Bio
A bit about me...
I've worked at the heart of apps, videos, websites and social. And led the creation of digital and press ads, and direct campaigns.
My words and strategies have supported clients from Samsung, Bloomberg and Mazda, to EE, HSBC and central government.
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Some of my roles...
As Head of Content for this transformative new app for students and universities, I built the content department from ground up. As part of this, I recruited a team of writers and an army of student content creators to write articles and source videos (approx 1000 in total). My team then mapped all this content to ensure the app displays relevant articles and videos to users based on their user profile and in-app activity.
As we developed the app and the content, I designed and led a variety of research initiatives including focus groups, A/B testing, online surveys and face-to-face guerilla testing.
It was also my job to analyse and present content analytics including impressions, click throughs from headlines to content, and content ratings.
And I played a leading role in user engagement activities including direct marketing emails, push notifications and in-app messages.
As one of two lead writers on Vodafone’s new B2B website, I worked closely with stakeholders, product owner, UX and content editors to create 150 new pages. Also devised the chosen concept for a summer prize draw for consumer pay-as-you-go customers.
Led the delivery team producing six playbooks (content bibles) for Samsung. Worked closely with the client, designers and editors to deliver detailed books that help Samsung market their products on the biggest e-retail sites.
For HSBC, I wrote all the copy for six interactive financial planning tools. And supplied concepts and scripts for seven online videos introducing the bank's new security technologies.
Also scripted six online videos for Energy Saving Trust / Department for Environment, Food and Rural Affairs (Defra).
As the lead writer for the redesign of Mazda's central European web platform, I produced tone of voice guidelines, conducted content audits and SEO research, and held content mapping workshops with product managers at Mazda's European HQ in Germany. Then wrote optimised site copy to be translated and localised across 26 European market websites.
As this organisation rapidly tripled in size, I worked with the HR and communication teams. I designed and delivered writing workshops, helped the organisation engage with employees, directed and created content for a new intranet site, and provided ideas for conceptual recruitment campaigns.
For this market-leading financial spread betting company, provided concepts and copy for press ads and interactive banners, leaderboards and mid-page unit (MPU) ads. Also supplied concepts for multiple digital ads to be shown on escalators.
Helped to pitch integrated campaign ideas to an industrial multinational. Produced headers and content for Flash website takeovers, outdoor posters, e-zines and a magazine.
Produced all the copy for a new Barclays website promoting its flagship community engagement initiative. Worked with the client to establish appropriate tone of voice and messaging.