Larissa Escobar, Social Media Executive at AX Group, shares how 13 years of social media experience fuel her daily work, to leading workshops and driving collaboration across the Group. Read more to see how Larissa is helping shape AX Group’s social media success.

“Social media has been my passion for over 13 years—I live and breathe it, so finding a full-time role where I can work in this field daily has been incredibly fulfilling! Here at AX Group, it’s rewarding to share my knowledge and experience with the marketing team and even across other departments when needed. Although I work alongside my fellow marketers daily, the highlight for me is the monthly social media workshops, where I get to see our collective growth in action.

Before joining AX Group, I led similar workshops in my home country of Brazil, training marketing teams from various industries—from automotive to healthcare. Back home, I worked within my comfort zone, in my native language. Here in Malta, I’ve had to adapt, learning to connect with colleagues from diverse backgrounds and cultures, and in English!
At AX Group, our marketing operation is a bit like a full-scale agency; we manage a vast number of social media channels, which makes it easy to lose track of what’s most relevant, trending, and meaningful to our followers and potential customers. That’s why we emphasise quality over quantity—it’s not just about posting frequently but about creating engaging content that resonates with our varied audiences.

I see these workshops as more than just training sessions. They’re a collaborative space where we exchange knowledge, best practices, and keep pace with the fast-evolving world of social media. If you happened to sneak a peek inside the room during one of our sessions, you might think it’s a group of Gen Z and millennials scrolling on their phones, but don’t be fooled! We’re deep in strategy, planning our next moves, and discussing insights that keep us on top of our game.

I’m glad that such sessions are so actively encouraged by management within the company and look forward to organising more!”