Work history
EditorTime Inc UK
London, United KingdomFull Time
Sole point of contact for Editorial - I represent Look at all press events and advertising/media panels. I work closely with the Publishing, Production, Distribution, Creative Media, Advertising and Video teams as well as creating innovative, eye-catching and commercial covers every week.
Commercial: Manage the workflow of both proactively pitched and booked activity across all platforms. Sync up the Look strategy with new and ever-evolving Ad spend patterns without ever losing Look’s editorial integrity.
- Improved relationship and integration of commercial, editorial and marketing teams
- Coordinate regular interactions with department heads to ensure pitches (native or otherwise) remain fully on brand and in sync with the wider editorial strategy. This has resulted in over £8m of significant commercial wins for the Look brand
- Keen to champion this integrated relationship, further bridging the gap between consumers and Ad brands
Creative: Decide the content strategy and visual direction of the brand across all platforms and brand extensions with particular move towards video and live events.
- Created and delivered total brand refresh for Look print, digital and social culminating in an audience first strategy that now sits across four focused content pillars (Look Fashion, Look Beauty, Look Fit and Look Life)
- These pillars reflect the changing passions and consumer needs of Look's millennial audience, as well as providing a more streamlined and coherent cross-platform franchise sell for commercial
Digital: Creating a genuine 360 millennial brand, better delivering mobile first content when and where the audience wants it most with multiple touch points during their day.
- Look’s digital footprint has never been bigger. With a growth of 45% of unique users within my first six months, Look now has a social reach of over 3.5m. With this comes a deeper and better understanding of our audience, helping Look to deliver ever more engaging content
- In February 2016, I launched a completely new digital-first strategy that now sees all Look staff contributing to video, digital, social and print
- Look is now a 360 content brand with all staffers happily contributing not just to video, digital, social and/or print respectively but between traditional content departments too
Manager: Oversee workflow across all platforms managing a team of 23 across both digital and print.
- As Editor, I have adapted to combine the role I feel most passionate about in creating engaging content, with the management responsibilities of leadership, brand ownership and effective budgeting, alongside the broader curation of a team culture and ethos
- Following the Look team restructure prior to my starting, I have promoted a shift from a hierarchical, traditional top-heavy print structure to a more cohesive, transparent and open team - all confident in contributing ideas, no matter their title or department.
- All members of the Look team have expressed a real love of the new working culture, describing it the shift in attitude as 'empowering, fun and more creatively satisfying'
Forward thinking: I am continuously evolving Look’s brand strategy, both in reaction to marketplace conditions as well as launching innovative industry firsts. Thanks to the likes of Look’s Influencer Network – a sector game-changer launched in September 2016 - and Beauty Advisor – Look now reaches in excess of 3.5 million 18-34 year old women.
Style Content DirectorTime Inc UK
- London, United KingdomFull Time
Award nominated: Fashion Journalist of 2015 (short-lead); PPA New Talent Award 2015; BSME Rising Star 2014
Stylist: Celebrity, Main Fashion and Beauty experience on location and in studio. Commissioned, directed and styled all shoots – including exclusive stories with Khloe Kardashian, Rihanna X River Island, Pixie Lott and Millie Mackintosh
Digital-savvy: Created fast-paced, mobile-optimised, fashion, beauty and lifestyle content across all channels. Sound knowledge of data analytics and SEO. Brand’s Newsletter Editor.
Experienced: Created and edited 26 pages of fresh content each week including all picture research
Manager: 7 years managerial experience, regularly commissioned top photographers, stylists, models and celebrity bloggers
Commercially-minded: Secured sponsored shoots and brand promotions (e.g. reader redemptions, data capture discounts and in-store boarding). Founded Now’s 99p specials and the inaugural #FeelGoodFashionAwards – the first reader-voted shopping awards with a hashtag that gained Now over 8 million worldwide impressions
Founded franchises: GlamCam – a unique behind-the-scenes video channel (including tutorials, red carpet interviews and fashion week reports); The 99p Issue; StyleOnTrial; Shopping Selfies; WhatsTrendingNow; Beauty Bestsellers; Unlikely Style Icons and Shoe Review
Engaging: Work regularly picked up by leading online news outlets, celebrities and key advertisers, as well as generating Now’s fastest and widest-reaching shares across social media
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Skills
- Writing
- Celebrity Stylist
- Editorial Leadership
- Commercial
- Creative
- Beauty Consultant
- Fashion Consultant
- Video
- Social Platforms
- Digital
Education
U
U
BA (Hons) HistoryUniversity of Exeter
- Exeter, United Kingdom