Writer, editor and creative consultant specialising in brand development, content marketing, and digital strategy. Based in London and Melbourne.
As brand manager at The Collective, I led on all creative brand projects, developed and maintained a consistent brand identity across the consumer journey of The Collective – a fast-growing company with co-living spaces internationally. Worked with the marketing team and 40+ creative contractors to execute our digital strategy, growing our social media audience 100% year on year by harnessing the co-living experience to create impactful and compelling content. I also managed the company’s complete rebrand, working with an agency to develop a fresh identity comprising a new logo, wordmark, dynamic type family, full website relaunch, merchandise and key artwork. The Collective’s mission is to build and activate spaces that foster human connection and enable people to lead more fulfilling lives. Having launched the world’s largest co-living building in London in 2016, they now have two UK locations and are expanding to the US and Germany.
As editor of HERO and HEROINE magazines, I led an international team of creatives to produce two bi-annual magazines – HERO and HEROINE – with a combined readership of more than 1million and the HERO website that draws 75,000 monthly active users. While there I increased our online viewership by 4x by using an evergreen, social-viral and link-building content strategy to influence key metrics, hired 5 staff and built an international team of 30+ contributors. HERO and HEROINE are style and culture magazines for a creative global audience. Published bi-annually, both titles cover a cross-section of fashion, art, film, and music. HERO is also at hero-magazine.com, and publishes international editions in Japan and China.
As Digital Editor at HERO I led all digital editorial projects, comprising HERO online and both the HERO and HEROINE titles’ social media channels.
Spook is a bi-annual youth culture and style magazine with a readership of 300,000. As Fashion Features Editor I led a team of 15+ freelance creatives to produce the fashion section of a bi-annual magazine with a readership of 300,000. I also managed three developers, two designers and team of writers to relaunch the SPOOK website to a three-month deadline.
As PR Account Manager at Pybus PR I led on all press and communications projects for a range of local fashion and lifestyle brands.
Online music contributor.
Regular contributor to Dazed & Confused magazine and Dazed Digital, with a monthly column on Dazed Digital that explored the intersection between sex and fashion.
As PR Account Manager at BAM Brands I led on all press and communications projects for a range of international fashion and lifestyle brands. Responsibilities included developing and leading a team to execute PR and communications strategies for 12 clients, managing existing relationships and growing new links with media, producing 5x client events across 2 cities, developing, pitching and placing stories in print and digital press locally and internationally.