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Who am I?

Digital strategist specialising in content and social media strategy. My approach focuses on improving the three relevancies; relevant content, relevant platform and relevant format in order to create messages that  put the customer first and meet business objectives. The possibilities emerging technology has to help us improve all three of these relevancies in digital is what I encourage in new strategies, resulting in strong customer-brand relationships and better engagement with audiences.

Relevant Experience

2018

Global Lead, Audience Development

The New York Times, T Brand Studio

I currently head up audience development for T Brand Studio's international department, I work across all projects sold outside the US, collaborating with our teams and clients in Paris, Hong Kong, Singapore and London. 

My key role is to find effective ways to take the insights and learnings we have on the performance of our content across the nytimes.com and on social media and use them to improve our approach, strategies and content. Day to day I work on finding new and innovative solutions for clients, budget and media planning, digital strategy, reporting, and client pitches.

20172018

Social Media & Analytics Lead

The New York Times, T Brand Studio 

T Brand Studio is the branded content department of The New York Times. I joined T Brand Studio's international team in 2017 to build the social media, analytics and audience development capabilities outside the US. Tasked with owning reporting, content insights and distribution strategy, I worked to improve our repeat business and was instrumental in winning a number of big pitches. This success led to a promotion after a year to Global Lead, Audience Development.

20152017

Head of Social

Organic

At Organic I led the social media strategy for brands including Nectar, The Body Shop, Samsung and PWC. I managed a team of 6 and and successfully increased department revenue 3x within 12 months. The social media department became the fastest expanding department in the agency, winning 4 retainers and a series of project work in 2016, contributing to 30% of total turnover and securing a round of investment in the agency. 

Highlights:

  • Creating the digital strategy for all of Nectar's channels and executing its 2015 Christmas campaign which achieved more than half a million app downloads.
  • Successfully rolling out the merger of The Body Shop's 43 instagram handles into one global channel. 
  • Reducing PWC's average social advertising CPA by 40% and proving the ROI of social to the firm through educational consultancy.
  • Nominated for 'Best use of Content' in the Drum Search Awards 2016
  • Winner of Wayin's 'Best UGC campaign', for Nectar's 2016 Christmas campaign

20132015

Head of Content & Social

Direct Traffic Media/CK Net

I was promoted to Head of Content & Social at CK Net, the umbrella company of Direct Traffic Media less than a year after my promotion to Content Strategist in the company. My role included creating the brand, content and social strategies for a top ticket comparison and it's European affiliate sites. During my time in the role I managed a team of 7, working to increase social traffic to the site by more than 10 fold in 6 months and improving sales from social by more than 400% year on year.

Other key work included developing the content and social media marketing department to define our agency proposition, negotiating new affiliate partnerships and collaborating with the SEO and PPC departments of the agency.

Work History

20122013

Content Strategist

Direct Traffic Media

Content planning, SEO, social strategy, reporting 

20112012

Social Media Content Manager

Direct Traffic Media

Community management, social strategy, copywriting 

20102011

Account Executive

Alchemy Social, Experian Marketing Service

Project management, client management 

Education

20152015

Certificate in Digital Marketing

Squared Online by Google

20092010

UAL - London College of Communication

Creative Advertising Strategy

Started BA Hons, leaving after my first year to accept an opportunity at Alchemy Social.