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Who am I?

I am a digital strategist with strong experience in both the agency world and in-house. Specialising in content and social media strategy, my broader skills include media planning, influencer marketing, programmatic, SEM and CRM strategy. In order to produce content that is relevant in both message and format I think it's critical to use data and creativity together to find the sweet spot where consumers see value and businesses achieve success. My approach focuses on using data to understand how audiences react, engage and retain information. These learnings are fed into campaigns to drive better results and higher effectiveness. 

Relevant Experience

2018Present

Global Lead, Audience Development

The New York Times, T Brand Studio

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

  • Successfully partnered with the newsroom to secure access to the NYT's main social handles for the first time for branded content partnerships. 
  • Work with sales to help double media spend with the studio within a year, managing millions in ad spend annually
  • Partnered with sales reps in new markets to secure new business in the Middle East and APAC.
  • Developed a new reporting process to bring agency-style workshops and consultancy to clients, increasing return business and creating up-sell opportunities.
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.

  • Led internal training in content and distribution strategy.
  • Managed a 6 month project to review all branded content and develop new products to take to market based on UX analysis and performance insights.
  • Increased average session time on branded content by 30s in first 12 months through revised distribution tactics and internal education on performance with the editorial and creative teams. 
  • Promoted within a year to Global Lead.
  • Instrumental in winning several big pitches, including Chanel's first content partnership with the NYT and the studio's first influencer campaign with Bosch Home Appliances.
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 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 35% of total turnover and securing a round of investment in the agency. 

  • Created the digital strategy for all of Nectar's channels and executed its 2015 Christmas campaign which achieved more than half a million app downloads.
  • Successfully rolled out the merger of The Body Shop's 43 instagram handles into one global channel. 
  • Reduced PWC's average social advertising CPA by 40%, 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.
  • Successfully secured a round of funding for the agency. 

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. Key work included developing the content and social media marketing department, negotiating new affiliate partnerships and collaborating with the SEO and PPC departments of the agency.

  • Defined the value proposition for the social offering of the CK Net. 
  • Evolved the social department from a project led business to retainer focused, steadying revenue from content and social and turning the department into a key part of the agency.
  • Responsible for the day to day strategy of a top ticket comparison site, improving sales from social by 400% year on year. 
  • Managed a team on 7 social media managers and copywriters. 

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, social advertising 

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.