I am a strategic publishing executive who creates transformative growth in the consumer and business sectors. Specialising in multi-channel content marketing solutions, I have led, managed and restructured large creative teams at Dazed Media, Boiler Room, and The Future Laboratory. I have consulted for Nike, Calvin Klein, Def Jam, Beats by Dre, Levi's, NOWNESS, The Sunshine agency, Second Home, and C4. My journalism has been published in Business of Fashion, i-D, Mr Porter, BEAT, Rough Trade, 52 Insights, and CuePoint. A confident orator, I have presented keynotes and chaired debates for SXSW, Amazon, MediaCom, British Airways, Novation and It's Nice That. In my spare time, I host an electronic music show on NTS radio.Locked Pro Plan feature
The Future Laboratory is an industry-leading B2B futures consultancy. I lead the Trends Intelligence division, which includes LS:N Global, a premium foresight subscription service. Heading up a team of 20 editors, researchers, marketers, designers and event producers, my editorial direction has led to 100% client retention behind the paywall, a 257% increase in sales, and a 119% increase in engagement across the company’s social platforms. I have also re-structured my team, led the marquee Trend Briefing events, and developed a new strategic suite of services, including the implementation of a new proprietary research system powered by machine learning.
In my spare time, I host The Synth Hero Show on NTS Radio. Every month I invite an influential electronic artist to create an hour mix of the synth based songs that have inspired their music. To date I’ve had guests such as New Order, Throbbing Gristle, Orbital, Clint Mansell, Erasure, Gotye, Hot Chip, Metronomy, Future Islands, Youth, Goldfrapp, Cabaret Voltaire, Suzanne Ciani, John Maus, Kaitlyn Aurelia Smith and many more contribute original mixes.
Boiler Room is the world’s largest online music broadcaster, reaching 63 million people in 150 countries each month. I was in charge of their editorial expansion, with a focus on evolving their arts and culture output. I created programmes on Brexit, Black Lives Matter and the future of UK nightlife, the latter of which reached 5 million people. I also edited a poster zine and commissioned features on virtual reality venues, arts censorship in China, and the impact of the EU referendum on millennial voters.
Dazed is the world’s leading independent fashion and pop culture title. As the Editorial Director of Dazed Media, I oversaw the company’s editorial and social media strategy, managing a staff of 30+ and formulating a vision for long-term growth. I transformed the magazine's editorial strategy into a digital first operation and grew the traffic to DazedDigital.com from 200K to 3 million unique visitors during my tenure. I increased the dally publishing quota from 5 to 25 new stories a day and implemented social media content strategies that took us to 1+ million followers on Twitter, 800K Likes on Facebook, and 580K+ followers on Instagram. The bi-monthly print magazine is read by 80,000 people globally and is the most commercially successful it has been in 25 years.
I collaborated with the Grammy award winning musician Frank Ocean on the creation of his magazine, Boys Don't Cry. From conceptualising editorial features and sourcing contributors, to working on the physical production of the print magazine, I helped define the vision and worked with stakeholders such as Three Six Zero and Roc Nation to make sure the project came in on budget. It was simultaneously released with Blonde, his third album, in pop up shops across the world in August 2016. It has become one of the most talked about and critically acclaimed audio-visual projects in recent memory.
Celebrating the frontline of underground football culture during the 2014 World Cup, I created a photojournalism content hub for Nike called Fever Pitch. It told the real story of global fandom through a reactive daily image feed and supporting editorial content. A visual document of uninhibited self expression over the course of one historic month, the project had stand out levels of engagement, generating 476 original images and over 300,000 unique page views. Fever Pitch was adapted into a four-week photography exhibition in Rio de Janeiro after the World Cup ended, and then published as a special edition book that Nike distributed in 2015.
I set the content agenda for Dazed's print and digital products, from securing exclusive cover stars to creating the editorial vision for both platforms. As well as hiring an entirely new team on print and digital, I created a daily news vertical and a video department to support both editorial and branded work. We produced two landmark music TV series for Channel 4, and created viral cover videos with Kendall Jenner, FKA twigs and Maisie Williams. Raising awareness around female equality in the arts, LGBT rights, climate change, and first time voting were just some of the causes that I placed at the core of our editorial strategy. In 2014, I devised the Dazed 100, a unique new talent list that gave Dazed readers the power to "upvote" the future faces of pop culture. I pitched the concept to Beats Electronics, who commissioned Dazed to create a viral video using talent from the list in their Christmas "SoloSelfie" 2014 campaign. I also published the first major articles on FKA twigs, Lupita Nyong'o, A$AP Rocky, Lana Del Rey, the xx and many more.
I led the cultural content of the publication, commissioning and writing over 1,000 articles. These included the first profiles on Adele, Lana Del Rey, The xx, and Florence + The Machine. At the same time, I was contracted by Warner Music as an A&R scout on their 679 record label. I was also John Kennedy’s new music correspondent on XFM, a national radio station.