For a decade, I've lead creative agencies, consulted with brands on co-branded content opportunities, and managed a portfolio of content creators; freelance writers, graphic designers, photographers and influencers, to deliver powerful, engaging and KPI-hitting content.
For the last five years, I've directed digital content strategy at Expedia by leading social media strategy in EMEA and developing the editorial blueprint of Trover; a UGC app for travellers, acquired by Expedia Group. Before that, I managed media relations and social media content strategy at VisitEngland, the National Tourist Board.
I an expert storyteller and a critical thinker, confident in my winning recipe of engineering creative content rooted in data, and supported through strategically-crafted, digital publishing strategies to successfully problem-solve using content. Additionally, my hunger to learn, eagerness to collaborate with others, and love for a challenge are my key strengths.
Projects
- Jürgen Kloop: Travelling in GermanyWe met up with Jürgen Klopp to get his travel tips and favourites to share with travelling fans – for when the time is right. From beautiful scenery and outdoor activities for nature lovers to the incredible local cuisine, check out Kloop's guide to travelling in Germany.
- Madrid Like A ChampionTravel like a champion, for the UEFA Champions League for whatever other passions that drive your wanderlust, with Expedia. Here, the Real Madrid legend, Luis Figo, highlights the Spanish capital's top spots for first-time visitors...because where's the fun in just grabbing a pint and heading to the stadium for an away game? Make an adventure out of it!
- #ImagineWithExpediaTo complement Expedia’s new “Let’s Take a Trip” stop motion ad campaign, I worked with a range of content creators who had highly engaged audiences across US, CA, UK and DE , to co create various stop motion style videos that would inspire travel in a unique and engaging way. To align with the overarching theme of the campaign: “Imagine where we’ll go, together”, the nine content creators were asked to visualise the message, “Where are you now and where are you dreaming of going?”, positioning
- With You All the Way: The journeys of LFC Women's rising starsThe dream is possible: Liverpool FC Women's Amalie Thestrup on inspiring young players From the family who’ve been with her all the way to the next generation of female footballers she hopes to inspire, striker Amalie Thestrup talks about her journey to becoming a sports star. Branded content partnership between Expedia Liverpool F.C. and Guardian Labs
Projects credited in
- Play The City | Expedia & The Champions LeagueIn advance of UEFA Champions League knockout stage, official travel partner Expedia has launched a multi-market brand campaign the encourages fans to get the most out of every match and Play the City. The campaign explores what it means for fans to follow their passions and the joy that comes from playing alongside the people you meet along the way. Agency : Octagon ECD : Josh Green Creative Director : Ryan Shaw Creatives : Andy Mancuso, Ravi Beehary, Will Innes Smith Production Company :
Work history
Creative Content ManagerExpedia Group
Madrid, SpainFull Time
I'm responsible for directing a holistic overview of content across various brand channels and creating a framework of testing and measuring to improve creative development and user engagement through strong storytelling, powerful narratives and editorial strategy.
Social Media StrategistExpedia Group
- Madrid, SpainFull Time
The main focus of my role was to direct social media strategy across EMEA markets with a focus on building positive sentiment, engagement and fan growth for Expedia.
This includes directing content and commissioning content, influencer and agency management as well as consulting on branded content opportunities, as well as integrating various lines of business within organic social media strategy to build trust and favourability for Expedia.
Special projects have included leading on Expedia's social media strategy of the sponsorship of the UEFA Champions League and Liverpool F.C. teams, as well as Expedia's 'Let's Take a Trip' influencer campaign.
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Skills
- Content Strategy
- Creative Strategy
- Digital Content
- Data Analysis
- Problem Solving
- Stakeholder Management
- Content Commissioning
- Content Editing
- Editorial Content
- Integrated Marketing
Education
T
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BA Politics and International Relations Joint HonoursThe University of Hull
Hull, United Kingdom