Rob MacFie

Creative director / Content lead

London, United Kingdom
Locked Pro Plan feature


About me

Creative lead. Content lead. Content designer. Experience designer. Copywriter. I’ve worn a few hats in the last 17 years. I’ve worked on hundreds of projects, designed thousands of experiences and written millions of words. But I’m not a typical creative. I’m a logical, pragmatic problem solver. I believe in data, evidence and sound rationale. I’m comfortable with complexity and I embrace constraints – because every business has them. I also believe that creativity lives between the parenthesis of a project’s constraints. I’m an advocate of team diversity, believe wholly in customer-first experiences and am savvy enough to (always) blend the needs of the user, the business objective and the aspiration of the brand. As a creative lead, most of my time is spent solving content and user experience problems – often for large companies wrestling with digital transformation. My job is to definitively understand the problem, define the strategy, design the solution and lead the teams who bring the experiences to life. I’ve spent the last few years working with banks. Before that it was automotive and telcos. Clients: Nationwide, Lloyds Banking Group, HSBC, Barclays, RBS, McLaren Automotive, Volvo Trucks, Volkswagen, Vodafone, EE, Orange. Agencies: Publicis.Sapient, AKQA, Ogilvy, Leo Burnett, Tribal Worldwide, Fjord …


  • Experience Design
  • Content Design
  • Creative Direction
  • Creative Leadership
  • Content Strategy
  • Copywriting
  • User-centered Design
  • Information Architecture
  • Team Management
  • Mentoring

Companies I’ve worked with

  • Publicis Sapient

    Publicis Sapient

    • Design
  • Fjord London

    Fjord London

    • Design
  • N

    Nationwide Building Society

    Work history


    Content Strategist

    Fjord London

    Jun 2018
    • London, United Kingdom
    • Freelance
    • Freelance content strategist and content designer on insurance mindsets and the future shape of retail projects.


    Jun 2016 - Apr 2018
    • Bristol, United Kingdom
    • Freelance
    • Nationwide set up its Experience Design Studio in 2016. My job was to create a Society-wide content strategy, build a 40-strong content team and redesign the end-to-end production processes. It was a wonderful challenge. Changing people, culture, process and measurement is difficult in large organisations. But not impossible. Macro level content thinking, collaboration across departments, platforms and channels, dedicated content design resource and the introduction of agile delivery processes changed the Society’s approach to content. It improved quality, enhanced the customer experience and strengthened the brand experience. Streamlining the production process increased speed of delivery – and helped reduce associated production costs by up to 70%.


    Content lead

    Publicis Sapient

    Jun 2015 - Jun 2016
    • London, United Kingdom
    • Freelance
    • Lloyds Banking Group hired Sapient to run a £1bn customer journey transformation project. Sapient hired me to lead their content team. High stakes and very senior stakeholders made this one of the most exciting roles in recent years. Sapient’s front-to-back service design approach, the client’s desire for agile delivery and the competing needs of their four high profile brands created very complex content challenges. Developing the Group’s content strategy created the pole star the project teams aimed for. My team’s unwavering focus on content design shaped the journey narratives, and helped transform the digital experience across the Group’s core products and respective brands.



    BEng Mechanical Engineering

    The University of Strathclyde

    Jun 1988
    • Glasgow, United Kingdom
    • Some people are left brain. Some are right. I guess I'm both. I can do hard sums. I can solve problems. I understand logic and I'm comfortable with complexity. I also earn my living as a creative. Guess I'm just lucky.