Great social media isn't chasing the algorithm. It's earning the attention of real people, then being worth it. I've done that for the University of Luxembourg for over a decade, blending strategy, code and community.
I came to social media from an unusual direction: a Master's in Computer Science, first-class honours. That matters, because I understand both how the algorithm works and how people feel.
For over a decade I've led social media for the University of Luxembourg. I build content strategies, grow engaged communities, run the analytics, and write the code that ties it all together.
I grew up in Mauritius, I work at the University of Luxembourg in Belval, and I do it all in English and French.
Off the clock, I write poetry, dance, and travel home to Mauritius whenever I can.
When I joined the University of Luxembourg in 2015, its social channels had around 20,000 followers between them, across five platforms. As of October 2026 they are past 257,000 across eight platforms, seven of them active: more than a tenfold lift, built post by post, year after year.
From around 20,000 followers in 2015 to 257,373 as of October 2026, across eight platforms.
Great social media isn't chasing the algorithm. It's earning the attention of real people, then being worth it.
The tools change every year. What lasts is a clear voice, a community that trusts you, and the judgement to know what is worth saying. Technology should sharpen that, not stand in for it.
I put that view on the record: my op-ed in L'Express Maurice argues that generative AI should push human thinking to be better, not quietly replace it.
Read the tribune →My clearest proof of the hybrid approach: a community I founded from scratch. I Love Belval brings everything happening in Belval into one place, the updates, events and discoveries, so people can follow the life of the district and find out what's on.
I started the Instagram in July 2024 and grew it post by post, then designed and built the website myself, launched in August 2026. The brand, the content, the community and the code are all mine. One person, the whole stack, from strategy to production.
Social Media Manager. I went full-time here after two years as an external consultant, leading strategy, content and community across the university's channels.
European Space University for Earth and Humanity.
IT consultant and social media referrer for Cora in France, supporting IT and logistics across 59 hypermarkets.
Université de Lorraine. Completed with first-class honours, alongside a six-month PHP/MySQL web developer internship.
Université de Lorraine.
Higher School Certificate (HSC) in Mauritius.
Aswin is one of the most positive and inspiring professionals I have ever met. Very passionate about his work, with great communication skills. A great mentor and leader, and a source of inspiration for others. He always had a smile.
Aswin was my manager for almost a year. In that time he taught me a lot about social media marketing. He was an extremely enthusiastic, supportive and encouraging manager. There is always a lot to learn from him and be inspired by.
Few people get to report to a manager who is also a mentor and someone you can freely share ideas with, but I did when I worked for Aswin. I had the pleasure of working with him for six months promoting social networks.
J'ai eu le plaisir et la chance de collaborer avec Aswin sur différents projets et j'ai toujours été impressionnée par ses compétences et connaissances dans le domaine des médias sociaux. Je le considère comme expert dans son domaine. Chaque organisation devrait avoir son Aswin.
Aswin est une des personnes les plus engagées que je connaisse. Je suis toujours impressionnée par tout ce qu'il réalise et toute l'énergie qu'il y met. Il est très optimiste, souriant, généreux et attentif aux autres : un vrai plaisir de l'avoir à ses côtés !
Aswin Lutchanah is a Hybrid Social Media Manager at the University of Luxembourg, based in Belval, Esch-sur-Alzette, where he has worked since 2015. He grew the University's community from around 20,000 to more than 257,000 followers across 7 active platforms, combining strategy, content and code. Mauritius-born, bilingual in English and French, he holds a Master's in Computer Science with first-class honours and is the founder of I Love Belval.
I am based in Belval, the innovation district of Esch-sur-Alzette in southern Luxembourg, where I have worked at the University of Luxembourg since 2015. I live across the border in France, in the Greater Region, and work across Luxembourg, Lorraine and online.
English and French, the two working languages of the University of Luxembourg and of most Luxembourg organisations, and I also create in Mauritian Creole. This site is fully bilingual, with a French edition at aswinlutchanah.com/fr.
A hybrid social media manager combines strategy, content and code in one role. At the University of Luxembourg I grew the community from around 20,000 to more than 257,000 followers across 7 active platforms while also building the websites, analytics and tooling behind it. My Master's in Computer Science, first-class honours, is the engineering half of the hybrid.
I Love Belval is an independent local media platform for Belval, Esch-sur-Alzette, which I founded in July 2024. It covers openings, events and life in the district on Instagram, by newsletter and on ilovebelval.com, a website I designed and coded myself, launched in August 2026.
Yes. I speak on social media strategy, the hybrid social media manager and generative AI, in English and French, in Luxembourg, the Greater Region and online. Past formats include university keynotes, PhD cohort workshops, International Staff Week and an Instagram masterclass delivered in Cyprus. The best way to invite me is the contact form or LinkedIn.
Happily. I have written for L'Express (Mauritius) and been featured by Delano and Le Républicain Lorrain. Reach out through the contact form and choose Press or media; a speaker and media kit with bios, headshots and fast facts is available on request.
Got a project, a role, or an idea worth talking about? I'd love to hear from you.
Fresh from my socials.
See my latest posts on Instagram, LinkedIn, YouTube and TikTok.