01 Wiley · Content programme
The Conversations
Expanding an established expert video programme into clearer formats, distribution choices and useful reporting.
Selected work
What changed.
What shipped.
Four case studies, with the decision, my role, what shipped and the evidence I can show.
02 Trainline · Creative concepts + copy
Product campaigns
Clear, characterful campaign ideas for SplitSave, Digital Railcards and Many Happy Returns.
03 Independent · Content product
What to Sow
A postcode-aware content product organised around the question UK growers actually ask.
04 Wiley · AI-supported strategy tool
Ladder
A working first-read tool that helps teams examine the strategy beneath campaign work before production gathers momentum.
Earlier work
Selected archive
A smaller selection from earlier roles, showing the creative and delivery range behind the featured work.
Guardian Live
I created an Instagram strategy that turned an inconsistent feed into a more coherent, Guardian-aligned event showcase, using high-profile event participants and professional visuals.
CapabilityEditorial/commercial judgement and a repeatable social content system.
Tesco Baby Club
I worked across a mobile-optimised content ecosystem spanning web, targeted email and social, including the #GuessThatGift prize-draw mechanic: a wrapped Tesco gift, a daily guess and a route to buy the product.
CapabilityConsumer content mechanics designed across connected channels.
Allianz × MoMA
I helped give Allianz Instagram a new visual direction for its MoMA partnership, developed three competition themes, curated audience work and MoMA inspiration, and selected and liaised with the influencer judges.
CapabilityCreative platform thinking combined with public participation and influencer coordination.
Big Bus Tours
I created organic and paid social content and helped move a collection of local accounts towards a single global voice.
CapabilityAdapting one brand system across cities and audiences.
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