I’m a passionate editor with over ten years’ experience in delivering compelling editorial for print and digital media. I am creative, driven and thrive on generating content for home, craft and lifestyle brands. I am commercially minded and have worked with some of the UK’s leading retailers, including M&S, Sainsbury’s, John Lewis, and Tesco, to name a few. I’ve also been involved in creating licensed products for Everest, Carpetright and DFS, among others. I’m a respected and dedicated leader with lots of energy and experience in motivating multi-discipline teams to collaboratively produce content for magazines, websites and brand extensions. I’m innovative, forward-thinking and absolutely dedicated to growing brands to a very high standard.Locked Pro Plan feature
Responsible for devising a compelling and engaging editorial strategy that appeals to both consumers and commercial partners and delivers Hearst’s ambition of growing the success of this heritage home interest brand. While defining the content pillars, structure, tone and art direction, I oversaw the complete production of the print title and accompanying supplements - ensuring its content was engaging, purposeful and valuable, whilst of course being accurate and legal, and was delivered within budget, by deadline and to the highest standard. I implemented new and creative ways to increase our content re-use and exceeded our set targets. Every day, I lead, inspired and supported a large team to achieve exceptional results across a range of platforms, including print, digital, social and more; always seeking new opportunities and ways for our audience to consume the brand. Additionally, I worked with the licensing team to create consumer-focused collaborations and branded products in partnership with a range of UK retailers, including Everest, DFS, Carpetright, The Hot Tub and Swim Spa Company, Hillarys and Kährs.
Initially contracting in a freelance, consultant capacity as Contributing Editor to devise and deliver short and long-term strategies to bring the brand into growth. Advising the editor and editorial team with content for forthcoming issues, supplements and bookazines, whilst also working on commercial projects with the advertising and marketing teams, to strengthen the brand’s position in the market. Within two months, after improving efficiency, implementing new ad-revenue streams, enhancing the editorial, and delivering content within budget, I was employed in a permanent position, to continue growing the brand. Advising on all aspects of content creation for the title, digital platforms and brand extensions, whilst managing the production of supplements and bookazines in the capacity as Editor. I achieved a reversal of declining sales, with the ABCs growing from -7.9% YoY for Jan-Jun 17 to 11.8% YoY in growth for the Jul-Dec 17 period.
Editor of the official magazine of the hit Channel 4 television series. Implemented the brand’s refocus from home interest to self-build. Involved in the successful launch of its new website to drive growth. Managed and worked collaboratively with a small but passionate team to produce all content across multiple platforms, keeping within a tight budget. Liaised with Kevin McCloud to produce his exclusive column each month. Ensured editorial stayed to its new, focussed brief and reached its audience. Involved in organising and planning for Grand Designs Live consumer show.
Set the editorial strategy for this leading home interiors title and its brand extensions, delivering mass-market appeal. Hands-on editor, working collaboratively with a small, passionate team to produce all content to a tight budget. Improved the brand’s NRS in a toughening marketplace. Implemented a redesign with fresh content, including new video concepts for digital platforms. Grew the digital footprint and social media presence. Developed strong, fruitful relationships with leading retailers and media agencies for profitable commercial opportunities. Increased engagement through the brand’s peer-to-peer format, which grew under my leadership. Epitomised the brand at all times, including being invited to cut the ribbon at a new Dunelm store opening. Readership reached 202,000 with a combined ABC of 87,500.
Responsible for editorial strategy of a fresh, new home-centric crafting magazine and brand extensions. Generated content to a very tight budget. Directed and styled lifestyle and model photoshoots. Devised all content across print title, digital platforms, bookazines and brand extensions. Played an active role in enhancing the website and social media with captivating and relevant content. Negotiated fees and costs within a small budget. Readership was in the region of 45,000 per issue.
Edited two kitazines, totalling 20 issues per year. Coordinated a successful redesign of both. Responsible for kit and magazine content from conception to sign off. Decision maker for kits, design, covermounts, polybags and promotional material. Involved in licensing of kits, including Wallace & Gromit, Paddington, Tracey Beaker and more. Managed editorial budgets and invoicing. Arranged, coordinated and styled lifestyle and model photo shoots. Commissioned and briefed freelance designers. Motivated and developed a small, passionate and eager team.
Deputised for the UK’s leading crafting title with 13 issues per year. Wrote copy, sub-edited and proofread. Signed off pages, covermounts, polybags, promotions and newsletters. Coordinated photography shoots on location and in studio. Commissioned content and liaised with designers. Managed copy for email newsletters and website. Involved in design, layouts and flatplanning. Editor of accompanying bookazines and supplements. Decision maker in editor’s absence.
Worked across three titles: total of 33 issues per year. Signed off pages, polybags, covermounts, promotions and newsletters. Wrote copy, sub-edited and proofread. Called in products for review. Attended photography shoots. Wrote online copy for newsletter and websites. Managed production flow of copy to the art studio.