Guy Frederick was born in Brazil in 1990 and embarked on a global journey at a young age. At 14, he moved to Italy, where he completed his high school education. Two years later, at 16, he relocated to London, a move that ignited his passion for art and design. The challenges of adapting to new languages and navigating diverse cultures became the inspiration for Frederick’s creative journey, leading him to use photography as a medium to capture the complexity and beauty of life’s multifaceted experiences.
In 2015, Frederick graduated with a BA (Hons) in Design and Innovation from The Open University. Since then, he has built a distinguished career as a photographer, working with some of the world’s most prestigious luxury brands, including Dior, Yves Saint Laurent, Giorgio Armani, Guerlain, Viktor & Rolf, and L'Oreal. His work, often focused on interior photography, showcases these brands' products and environments across the UK and Ireland.
Frederick expanded his creative portfolio in 2016 by venturing into graphic design. Collaborating with art directors and design teams, he developed innovative concepts for magazine advertisements, newsletters, and catalogs, while also creating engaging social media content across multiple platforms. One of his most notable projects was his collaboration with Adel Rootstein, where he was commissioned to conceptualize the collection "Sophie." Following its success, Frederick continued to craft the visual direction for subsequent collections, including Bag Lady, Penelope, POP, and High Society.
After a successful five-year tenure in the creative industry, Frederick transitioned into the realm of data analysis and content strategy. His analytical skills and strategic thinking now guide his role as Content & Growth Strategist at Apple, where he continues to drive innovation and growth through data-driven insights and creative storytelling.
Guy Frederick’s journey from a young creative in Brazil to a key strategist in one of the world’s leading tech companies exemplifies his adaptability, artistic vision, and drive for innovation.
Projects
Projects credited in
- MANAICKPerformance Range. MADE IN ITALY.
Work history
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Content ManagerThe Stepstone Group
London, United KingdomFull Time
• Leading the digital marketing strategy and planning for Totaljobs and sister brands globally, managing end-to-end content creation, strategy implementation, and campaign launches, while effectively overseeing a £100,000 budget for digital content activities in the UK.
• Currently spearheading B2B LinkedIn Lead Generation campaigns across the UK and Germany, strategically redefining both organic and paid engagement frameworks. Collaborating closely with senior leadership to align initiatives with overarching business objectives.
• Enhancing the efficiency of content production workflows through the Global Content Community, strategically planning new content flow and joint international editorial plans. This initiative resulted in a notable +10% uplift in monthly organic visits for Stepstone brands worldwide.
• Continuing to drive innovation in digital marketing through the development of advanced AI-based content strategies, aiming to increase output for evergreen editorial content by 30-50% and reduce time-to-market by 30%.
• Cultivating strong relationships with internal stakeholders (PR, Product, Sales, and Leadership Team) and external collaborators, including creative agencies, freelance writers, and designers, to ensure seamless collaboration and strategy alignment.
• Utilising data-driven approaches to ground content, providing valuable insights and fostering informed conversations within the target audience.
Content & Growth StrategyApple
- London, United KingdomFull Time
• Managed the international strategy for the App Store in over 160 countries, based on data first approach.
• Successfully managed the Silk Road Regional Expansion project. Responsible for creating a through planning and an 18-month roadmap to introduce two Chinese giant developers; Tencent and NetEase, into the European market. This accomplishment was well-received and served as the blueprint for propelling international expansion efforts into the LATAM and USA markets, signifying a resounding success.
• Implemented data-driving strategies to streamline our content curation process for apps and games through data analysis. This strategic approach significantly reduced the workload from 20 hours to 6 hours per month, and a remarkable 20% upswing in download rates for apps and games, accompanied by an impressive 98% surge in monthly revenue.
• Managed the Targeted Featuring Program (TFP), a key initiative that boosted organic growth for developers in the App Store; LinkedIn, YouTube, Duolingo, Amazon Music and many more. In just seven weeks, TFP delivered significant results, +70% in download rates and 30% in monetisation. Its continued success over ten months seamlessly integrated it into the broader regional expansion framework for apps, making it a cornerstone of our growth strategy.
• Developed a tailored strategy focused on SEO for the App Store's Today’s lead. This approach amplified the visibility and discoverability of featured apps on Google search. This strategy significantly enhanced our overall engagement and interaction of consumers with the App Store, resonating in higher download rates.
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Skills
- Photography
- Photoshop
- Retouching
- Fashion Photography
- Art Direction
- Copywriting
- Logo Design
- Graphic Design
- Studio Lighting
- Commercial Photography
Education
BA (Honours) Design & InnovationThe Open University
- London, United Kingdom