What I can bring to your organisation...
Content
Strategy
I coordinate an in-house team of copywriters, designers, illustrators, developers and videographers to produce content for a host of different channels, purposes and formats. I lead projects through the entire content process from ideation and development to creative execution and delivery, ensuring multiple stakeholders and clients are bought-in, and that external contributors — agencies and freelancers — are fully briefed to deliver success.
Several of these projects are delivered in parallel and at scale in a fast-paced and time-pressured environment, and I usher them through, ensuring uncompromising quality, fulfilled ahead of deadlines and under budget. I report project results to clients and demonstrate their effectiveness against agreed key performance metrics. I take an active interest in the development of myself and others, delegating to junior team members when appropriate, and training staff by leading workshops and holding knowledge shares.
Below are some of the types of content I’ve implemented.
Content management systems
WordPress, Drupal, Squarespace, Adobe Experience Manager (AEM), Contentful, Umbraco
Analytics
Google Analytics, Adobe Analytics (formerly Omniture)
Interactives
I’ve delivered rich, interactive experiences such as Crisis Point: A Day in A&E, a web game about the difficulties NHS staff face during the winter crisis. It was covered by the Daily Mail and increased site traffic by over 1,700%.
I worked with creative agency RAPP to revolutionise Virgin Media’s email marketing by using CRM data and A/B testing to create a personalised and dynamic customer experience that tripled open rates within a year.
Organic & Paid Search
Great SEO underlies all my work, having cut my teeth in MG OMD’s Organic Performance team. We drove 1.7m new prospects to Virgin Media’s site, integrated their organic rankings with PPC bids and won a Search Award for our trouble.
On-site / Content hubs
I’ve launched content hubs for several top brands like Virgin Media, Specsavers, Virgin Trains and Renault Sport, and delivered strategies for publication-grade content that grows and engages audiences.
Outreach / Digital PR
I engineer content to maximise news interest and earn coverage in varied outlets: from the Daily Mail and Evening Standard to Newsweek and CNBC. TechRadar covered our recent research into ‘working from home’ for Canon.
Virgin Media
10 Years of the iPhone
To celebrate the 10th anniversary of the iPhone and the launch of iPhone X, I undertook the entire production process for a motion graphic video. I edited a supercut of 10 years of Apple announcements, besides a morphing iPhone I animated to show the evolution of each model. The video was shared on Virgin Mobile’s social channels.
Content
Research
My content ideas are always informed by a solid empirical base of verifiable data. I developed a new systematic content audit process that scores sites in ten areas of content success across two dimensions — structure & substance — and validated it against site performance. I regularly identify gaps for new content with competitive & market landscape analyses, while uncovering opportunities to repurpose existing content. I use a range of tools and statistical techniques to reveal actionable signals in the noise of social media and opinion survey data, while implementing innovative instruments for measuring content success.
I’ve also applied these skills to deeper academic research into how the digital platforms that dominate the modern media environment actually operate, with a focus on the algorithms that determine the fate of the content we create. My Master’s thesis analysed the effect of the Twitter timeline algorithm on political polarisation (read more below) and was awarded the Prize for Best Dissertation from LSE.
Social Listening software
Brandwatch, BuzzSumo, Awario
Research & Planning Tools
YouGov Profiles, Comscore, Kantar TGI, Qualtrics, SurveyMonkey, Semrush, Majestic, Pi Datametrics
Algorithms and polarisation
For the culmination of my MSc in Politics & Communication, I conducted some original empirical research into the effects of attention-optimising algorithms — like Facebook’s News Feed, TikTok’s ‘For You’ or YouTube’s ‘Up Next’ recommendations — on political discourse.
Big data, supervised machine learning & multilevel regression analysis
The study is a computational content analysis of almost 23 million tweets over 10 years. I utilised supervised machine learning to classify which tweets were uncivil, and took Twitter’s introduction of its timeline algorithm as a discontinuity. Using statistical techniques like multilevel logistic regression I was able to show that the level of incivility on Twitter has increased by 42% since it went algorithmic.
Incivility over time among UK politically engaged Twitter users, with general trendline (left) and separate trendlines for before and after the introduction of the timeline algorithm (right).
Prof Robin Mansell
This is an outstanding dissertation which easily reaches High Distinction, is publishable, and exceeds expectations for the amount of work normally expected at the Master's level.
Professor of New Media and the Internet / London School of Economics
Consumer
Currys (2020-21)
Cooking at Home
Capitalised on stay-at-home situation during COVID-19
Identified spike in interest around cooking content as people turned to their kitchens during COVID-19 lockdowns. Coordinated rapid remote creation of graphics, photos and video recipe guides, promoted on Facebook and Instagram, targeting ‘foodie’ personas. Achieved a 0.66% ave. ER post, 33x sector benchmark.
Specsavers (2017)
Oscars #Shouldve
Went stratospheric thanks to ‘prepared readiness’
Stayed up for 2017 Oscars as designated ‘watcher’ looking for newsjacking opportunities and hit the jackpot with the La La Land–Moonlight mixup. Coordinated with designer and client through ‘prepared readiness’ process to activate concept within hours. Earned a 70% ER post and was nominated at Social Buzz Awards.
Virgin Media (2015)
#AllTheFootball
Live-tweeted in three different tones-of-voice
Covered football discussion panel featuring ex-manager Harry Redknapp. Virgin Media have tiered contextual tones-of-voice. Live-tweeted the events of transfer deadline day in ‘broadcast mode’ while ‘engaging’ and ‘responding’ to users in different tones. Clipped noteworthy segment for video. Garnered over 9k interactions.
Politics
Best for Britain (2019)
It Doesn't Have to Happen Like This
Viewed over 370k times
Undertook the entire production process of GE 2019 video campaign, remixing archival news footage and mocking-up animated graphics. The video was organically viewed over 370k times on Facebook and Twitter. It contributed to the 4.5m unique visits the GetVoting tactical voting tool received, helping Labour win six seats they otherwise may not have.
Best for Britain (2019)
Another Dud Deal
Achieved over 8x platform engagement benchmark
Research, concept, copy and graphic design for political Facebook ads campaign. Following an iterative design process and A/B testing, I quickly found the right creative execution to resonate with Leave voters without explicitly supporting Brexit. Reached 1m users and achieved a 0.75% engagement rate, over 8x the platform benchmark.
Advocacy
BBK (2019)
“Revenge Porn”
Increased engagement 36% and generated an ROI of 170%
Organised and produced a video roundtable of academic experts and activists, and clipped it for social media. Shared on Twitter and Facebook without paid promotion. Achieved 1.02% average ER post (23x platform benchmark), including 4.17% for the top performing post. Led to 6 new cases: an ROI of 170%.
Age UK (2016-17)
The Loneliness Index
Increased consideration for volunteering by 15%
Created a loneliness index of post codes from Age UK’s data, and displayed it in an interactive map to show the tangible difference people could make in their local community. Map was promoted on social media and exceeded CTR benchmark by 276%. Increased volunteering consideration by 15% and won an innovation award.
Shelter (2015)
#RightToBuy
Helped collect over 60k petition signatures
Reactive campaign during GE 2015 against Tories’ plan to extend right-to-buy. Liaised with client’s social team to produce and post graphics at manifesto launch and budget, promoting a petition on Twitter and Facebook. Achieved over 16k engagements with 1.43% average ER post, while the petition collected over 60k signatures.
Copy
Copy-editing and proofreading are part of my daily routine, and I take a fine-tooth comb to prose, making sure no comma is misplaced and no brand style guideline is violated. But I am also a copywriter at heart, and I write for almost every brand I work on, either because there’s no one else to write the piece on time, or because I’m the best person to write it given my blend of interests, expertise and research capability.
Design
I taught myself Photoshop when I was 13 and have since added Illustrator, InDesign, Premiere Pro and After Effects to my skillset. I’ve created infographics and ad creative; produced and edited video; animated motion graphics and designed websites (like this one). Beyond creating myself, I bring an eye for design, fastidious attention to detail, and a passion for technology to all work, because form and function are mutual.
Personal
Writing
My first love is the written word, and I try to write whenever I get the chance: to clarify my thinking or to put forward an argument. I cover technology, media, politics and culture in my blog, and in recent years I’ve been fortunate to have some pieces published in the press.
The Independent (2019)
Post Office scandal: More corporate malignance without consequence
The subpostmaster scandal is another example of ordinary people paying the price for corporate malfeasance. My uncle paid with his life. Corporate apologies ring hollow when no tangible responsibility is taken by leadership.
PR Week (2015)
iPhone 6s: Is 3D Touch the next evolution of the smartphone?
Each of Apple’s defining product breakthroughs — the Macintosh, the iPod and the iPhone — have owed their success to a new interface. Touch revolutionised the smartphone; 3D Touch adds a new dimension.
Skills from
Academia
In my time at the London School of Economics, ranked #1 in the UK and #3 worldwide for communications, I was able to take courses which developed several other skills that benefit me in my day-to-day work, including communications policy and both qualitative and quantitative research methods.
Statistical data analysis
While training in quantitative research methods like surveys and content analysis, I gained High Distinction in statistical techniques, including multivariate data analysis, significance testing and multiple linear regression.
Qualitative research
I also received formal training in qualitative research methods, including interviews, ethnography, discourse analysis, archival research and case studies, allowing me to gain a deep and layered understanding of a topic.
Communications policy
The Communications Policy course I took, and gained a Distinction in, gave me a strong understanding of both issues in comms, e.g. competition law & platform regulation, and of how to simplify complex topics for audiences.
Skills with
Software
I am proficient in HTML and CSS, familiar with Javascript and PHP, well-versed in R, and am dabbling with Python. I’m between comfortable and adept with the Adobe CC suite.
I’m always open to a new challenge. If you think my combination of digital content strategy experience, writing & design skills, academic research achievement, and passion for technology make me a good fit for your organisation, I’d love you to get in touch below.
I hope to hear from you soon.
Social media
Strategy
I’ve led cross-platform social campaigns and strategies that have increased engagement and generated awareness for several clients with large followings, including consumer brands, political groups and advocacy organisations.
I’ve monitored the landscape to capture trends, utilising incisive targeting and smart audience insights to ensure content performs organically and is boosted by paid promotion. I’ve created calendars and scheduled posts to keep a regular flow of content, while preparing processes to rapidly and responsively capitalise on the moment’s buzz.
Platforms
Facebook, Twitter, YouTube, Instagram, Snapchat, TikTok, Reddit, LinkedIn, Pinterest
Management software
Hootsuite, HubSpot, Sprout Social, Buffer, TweetDeck