Work history
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Content & SEO ConsultantVarious
London, United KingdomFreelance
As a content and SEO consultant, I've been advising several SMEs on their current websites and drawing up future plans with them.
* Handmade footwear and fashion brand, London, Germany, Spain & France:
- Performing technical SEO audit, with feedback report detailing recommendations.
- Making content changes in the custom CMS.
- Working with the developers to improve the technical health of the website.
- Created content strategy.
* Luxury perfume brand in London:
- Performed technical SEO audit, with feedback report detailing recommendations.
- Trained and upskilled the Marketing Manager to make the SEO changes in Shopify themselves and make good decisions for SEO going forward.
* Massage wax company in UK:
- Performed content gap analysis and created content strategy, focusing on product pages, blogs and FAQs.
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Online editorMedia24
- Cape Town, South AfricaFull Time
Parent24 was the biggest parenting website in South Africa by a large margin, reaching at least half a million unique readers monthly. It was a vertical of News24, Africa's biggest news site, and has now been incorporated into the main site.
• Created new editorial and commercial strategy, building a trusted brand and focusing heavily on resource-type evergreen content and SEO.
• Managed a team of content producers plus freelancers in daily content creation, analytics, social media and SEO. Managed budgets.
• Fostered close relationships with clients and the sales, product and marketing teams.
• Smashed high traffic and revenue targets with top trending and high-quality evergreen content.
• Organic search traffic shot up 1,001% in three years.
• In two years, we more than doubled our mobile traffic and grew desktop traffic by 50% despite a downward trend in the SA industry.
• Extensively used data tools for daily decisions and monthly reports. Google Analytics (Universal, 360, GA4), Nielsen, Effective Measure, Narratiive, Cxense, Native AI, and Chartbeat for daily, weekly and monthly reports.
• Attended Poynter Institute Digital Leaders workshops, INMA and Wan-Ifra World Editors conferences.
• Passion project: Parent24 LEARN. Became advocates for free study resources for South Africa's learners. Within two years, LEARN hub was getting a million monthly pageviews, greatly aided by organic search traffic, and won the 24.com Best Editorial Project 2019 award.
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Skills
- Editorial Commissioning
- Copyediting
- Website Management
- Digital Transformation
- Content SEO
- Google Analytics
- Team Management
- Mentoring
- Content Editor
- Data Analytics
Education
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BMus (Hons)University of Pretoria, South Africa
- Pretoria, South Africa
I did a four-year music degree, followed by a part-time honours degree. I specialised in ethnomusicology, viola, orchestra and research. My final dissertations contained field work and interviews with long-forgotten musicians that I'm still proud of. I also spent many, many hours in the independent weekly student newspaper's office.
Awards
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24.com Best Editorial Project AwardMedia24
I'm passionate about education and we created Parent24 Learn to fill a gap for readily available free educational resources in South Africa. Through partnerships with the Department of Education and several educational publishers, we were able to publish practice exam papers and study guides in different native languages, all for free and available on any phone with an internet connection. Parent24 Learn attracted more than a million page views a month, and the pass rate did increase last year... something we can't take credit for! But we did get great user feedback and landed us this award.I
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The Bookmarks Bronze AwardIAB Awards
YourParenting.co.za continued to expand in content and reach, and developed a thriving social media community on Facebook, with nearly 800,000 followers on the three magazine groups and incredible engagement – you'd have to scroll down 5 or 10 times to get to comments posted the previous two hours (remember, this was back in 2012, before Pages). Commercially it was becoming a viable digital product for the magazines, feeding nicely into the publisher's bottom line. This expansion was recognised again by the IAB Bookmarks.+ Show more