Content strategy and consulting
Content strategy and senior consulting
For brands that want content that performs in traditional search, in AI-generated results, and with the readers who actually matter.
The best content does two things at once: it is useful enough that a real person wants to read it, and structured well enough that search engines and AI models can find it and cite it. Most brands manage one or the other. Building both into the same programme is where most of my content strategy work sits. I contribute at the level the brand needs, whether that is strategy only, execution only, or both.
Case studies
Brand and GTM · Global launch
Rebranding Whisk to Samsung Food across sixty markets
Led the end-to-end rebrand strategy and launch execution for Samsung’s acquisition of Whisk, owning positioning, messaging hierarchy, tone of voice, and all user-facing communications across the app, website, PR, email, and lifecycle. The launch spanned more than sixty markets in eight languages, anchored at IFA Berlin, with multi-market campaigns also run for CES and Galaxy Unpacked.
More than eight million dollars in earned media from PR
Content strategy · SEO and lifecycle
98% year-on-year blog growth, 45% year-on-year user acquisition
Built structured editorial calendars and SEO-led content programmes that grew organic blog traffic 98% year-on-year and user acquisition 45% year-on-year. Rebuilt the email lifecycle funnel segmented by user goal, achieving a 17% increase in activated users, and managed a $1 million paid media budget to the lowest cost-per-acquisition in company history.
98% year-on-year blog growth and 45% year-on-year user acquisition
Content architecture, new product
Building the content for a personalised nutrition coaching product
I led the content architecture for an unannounced personalised nutrition coaching product. The work spanned in-app copy, individual activity content, lifecycle emails, and the messaging frameworks that hold the product experience together, alongside directing a team of specialists and freelancers.
More detail can be shared in conversation once the product is publicly announced.
Brand and content · new product launch
Launching two new insurance products and a brand from zero
Owned positioning, messaging and customer journeys for South Africa’s first athlete-specific cover and a combined life and funeral policy. Led the full website launch including UX copy and brand narrative, drove organic lead growth through SEO-led content, and scaled organic social from zero to thirty thousand followers alongside integrated TV, radio, billboard, digital and PR campaigns.
Zero to thirty thousand organic social followers
Editorial strategy · SEO
Scaling editorial across four insurance brands
Built editorial systems from the ground up across PD Australia, PD New Zealand, Rapid Solutions and Blue Badge Insurance, including content calendars, SEO strategy, website copy and editorial guidelines, balancing regulatory constraints with content that genuinely helps readers and converts.
Blog traffic grew between fifty-eight and seventy-seven percent across two brands, with a forty percent increase in overall search traffic
What I work on
- Content audits
- Keyword and topic architecture
- AI search optimisation (AEO)
- Editorial calendar development
- Brand voice and tone of voice guides
- Fractional Head of Content
- Embedded content director
- Content strategy consulting
- SEO and organic growth programmes
- Lifecycle and email content