London, England, United Kingdom
A creative yet data-driven global content director and strategist with over 20 years of experience turning business objectives into effective, integrated and innovative digital content campaigns for health, luxury lifestyle and premium FMCG brands with an emphasis on social media strategy. A former editor with a journalism degree, I create authentic content that not only engages audiences but also delivers PR value, reach, and measurable commercial impact as part of a wider marketing and communications strategy. I’ve worked both agency-side and in-house for brands including Cosmopolitan, LloydsPharmacy, DS Smith, Nyetimber, and John Lewis, producing high-performing video content and photography, leading global campaigns, and collaborating with brand partners (including Rosewood London, The Savoy, The England Polo team, Queen's Club, Claude Bosi) influencers and agencies. I’m a hands-on, supportive leader who brings positivity to every role. 💛 A former beauty editor for Cosmopolitan, Sugar and The Sun, I can confidently tell you how to take your look from desk to dinner and recommend the best fake awake undereye concealer for that 8am all-hands. 💄 Strategy & Leadership ▪️ Global content and social strategy ▪️ Building content calendars aligned with marketing plans ▪️ Brand positioning, identity, and tone of voice ▪️ Campaign ideation, planning, and execution ▪️ Turning insights and data into actionable creative direction ▪️ Stakeholder and founder relations / management Creative & Content Development ▪️ Video direction and production ▪️ Creative copywriting ▪️ Cross-functional collaboration with creatives and teams Partnerships & Community ▪️ Influencer identification and partnerships ▪️ Brand partnerships and collaborations ▪️ Social affiliate programmes and UGC ▪️ Community management, engagement, and building Performance & Growth ▪️ Media and distribution strategy (including PR value and reach) ▪️ Performance reporting and optimisation ▪️ New business development and trend identification Awards and career highlights: ▪️ Winner | S&P Global Corporate Sustainability Assessment 2023 (CSA) for DS Smith Sustainability Campaign ▪️ Winner | Global Social Media Campaign of the Year 2022 for LloydsPharmacy (Global Content Awards) ▪️ Winner | Johnson & Johnson Beauty Awards - Best New Beauty Journalist (Cosmopolitan) ▪️ Directed the rebrand of Collection Cosmetics - evolving Collection 2000 into a modern beauty brand ▪️ Delivered a +2M viral campaign for The Flower Council of Holland recognised by the Mayor of London’s Office
Aira is a Swedish clean energy tech scale-up accelerating Europe’s transition from gas. Defined and implemented Aira’s global content and social strategy, establishing marketing goals, content pillars, and performance frameworks to drive consistency and measurable success across four markets. Delivered year-on-year +55% social growth, with social content driving higher-quality lead generation. Implemented a YouTube optimisation strategy achieving +24% growth in less than six months. Led a global team of social strategists and creatives, managing multi-market content calendars, scheduling, community management, and customer service support messaging. Authored brand tone of voice and social governance guidelines. Launched and scaled Aira’s global influencer programme, managing agency and direct partnerships, contracts, and content production. Delivered over 16 videos with micro and macro influencers across homes, interiors, and renovation sectors. Developed influencer brand playbooks, video scripts, and creative themes, coordinating shoots with customers and Aira experts. Created dedicated web landing pages, discount codes, and performance tracking with digital teams. Within the first four months, achieved 500K+ organic video views, direct sales, and a notable increase in qualified leads.
Trotter is a travel concierge and community app for young, affluent adventurers. Built and led the content and marketing function from the ground up, to drive user acquisition, engagement and luxury lifestyle partnerships. Directed marketing, content and social strategy, aligning direction with commercial goals, audience insights and competitor analysis reporting to founders and GM. Built brand ambassador programme, created 5 videos with influencers, actors, chefs and musicians including Claude Bosi, ML Bacardi and Ellie Bamber. Delivered high-profile brand partnerships, including America's Cup activation with Alinghi Red Bull Racing, producing integrated app, social and microsite content. Owned multi-channel content creation across app, web, email and social. Defined in-app content wireframe with product team. Managed a cross-functional team and external agencies, directed commercial and editorial content calendars.
Led the delivery of a global sustainability campaign for a FTSE 100 company across multiple markets and digital channels. Managed creative content development, timeline, translations, localisation, stakeholder engagement. Delivered the campaign across 30 markets translated into 11 languages. Oversaw £150K campaign budget and 3 external agencies to produce 300+ online and offline assets including videos, infographics, reports and presentations. Defined and exceeded campaign KPIs, achieving +37% engagement YOY.
As Content Lead at LloydsPharmacy, I directed multi-channel health, beauty and wellness campaigns across paid, owned, and earned media in a highly regulated environment. This included strategy and creative delivery for OTC products and clinical services such as flu and travel vaccinations, weight management, hair loss, sexual wellbeing and digital healthcare services including Online Doctor and Video GP. Collaborating closely with medical, legal, and marketing teams, I ensured all content was compliant, credible, and customer-focused, achieving +122% reach and +26% conversion uplift year-on-year. I produced and scripted Health Hacks video episodes featuring LloydsPharmacy pharmacists, creating campaign-aligned content approved by professional standards. I also led the influencer strategy, producing 50+ videos with health, beauty and wellness creators including GMTV's Dr Zoe Williams and Dr Chris George. Launched LloydsPharmacy TikTok - in first 3 months posting 39 videos with a total view count of 962,000, the average views for the month beating industry average by 4,000%.