Case Studies

Here's a taster of some of the projects I've worked on and the results I've helped deliver.

Natures Menu

Fractional content leadership · Expert-led editorial · AI-enabled scale

Challenge: Turn an underused blog into a high-performing content engine that could educate pet owners, build authority and drive organic growth.

Role: Fractional Head of Content

I developed a new content vision for Nature’s Menu, turning a handful of monthly blogs into an ambitious editorial engine built around the brand’s brilliant in-house expertise and a network of vets, pet nutritionists and other specialists. I introduced AI strategically to speed up research, briefs and shorter SEO-led content, while using experienced writers and expert input for meatier features and campaigns – creating a smarter system for publishing new content, improving existing content and building authority across everything from raw feeding to gut health and allergies.

Results:

Drove 200% more organic traffic within nine months
Built a scalable expert-led and AI-enabled editorial engine
Expanded Nature’s Menu’s authority beyond raw feeding into wider pet health and wellbeing

Flo

AI workflows · Women’s health · Clinical expertise

Challenge: Help scale medically accurate, useful health content across Flo’s app and editorial channels.

Role: Health Content Writer & Editor

I joined Flo’s content team to create app and site content across its perimenopause, pregnancy and trying-to-conceive pillars, using detailed prompts and multiple AI platforms to speed up production while keeping everything grounded in credible medical evidence. I brought the human editorial judgement – interrogating outputs, sharpening tone and structure, spotting gaps and translating complex health information into genuinely useful content – while also editing longer-form features and working directly with clinicians to turn their expertise into accessible, engaging editorial.

Results:

Helped scale high-quality content across multiple stages of women’s reproductive health
Used advanced prompting and AI workflows while maintaining rigorous medical sourcing and editorial standards

Holland & Barrett

Expert-led content · Editorial leadership · Print + digital

Challenge: Strengthen Holland & Barrett’s health authority through glossy, mag-worthy editorial across digital and print.

Role: Health Writer, Editor & Editorial Lead

I’ve worked with Holland & Barrett across its digital and print content, from writing in-depth Health Hub features on nutrition, supplements, muscle and joint health and wider wellbeing to editing the launch issue of The Good Things magazine. Across both, I sourced and interviewed leading experts to turn complex health topics into snappy features, while on The Good Things I led the editorial process from commissioning and editing writers to managing stakeholders, collaborating with designers and attending shoots – making sure the storytelling worked just as brilliantly visually as it did on the page.

Results:

Helped strengthen the Health Hub with expert-led health journalism
Led editorial across the launch issue of The Good Things – distributed to hundreds of stores across the UK

Livi

Content strategy · Women’s health · Organic growth

Challenge: Develop and grow Livi’s global organic health and medical content strategy.

Role: Global Head of Content

I developed the vision and strategy for Livi’s B2C health content, creating taboo-busting editorial, women’s health hubs and medical topic journeys designed to make credible information easier to find – and help people take the next best step with their health.

I also built a more efficient production model across markets, helping content travel further while significantly lowering creation and translation costs.

Results:

Grew web content session traffic by 280% YoY
Increased organic clicks by 489% and impressions by 572% YoY
Cut production and translation costs by 70%
Won the 2022 Swedish SEO Award, Healthcare category
Led on women's health campaigns, including Perimenopause Educated, driving a webinar with 300 attendees and 100k visits to the women's health hub

Vitality Magazine

Editorial leadership · Brand publishing · Community engagement

Challenge: Develop Vitality’s editorial clout and deepen engagement with its member community.

Role: Editor-in-chief

I was part of the winning pitch team for Vitality and helped grow the account from a print magazine into a much broader editorial ecosystem spanning digital, audio, social and events. Along the way, the team picked up multiple award nominations and helped make Vitality the UK’s most-read health magazine.

Results:

Grew digital magazine session traffic by 120% YoY
Grew the member newsletter by 50% YoY to 800k
Drove action through print: 77% of readers logged into the Member Zone and 75% used a benefit after reading

Jennis

Women’s health · Expert content · Multi-channel editorial

Challenge: Develop a new multi-channel content proposition around perimenopause.

Role: Contributing editor

Working with Jennis’s Chief Content Officer, I helped develop the strategy and editorial plan for a new perimenopause content pillar. I collaborated with dietitians, strength, fitness and breathwork experts to turn specialist knowledge into useful, engaging content across written and audio formats.

Results:

Helped to grow the digital Jennis audience by 250% over the year
Helped secure new expert partnerships, include the excellent powerhouses at The Well

Contiki

Travel editorial · Organic strategy · Brand partnerships

Challenge: Rebrand Contiki’s digital magazine, six-two, and grow its organic audience.

Role: Global travel editor

I joined Contiki to elevate its digital magazine and lead editorial content – shortly before the pandemic grounded virtually all travel. The challenge quickly became keeping the brand relevant and inspiring travellers even when nobody could actually go anywhere.

I doubled down on organic editorial, cultural storytelling and smart brand partnerships to keep Contiki part of the conversation until travel returned.

Results:

Increased organic traffic by 20% during a three-month lockdown
Secured editorial partnerships with brands including Movember and GirlGaze
Launched Unusual Circumstances, a community-building podcast downloaded 33k times across 69 countries