Meet the founders
Marketing talent, chosen by marketers.
Socials in Business connects Hong Kong companies with Philippines-based marketing specialists. Behind it are two co-founders bringing together marketing agency experience and a presence in Hong Kong.
Cassie started Socials in Business after hiring for her own agency showed her what a team gains from specialists who can challenge assumptions and spot opportunities. Today, SIB uses that same approach to help businesses find marketing talent.
Ana Wadsworth
Co-founder & Country Head, Hong Kong
Ana Wadsworth leads Socials in Business in Hong Kong, helping brands and agencies find specialist support for their marketing teams.
Her approach starts with understanding the work: which skills a business needs, where its team needs support, and when a specialist can make a difference. She advocates matching people to clear responsibilities, rather than expecting one generalist to cover every marketing channel.
Working alongside Cassie Reyes, Ana helps Hong Kong businesses connect with Philippines-based talent through SIB’s marketing-led recruitment approach.
Cassie Reyes
Co-founder & Head of Marketing
Cassie Reyes co-founded Socials in Business after experiencing the challenges of hiring marketing talent for her own agency, July Social.
Building and leading a marketing team in the Philippines shaped her understanding of what makes a strong hire: practical skills, sound judgment, and experience relevant to the work.
Cassie brings that agency perspective to SIB, helping businesses define the specialist support they need and assess candidates beyond their CVs. Her approach reflects the principle behind SIB: marketing talent should be vetted by people who understand marketing.
Why we started Socials in Business
Video transcript
Lightly edited for readability.
Finding a good marketing hire is hard, especially when you’re not a marketer. My name is Cassie. I run a full-service marketing agency, and I’ve built campaigns, managed teams and worked with several sectors in different industries all across the world.
A few years in, I hit the wall. My agency was not growing as fast as I wanted it to, not because I didn’t have clients or work, but because I was always the bottleneck. I realized I had hired a bunch of generalists when I was ready to scale with a marketing specialist.
I needed people who were better than me at what they could do, like a paid ads specialist who actually knew how much the budget should be for this marketing campaign, or a brand strategist who understood how to do brand positioning.
The problem was I was screening them based on a checklist: they run Google Ads, they run Facebook ads, they do influencer marketing. I should have been asking questions around their campaigns, their strategies and their experience.
Now I’m able to tell: Will this person be able to catch angles that I miss? Can they push back? Can they actually be the expert in the room? The ones who can? They’re your specialists. The ones who can’t? Well, they’re just very confident generalists.
Because of this, we started Socials in Business. We help businesses hire marketing specialists the way I would hire for my own team. So whether you need a specialist, a full team, or you just want it done for you, we can help.
Let’s build your marketing team.
Whether you need a direct hire, a managed specialist, or a team for a defined project, tell us what you’re working towards.