Content Strategy & Marketing

With tenacity and thoughtfulness, I develop strategies for content creation and distribution that support objectives and resonate with audiences.

I have vast experience owning the end-to-end content lifecycle, from ideation to creation, to analysis and optimisation. Understanding what impactful results look like is a key part of the design process for me, and a process I’ve led on in fast-paced global organisations and across a range of complex, cross-functional stakeholders.

I have spearheaded digital content strategies for marketing campaigns across owned and paid channels, incl. web, social media, SEO, print, TV, PPC and OoH advertising – ensuring global brand and ToV guidelines merged with relevant local narratives effectively.

I’m a big fan of campaign briefs that are objective and audience driven, and I create campaign plans that are holistically informed and outcome-obsessed in their approach to budgeting, creative asset development, as well as campaign tracking and post campaign analysis.

Impactful results for any digital or content campaign start with understanding your audience; who are you talking to and what message do you want to land? At Airbnb, I led and developed audience research including public opinion polling, focus groups, brand awareness, comprehension and A/B testing, to steer the narrative and creative of paid media campaigns towards outcomes that met business priorities, and increased brand sentiment positively, surpassing KPIs.

I’m savvy with a range of digital tools, and enjoy learning about new systems and using them to serve their designated purpose with ease and efficiency. You can trust me with:

  • Content Management Systems, including WordPress, Contentstack and Confluence
  • Creative Production Tools, including Canva, Adobe Creative Suite, AI tools and Frame.io
  • Social Media Management Programmes, including Opal, Hootsuite and Slack
  • CRM Systems, including Salesforce MC, Campaign Monitor and Phone2Action