As Condé Nast accelerates its transition from iconic international print magazine empire to a truly global digital entertainment powerhouse, my task is to grow the brand partnered video business across EMEA, APAC and LATAM. Working closely with the editorial video programming and development leads, central and local media sales divisions and business strategy teams I have reinvented and reignited the Sponsored Editorial and Integrations (product placement) video business across Vogue, GQ, Vanity Fair, Architectural Digest, Glamour and Wired taking it from a sub $1m revenue stream in 2021 to $9m+ in 2023. I have strategically and creatively led Condé Nasts first ever multi-territory sponsored editorial integration partnerships, including for Louboutin, Saint Laurent, Hilfiger, L'Oreal, F1 and TikTok. I have also used my understanding of brands, audiences and social platforms, particularly TikTok, to guide the development of new social video series and a new flagship GQ elite performance series Into The Zone, only the second ever Condé Nast video series to be sponsored from its very first episode. I am now leading a strategic initiative to creatively evolve the video output to support new revenue streams including consumer revenue, affiliate, FAST TV and a pioneering JV with a global sports rights holder.

For three years I led the strategy and editorial teams at this specialist content and cause-led creative shop at the heart of global ad agency, Oliver. I built a brilliant team of content strategists, brand planners, writers, researchers, social media managers and editorial creatives to design and deliver best-in-class brand publishing, content strategy and organic and paid social for a broad range of clients including Hertz, BBC Creative, Bombay Sapphire, Beauty Pie, Pizza Express, Dettol, Durex, Bicester Village and more. In collaboration with Oliver and BrandTech group stablemates I also consulted to global brands to help them define and deliver on their purpose including Mead Johnson China in maternal health, Talisker in ocean protection, Vanish in fashion re-commerce, Evian in plastic reduction, Finish in water conservation, Bonafont Mexico in female empowerment and Aqua Indonesia in recycling.

I was headhunted by independent wellness media start-up BALANCE to transform it from a freemium print offering to the forefront of digital publishing to position it for scale-up investment. As their first dedicated Digital Editorial & Strategic Lead and de-facto Creative Director I created the foundations for the brand to become the most popular and trusted authority in the booming global trillion dollar wellness lifestyle space within the next two years.By designing and implementing a social, video-first, format-driven content strategy; recruiting, trainingand empowering a talented young social and video team; and delivering more than 20 profitablebranded content partnerships in year one, I helped BALANCE achieve social audience growth andengagement rates in the top 1% of Meta publishers, an increase in monthly reach of over 1000% in one year to 1.8m. I also ushered in a new email CRM approach (through GDPR), a new website, daily original web content and SEO strategy, a highly successful podcast launch and new publishing behaviours fuelled by data savviness and editorial instincts in equal measure.

As publishing lead I was creatively and strategically responsible for driving Livity's endeavours to transform its business model and diversify income streams by building audiences around owned IP, entertainment propositions and original formats, based on a deep understanding of youth culture, leading social platform knowledge, mastery of interest-targeting, wide-reaching entertainment industry contacts and a commercially-aware brand publishing vision.In just 12 months, working in agile development with a small young team, our new social content propositions are already firmly established within youth culture, from the global dance music community (Street Player) to the British urban music and comedy scenes (Off Road), have earned combined views in excess of 8m, paid partnerships with British Council, Walker Books and Craft Council, and advanced talks with iconic brands in fashion, travel and music tech eager to access our editorial environments and audiences. During this time I also advised several global music and entertainment companies and arts organisations on their original content and digital audience development strategies.

As ECD my focus was on working with the MD to build an ever stronger and more diverse squad of talented creative leaders, designers, strategists, writers, content creators, researchers and heavyweight daydreamers that learn every day from the young people they mentor and collaborate with.Alongside making key hires in Creative, Strategy, Insight and Innovation teams I continued to direct major accounts and lead winning pitches, including steering Topman to an award-winning new content strategy based on creating culture and entertainment. During this time I also lead original, cutting edge insight gathering into the emerging trends, attitudes and behaviours of Generation Z, presenting and consulting to organisations such as the NUS, PA Consulting, Portman Group, NHS, Institude of Fundraisers, Her Majesty's Courts and Tribunal Service, PRIMA European Printers Association, WGSN and Tesco.

As the lead, and at times, sole, Creative and Strategist at Livity for a decade I was pivotal to almost every client project from pitch to completion, guiding global brands, government departments, charities and broadcasters to create highly effective and innovative campaigns, programs and long-term behaviour change and sales platforms. In doing so I have contributed significantly to transforming Livity itself, from a team of 5 to a globally-admired, profitable, socially impactful business of 65, and collected multiple awards and mentored hundreds of young people along the way. I have devised and delivered communications and audience engagement concepts, content strategies, social impact programmes, digital products and services for the BBC, Barlcays, Big Lottery Fund, British Fashion Council, Cabinet Office, Cancer Research UK, Channel 4, Childline, Coca-Cola, Cornetto, Central Office of Information, Department for International Development, Department for Education, England Rugby, Google, Home Office, National Blood Service, Nike Foundation, The NFL, O2, Olympic Legacy Trust UK, Penguin Books, Public Health England, PlayStation, Teenage Cancer Trust, Topman, Unilever, Victim Support and many others.

Across 8 years at this iconic international style and culture title, I rose rapidly through the ranks from Editorial Assistant to Editor, commissioning and directing agenda-setting editorial at the interface of music, film, art, fashion, science, politics and counter culture. By nurturing entertainment industry contacts, a talented young team and a global network of freelancers I broke important new talent, secured iconic cover stars, championed underground scenes, rediscovered cult heroes and resisted the rise of celebrity culture to help double circulation and stabilise the business during an era that sadly saw the closure of so many iconic music and style mags.As a writer I interviewed Alicia Keys, Bjork, Pharrell Williams, Kanye West, David Cronenberg, Chris Cunningham, Desmond Tutu, Thom Yorke, Gil Scott Heron, David Axelrod, Charlie Watts, Don Letts, Roy Ayers, De La Soul, Gang Starr, David O Russell, Stewart Copeland, Samantha Morton and many more. I was the first journalist to write about Parkour, the first to interview Amy Winehouse and the last to speak to the ‘mother of hip hop’ Sylvia Robinson.As Editor I was also the creative lead on advertiser solutions, winning contracts to create televised concert series, supplements, ad creative, student tours, festival sponsorship and award shows for the likes of O2, Topshop, Evian, Grolsch, Becks, Levi's, Nike and Orange.After stepping down from Dazed to get married and go travelling I was asked by publisher/founder Jefferson Hack to launch a new bi-annual luxury men's fashion magazine, Another Man. I oversaw the first 4 issues and remained a contributing editor to both Dazed and Another Man for many years.During this period I also spent 6 months as creative communications adviser to Sir Paul McCartney, was a consultant trend forecaster for SCB Partners and wrote for Rolling Stone, NME, Esquire, The Times, The Independent and Nylon.