As the lead content designer for AA-X, I lead the content design function for our new product, Vixa which successfully launched to the public in July 2024 and involved a complete rebrand. My role involves designing engaging and human-centred content and information flows across all digital touchpoints, ensuring a cohesive user experience. I have played a pivotal role in redesigning the entire user journey, aimed at delivering a seamless and enjoyable experience for our users, by collaborating with cross-functional teams such as product, engineering and marketing. This includes web onboarding, insights, service-booking, fulfilment, and launching new features such as driving score and trips, tyre check, and virtual mechanic. In preparation for the nationwide launch in July 2024, I conducted extensive content design and user research, gaining invaluable insights into our users' needs and preferences around connected car health. This deep understanding has allowed me to continuously test and optimise UX and web content, ensuring a frictionless and accessible experience that delights our users. My human-centred focus contributed to our product CSAT rating being awarded 5/5 for ease of use and an increase in our user base from 600 to 12,000.I have also championed a design-led process, the need for proper tooling, and effective governance through information architecture. I subsequently led on the creation and implementation of a robust UX content design system, which now serves as a foundation for all our content initiatives, enabling us to maintain consistency and quality across the board.

Working with the Firefox New Tab team, I curate and recommend high-quality, diverse content across a broad spectrum of subjects, from the latest news and entertainment, to scientific breakthroughs, and sports highlights. Leveraging data insights to identify engaging content, I exercise sharp editorial judgment to ensure my recommendations resonate with the UK audience. I also review and evaluate content recommendations from the wider Mozilla network, to maintain a consistent user experience that contributes to the overall quality and diversity of Firefox UK's output.

Consulting for organisations, agencies and charities to lead content operations, working cross-functionally with engineering, product, marketing and growth teams to strategise and deliver end-to-end content projects. Working closely with executive leadership teams and key stakeholders, I design comprehensive roadmaps and create compelling user-centred and accessible content for websites, SAAS platforms and apps to increase engagement, advise on multi-channel brand messaging that enhances awareness, and utilise integrated marketing campaigns to knowledge-share and drive measurable impact. Clients include Noom, Condé Nast, Made Tech Group, Mark Allen Publishing, IPSE, The Good Marketing Co., CTO Craft, and Turning Point, among others. As an editor and journalist, I have bylines in Restless and Ampersand magazines, have ghostwritten articles for Prolific North, PA Life and UKTN, and interviewed senior thought leaders in the technology space for various outlets.

Utilising my specialist knowledge of childcare law, I produce a wide range of content for the CCInform educational platform. Each week, I analyse the latest legal, regulatory, and policy developments, advising on which areas to cover, how, and to what extent. I also maintain existing and create new legal practice guides, and design educational quizzes and learning tools for users to improve their experience by helping them consolidate knowledge and support practical application. Alongside this, I also assist the CCInform team with strategic long-term planning around content across the digital platform, newsletter and email marketing and events.

Leading the UK app content expansion, I designed the processes to localise and create scientific content for the UK audience that connected with and delighted users, and served their evolving health needs. In devising the international content roadmap, I implemented creation and experimentation sprints, undertook extensive user research and A/B testing, and analysed performance and cancellations to help shape future strategy. I also defined tools for transcreation, advised on brand activities for market differentiation and effectively managed a substantial six-figure budget ensuring optimal allocation of funds and successful execution of key initiatives for the UK. Alongside this, I acted as editor for campaigns that featured in The Independent, Evening Standard and The Sun that bolstered sign-ups month-on-month by over 2.7%.During my tenure, I brought in-app games to the UK that increased first-week engagement by 13%, co-ran an SEO blog pilot, and developed a pioneering partnership with UCL to conduct two original studies on users to be submitted to the British Journal of Psychology. I also helped set up the first DEIB working content group to ensure inclusion and accessibility was the global standard across Noom content.

Working with the executive team at a product-focused technology consultancy, I strategised and produced all on and offline editorial and marketing content, including redesigning the company’s industry-renowned technology blog and setting up the community websites. I was also responsible for formulating the content and social media strategies to drive brand expansion and recognition in new markets such as the Netherlands and Germany. In addition, I founded the well-revered ‘In The Zone’ thought leadership series, produced detailed case studies for partners including DAZN, LexisNexis, JustEat, and Zoopla, created copy for sales decks and RFPs and managed a team of internal and external content contributors. Where necessary, I also helped run 101 Ways’ events and communities, with the aim of increasing women in tech and providing peer support for senior leaders in the field.

I wrote all promotional pages for Tatler magazine (c.230 p/a), commercial native articles for Tatler.com, bespoke offer emails and collaborated on the monthly Privilege Club newsletters and subscription inserts. I also project managed partnership copy briefs, commissioned freelancers, sub-edited and proofread promotional pages at Cromalin, V2 and Sherpa stages, provided proposals for new clients, and assisted the leadership team with pitches and research.As the sole partnerships writer for the magazine, I worked independently on big-budget campaigns for both the main magazine and accompanying guides covering high-end travel, fashion, jewellery and events such as Michael Kors, Luxury Collection Hotels, BMW, Ascot, Lavazza and Lanvin x Swarovski. I took creative charge of copy briefs from concept to production, meeting with clients to strategise brand messaging and placement, and ideating and leading on written and visual storytelling concepts to achieve the desired outcomes.

I specialised in all aspects of divorce and private family law (including the negotiation of pre / post nuptial agreements), advising a high net worth and often international client base. Cases regularly involved complex financial issues including domestic and offshore trusts, taxation issues, inheritance, points of jurisdiction and habitual residence, pensions (including 401Ks) and the tracing of assets.Reported Cases: Z v Z & Ors [2016] EWHC 1720 (Fam); K v K (Appeal: Excessive Costs) 2016 EWHC 2002 (Fam)

I joined Hodge Jones & Allen LLP in March 2010 from Heald Solicitors in Milton Keynes where I worked on several HNW financial relief cases. After initially training for the Bar and obtaining pupillage, I chose to cross-qualify as a solicitor and was admitted to the Roll in February 2013.I dealt with the full spectrum of Family Law matters although had a particular interest in children cases including complex care proceedings (NAI) and child abduction. With an advocacy-based background, I often represented clients in both the central London and regional Family Proceedings Courts and County Courts. Two months post-qualification, I represented a client in a three-day contested final hearing in a child neglect case, involving expert evidence. In addition to the above, I was also a Domestic Abuse Specialist, regularly dealing with cases where allegations of serious violence are made. I ran training for Domestic Abuse support charities (such as Camden Safety Net and Southall Black Sisters) as well as the Metropolitan Police on this area of law, procedure and legal aid funding for survivors. Reported Cases: In the Matter of A (Children) (AP) [2013] UKSC 60 (Intervener – Centre for Family Law & Practice)Articles: www.hja.net/news/press-releases/family-law/sweet-fees-uswww.hja.net/news/press-releases/family-law/dear-mr-president