A versatile communications professional specialising in digital content production for the arts and education sectors with over 8 years’ experience in the field. Comfortable working in a variety of roles, from copywriter and editor, to video producer and social media manager. With a strong track record of planning and implementing creative multi-platform digital campaigns for international organisations.
Member of the Digital Corporate Communications team, responsible for marketing the British Council’s international opportunities online through the corporate homepage (www.britishcouncil.org), the ‘Voices’ online magazine, the global YouTube channel, and the organization’s corporate social media, specifically Facebook, Twitter and LinkedIn. Managing the corporate global YouTube channel, including video content strategy, production and development. Supporting editor for British Council Voices magazine including pitching articles, briefing writers and editing copy. • Established cross-departmental video working group as part of digital transformation programme to share knowledge and best practice for digital video production; wrote video strategy documents including minimum channel requirements, community management guidelines for YouTube, and editorial standards for video production. • Produced the annual Going Global 2017 video series comprising five explainer animations all and edited in house. The YouTube watch time/retention rate for this series was 61% up 46% from 2016 and 47 % from 2015 (retention was 15% and 14% respectively in previous years) • Produced video content strategy for corporate YouTube seeing an increase in YouTube subscribers from 26,000 at the end of financial year 2015/16 to 44,000 (cumulative) at the end of 2016/17 • Edited articles which contributed to an increase in readership of British Council Voices magazine from 1.13 million in financial year 2015/16 to 1.88 million (non-cumulative) in 2016/17
Part of Shakespeare Lives 2016 team, British Council's most extensive international programme of cultural and educational events with strong digital content, to celebrate Shakespeare's influence on the arts, the English language and civil society. Programme highlights www.shakespearelives.org Worked across the Council's network of 110 countries and with counterparts at the FCO, UKTI and Visit Britain, in collaboration with the GREAT Britain campaign. Projects delivered in partnership with the BBC, RSC, Shakespeare's Globe, the British Film Institute, Hay Festivals and Shakespeare's Birthplace Trust alongside many other organisations, artists and educators. Produced and implemented digital content strategy for the Shakespeare Lives in 2016 programme. Developed and maintained the Shakespeare Lives festival website in close collaboration with British Council digital team. Editorial responsibility for commissioning online content. Led on commissioning and development of flagship Shakespeare Lives content including the Shakespeare Lives short film collection, together with interactive digital platforms including Mix the Play, and the Shakespeare short film competition. Worked with BBC and other partners to deliver mass participation social media campaigns such as 400th anniversary campaign in April 2016. • Developed and maintained main programme website; www.shakespearelives .org which attracted 2,514,000 unique visitors throughout 2016 • Project lead for Shakespeare Lives short film collection. 11 short films which received 4,453,607 online views, and collaborated with British artists including Vicky McClure, Viktoria Modesta, SBTV, Frank Cottrell Boyce and Laura Dockrill. The films have won accolades at international film festivals including Sundance, Raindance, and London Short Film Festival. Gained special dispensations to shoot in prominent locations including the Treasury bowl as granted by the Foreign and Commonwealth Office • Shakespeare Lives short film collection was primary content for British Council YouTube during 2016, and drove an increase YouTube subscribers from 26,000 at the end of financial year 2015/16 to 44,000 (cumulative) at the end of 2016/17 • Developed social media content which contributed to overall #ShakespeareLives campaign reach of over 2.7 billion worldwide, and over 50 million people actively engaged • Developed content for co-curated BBC/British Council platform hosted on the BBC, which received 3 million page views from 1.7 million unique users in six months (April – September 2016)
Education UK, funded by the GREAT campaign and administered by the British Council was set up to promote the UK as a destination for higher education internationally (now replaced with Study UK). Produced and implemented a global social media strategy across 110 countries for Education UK channels. Editorial responsibilities pitching, researching and writing online articles for an online blog. Production of digital and social media asset. Developed commercial advertising strategy revenue generation for British Council Services for International Education Marketing (British Council SIEM). • Education UK social media channels recorded best performance to date (2014-2015) including Over 60% increase in Facebook fans reaching an audience of over 3 million globally 89% of international education agents rating Education social media channels as ‘excellent’ or ‘good’ Klout score of 62% putting Education UK in the top 5% of sector channels • Developed and implemented a strategy for 3rd party promotion for UK higher education institutions on behalf of British Council SIEM which resulted in Increased attendance at events overseas as a direct result of social media referral Income generated for British Council SIEM from 3rd party educational institutions advertising events via dark posts on Facebook Strengthened relationships with sector institutions and organisations Avoided potential risk of legal action due to improper use of advertising on Facebook • Managed monthly email newsletter in partnership with Hotcourses delivered to over 70000 international students. Increased subscribers from 64443 in June 2014 to 82405 in April 2015, and exceeded education sector email benchmarks (Smart Insights) for Unique Open Rate, and Unique Click Thorough Rate (19.08% and 4.04% respectively)
Part of the eMedia team, sitting with the departmental Marketing and Communications team for Education and Society. Developed and implemented social media campaigns for multiple programmes across the Education and Society. Produced digital content for multi-platform campaigns: • Led on development of social media campaign to drive attendance to Generation UK workshops from students considering a year abroad, as part of their ‘Experience China’ roadshow. Resulting in 100% attendance across all workshops and early withdrawal due to its success • Developed and implemented ‘Meet the Interns’ brand advocacy campaign to promote the 2013 internship programme with the highest number of applications received for that intake. • Developed and implemented social campaign to increase participation in Study USA programme 2014, which resulted in 79% of applications being directly referred from social media.
English Literature with Creative Writing & Philosophy