My CV

● Led multi-channel creative direction for communications and campaigns across Fortnum’s digital platforms, stores and restaurants.

● Provided content strategy, messaging, and creative support for business-wide projects across online, print, and video. Developed and led the creative content matrix—encompassing all output for website, e-mail and social communications.

● Acted as guardian of Fortnum's brand tone of voice, including regular refreshing and maintaining of brand toolkit.

● Led communications during the pandemic, including the quick development of an adapted tone of voice to communicate trust, empathy and sensitivity.

● Led team of in-house copywriters; sourced and managed network of external freelancers.

● Regularly tested elements of e-mail/website engagement; managed SEO content production and optimisation; website localisation; site behaviour analysis.

● Defined yearly/quarterly objectives for the content team—working closely with senior executives, directors, and managers—to maintain content integrity throughout online products and communications.

● Extensive work in branded corporate communications; style and campaign guidelines; collateral and pitch decks; brochures, pamphlets, and inserts; internal and external e-newsletters; and press releases.

● Launched Fortnum's first print newspaper Piccadilly Papers, and inaugural Chocolate Library Short Story Competition!

● Led creative content across Cathay Pacific’s digital platforms (primarily website, mobile app, and email).

● Managed publication of our inflight travel magazines Discovery and Silkroad, and online platform Digital Discovery.

● Developed and delivered on-brand content across destination guides and thematic travel content.

● Translated high level concepts and creative briefs into finished copy for digital and offline marketing campaigns, both in-house and for partnerships with major media organisations, tourism boards, and hotel groups.

● Managed a team of six digital content editors and copywriters.

● Led copy translation/localisation in 16 languages, liaising with translations vendor and content producers in other departments and global offices, to ensure that general localisation requirements are met.

● Supported editorial and UX content across ancillary product verticals, chatbot, and customer servicing content.

● Supported website and eDM content personalisation and testing across 50+ global markets.

● Led customer communication requirements as needed, including customer servicing and disruption communications.

● Led team in building commercially savvy, and customer-service orientated SEO content.

● Sourced cost-effective stock image providers and established best-practice guidelines for sourcing, manipulating, crediting, and storing.

● Pitched, wrote, commissioned, and edited stories across the monthly print magazine, from news, reviews, and interviews to long-form upfront and cover features.

● Oversaw content for key sections of the magazine including the Shopping and Around Town sections.

● Managed monthly production flow, including scheduling and proofing.

● Assumed leadership in absence of the editor, commissioning and managing freelance relationships and cover designs, and working closely with the sales team on pagination, ads, and flatplan.

● Oversaw design process including page layouts, graphics, and image sourcing.

● Contributed and commissioned online content including blogs, viral listicles, and video content for website and social media channels.

● Wrote a monthly first-person column ‘Inside Job’, in which I experienced different professions (which included dog trainer, Peking opera singer, candy floss vendor, and LEGO Model Master Builder).

● Pitched, wrote, commissioned, and edited stories across the bi-weekly print and online magazine, from news, reviews, and interviews to long-form upfront and cover features.

● Oversaw content for key sections of the magazine, including upfront and cover features, and the Shopping section.

● Led a team of three staff writers, and approved and edited all content.

● Managed monthly production flow, including scheduling and proofing.

● Oversaw design process including page layouts, graphics, and image sourcing.

● Developed and oversaw video content with videographers for social media channels.

● Executed daily advertorial content marketing local experiences to 4 million+ subscribers across 60+ high-subscription, high-performance local and national markets.

● Wrote, edited, and proofread copy for clients across the travel, fashion, beauty, F&B, hotel, and health industries.

● Recruited and managed a team of freelance copywriters.

● Led a team of editors and copywriters for recommendation-based editorial platform, ‘365 Things To Do In Your City’.

● Led editorial for Live Events platform, for artists such as Lady Gaga, Rihanna, and Girls Aloud; for special projects including ‘Celebrate with London’ to coincide with the Olympics; and for partnership with Disney.

● Trained by legal team to ensure compliance with ASA and CAP-code guidelines.

● Tested website engagement and email subject lines to optimize open and click-through rates; analysed user engagement in differing local markets and adapted content accordingly.

● Managed editors and freelance writers, and coordinated all site content of the B2B online magazine.

● Commissioned, edited, and wrote content for the Marketing & Sales section, including buyer and press interviews, trend and trade show analysis, and shop reports.

● Collated weekly marketing e-bulletins to promote SOURCE content to EFF membership platform.

● Provided fashion consultancy and general brand support at London Fashion Week and other events.

● In the UK and Europe, I have contributed to British GQ, Time Out London, Kinfolk, and The Hotel Guru.

● In Hong Kong and China, I have provided social media content to youth lifestyle platform SOY Journal and leading Chinese luxury brands Edition 10 and MO&Co.

● In Lebanon and the Gulf, I have contributed fashion, food, art, tech, and opinion pieces for a selection of leading Middle Eastern luxury lifestyle publications including A Magazine, Selections, Bespoke, The Art Paper, and Gate37.

● Created and edited multimedia marketing and branding copy for award-winning Middle Eastern advertising agency Drive Dentsu for international clients such as Toyota and Adidas.

● CMS platforms (Adobe Experience Manager, Wordpress, Global Link); Microsoft Office (Excel, Powerpoint, Word); design (basic knowledge of InDesign) social media and blogging (Facebook, Twitter, Instagram, Yammer, WeChat, Pinterest, LinkedIN); PMO tools (Basecamp, Jira, Trello); web analysis (Google Analytics, Content Square, BrightEdge).

● I sat on the inaugural Belonging Network at Fortnum’s, promoting diversity and inclusion across the business. have founded two blogs (one travel, one film), undertaken a 10-week screenwriting course at City Lit University, volunteered in the interactive theatre experience ‘You Me Bum Bum Train’, and sang in the Bistrotheque Choir. I can also speak conversational French, basic Arabic, and basic Mandarin Chinese.

University of Leeds | 2005–2008

BA (Hons)

2:1 from University of Leeds in English Literature & Language

Marlborough College | 1999–2004

As in A Level English Literature and Drama, B in A Level French, B in AS Level English Language, Distinction in AEA Extension Paper in English Literature; 10 GCSEs ranging B to A*