About me

A creative, insightful and analytic communications professional, renowned for excellent judgement, brand insight and forecasting across the luxury, fashion and lifestyle sectors. A tenacious and versatile individual with a keen sense for trends, opportunities and threats around the creative vision and consumer reception of a luxury publication/website. AREAS OF EXPERTISE • Fashion, Arts & Culture Content • Creative Direction • Luxury Publishing • Building Brand Identity • Editorial Content Curation • Social Media • Bespoke Content • Brand Partnerships

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Work history

Editor
Apr 2015 - Jun 2016London, United KingdomFull Time
Commissioned and implemented editorial features from writers worldwide, across a range of topics. Oversaw creative direction and delivery of new TheRake.com website, exploring brand key messaging through homepage themes, photo shoots, product imagery and e-commerce features. Wrote majority of arts and fashion editorial content, requiring frequent international travel. Monitored, analysed and evaluated impact of all output against engagement and growth targets. • Instigated, devised and delivered the launch of new website TheRake.com in August 2015, overseeing brand strategy across all design, planning, content and media channels. • Managed the daily operation of TheRake.com, regular e-newsletter and all social media channels, achieving rapid growth in followers to over 150k within a 12 month period and increasing the brand’s reach and engagement. • Created and developed several of The Rake’s external, strategic partnerships and marketing collaborations, managing event planning, editorial support and promotion. Delivered 8 events for Selfridges with high-profile luxury brands including Ralph Lauren, Tom Ford and Paul Smith. • Identified and incorporated into the editorial cycle a number of trends and topics that provided opportunities for The Rake to access new territories, competitors and partners. • Repurposed magazine content to fit editorial themes on TheRake.com. • Oversaw all online budgets for commissions, photo-shoots and social media marketing. • Continually analysed, monitored and, where necessary, revised online strategy to ensure advantageous marketing and brand exposure among key audiences and stakeholders. • Introduced regular benchmarking activity against competitors within sector and the initiatives of leading brands outside of it to ensure innovation and creativity remained core to the wider brand identity of The Rake.
ReporterWGSN
Oct 2013 - Apr 2014London, United KingdomFull Time
Produced and edited copy on trend reports and brand features on Ready-to-wear and Couture Spring/ Summer, Pre-Fall and Autumn/Winter seasonal collections including London, Milan, New York and Paris Fashion Week. • Independently wrote and researched reports on new retail store openings around the world, seasonal collections on the high street and luxury brands, plus creating trend reports from catwalk to high street garments, accessories and footwear. • Assisted the Deputy Catwalks Editor and Senior Fashion Editor, including diary and schedule management, international travel arrangements and supporting presentations. • Led a team of seven interns for fashion week, sub-edited copy and maintained sole responsibility for the off- schedule shows and the LFW preview report.

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Skills

• Fashion
• Art Direction
• Journalism
• Journalism Range Of Fields
• Social Media Content Management
• Creative
• Curation
• Creative Direction
• Curatorial
• Editorial Content

Education

MACentral Saint Martins (UAL)
Jan 2020 - Dec 2020London, United Kingdom
My practice specialises in feminist theory within contemporary art and photography; representations of the body, sexuality, race, gender and identity politics and fashion activism. I use a great deal of research in theorist texts and archives to further expand upon my chosen subjects. I have conceived and curated an exhibition with Four Corners Gallery on 'Radical Play Through Photography' linking their archive works with contemporary artists, written an essay on feminist photographers challenging perceived norms of hegemonic masculinity, which then led to my dissertation combining the visual markers of the female gaze in fourth-wave feminism and its own commodification through fashion and art exhibitions from 2012 to the present day.