Sally Hobkirk

Versatile, driven and naturally curious, with nearly two decades of international experience across the UK, South Africa, UAE and Australia. A strong track record in business development, executive assistance, recruitment, digital marketing, content creation and operations management — often wearing several hats at once and managing to keep them all on straight. From supporting C-suite executives and building talent pipelines, to launching full social media campaigns and streamlining workflows with AI, the focus is always the same — make things work better, look better and perform smarter. Known for improving productivity by up to 40% through AI-led systems, reducing marketing spend by 60% with SEO-rich strategies, and doubling bookings for a boutique hospitality brand with a clever pet-friendly campaign. Also known for colour-coded spreadsheets, cracking digital tools before they go mainstream, and keeping calm when inboxes go wild. Whether it’s diary management or digital ads, recruitment strategy or Canva design, blog writing or bookkeeping — there’s pride in blending creativity with structure and making a tangible impact. Add a sense of humour, a proactive approach and a knack for understanding people, and it becomes clear why so many clients and teams trust the process. Comfortable working across industries including tech, healthcare, hospitality, engineering and creative services. Equally at home liaising with stakeholders, optimising websites, automating admin, or building strong relationships with clients and candidates. 📌 Areas of expertise: Executive and administrative support, social media content planning, SEO and keyword strategy, AI automation, recruitment and headhunting, stakeholder engagement, CRM and database management, financial reporting, branding, and digital campaigns. Now based in Leeds and open to exciting opportunities across Yorkshire and beyond — especially where creative thinking, digital know-how and organised chaos are all welcome.