Shelly Ford Email & Phone Number

I am Editor of LBMA’s quarterly publication, the Alchemist. I am responsible for delivering various other reports and publications which aim to update on key strategic initiatives and hold LBMA accountable to its Members. As the content lead, I also develop content for LBMA’s website and communications.

London, United Kingdom

• Lead content creator for EMEA and APAC working with colleagues in business lines including construction and data and technology, ensuring client communications, marketing collateral, and thought leadership articles showcase our world-class experts while delivering on the overarching content strategy. Content included brochures, newsletters, case studies, reports, thought leadership articles, social media, and other collateral.• Worked with business lines to create marketing plans to deliver ‘digital first’, campaign-driven content to generate leads and promote service offerings, employing SEO and using metrics to develop content.

London, United Kingdom

• Lead copywriter for a range of external and internal marketing content for several practices within Navigant, including Global Construction Practice, Global Disputes and Economics, and Global Legal Technology Solutions. This work included creating and editing brochures, newsletters, case studies, thought leadership, website copy, social media, and other marketing collateral. • Raised the profile of subject matter experts by ghost-writing authored articles and generating content ideas. • Created content to support various employee-facing communications, including the messaging surrounding results, acquisitions, major deals, and new senior hires.

Old Street, London

• Edited monthly printed magazine Tax Confidential, sent to 3,000+ subscribers, commissioning expert analysis and features. • Conducted audience research, acting on feedback to ensure repeat and new subscriptions.• Researched and wrote reports for clients to maximise lead generation opportunities on topics including solar panels, student property investment, and investing in bitcoin.• Wrote news and features for www.everyinvestor.co.uk.

1 Lime Street, London

• Edited the global magazine, Market, for insurance specialists produced quarterly by Lloyd's – distributed by email and hard copy to around 15,000 across the world. • Commissioned and wrote news and features for Lloyds.com and managed email marketing campaigns • Line management responsibility for five freelance journalists and managed a large budget. • Worked with agencies to update parts of Lloyds.com in response to audience insight and analytics.• Installed a Dow Jones real-time newsfeed alongside Lloyd’s news, managing stakeholders in several departments while keeping the project on schedule and budget.• Installed a feedback mechanism for online content and recommended content and platform enhancements.• Relaunched the Market magazine, found a new branding agency, changed the tone of voice and style, designed new regular features and layout, and ensured the new magazine met the needs of the market. • Market magazine won an award at the International Content Marketing Awards 2013.

- Developed and managed marketing campaigns for titles including LEGO, Top Gear, and Star Wars: Clone Wars.- Wrote compelling advertising copy and advertorials for consumer parenting press and websites.- Promoted and distributed newsletters to subscribers via email marketing.- Distributed high profile content to followers and fans using social media. - Managed licensors, internal and external suppliers, and marketing budgets effectively.- Managed production and delivery of POS materials including dumpbins, shelf strips, and bespoke premiums, ensuring all relevant safety tests were met.

• Edited the Group-wide colleague news channel reaching around 135,000 readers daily, and researched and wrote engaging, relevant news items and features for printed monthly magazine.• Deputised for the magazine editor, proofing, sub-editing, and ensuring production timescales were met.• Developed and implemented communication strategies for the Group’s Corporate Social Responsibility and Charity of the Year agenda.• Wrote and published news stories for important announcements, including for ‘Day One’ of the new Group and the largest capital raising exercise in UK banking history.• Dealt with complex information, including the Placing and Compensatory Open Offer and Government shareholding details – understanding quickly and communicating effectively.

• Wrote, edited and published operational circulars for the UK bank audience. • Managed sign-off with general managers of the bank, and occasionally the chief operating officer and chief executive. • Wrote and published online news stories.• Wrote copy for group-wide engagement programme.