Creative Direction | Brand Strategy | Publishing & Writing | Social Media & Content
My Work
Expedia | In-App Guides
Elevated destination guides, natively built for Expedia Group’s booking apps.
These guides became… the business’s highest performing retention test of 2023
Expedia | Local Lens
A content series showing a destination through a local’s eyes (such as Ewan McGregor and David Chang).
Ewan McGregor episode had… 10m+ YT views | 2.2% brand favorability lift | Nominated for D&AD award
Per Una | Rebrand
A reimagining of one of M&S’s most important sub-brands with a modern, feminine aesthetic: from product to packaging, campaigns to decor.
The rebrand was… an enormous commercial success, and loved by the fashion press.
GoodMove | Brand Launch
Launch of M&S’s fitness brand, defining brand identity, logo, merchandising, packaging and launch campaign.
The GoodMove launch was… a huge success, instantly creating the UK’s biggest selling fitness brand.
Virgin Money | Unity Arena
A unique, socially distanced music venue sponsorship amid Covid restrictions. It went viral on social media.
The campaign drove… PR value of £16.85 million with a reach of 8.7bn | Uplift in social sentiment of 21%.
Expedia | Digital Magazines
Disparate blogs transformed into one elevated ‘Magazine’ hub, with conversion flows throughout.
These magazines drove… paid integrations sold to partners | Email campaigns for over 100m travelers.
M&S | Print Publishing
I ran M&S’s large portfolio of multi-million distribution print publications, including food, homes and fashion.
These magazines were…distributed across our store network of stores, and also provided content for digital.
M&S | Insiders
I launched a programme of owned Instagram influencers producing native fashion content.
This created…Cost-efficient content that outperforms ‘brand’ work (in terms of social KPIs, IG Shopping).
M&S | Style & Living
Editor-in-chief of Marks & Spencer’s digital magazine, publishing daily content across each business vertical.
Style & Living drove… A consistent uplift to AOV of 20% vs shoppers who had not seen our content.
Hotels.com | A Weekend In…
Expedia Group | Unpack
The editorial home of our annual Travel Trends report, making our biggest comms moment shopppable.
This campaign drove…195m total impressions and 27m views in 2024.
Expedia | New Orleans Jazz Fest
Original content created to bring the brand sponsorship of this iconic music event to life.
This content provided… useful, insider festival information and exclusive behind-the-scenes interviews with musicians and local characters.
Expedia | Creator collaborations
Vrbo | Magazine
Launch of an elevated editorial site within the Vrbo vacation rentals storefront site.
This included… franchises about destination, home curations, first person and celebrity stories and property deep dives.
Hotels.com | Social playbook
A creative overhaul and redesign of the Hotels.com social media presence.
This content provided… Interaction-driving franchises such as Any Excuse, That Feeling, Hotel Etiquette and Hotel Stories.
Expedia | Set Jetting
TV inspires travel, so we worked with streamers to help people book the trips they’d seen on screen.
This included… stories around the locations in Emily in Paris, Bad Sisters, Bridgerton, Gladiator and Eugene Levy.
Hotels.com | Perfect Somewheres
Editorial iteration of our awards program, profiling outstanding partner properties around the world.
This included… stories about hotels in Kyoto, Tokyo, South Korea, and Portugal.
Conde Nast | Easy Living
I was deputy, acting and travel editor at this lifestyle magazine which ran from 2004-2013.
The magazine is now closed but… some of the travel content can still be found online, on the House & Garden website.
About me
I’m a senior creative who’s worked in traditional publishing and also brought my editorial expertise to brands across retail, travel, fashion and finance, working in-house to run functions like editorial, social media, brand creative, print publishing and brand copywriting.
I’ve worked for… Expedia, Hotels.com, Vrbo, Marks & Spencer, Jaeger, Virgin Money, Conde Nast, Hearst Publications, Hachette Filipacchi