About me

Content director, editor, and creative consultant specialising in brand development, content marketing, and digital strategy. Based in London and Melbourne.

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Projects

• 18

  STATES OF MIND – WEBSITE CONTENT & CREATIVEStates of mind is creating a better future for mental health by involving young people in the process of change. Recently I guided production of the London-based organisation's new website. Collaborating with a small and talented team, the project involved defining the website content structure, writing the copy, and developing the visual look and feel to bring this exciting initiative's mission and work to life.
• 3

  A BRAND NEW DIRECTION – FOR THE COLLECTIVERecently, I managed co-living company The Collective's complete rebrand. The challenge: develop an empowering design philosophy for a brand that is reimagining renting, and bring that identity alive across a rapidly growing and changing business. Here's an article I wrote on the journey, published on The Collective Journal as the new brand launched in early 2019.
• BE MORE TOGETHERShoot production for The Collective. Featuring their co-living community around home – The Collective Old Oak in North West London.
• 5

  CHARLES JEFFREYOh, LOVERBOY: the designer giving London fashion a friendly shake up. Feature published in HERO MAGAZINE.
• AA BRONSON – RADICAL, REVEREDPioneer of queer art. Co-founding member of art collective General Idea. Creator of the New York and Los Angeles Art Book Fairs. AA Bronson ponders the future, for HERO MAGAZINE.
• 1

  FENDI TRILOGY: KARL LAGERFELD, SILVIA VENTURINI FENDI, AND PIETRO BECCARIInterviews with the figureheads of the Italian luxury powerhouse. Welcome to the Fendi universe. Published in HEROINE MAGAZINE.

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Work history

Brand ManagerThe Collective
Aug 2017London, United KingdomFull Time
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.
EditorHERO magazine
Jan 2015London, United KingdomFull Time
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.

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Skills

• Writing
• Editing
• Project Manageent
• Production
• PR
• Brand Consultant
• Content and Media Writing
• Digital Marketing
• Communications

Education

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Bachelor CommunicationsRoyal Melbourne Institute of Technology (R.M.I.T)
Jan 2008 - Dec 2011Melbourne, Australia
Journalism major