Responsible for building and leading a new department that owns C4's whole social strategy (Commercial, Marketing, Data, Creative). 4Studio is responsible for reaching, engaging and monetising audiences in the spaces where they consume and interact with content (video and audio).Own and manage the departmental P&L/budget, accountable for social revenue generation (£15m+ pa) and work closely with Business Development to lead strategic growth of social platforms (YouTube, TikTok, Instagram, Facebook, Snapchat, X).4Studio consists of 120+ predominately Nations & Regions-based Analysts, Producers, Strategists, Social Media Managers, Commissioners and Sales people who define UK and global content, distribution and commercial strategies to support long (30+ min full episodes -> multi-hour livestreams), medium (5-20 min) and short-form programming (30s -> 5 mins), including made-for-Digital original content (video, audio/podcasts, VODcasts etc) across every genre.The team lead the social strategy behind all of Channel 4's linear and digital shows and commercial campaigns, and strategise, produce and publish 20,000+ pieces of marketing, editorial and branded content each year, including social-first video and podcast spin-offs of our linear shows. Ultimately responsible for the company's social strategy at a platform, channel and show-based level across all of its programming.Innovating Channel 4's approach to content and distribution, including leveraging YouTube as a Distribution platform for Full Episodes, and launching Creator-led content strands to reach new audiences (e.g., Channel 4.0).4Studio became the UK's most viewed social branded content partner just nine months after launch.Won 1 x BAFTA (+ 3 nominations '22-24), 13 x Broadcast Digital Awards, 1 x RTS North Award, 7 x Lovies, 1 x The Drum Award, 2 x Media Week Awards, 1 x Creative Circle, and 1 x Prolific North Marketing Award (2021-2024). 2023 Campaign's Best Places to Work nominee.

Serve as a Non-Executive Director and Trustee on the Board of an Academy overseeing 12 Primary and Secondary schools.

Led a team that defined/executed MTV's over-arching International Digital strategy across Europe, APAC, and LATAM.Managed a team of over 35 Strategists, Creatives (Producers, Editors, Animators, Designers), and Social Media Managers, who created award-winning video, written and picture content across Music, Lifestyle, TV, Movies, Games, Travel, Celebrity, Fitness, and Style MTV content verticals. Pitched, commissioned, and produced daily topical content, and short-form video and audio series (Brand Extensions and data-informed, reactive Original Series) - many of which acted as pilots for Linear.Localised video/writtten/picture/audio content appeared across the MTV Social channels of 17 International regions. Platforms included Snapchat, YouTube, Facebook, Twitter/X, Instagram, Amazon Alexa, Google Home, SVOD apps, TV, TikTok and more. Accountable for MTV UK's editorial, production and social strategy teams, ensuring the department hit key KPIs and drove growth and revenue. Oversaw digital production and strategy for MTV’s Linear shows, Tentpole Awards Shows and Music/Artist priority campaigns.Utilised audience data and Business Intelligence teams to enact short, medium and long-term growth, whilst staying reactive to platform and algorithmic changes.Facilitated Social Platform Partnerships to develop content strategies and drive new revenue opportunities. Exec produced and launched MTV Stax - a live and interactive quiz game show on Facebook Watch that generated £100k profit.Worked with Sales teams (UK and International) to execute market-leading, multi-platform branded content campaigns (conception through to production), and identify new revenue streams. Established MTV Travel - an international content vertical that led to $500k+ commercial revenue in its first 12 months.Co-chair of Emerge, Viacom's LGBTQ+ Employee Group.WINNER: 2018 Broadcast Digital Award for MTV Pride content.

Responsible for content strategy, creation and distribution for MTV UK online, and multiple international markets.Consolidated on-air, online, social, UK and International MTV teams to become the point person for ALL movies content across the brand globally (the US aside), and the key editorial lead in commercial conversations.Through strategic insights, saved the business over $120k a year in production costs/efficiencies.Brought in new movies business, and oversaw the roll-out of the launch of the Absolutely Anything trailer on our Snapchat Discover platform - a world first.Responsible for creation and dissemination of movies content to all third party online platforms, including Facebook, Twitter, Instagram, YouTube, Vine, Spotify, and Snapchat Discover (which averages over 1 million views on movies content per day). Oversaw all international content distribution for MTV Movie Awards.Produced MTV UK/International's biggest ever YouTube success, and the company's fifth biggest YouTube success globally. Introduced new, highly successful sub-brand/editorial video strands and garnered world exclusive HE content and theatrical trailer launches that are consistently the brand's highest viewed on the channel.Forged partnerships with YouTubers, leading to the business'​ first ever YouTuber-fronted piece of online video content.Responsible for steering social/editorial strategy, leading to a 440% YoY increase in social referrals.Refined MTV UK's daily online news strategy, creating a 45% increase in traffic YoY on daily news and MTV creating globally picked-up news exclusives. Oversaw SEO/evergreen content strategy, leading to content producing 50% of total page views on-site.The key US to UK/international editorial liason, leading to the strongest and most efficient global editorial partnership to date.Acted as key dev-editorial liason in redevelopment of the mobile-first new MTV site, and created new editorial-dev reporting processes.

Controlled the editorial, commercial and technical development of the website and app for one of the biggest movie magazines in the world (traffic: 2.7m UU, 40m page views a month). Managed a team of writers and producers to create breaking news, craft daily features, amplify the brand's social media reach, and work closely with the magazine to ensure all content is as efficiently cross-platform as possible. Wrote reviews, news and features for the magazine where needed - as well as covering major events such as the Cannes and Sundance Film Festivals with a cross-platform content plan.Rolled out a video strategy which led to a YOY increase in YouTube subscribers of 810% (with a 2100% associated boost in revenue). It also led to a series of TV-style video sub-brands that became commercially supportable and profitable.Increased site page views by 15%, drove TF's social following to a combined total of over 1 million, secured more exclusive talent and junket access than ever before, forged third party relationships that increased referrals by 15%, and helped craft and manage commercial initiatives that doubled the site's monthly income.

Controlled the editorial and technical direction of the websites for the company's two biggest entertainment channels - Sky 1 and the home of HBO in the UK, Sky Atlantic.Managed a dedicated team of producers, writers and multimedia editors to ensure that there was engaging, creative and exclusive content for over 30 shows across two websites - from scripting and presenting behind-the-scenes interviews with A-List talent and producing world exclusive online fan shows, to developing compelling and engaging editorial features that were then seeded across social bookmarking and networking sites.Responsible for communicating with multiple departments to ensure content was promoted and utilised across an array of platforms - including on-air and on-demand.Increased day-to-day traffic by 25%, with a 15% rise in referrals from social bookmarking sites and an improvement in return visitors. I also steered the strategy for our social presences, with the Sky1 Facebook page alone boosted from 2k to 33k fans in 18 months completely organically.Spearheaded the roll-out of new advertising formats across the sites, and project managed the development of a site redesign.Project managed an array of different online show experiences - including brainstorming and then planning and filming all the online content (creator/cast interviews, a Making Of and more) for Charlie Brooker's A Touch of Cloth. My Making Of package broke records for its on-demand downloads.

I sourced, wrote and subbed daily news articles, attended press screenings and wrote reviews, co-ordinated content plans with Sky's other entertainment websites, and utilised PR contacts to secure exclusive content.I also acted as chief social media consultant on a more strategic level for a number of Sky's entertainment websites, helping guide and position the company's future Social Media plans and making Sky Movies the leaderamongst its peers in its Facebook and Twitter positioning. I also created and managed the company's inaugural Blogger of the Year awards - resulting in coverage of over a million UU, 10k votes and numerous ongoing partnerships.I was responsible for pro-actively sourcing, scripting and editing video interviews with an array of Hollywood A-Listers, initiating collaborative projects to build interactive quizzes and games, breaking site traffic records with original viral editorial content and SEO targets, and setting up, sourcing and running the site's Internship and Freelancer programme.

As a member of BAFTA's Digital Strategy Committee, I was called upon to advise upon the organisation's future plans for all things Digital. From their groundbreaking BAFTA Guru site, to their social media strategy, event sponsorship, management and beyond, I was involved in helping co-ordinate their future plans. I also volunteered multiple times working on the Video Game, Film and TV Awards each year.

As Editor for the no.1 Google ranked site for TV and Film listings (with over 5.5 million users a month and 1.5 unique users) I was responsible for guiding the site's editorial tone and maintaining the technical upkeep of the listings. I was in charge of writing movie and TV reviews, news, features and interviews, generating and spearheading marketing plans for the Editorial department, commissioning freelancers, communicating with external web designers, delegating workloads to in-house writers, liasing with PR representatives, and sourcing and resizing images. I increased traffic to the website's editorial content by 25%, and negotiated repurposed and redesigned partner sites to utilise the site's new listings feed.

Scoped, redesigned and then launched the website for the production company behind Ewan McGregor's Long Way Down/Round series.