PlanoLeaders: Victoria Tomkinson of Refinery29

For PLANOLEADER Victoria Tomkinson organization is key. From scheduling to planning to hustling hard the Social Media Editor is making her mark in the digital space, and more specifically, in her role at leading media company Refinery29 (best known for its cheeky, bold and always timely content around an array of topics). In short, Victoria’s days are spent tending to a variety of tasks from real-time coverage of current events to pitching content across a myriad of the site’s popular verticals. Luckily we were able to make our way on to the busy editor’s calendar (which you’ll discover plays a huge role in her planning process!) to learn more about her digital history and the events leading up to her life as an R29er. Read on to meet Victoria who shares more about the importance of being content-savvy, trends she expects to see on social and what she’s most proud of professionally.

Prior to R29 what were you up to professionally, what role did digital play in your job description and what have been some notable moments throughout your career so far?

I’ve worked at Refinery since a month after I graduated, starting out as a freelance Weekend Social Editor, and then moving into my current role. I also interned at Nanette Lapore and Rebecca Minkoff doing social and PR during college. I think my favorite part of my career so far has been taking on our social assets and seeing them grow. It’s always funny to tell people that I spend such a large part of my day making memes, but it’s so fun, and it’s a fantastic creative challenge for me.

Planoleader Victoria Tomkinson Refinery29 - Planoly Blog Interview 2

From fashion to lifestyle to news Refinery29 is obviously a leader in media. When it comes to your work as Social Media Editor what are your favorite aspects of the job and what verticals/platforms do you enjoy working with the most?

I think that is my favorite aspect of my job — I get to work on all different topics. It means I can be covering Michelle Obama’s speech one minute, and then talking about the latest trendy food on Instagram the next. If I had to pick one (it’s hard to!) I think I’d say Entertainment. I’ve always been super passionate about all things pop culture, and I love getting to read, talk, and post about it all day long.

“I’ve always been super passionate
about all things pop culture.
I love getting to read, talk,
& post about it all day long.”


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Tell us more about the role planning plays in your overall approach to content creation and distribution. What advice would you have for those who are looking to streamline their approach to strategy and planning?

I work with planning in two ways — pitching content to my verticals, looking ahead at what will work in the months ahead, and then planning social assets around the calendar of fake holidays (“fauxildays”, as we call them), pop culture moments, and other significant dates. My biggest advice is to make organization a priority. I’m a huge lover of calendars and schedules, and that really helps me keep on top of what’s going on and what’s coming up. Taking the extra time to be constantly updating, researching and jotting down ideas is worth it!

Planoleader Victoria Tomkinson Refinery29 - Planoly Blog Interview 3

“My biggest advice is to make
organization a priority.
Taking the extra time to be
constantly updating, researching
& jotting down ideas is worth it!”


Tweet this.

Are there any projects, initiatives or moments you’re most proud of spearheading or being part of?

There are so many!! I’m always so proud to be a part of R29 when we launch our big initiatives, especially ones that present such important messages, like the 67% Project and Take Back The Beach. Personally, the project I’m most proud of spearheading is our social assets. I always call them my baby, but I’ve been working on growing them since they were

When it comes to your off-duty digital voice (and playing off the idea of a “spirit animal”) what is your spirit platform and why is it your go-to?

It’s so hard to choose! I think Instagram would be my number 1 — It’s such a fun combination of funny, inspirational, pretty and just fun images that I could look at all day.

Planoleader Victoria Tomkinson Refinery29 - Planoly Blog Interview 3

With regard to trends and pop culture what are you hoping to (or) excited to see more of on social this year?

I feel like 2017 will be the year we’ll start to find out who the next big celebs are. So many young stars are really claiming the spotlight, and I love it!

“I’m always so proud to be a part of R29
when we launch our big initiatives,
especially ones that present
such important messages.”


Tweet this.


Stay connected:

Website: Refinery 29
Instagram: @refinery29
Instagram: @victoriatomk
Photography: @bridgetbadore