Who I am
I fell in love with content strategy c.2008. I loved the way it combined research, writing, and problem-solving. And I admired its practical, ethical approach to digital design and marketing.
I worked my way up through in-house and agency roles, learning about user-centred design, agile, UX writing, content marketing, social media, and content operations as I went.
Before long I found myself at a point in my career that had once seemed like the ultimate goal; I was flying all over Europe, solving fascinating problems for some of the biggest brands in the world. It was a dream come true.
But after a while, it wasn’t.
I loved the challenge of the work and my colleagues, but the long hours and the travel took me away from the things that made me happy. I missed my friends and family. I missed the downtime I needed to relax and reflect: taking photos, swimming in the sea, having time to read, think and follow my curiosity.
I realised I’d moved further and further away from what I cared about and why I’d chosen content strategy as a career: I wanted to make things better.
In 2018, I started my own business, so that I could do what I love. I began focusing on working with organisations with a strong purpose beyond just making a profit, while making sure I still have time for the things that inspire and inform me. In 2021, I became a Fellow of the RSA (Royal Society for Arts, Manufactures and Commerce).
I still love content strategy, and I feel very lucky to be doing what I do, working with clients who share my curiosity and sense of purpose.
2018 to present
Director, La Pope Ltd
Developing practical, actionable content strategies for clients including: Samaritans, Change Grow Live, Art Fund, Rickshaw Travel, Attenborough Centre for the Creative Arts, and more.
Highlights: All of it?! Creating brand voice guidelines for Samaritans. Designing a content strategy and then a digital strategy for Change Grow Live. Creating the Covid Brighton & Hove website.
Head of content, Brilliant Noise
Strategic and creative vision for key client accounts. Designed content products and services. Managed, coached and developed the content team.
Highlights: Helping adidas with content operations to empower its pioneering Newsrooms to adopt social technology in an effective, strategic way. Creating a new global content strategy and creative B2C platform for Tetra Pak.
2013 to 2017
Senior content strategist, Brilliant Noise
Designed and executed strategic digital content programmes for clients. Improved and implemented processes, methods and models. Line-managed the content team.
Highlights: Delivering a thought leadership content programme for Microsoft Mobile that earned the attention of CIOs and drove product consideration. Working with Amex to develop content strategy and operations to break down silos and get closer to the customer.
2011 to 2013
Content and comms manager, uSwitchforBusiness
Led on digital, including: brand, content, social, UX, SEO, & PR. Managed an agile team of digital specialists. Launched a new partner brand.
Highlights: Leading on the launch of two partner brands to reach new audiences.
2008 to 2011
Content editor, uSwitch
Responsible for strategy and execution for content and social. Managed the content team. Wrote a lot of content, from UX writing to content marketing. Designed and implemented measurement frameworks, analysis and reporting.
Highlights: Rewriting the microcopy for the energy switching product. Helping to launch the first blog and social media accounts. Using newsjacking content to drive sales.
Direct news correspondent, Adfero
Researched and wrote content for a diverse portfolio of clients, with a focus on organic search.
Highlights: Writing about the British Sausage Awards, cosmetic surgery, and barges, all on the same day. (It was an odd gig.)