Case Studies

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

Livi

Challenge: Develop and grow Livi's organic content strategy

Role: Head of Content

I developed the vision and strategy for Kry's B2C health and medical content, focusing on organic growth. I created taboo-busting health and lifestyle articles, created hubs for personalised women's health content, and medical topic hubs so users could access health information easily, and feel empowered to take the next best step with their health.

Results:

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

Vitality Magazine

Challenge: Develop brand content strategy and increase community engagement

Role: Editor-in-chief

I was on the winning pitch team for Vitality and helped to grow the account from print, to digital, audio, social and events. The editorial team was nominated for multiple content awards and Vitality become the most-read health magazine in the UK, on our watch.

Results:

Grew digital magazine session traffic by 120% YoY
Grew member newsletter by 50% YoY (to 800k)
Drove member engagement via print magazine – 77% of readers logged into the Member Zone as a result of reading and 75% took advantage of a benefit

Jennis

Challenge: Develop a new pillar of multi-channel perimenopause content

Role: Contributing editor

Together with the chief content officer, I developed strategy and content plan for new perimenopause editorial. This involved collaborating with dieticians, strength, fitness and breathwork experts. I created both articles and audio to ensure content is digestible and engaging.

Results:

To follow soon!

Contiki

Challenge: Re-brand Contiki's digital magazine, six-two with a focus on organic growth

Role: Travel editor

I came in as travel editor to elevate Contiki's digital magazine and lead on editorial content. What we hadn't planned was for a pandemic to hit and ground all trips. It was my mission to keep Contiki top of mind for travellers via organic content and brand partnerships alone.

Results:

Powered up organic strategy and secured content partnerships such as Movember and GirlGaze to help stay top of mind during the pandemic
Increased organic traffic by 20% during 3-month lockdown era (despite all trips grounded)
Launched a special edition podcast, Unusual Circumstances, with 33k downloads across 69 countries