Work
Editorial & Magazines
​I have 20+ years of senior editorial experience, in branded content and newsstand titles. I’m used to uniting a team under my editorial and design vision, working to tight deadlines and budgets. And, as an agency Content Director I’ve overseen editorial across B2B, charity, membership, retail, health and beauty in print and digital.
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Holland & Barrett
​​I won a BSME for my work on Healthy, Holland & Barrett’s editorial voice, owned media brand, and the top selling UK women's health magazine in the UK. I was editorial director for eight years and over 60 issues, seeing it through many redesigns and campaigns, ensuring Holland & Barrett were (and still are) known for their expertise and content in print, digital and social. The Good Things Manual one-shot in January 2025 sparked £284k in sales, with a 70% uplift in order value.
Editorial
​​I have edited or been editor-in-chief on a diverse variety of titles in print and digital - from B2B trend reports, one-shots aligned to TTL campaigns, men's magazines and more. That includes foreign language franchises, newsstand parenting and health magazines, marketing brochures and direct mail. ​I have also written features for national newspapers and magazines.
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Vitality
​​As a hands-on EIC on the Vitality account, my team produced print and digital magazines, social assets, blogs and storytelling video for members.
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Content Strategy
Consistency of content, while keeping it audience and platform specific, is a holy grail for many brands. As is making it work as hard as possible, keeping within tight budgets, and reaching new consideration audiences. I have extensive experience of solving content strategy challenges, both at strategy and execution level.
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Superdrug - content eco-system
​The Edit is Superdrug’s magazine aimed at an older, more affluent customer. Starting with ideating, pitching and launching the product, I oversaw the regular creation of a multi-channel beauty content engine for this retained client, including print, YouTube, website, POS, campaign and social. Results: x-channel reach of over 23 million, with readers 2 x as likely to purchase as non-readers, with 4 x the value. ​​​​​​​​
The Ramblers - migrating to digital
Walk, The Ramblers quarterly print magazine, has long been the members’ top rated benefit. The ask was to keep members happy while reaching a larger acquisition audience, securing greater commercial revenue and saving on cost. Result: empowering a client editor, my team created an immersive digital magazine using the Shorthand platform, bringing editorial franchises such as routes, gear and people truly to life, clocking up increased views, view time, 24k new email sign-ups and 13.2% advertiser CTR.
Pharmacy2U - launch content strategy & suite
Pharmacy2U is the UK's leading online pharmacy, offering a range of services, including NHS repeat prescription management, online doctor consultations, and a pharmacy store. Yet, no one had heard of them. I created and delivered a launch content strategy and ongoing suite of social assets including expert videos, paid ads, testimonials and vibrant modern creative. Results: over 300 assets, increased ROAS and organic following.
Podcast & Video
Taboo Talk is Boots’ brand reappraisal podcast ‘discussing the taboo health and wellbeing topics so you don’t have to’. After working on the initial ideation, I worked hands-on as the editor and writer on season 6, researching guests, writing scripts, overseeing content capture and working with the video editor on the audio, YouTube and social edits. Results: 6 seasons recorded, top ten health podcast with some episodes hitting the number 1 spot.
Boots Taboo Talk
H&B The Wellness Edit
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​The Wellness Edit is the Holland & Barrett podcast, a guest-centred discussion focussing on the guest’s area of expertise and the importance of wellness. As well as successfully pitching the concept, I worked on the positioning, look and feel and content strategy, covering priority wellness pillars. I also worked as writer/ editor on some episodes. Results (first 4 seasons): 36 episodes recorded, over 28 hours content, over 89,000 podcast downloads, over 2 million minutes listened, winner best global audio campaign, Global Content Awards 2022.
Campaigns
#Myskinmysuperpower was an inclusive social beauty campaign. Featuring a diverse range of influencers with different skin concerns, shot in an elevated style, the empowering message focused on how living with these skin challenges became their superpower. Results: above benchmark for reach and engagements on TikTok and Instagram.
Modern lifestyles are making myopia (short-sightedness) in children worse, but many parents have never heard of it. I led the team that created this TTL myopia campaign, across print, digital, social and OOH, starting with the key insight that parents don’t know the signs of myopia and often confused them with typical behaviours of this age group, and bringing this to life via a complex video and photoshoot featuring eight child models.
Social: Boots' Summer Skin
Through the line: Boots' Opticians Myopia
B2B: Chartered Institute of Building
​​To promote the launch of the Chartered Institute of Building’s new member directory, we delivered a BTB/BTC LinkedIn and YouTube video campaign that created a narrative combining interviews, drone shots and animated graphics to bring to life the advantages of working with a CIOB member for different audiences.