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My work as Head of Content and Social Media at White Hat Media requires expertise in a variety of disciplines, including, but not limited to, client account management, SEO and social media analytics reporting and presentation (both via screenshare and face-to-face), team and personnel management, budget management, content strategy and creation (including eBooks, webinars, podcasts, web copy, blog posts, infographics, competitions and more), and even sales and pitch work. I have excellent relationships with numerous clients and have seen many of them through from fledgling startups to visible businesses with active social media communities. I work with a variety of tools, including Sprout Social, SEMrush, Rival IQ, Brandwatch, Quintly, Teamwork, Infusionsoft and Lead Forensics to achieve the company's and our clients' marketing goals, to strict timelines. This requires excellent time and workflow management to ensure my team deliver high quality content within a specified timeframe. In this role I have expanded upon my expertise in SEO and PPC, and enhanced my reporting and presentation skills, while also giving me the experience of working for a variety of clients in different industries, from retail and leisure to finance and technology, ensuring I am able to communicate with a range of decision makers, influencers and audiences in the manner best suited to them.
At this ecommerce company, which develops and offers an online selling platform for its customers, I was responsible for a range of areas of communication, from blogging and copywriting to community management and the creation of marketing campaigns. I devised and implemented the content strategy for the Create Blog, writing over 120 blog posts on web news, ecommerce, marketing and social media in the process and achieving a 183% increase in unique blog pageviews in the second half of 2013 alone. My work managing and creating interesting, involving and shareable content for the company's 10,000-strong customer base on social media led to significantly improved engagement and increased follower numbers (400% increase in Facebook reach, plus an average of 100 new Facebook likes and 115 Twitter followers per month). Working to a strict editorial calendar, I wrote and compiled a monthly newsletter for users and subscribers which achieved a consistent 35-40% open rate, while championing business stories through press releases, a 'Site of the Month' feature and frequent showcases on a range of social media. I regularly worked with in-house designers to plan and implement marketing campaigns and create promotional materials (both online and in print) with clear, eye-catching visuals. At Create.net I built upon my solid skill set of web content expertise to include SEO and crisis management, whilst devising and maintaining brand guidelines to ensure a consistent tone of voice throughout all corporate communications. I also regularly attended conferences, meet-ups and networking events to deliver talks, extend the reach of the brand and discover new corporate partnership opportunities.
Although initially tasked with proofreading manuscripts and compiling books at this publishing house, my keenness and level of ability meant that I soon took on further editorial responsibilities such as liaising with authors, illustrators and sales co-ordinators to ensure publishing deadlines were met. I also initiated and wrote for the company's social media profiles and blog and trained authors on social media use and etiquette, all the while internally and externally evangelising on the importance of both. I implemented and managed the creation of the publisher's online shop and websites for its various imprints, ensuring brand consistency throughout while allowing each imprint's unique style and tone of voice to be heard clearly. I arranged and implemented the company's first forays into ebooks with the 'Very Peculiar History' series of non-fiction titles and acted in a research and advisory capacity during the creation its first iPhone and iPad apps. Other responsibilities included managing interns and their workloads, the organisation and marketing of promotional events such as author/artist appearances, and representing the company at international book fairs in Frankfurt and London. Attention to detail, people skills and task prioritisation were incredibly important aspects of this position, as were a passion for writing and a creative imagination.
At VAT consultancy Accordance I was part of the sales team charged with attaining new blue-chip clients and developing business relationships. Professional communication skills and confidence were paramount in this role as I had to discuss the complexities of VAT compliance with Financial Directors of major corporations from the initial cold-calling stage right through to conference calls and face-to-face meetings.
This course challenged me to write for genres outside my comfort zone and considerably improved my ability to adopt a variety of writing styles with specific audiences in mind.
This was a course specialising in the writing of fiction (as prose, script or screenplay) and non-fiction (as documentary and corporate copywriting).