01
2015 — 2020
— The plan
Five years studying music
Five years into a music degree, I thought I knew exactly who I was going to be: a music teacher.
ABOUT ABIGAIL
The story only I can tell.
Founder of Rose & Thistle Social · Speaker · Strategist
HOW IT STARTED
I said yes before I felt ready.
I SPENT FIVE YEARS TRAINING FOR ONE FUTURE, THEN SAID YES TO A COMPLETELY DIFFERENT ONE BEFORE I FELT REMOTELY READY FOR IT. I HAD VERY MINIMUMAL MARKETING BACKGROUND, BUT I WAS DETERMINED AND REFUSED TO PLAY SMALL. THAT LEAP TAUGHT ME SOMETHING I'VE BUILT MY ENTIRE CAREER ON SINCE: READINESS IS A MYTH. THERE'S REALLY NO TIME LIKE THE PRESENT TO GET STARTED.
THIS IS HOW IT ALL BEGUN
WHERE IT ALL BEGUN
02
2020
— The pivot
The yes that changed everything
I was offered a Head of Marketing role at an events company after my master's degree. I said yes before I felt ready, and figured out the rest through sheer determination. Turns out that's the only qualification that actually matters.
03
2020
— The side project
Marketing in Scotland is born
I STARTED AN INSTAGRAM BLOG CALLED MARKETING IN SCOTLAND - A PLACE TO DOCUMENT WHAT I WAS LEARNING AND SHARE QUICK, SIMPLE MARKETING TIPS FOR BUSINESS OWNERS TRYING TO STAY VISIBLE THROUGH THE PANDEMIC.
04
2021
— The leap
FIRST CLIENTS TO FULL SELF-EMPLOYMENT
Business owners started asking if I'd actually do their social media for them. So I did. Six months later I left my part-time job at a local music school, then finished up with the events company and stepped into full self-employment.
05
2021 — 2023
— The roster
From one blog to an agency
WHAT STARTED AS ONE BLOG BECAME AN AGENCY. I GREW A SOCIAL MEDIA MANAGEMENT CLIENT ROSTER ACROSS INDUSTRIES, WORKING WITH BRANDS ACROSS THE UK AND EUROPE, AND LAUNCHED CONTENT SHOOT PACKAGES TO MATCH.
06
2024 — 2025
— The framework
Turning service into a system
WHILE BUILDING THE AGENCY, I STARTED MENTORING THROUGH GROUP PROGRAMMES AND 1:1 COACHING, AND BUILT THE SHIFT FRAMEWORK, TURNING FIVE YEARS OF CLIENT WORK INTO A REPEATABLE SYSTEM.
07
2026
— The move
Scotland → Dubai
I DID THE THING I ASK MY CLIENTS TO DO ALL THE TIME: MAKE A BOLD, INTENTIONAL MOVE TOWARD THE NEXT VERSION OF THE BUSINESS. ROSE & THISTLE RELOCATED FROM SCOTLAND TO DUBAI - A CITY FULL OF AMBITIOUS WOMEN BUILDING THE KIND OF BRANDS I LOVE WORKING WITH.
Five years in
The same pattern kept showing up.
THE FOUNDERS WHO WIN ON SOCIAL MEDIA AREN'T THE LOUDEST, THE MOST POLISHED, OR THE MOST CONSISTENT. THEY'RE THE MOST INTENTIONAL, AND THEY SHOW UP AS THEMSELVES. THEY KNOW EXACTLY WHO THEY'RE TALKING TO, WHAT THEY WANT THAT PERSON TO DO NEXT, AND HOW TO TURN THEIR STORY INTO CONTENT THAT MOVES THE NEEDLE.
5
Years running Rose & Thistle Social
175+
Founder-led clients served
8
INDUSTRIES WORKED ACROSS - WE'LL STUDY YOUR FIELD
SportHealthcareWeddingsBeautyReal EstateMental HealthLifestyleOnline Coaches
What I do
YOUR JOURNEY, BUILT INTO A BUSINESS ASSET.
THAT'S WHAT I HELP FEMALE FOUNDER-LED BRANDS DO. USING THEIR EXPERTISE AND STORIES ONLY THEY CAN TELL, WE USE MY PROVEN SYSTEM THAT TURNS THEIR SOCIAL MEDIA INTO A BUSINESS ASSET. IT'S WHAT ROSE & THISTLE SOCIAL IS BUILT AROUND.
Work with me
Stages & Recognition
Rooms full of founders doing the work.
This work has taken me onto stages I'm proud of, and into rooms full of founders doing the same work alongside me.
Highly Commended
Social Media Educator of the Year
SocialDay SMM Awards 2025Finalist
Rising Star
Business Women Connects Edinburgh 2024Panel
Soho House, London — Mother's Meetings
Social Media Marketing Expert PanelIn-Person Community Host
Atomicon Fringe Event 2025
Co-HostPanel
Alice Benham's Edinburgh Book Tour
Marketing PanellistKeynote, Panel & Mastermind Host
Adventures in Marketing, Edinburgh
"Feel The Fear And Do It Anyway" · "Aim For Sales, Not Likes" + Mastermind Table HostPanel
Glasgow Caledonian University Marketing Society
Building A Service Business Through MarketingCo-Host & Panel Host
Scottish SMM Girls Club
Online Masterclass
Strivex / @accountant_she
5 Instagram Mistakes Costing Your BusinessPodcast
The Practice Owners Podcast
Finding The Right AccountantOnline Masterclass
Future Women Plus
Optimising Your Instagram To Avoid Common MistakesOnline Masterclass
The Menopause Coach
5 Instagram Mistakes Costing Your BusinessGet in touch
Book Abigail for speaking
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