I'm a former magazine editor (Vogue Australia, Sunday Telegraph, GQ), who moved into branded content when I became Content Editor at Channel4.com, and unwittingly entered into the world of a service agency and clients (wooh there Nelly). Since then I've been a Head of / Director of Content and Creative for fashion and beauty brands, and worked as a creative strategist at some of the most fun agencies in London. Mainly specialising in fashion and beauty, but if you have (or are after) an exception consumer-centric identity and tone, then you could be any sector.
Exceptional creative director and content strategist with extensive experience developing long-term brand platforms for premium, aspirational customer-centric lifestyle brands.
Outstanding leadership experience in driving brand vision across multiple creative, content and analytics teams, collaborating with senior stakeholders, and managing 3rd party agencies.
Strong instinct for customer trends and relevancy that build awareness, loyalty and acquisition for brands including H&M Group, Boots Walgreens, Unilever, Amazon Fashion, and Tesco F&F.
Deep understanding of through-the-line visual and written communication due to consulting and agency experience (We Are Social, Mother London, Mullen Lowe, Haygarth, The River Group).
US 01 Extraordinary Ability Visa, and experience working in Sydney, New York and London.
Work history
Content DirectorCOS
- London, United KingdomFull Time
Led creative excellence across all content touchpoints including home and landing pages, product pages, magazine, social channels, newsletters, PR collaborations and campaign activity. Ensured consistency across UK, EU, APAC and US and directly managed Heads of Content, Social and Copy.
On top of the day-to-day management of teams in EU, APAC and US, global initiatives I led on include:
• Onboarded TikTok agency and oversaw launch and 'test and learn' phase of Cos TikTok channel strategy and output.
• Pivoted Instagram to a brand channel to reflect changes in algorithm and brand positioning.
• Evolved brand voice and differentiation in product copy and PLPs in order to strengthen positioning, maximise sales and reduce returns.
• Led strategy for distinct Menswear UX and tone of voice.
• Establishing campaign language, customer journey and digital destination UX for core product offering including Denim, Swimwear and Lingerie, and special campaigns and collaborations.
• Evolved internal processes to ensure correct and useful information ran smoothly from Buying Office and Design teams to Copy and Creative.
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Creative StrategistFreelance
- London, United KingdomFreelance
Consultant creative strategy for Mother London, Mullen Lowe and WeAreSocial, specialising in driving engagement and consistency across digital content, apps social, store, CRM and print.
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Skills
- Writing
- Editor
- Content Strategy
- Social Media Content Management
- Brand Creative Strategy
- Digital Publishing
- SEO Content