I'm a digital media professional with 10 years’ experience focused on content, strategy and marketing. I've worked for FTSE 100s and start ups, agency side and client side. I've worked with some of the biggest brands in the UK, such as British Airways and Sainsbury's. I'm currently working in the Not For Profit sector at The Royal British Legion, optimising their content strategy.
After joining the Legion as a freelancer, I was offered a permanent position. I was tasked with digital strategy around content and campaigns in addition to BAU activity, ensuring that processes and outputs continually evolved to exceed expectations and requirements. Responsibilities: • Creating and sourcing content that engaged new target demographics without alienating the core audience. This required video editing, graphic design, and copywriting skills. • Develop the digital content strategy and ensure it intersects efficiently with other relevant strategies across the Legion. • Work to identify and plan creative content ideas for the Legion’s digital channels, including website and social media. • Design and implement effective KPIs to track the Legion's progress and report on these through Google Analytics. • Report on the Legion’s events through live-reporting, social posts, and video updates to keep audiences up-to-date on Legion’s work. • Provide effective planning, preparation, and strategic input for covering the Legion’s key national events such as the Poppy Appeal and Remembrance events.
I joined The Royal British Legion on a freelance basis to implement content workflows and processes. The primary aim was to bring creative ideas to the table to assist with the centenary activity at the time.
I was responsible for British Airway’s summer social campaign, I worked directly on the BA account across their social and owned media sites. Responsibilities: • Managing the international content marketing plan and supporting the Content Planning Director. • Creating content across a variety of mediums, including but not limited to splash pages, the High Life website, magazine articles, and social channels. • Ensuring that all work is on-brand for British Airways, and is in-line with SEO best practice. • Managing cross-channel campaigns that British Airways are running, including Best Summer Ever and the Christmas campaign. • Prioritising and managing workload to meet requests from various stakeholders, including maintaining standards through periods of high output. • Using analytics data to increase the effectiveness of current campaigns and report on successes.
As Content Manager I was responsible for the management of the online GM site; re-merchandising categories and home pages to drive conversion, highlighting new ranges, promotions, and seasonally relevant products. Responsibilities: • Weekly content planning for landing and category pages, working from seasonal product plans to briefing the design team on content updates, and creating content for the Sainsbury’s GM website. • Managing the daily requirements for the GM site, and dealing with issues in a timely and effective manner. • Improving conversion rates on under performing products against offline performance. • Using analytical data to optimise web content to enhance the performance of key areas. • Communicating with other areas of the business to align with corporate activity – this included the online merchandising team, events team, copy writing, and design teams.
I was responsible for blur Group’s marketing content and copy, ensuring growth in engagement and conversion, in addition to growing and managing the content team. With a good knowledge of CMS and HTML basics, I was able to implement measures to ensure content made an impact. Responsibilities: • Creating a marketing strategy to drive business KPIs, and the accompanying digital communication plans to support it, and ensuring that this resonated with the brand and the business strategy. • Commissioning and writing content to fulfil campaign and strategic goals, this included articles, web copy, case studies, and white papers to name but a few, as well as co-ordinating content across channels including email campaigns, blogs, and social. • Working with the Campaign Manager across the marketing automation tools. • Creating authoritative and informed content across variety of topics, from accounting to business topics, including the research for these pieces. • Managing a staff of external and internal staff, including agencies, to ensure that deadlines, targets, and budgets were met. • Utilising analytics to measure and report, and interpreting those reports to determine key success factors and how to replicate them.
Worked on a variety of style guides covering a wide range of topics to increase buyer trust, improve SEO rankings, and improve conversions.
Responsibilities: • Management of key client accounts, such as GE Healthcare, Owen Mumford, Kiwanja, and Frontline SMS. • Facilitating relationships between clients and agencies to ensure the best solution for each project, taking them from initial concept to final sign-off and billing. • Fostering strong relationships with project stakeholders to ensure the expectations of the end client are delivered. • Drive income by generating repeat business by strengthening relationships with key stakeholders. Achievements: Aided the set up of the account management process at blur, including: • Creating a structure that can scale effectively in-line with blur's high growth rate. • Assisted with the creation of bespoke software that blur uses as part of its account management process, and training new hires in its use.