Heidi Atwal

Content Producer and Creative Strategist


About me

• Ten years of content production and creative strategy development experience, both agency and client-side • Areas of specialty include brand consultancy, creative strategy, digital development, PR/media strategy development, and corporate storytelling • Passion and expertise spanning industries including travel, lifestyle, arts and culture, luxury fashion, and film, with additional experience serving technology, e-commerce, automotive, financial, and pharmaceutical clients • Digital native skilled in building brand engagement campaigns for a diverse client roster • Multi-channel content production experience • Contributes editorial consultancy/management to clients on a freelance basis


  • Marketing PR
  • Digital Content
  • Copywriting
  • Lifestyle
  • Digital
  • Presenting
  • Creative
  • Project Management
  • Strategic Planning
  • Web Content
  • Creative Direction
  • Social
  • Client Management

Work history


Senior Content Manager

Winsor Newton

Mar 2014
  • Leading fine arts materials brand // London, UK • Develop brand content strategy; oversee content production, including e-commerce product copy, press releases, branded partner content, videos, and social media content • Drive creative campaign communications and product launch positioning • Devise digital brand strategy; own key media agency relationships to improve SEO • Collaborate with Global Brand Director to ensure streamlined messaging in keeping with brand vocabulary • Establish digital Tone of Voice guidelines synced with offline communications • Manage sponsorship campaigns with fine arts institutions, including the Victoria and Albert Museum • Manage content budget; forecast budget • Manage content team and freelance contributors


Freelance Journalist & Editorial Consultant

Freelance Writer and Editor

Apr 2006
  • // International • Contribute copywriting, feature articles, and editorial consultancy to clients in the arts and culture, e-commerce, and travel sectors, including Stylebop, Food Republic, Condé Nast Digital, and more


Content Manager

Starcom Mediavest

Jan 2012 - Mar 2014
  • Global media planning and buying agency // London, UK • Managed digital content campaigns for corporate clients • Oversaw multimedia content production, including online features, PR and communications materials, social media content, and more • Aligned on- and offline media with brand messaging and PR • Developed and pitched multichannel content marketing strategies to prospective and retained clients • Localized content for EMEA/US markets • Managed five- and six-figure content budgets • Performed communications audits and competitor analyses • Managed corporate stakeholder relationships • Managed content team of three and freelance contractors, including writers and designers


Content Coordinator


Feb 2010 - Jul 2010
  • Digital performance marketing firm // Los Angeles, California • Developed content strategy for existing and emerging businesses in the travel sector • Led creative direction for newly launched websites and mobile apps • Conducted in-person market research and devised editorial plans based on findings • Wrote and sub-edited content published on LowFares.com


Movies Editor


Mar 2008 - May 2009
  • Internet media company specializing in music and DVD e-commerce, advertising, and publishing // Santa Monica, CA • Developed digital content strategy for ARTISTdirect Movies Page • Wrote and sub-edited digital feature content • Interviewed prominent actors, directors, and producers for features • Hosted red carpet video segments at movie premieres and awards shows


Managing Editor


Apr 2006 - Feb 2008
  • Website and newsletter specializing in luxury fashion and lifestyle content publication // San Francisco, CA May 2006 - April 2007; October 2007 - February 2008 • Wrote, sub-edited, and published fashion, lifestyle and travel content for web and weekly newsletter • Wrote e-mail marketing content for corporate clients • Co-developed social networking community to further drive audience engagement • Assisted in offline event planning and execution with partners including Neiman Marcus, Bloomingdales, eBay, American Express, and Nike • Credited in production of Splendora: Handheld print city guide, including research, writing, and sub-editing



Masters Programme: Cultural and Creative Industries

King’s College London

Sep 2010 - Apr 2012
  • Areas of Focus: Creative Marketing, Digital and Print Media, International Arts and Culture


Teaching English as a Second Language

Trinity College London

Jul 2008 - Jul 2007
  • Qualification: Trinity College Certificate in Teaching English as a Foreign Language


English Literature

University of California, Berkeley

Aug 2002 - Apr 2006
  • Bachelor of Arts in English Literature with Honors, minor in Gender and Women's Studies