Matt Cunnelly
Founder & CEO · Dubai
15+ years building social for global publishers, from UNILAD (LADbible Group) to Supercar Blondie (SB Media). Focused on the systems behind consistent, large-scale growth.
NBK leadership
Josh Stoddard.
Co-Founder & CSO · Manchester
Co-Founder and Chief Strategy Officer of NBK Social, based in Manchester. Josh has spent a decade inside major UK social publishers and leads strategy, creative direction and platform performance across NBK engagements.
About Josh
Josh Stoddard is the Co-Founder and Chief Strategy Officer of NBK Social, based in Manchester. He has spent a decade inside some of the UK’s best-known social publishers, including UNILAD within LADbible Group, SPORF within Social Chain and JD Studios.
Josh leads strategy, creative direction and platform performance across NBK’s work. His focus is turning a broad ambition for social into a clear set of channel roles, formats, standards and review loops that teams can execute consistently.
At NBK, Josh works across the connection between creative decisions and performance. He helps teams identify what each platform is for, how ideas should be developed, what quality looks like in practice and how performance data should shape the next cycle of content without flattening the brand’s voice.
Focus at NBK
Josh is responsible for the strategic and creative standard across NBK engagements. He turns research, platform behaviour and performance evidence into practical direction for the people planning, making and publishing content.
- 01Defining channel purpose, audience and content pillars.
- 02Building social-first formats and creative standards.
- 03Connecting platform performance to editorial and creative decisions.
- 04Improving review, optimisation and learning loops.
- 05Guiding internal teams so strategy becomes repeatable day-to-day behaviour.
Expertise
Where Josh goes deep.
The areas clients bring Josh in for, each backed by the way NBK actually delivers.
Social strategy
Turning broad ambitions into channel roles, pillars and decisions teams can act on.
How NBK delivers this →Creative direction
What good looks like on each platform, and how to hold that standard at volume.
How NBK delivers this →Platform performance
Reading performance evidence and feeding it back into the next cycle of content.
How NBK delivers this →Content formats
Social-first formats built for how each platform is actually watched.
Editorial systems
Review loops and standards that keep quality consistent across a busy calendar.
Team training & standards
Coaching in-house teams until the strategy runs without hand-holding.
How NBK delivers this → How Josh works
Strategy only counts if it changes what a team does on Monday. I care about the standard: what good looks like on each platform, and how this week's evidence shapes next week's work. The system should raise the creative, not flatten it.
Experience
NBK Social
Co-Founder & CSO
UNILAD
LADbible Group
SPORF
Social Chain
JD Studios
Julius Dein
From the journal
Writing by Josh.
Long-form thinking on the systems behind social.
How LinkedIn Collaborative Posts Can Boost Engagement
Explore LinkedIn’s new Collaborative Posts and their impact on organic engagement.
Read the note ↗How to Manage Multiple Snapchat Accounts Without a Headache
Strategies to efficiently manage multiple Snapchat accounts for smooth operations.
Read the note ↗How YouTube’s FIFA World Cup 2026™ Strategy Redefined Global Engagement
Explore how YouTube’s approach to the FIFA World Cup 2026™ set new benchmarks for global engagement.
Read the note ↗ The other founder
Two operators. One system.
Matt designs the operating model. Josh sets the strategic and creative standard that runs on it.
Work with NBK