Senior Digital Experience Manager (Content Strategy, Search & AI Discovery) at Save The Children UK (2018-06 – Present)
Lead digital content strategy, information architecture and discovery across organisational transformation programmes and major response initiatives, shaping how content is organised and surfaced across digital channels.
- Developed organisation-wide AI and content strategy, helping reposition AI from a content creation tool to a discovery and engagement channel while influencing senior stakeholders on the implications of changing search behaviours.
- Lead search-led content strategy, using audience insight, search intelligence and performance data to inform content priorities, messaging and user journeys.
- Developed strategic frameworks for evaluating content opportunities, audience needs and search demand, enabling evidence-based prioritisation across product, marketing and content teams.
- Defined content structures, metadata frameworks and taxonomy approaches that improved content findability, consistency and AI-readiness across complex digital ecosystems.
- Developed AI-informed video and content strategies to strengthen organisational authority, surface expert perspectives and improve discoverability across search and emerging AI interfaces.
- Established performance-led planning frameworks that embedded content and search strategy within multidisciplinary product, brand and marketing teams.
- Directed content strategy during rapidly evolving humanitarian emergencies, ensuring critical information remained timely, trusted, discoverable and actionable for global audiences.
- Delivered measurable impact through audience-centred content strategies, including digital appeals that exceeded targets by 33% and increased average gift value by 22% year-on-year.
- Led award-winning search strategy for the Ukraine Appeal, driving top-ranking visibility for priority queries and generating 68% of campaign income from new supporters.
- Partner with product, analytics, content, marketing, brand and international teams to align content strategy with organisational and business priorities.
- Lead and mentor digital specialists responsible for content optimisation, taxonomy and search performance, fostering evidence-based decision making and continuous improvement.
- Translate complex organisational and user needs into evidence-based content strategies, combining audience research, search data, analytics and cross-functional collaboration.
Digital Communications & Campaigns Manager at The Armed Forces Charity (2015-10 – 2018-05)
- Led digital transformation during a national rebrand, developing audience-led content strategies across national and regional channels.
- Managed executive communications, strategic messaging and reputation management during high-profile and sensitive issues.
- Delivered integrated campaigns across paid, owned and earned media using audience insight and performance data to inform decision making.
- Established governance, training and support frameworks that improved digital capability across regional teams.
- Scaled the organisation's social media network from 67 to more than 150 regional communities, significantly increasing reach and engagement.
Editor at Twenty Something London (2013 – 2015)
- Led editorial strategy across content, video and social teams.
- Managed content commissioning, editorial standards, publishing workflows and quality assurance across multiple content formats.
- Developed audience growth strategies and content governance processes.
- Built media partnerships and delivered a crowdfunding campaign that exceeded target.
Editorial Assistant at ELLE Magazine (2013 – 2013)
Supported editorial planning, SEO optimisation and digital publishing.
