Portfolio
Trustpilot
ABM Campaign & Content Strategy
Brand Narratives
Copywriting
Editing
Paid Social Media Campaign
SaaS, Technology, B2B
Overview
Campaign creative from creative hook development and messaging house, through to lead content magnet production in collaboration with AI expert, paid social, product sales and design teams, as well as managing global marketing stakeholder buy-in. Created a practical and strategic playbook on the importance of trust for businesses navigating AI transformation, in line with new client product release entitled "Growth through trust: Building momentum in the age of AI transformation."
Key Results
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Full funnel omnichannel messaging house for cross-team management
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Realigned floundering ABM campaign with business goals
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Delivered lead magnet to support elevated editorial quality standards
Sevendots
Two sides of sustainability: Challenging CPG sustainability communication
Thought leadership
Interviewing
Feature Writing
SEO Campaign
Ghostwriting
Sustainability, CPG/FMCG, B2B
There are two important sides to sustainability for CPG businesses: What actions to take and how to tell the story of those actions to your consumers. I developed this piece as part of a wider SEO and thought leadership strategy, identifying audience pain points, a key underserved topic and developing the outline and editorial vision alongside key experts. The piece breaks down key takeaways for decision makers to ensure communications elements are properly managed in a balanced and effective way.
Overview
Key Results
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Top performing article on 'Sustainability Communication in CPG', performing above key competitor piece (McKinsey)
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Core part of a wider Hero-Hub-Hygiene framework, enabling lots of spin-off content
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Shared as part of CEO's own personal branding content on LinkedIn
Sevendots
Towards a Regenerative Economy: Taking Regenerative Agriculture one step further
Thought leadership
Interviewing
Feature Writing
SEO Campaign
Sustainability, CPG/FMCG, B2B
Overview
Part of a long-form feature article series on the future of value generation. This article explores the way regenerative practices can be understood to feed economic activity that serves long-term sustainability, with better outcomes for both humankind and the planet. This is another piece forming part of a wider SEO and thought leadership strategy, identifying audience pain points, a key underserved topic and developing the outline and editorial vision alongside interviewing key experts.
Key Results
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Core part of a wider report release strategy, boosting industry-expertise on a key business topic
Spotlight
Podcast rebrand + relaunch
Audio Production
Arts/Entertainment, D2C
Overview
Podcast production, research and hosting to serve Spotlight's membership of actors. Identifying editorial vision, production improvement options, and audience-driven topics. Linked below is an example, created with Equity’s former President Maureen Beattie, intimacy coordinator Ita O’Brien and casting director Wendy Spon.
Key Results
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3x download rate improvement within the first 3 months
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Overall increase of download rate from only 150/year to 30,000/year on average
Interviewing
Researching
Hosting
Spotlight
YouTube refresh strategy + production
Video Production
Scriptwriting
Content Strategy
Hosting
Arts/Entertainment, D2C
Overview
Scriptwriting, interviewing to camera, and creating an overarching company video strategy which also included Instagram Live videos. Refreshing and testing thumbnails and other graphics in line with brand guidelines.
Key Results
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Increased average YouTube watch time from 5.9k to 7.3k hrs within 6 months
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Boosted editorial and production standards
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Fostering key content partnerships for future pipeline
Sevendots
LinkedIn Rebrand + C-Suite Personal Brand Strategy
Thought leadership
Social Media Campaign
Content Strategy
Ghostwriting
Sustainability, CPG/FMCG, B2B
Identifying personal brand strategy opportunities for CEO and other key partners. Ghostwriting regular LinkedIn content, developed alongside graphic designer and tone of voice standards. Using personal profiles to help grow company page in line with LI algorithm conventions.
Overview
Key Results
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Company page following grew from under 2k to over 4k