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Social Minds puts you in a room with marketing’s brightest minds. We interview the world’s biggest brands, break the latest social media headlines and translate social-first trends for the layman.

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  2. How Primark Is Turning Store Colleagues Into Creators To Take Their Global TOV Local | Maria Duncan, Social Media and Community Management Officer, Primark

How Primark Is Turning Store Colleagues Into Creators To Take Their Global TOV Local | Maria Duncan, Social Media and Community Management Officer, Primark

Apr 8, 2026

For years, brands have tried to maintain one consistent voice on social. But the most engaging content today comes from people, not polished brand posts. Primark has leaned into that shift with its colleague-generated content programme, training store teams to become creators and tell stories from a local perspective. 

In this episode, we’re joined by Maria Duncan, Social Media & Community Management Officer at Primark, and Chelsea Noronha, Strategist at SocialChain, to go behind the scenes on how it works from strategy to rollout and what they’re learning so far. 

Expect to hear what sparked the programme, how stores bring their own personalities to content, the guardrails that keep it on brand, and why employee voices might be the key to social that actually connects. 

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