- STA Travel x Visit Britain | #OMGB CampaignTravelled around the UK as one of 4 content creators for the STA Travel #OMGB campaign in partnership with Visit Britain tourist board. As a copywriter, I travelled with a photographer and filmmaker to Liverpool, Lake District, Leeds, Bath, New Forest and Dorset, in order to capture and create content about the unique experiences to be had in the country. I appeared in the video footage, and wrote content for the website landing pages and blog articles to promote the digital campaign in US, Au
- Rough Guides destination guides optimisationLead the project for optimisation of the online destination guides on www.roughguides.com. Initiated a large scale project for the briefing, commissioning and editing the 87 destination country guides online, to target high volume keywords and improve overall ranking and traffic. Managed a team of freelancers and internal copywriters, and sub-edited a number of the guides to improve performance, whilst keeping the unique Rough Guides tone of voice. In six months, with only 19 guides updated, w
- Relaunching Trafalgar Travel's Blog - 'The Good Life'Rebrand and restructure of Trafalgar Travel's global blog in 2018. On behalf of Trafalgar Travel, we recommended a rebranding of the existing blog 'The Column' to be more in line with the brand direction and slogan 'The Good Life'. Collaborating with the Creative Director and Digital Designers, we created a new blog template and style guide. In the backend, we also restructured the blog in Wordpress, reviewing the categorisation and tagging of content and running a full SEO content audit.
Owned and Earned Media ManagerBS&T Digital
- United KingdomFull Time
Owned and Earned Media Manager working exclusively for Trafalgar Travel, playing a critical role in ensuring the client's overarching brand direction and content marketing strategy is communicated across owned and earned digital channels. Responsible for developing and managing an integrated digital content plan for multiple regions, that increased audience awareness and engagement levels. Taking on additional responsibilities within paid social, digital PR and outreach, I was able to ensure that Trafalgar's content and brand messaging, was coherently marketed across earned channels as well as owned. I collaborated with freelancer writers, the Brand Content Directors and the different PR teams around the world to ensure that Trafalgar's brand campaigns and key messages were consistent, newsworthy and spread far and wide. I also implemented a paid social testing plan for a new social acquisition channel, which gathered valuable insights about the content and creative that resonated for different audiences, at a lower CPM and higher CTR than the client's usual paid media performance.
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- Social Content Strategy
- Content Strategy
- Digital Marketing
- Web Content
- Wordpress CMS
- Brand Creative Strategy
- Digital PR