social Media Lead at Ryanair, where she played a key role in driving engagement and brand personality across platforms. Known for her creative approach and deep expertise in content marketing, Amy brings a wealth of industry knowledge and a passion for impactful storytelling.

What Amy will be looking for in submissions:

  • Creative, original content ideas that set a brand apart

  • Strong consistency in tone of voice across channels

  • Campaigns with clear objectives and measurable outcomes