Paid Social Strategist
Rachel Cryan
A decade-plus in social media, and a TikTok commerce specialist with over £1 million in TikTok Shop revenue for a single client.
About Rachel
Rachel has spent more than a decade in social media across agencies, in-house teams and her own client work, and is one of just 25 trainers in the UK accredited by Facebook to deliver its digital skills programme. At Anicca she leads paid social strategy with a specialism in TikTok commerce: her TikTok Shop campaigns have generated over £1 million in revenue for a single client, a case study she presented at the EPIC 2025 conference and on the Keep Optimising podcast.
Rachel spoke at brightonSEO in 2024 on WhatsApp automation, delivers CIM webinars on Meta advertising, and co-presented Anicca’s 2025 Retail Power Plays session on Amazon and TikTok alongside ZEAL Agency’s Emma Bagley.
Career highlights include being personally thanked by Facebook COO Sheryl Sandberg for her contribution to the She Means Business campaign, and a night out with One Direction after a press event. Keen on outdoor adventures, she swapped London for the East Midlands for the greener side of life.
Rachel’s Work
Social commerce, and the training credentials to teach it.
TikTok commerce and GMV Max
TikTok Shop campaigns past £1 million in revenue for a single client.
Paid social strategy
Across agencies, in-house teams and her own client work for over a decade.
Facebook-accredited trainer
One of just 25 trainers in the UK accredited by Facebook for its digital skills programme.
WhatsApp automation
Her brightonSEO 2024 talk on automation that massively increases conversions.
Training and education
Delivers Anicca Academy’s social media bootcamp workshops and CIM webinars.
Recent writing
Rachel’s social commerce coverage on the Anicca blog.
More on Rachel’s Anicca author archive.
Talks and podcasts
Recent sessions Rachel has delivered.
Driving Sales at Scale on TikTok
TikTok Shop and GMV Max strategies, Keep Optimising podcast
The New Era of Social Selling: selling live on TikTok, WhatsApp and other platforms
Latest trends and platform updates on TikTok
Retail Power Plays: Mastering Amazon and TikTok in 2025, with ZEAL Agency’s Emma Bagley
Strategies to maximise sales on TikTok
How WhatsApp automation can massively increase conversions
What our clients say
★★★★★
“A short client testimonial will sit here, in the client’s own words, about the results we delivered and what it was like to work with us.”
★★★★★
“A second example quote. A line or two on the difference the work made, ideally with a specific outcome the client cares about.”
★★★★★
“A third example quote, to show how a row of real testimonials would look once they are added from Reviews.io.”
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