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I'm a passionate brand storyteller. I've led digital innovation and growth programmes at high growth startups and complex matrix businesses across media and tech over the last 11 years. I enjoy crafting brand stories and delivering strategies to meet business goals. I've been lucky enough to work with start up projects, iconic institutions and innovative disruptors. I've lead successful projects and campaigns by marrying a variety of traditional , digital, creative and strategic skills that have delivered results and successful outreach across various publishers and brands. I really enjoy what I do and love new ideas and challenges.
Designing a new content planning and creation process. I was driving content planning for in-product messaging for quick to prototype MPV. Thinking about and devising the new process for website development. Leading content quality audit and advising on content recommendations for new site. Building out audience personas for B2B verticals and understanding content gaps. Creating new content creation processes across the brand studio team and for main stakeholders.
I led the DNI site redesign project and launched the new site in English. Directed and led content and brand strategy for the DNI. Developed new process to drive this project to delivery. Performance of new site was a good success against agreed OKRs. The new fund application was easy to use, time to fill out the form decreased from 26 minutes to 9 minutes. We drove engagement on site by 20% due to content led approach. Return visitors increased from 47% to 53%, product innovation pillar seeing most engagement. Negotiating and managing senior stakeholders and using influencing skills to drive strategy through.
The growth and development of the UK frockadvisor content brand. The role was expansive and covered the general management of the UK business. My first dip into the startup world was frockadvisor and it was exciting. The challenge for me was to design 2015 / 2016 digital marketing strategy to build audience across social, owned, installs, earned & email. As part of our first paid digital campaigns, I led the team to the final in a Google “Adopt a Start up” programme. During this time we ran our first youtube and adwords campaigns. We conducted a full SEO technical and content review, onpage optimisation and training led to 56% increase in organic traffic. I designed and created over 100 influencer strong advocacy for paid campaigns across paid social and search in preparation for live activation #FIDAY. Growth was significant for both app install campaigns and traffic to site, we trended above the Sebb Blatter FIFA scandal in London on #FIDAY day!
At the BBC, I led content creation and distribution strategy for paid search, distribution networks, social and chat channels. I drove optimisation & KPI success through detailed analytical reporting and regular reviews. I collaborated with tech, product and editorial team to optimise and improve organic search. My role in the marketing team was to lead two projects. The strategy I created was two fold. One was to introduce a new way of working, to educate and train social media editors and journalists in a short attention, demanding news market in key territoritories Arabic, Mundo, Russia, Brazil. To optimise content that was succeeding on Facebook and to promote and push to audiences at the right time and in the right place. Placing the power of promoting their content into the hands of the Audience Engagement Producers who wrote it and push the story based on popularity. The second was to introduce the concept of content marketing by letting the BBC World Service content speak for itself. With limited budgets for production, the plan was to shift the majority of the budget into clever media spend and promote less newsy, more evergreen content to a younger audience and help banish the reputation of dull, stuffy, boring to this digitally engaged target group. We created a golden checklist for content selection and best performing content in each market. I was invited to present these plans to the Digital Steering Committee on a monthly basis and update the group on our progress. It was a brilliant success. We drove new youth audience UV and RVs to mobile and desktop product to shift brand perception and exceeded traffic targets across all territories by over 55%.
In 2012, I was thrilled to join the marketing team that launched the Huffington Post UK brand. With our dual objectives of brand awareness and driving habitual usage to the site, this was my first deep dive into multiple digital strategy, media planning and content led campaigns. The creative concept was “Conversations Start Here,” I loved it. From understanding the value of SEO and clever keyword strategy to the 12 individual media laydowns for the HuffPost bloggers that featured in our creative executions. The campaign won 9 awards including silver Cannes Lions for best use of screen, the Digitals, the Drum & DADIs. During the campaign period we drove 1.7 million UVs (+10%) to our specific blogs and a 45% increase in brand awareness. We delivered 2.4 million impressions conversion of 18 – 30 ABC1 men (+10%) and women (+6%). Bloggers included Alice Cooper, Richard Branson, Dawn O’Porter, Labrinth. My role in this campaign was to drive the project to successful delivery, manage agencies and worked into the Marketing Director. The next digital marketing project was for womens fashion vertical HuffPost Style. “Fashion Priest” was a new campaign to target young fashionable women to visit HuffPost style and to create this new fashion authority Fashion Priest. Fashion Priest took #confashions via short films and assets from fashion’s good & the great like P’trique, Henry Holland and Liz Jagger. The campaign drove over 176,000 UVs (+7%) and 229,000 VVs (+82%) P’trique achieved the highest VTR and Tallia Storm achieved over 70,000+ views on YouTube. I led the delivery of this time sensitive project, made quick optimization decisions and enjoyed the successes we saw.