With a passion for music and a background in journalism, I have worked for some of the world’s leading music brands, in both journalistic and corporate roles. Leading global digital content strategies for the largest record label in the world, I have pioneered ways in which engaging editorial and video content can used in order to grow audiences and drive revenue and data capture for the business. Having made the leap from print to digital in 2015, I have become an expert in developing online content that stays ahead of changing trends, writing and commissioning SEO-focused editorial to drive long-term website traffic growth, and conceptualising short- and mid-form video for both YouTube and social media channels. Managing freelancers and in-house staff on an international scale, I am an experienced team leader who can see projects of all sizes through, from conception to completion. With a number of books to my name, and experience in TV and radio, no job is too large – or small – for me to commit wholeheartedly to. KEY ACHIEVEMENTS • Significantly driven unprecedented growth for a flagship brand within a major global company. • Provably enhanced revenue and data collection for the wider business. • Successfully implemented editorial and video content strategies to sustain long-term audience development. Please see my employment history, below, for more detailed information. SKILLS Online content creation | Content strategy | Search engine optimisation | International brand development | Music industry expert | Writing and editing | Team leadershipLocked Pro Plan feature
Reporting to the EVP of Content Creation & International Marketing, and VP of International Marketing, I was promoted to lead a team of consultants and in-house staff across the UK and Los Angeles in creating content, primarily for uDiscoverMusic.com and its associated channels. KEY ACHIEVEMENTS • Sustained year-on-year audience growth across all brand platforms (79% in 2019). • Sustained year-on-year organic traffic growth across uDiscoverMusic.com and Japanese and German local-language sites (229% in 2019). • Increased monthly unique visits from 600,000 a month to 3 million a month. • Partnered with artist management (including Queen, Maroon 5, Sting) to create content plans for priority campaigns, driving consumer engagement. • Initiated evergreen SEO content strategy across the brand in order to stay ahead of changing digital trends and ensure long-term audience growth. • Tailored content types to provably drive streams, video views and D2C store sales. • Relaunched Japanese site, resulting in 190% traffic growth in 2019. • Rebranded uDiscover’s YouTube channel, initiating new short- and mid-form video content strategy, doubling subscription figures. • Driving brand awareness throughout the business, including frontline expansion; increasing artist and label partnerships; incorporating existing UMG brands into uDiscover Music. • Developed a small-scale consumer-engagement website into a global brand used as a resource by renowned international media outlets (including The New York Times, The Sunday Times, BBC, NME).
Reporting to the VP of international catalogue; creating content for uDiscoverMusic.com and acting as brand ambassador throughout the company and with third-party platforms. KEY ACHIEVEMENTS • Increased quality and quantity of content output, driving audience engagement. • Instilled brand guidelines to develop editorial voice an ensure consistency of tone. • Forged new relationships throughout the business to increase internal brand support. • Launched third-party uDiscover Music channels to reach new audiences through content syndication/sharing.
Promoted to run the reviews section of the UK’s longest-running music monthly magazine; oversaw other regular sections of each issue.
Performed chief subediting duties across each issue, signing off on final proofs.
Subbed raw copy and proofed layouts as part of a small subediting team.
A-levels in English Literature, Media Studies and Classical Civilisation
11 grade A*-C GCSEs