Federica Lento

Digital Marketing Specialist with hands-on experience in SEO auditing, content strategy, social media management and campaign planning. Holds a City & Guilds Level 3 Certificate in Digital Marketing Business Principles alongside HubSpot and SEMrush certifications. Currently managing Instagram for a live client with measurable results - engagement rate doubled and one post drove 207 organic booking clicks in the first six weeks.

Brings 11 years of commercial experience in premium client-facing environments. Fluent in English and Italian.

Freelance Social Media Manager - Lamezia Restaurant - North London

(2026-01)

Built a complete Instagram strategy from scratch - brand fundamentals, four content pillars, competitor research, hook and CTA banks, brand voice guidelines, visual system, engagement rules and approval process. Plan and publish five posts per week across Reels, carousels and static posts - 40% Action, 40% Trust, 20% Reach. Write all captions, edit all Reels in CapCut and design all graphics in Canva. Manage community engagement and client approvals directly.

• Results - March to May 2026: engagement rate grew from 0.7% to 1.36%, one post drove 207 direct booking clicks, awards post reached 30,000+ people organically, 79.5% of all reach was new audiences

Senior Manicurist - Shoreditch Nails

(2021-05 - 2022-10)

• Delivered up to 8 appointments per day in a high-demand premium salon, managing a client book of 50+ regular clients
• Delivered high quality manicure and pedicure services alongside front of house and administrative duties
• Managed appointment bookings, diary coordination and scheduling
• Handled cash and card payments and maintained accurate financial records
• Created bespoke nail art designs tailored to individual client preferences
• Communicated professionally with clients creating a consistently welcoming environment

Senior Manicurist - London Grace

(2018-11 - 2020-12)

• Delivered gel and classic manicure and pedicure services in a fast-paced salon seeing 100+ clients per week
• Managed phone and walk-in bookings and supported reception duties
• Assisted clients with product selection and aftercare advice
• Supported sales targets and promotions through strong organisation
• Ensured consistent standards aligned with company procedures

Senior Manicurist & Salon Supervisor - Nailuxury

(2016-11 - 2018-07)

• Supervised and motivated a team of 4-6 staff, supporting performance and development
• Managed daily salon operations while delivering nail treatments
• Managed bookings, confirmation calls and diary scheduling
• Handled customer complaints professionally and managed end-of-day financial reconciliation
• Trained new staff members in treatments and procedures

Sales Assistant - Paperchase

(2015-10 - 2016-08)

• Delivered consistent customer service and processed transactions accurately
• Received and organised stock deliveries and maintained pricing accuracy and visual standards

Manicurist - Nails Inc

(2011-09 - 2015-07)

• Managed reception for a retail salon handling 10+ daily walk-ins alongside bookings
• Maintained client records and booking systems
• Delivered manicure, pedicure and gel services
• Trained 3-5 new employees in treatments and procedures
• Provided professional front of house service

Level 3 Digital Marketing & AI Skills Bootcamp - Intech Centre (2026-03)

NCFE Level 2 Certificate in Principles of Business Administration (2025-12)

Creative and Character Makeup Course - Gorton Studios (2016-09 - 2016-11)

Level 3 Media Makeup - London College of Beauty Therapy (2015-09 - 2016-06)

Level 2 Beauty Therapy - London College of Beauty Therapy (2008-09 - 2008-12)