Soho House aimed to develop content with a broader appeal beyond their existing city locations. My task was to devise a strategy from conception to execution, linking it to their Cities Without Houses initiative and crafting guides for 40 cities. Edited & created content for the Soho House website and SHApp.

KEY POINTS

Emphasis was placed on Instagram and Stories
Collaborated with photographers and videographers to produce tailored content globally
Introduced a fresh influencer strategy to connect with audiences worldwide
Assisted the newly recruited in-house team for seamless long-term management handover
Wrote, edited and subedited content for multiple purposes

Worked with the brand founder from ideation stage through tone of voice, branding, packaging, tone of voice, website strategy, direction and press releases. A really fun, hands-on project that saw some excellent results and formed a great relationship with the founder.

KEY POINTS

Worked from scratch to position a CBD wellness product as a true luxury item
Worked directly with the founder to bring her vision to life
Created guidelines for PR agencies and web agencies to use, and created the tone of voice that sets the brand apart in the space
Created the majority of social and web content using stock assets as it was during the pandemic and shoots were limited
Edited & subedited content from contributors and journalists, as well as non-writer contributors such as scientists and farmers involved in the growing process

Award-winning scriptwriter and script consultant with experience in audio and TV. Currently working on a feature-length documentary with Oobah Butler, a sitcom in development with Rough Cut, immersive storytelling for Glastonbury Festival and developing an audio drama with Granny Eats Wolf.

At the BBC, I’ve recently engaged in a variety of innovative projects. My latest assignment involved developing the persona, responses, and tone for Beeb, the BBC’s forthcoming AI tool. Initially set aside during the Covid pandemic, it is now making a comeback. I was part of the original team, and for this new chapter, I have been brought back as the sole writer and creative strategist. I aim to leverage my expertise in brand tone to craft a distinctive AI voice amid a sea of uniformity, adopting a social-first approach to enhance shareability at every stage.

In addition to this, I’ve been collaborating with the BBC to produce shareable audio content that prioritises social engagement. This summer, I teamed up with Greg James to create a 6 part audio documentary for BBC Radio One featuring Coldplay, in anticipation of the band’s record-breaking performance at Glastonbury. Working with Coldplay was a fantastic experience, and our content successfully reached 58 countries, making headlines both digitally and in print around the globe.

Sybarite, an ultra-luxury jewellery brand, needed a social strategy to establish a strong presence in the UHNW sector and position itself as a brand for self-gifting among women. Although Sybarite has an internal team in Russia, they aimed to exude an English brand vibe. My task involved transforming their Russian heritage to create a more sophisticated and high-end image tailored for British audiences.

KEY POINTS
I devised a comprehensive strategy across various platforms to elevate their status as a key player in the luxury market and shift focus from their previous Russian clientele
Through collaboration with a range of creative professionals including illustrators, designers, videographers, and photographers, we revamped assets, content, tone of voice, and established influencer partnerships to enhance the brand’s image

Tanck is one of the leading production and event design agencies in the UK, and they approached me to enhance their online visibility. With a remarkable lineup of clients, including Adidas, Glastonbury Festival, the Paris Olympics, Sabrina Carpenter, Little Simz, Travis Scott, WizKid, and Louis Tomlinson, it was crucial to convey their technical skills through a captivating digital presence for both B2B and B2C audiences. This was vital for attracting new clients and assisting the directors in elevating their personal brands as they sought to become trendsetters in the industry. Additionally, I revamped their website, which will feature a new SEO-optimised blog section launching this October.

KEY POINTS

Leveraged Instagram and Stories to increase engagement live at events worldwide, collaborating with local photographers and videographers during major events to ensure high-quality content for social media and the website while optimising costs.
Showcased significant events through social media and editorial channels, and ghost-wrote and edited content for PR purposes across various media including industry press and national newspapers

British heritage building developers City & Country specialise in transforming historic buildings and sites into beautiful new homes. They enlisted me to enhance their social media presence. From collaborations with George Clarke to showcasing the meticulous attention to heritage by architects and designers, I curate engaging content for their social platforms, attracting interest from prospective buyers worldwide.

KEY POINTS:
Devised a comprehensive strategy encompassing video and live content, influencer partnerships, and original creations
Ensured lifestyle and luxury-focussed content took precedent, editorialising the website, and engaged and subedited content from multiple sources