Samantha Yarborough

A digital content writer with over six years' experience creating engaging content across editorial, social media, ecommerce and commercial channels. I have a passion for developing content that helps grow audiences, drives engagement and delivers measurable results across digital platforms. Throughout my career, I've worked with leading parenting brands to create editorial and social content and newsletters that connect with parents and help to build trusted communities.

Experienced in identifying emerging trends and analysing content performance, I enjoy creating content that resonates with audiences while supporting wider business objectives. A collaborative and creative communicator, I thrive on building strong relationships with PR agencies and working with different teams to deliver successful campaigns from concept through to execution. I am also passionate about audience engagement and digital storytelling, and always looking for new ways to grow communities, strengthen brand loyalty and maximise content performance across social and digital channels.

Features & Reviews Editor at Bauer Media - Mother&Baby

Led and managed the product reviews programme, acting as the main point of contact between PR agencies, parent testers and wider editorial team. Planned review campaigns, coordinated product launches and delivered trusted content that strengthened brand reputation and audience engagement.

• Managed multiple stakeholders across brands, agencies and consumers simultaneously.
• Delivered campaigns to agreed deadlines while maintaining high editorial standards.
• Built long-term relationships with PR contacts across major consumer brands.
• Worked with PR teams to identify opportunities for media coverage around product launches and seasonal campaigns.
• Introduced improved planning processes that streamlined editorial workflows across the team.
• Coordinated monthly content planning, using trend analysis and audience insights to shape brand communication priorities.

Senior Digital Writer at Bauer Media

• Led the planning and delivery of editorial campaigns across multiple digital channels.
• Develop audience-focused communications informed by consumer insight, SEO and emerging trends.
• Build and maintain relationships with PR agencies and leading consumer brands to secure exclusive opportunities.
• Represent Mother&Baby at press launches, industry events and product briefings.
• Manage the weekly newsletter, using performance insights to optimise subject lines, generating more than 42,000 unique opens and nearly 5,000 clicks.
• Led Mother&Baby's TikTok strategy, creating trend-led content that generated over 1.3 million post views, reached more than 600,000 unique viewers and increased profile views by 319%, significantly growing audience engagement and brand visibility.
• Support content planning of Instagram and Facebook, helping grow audience engagement and brand visibility.
• Introduced improved planning processes that streamlined editorial workflows across the team.

Content Writer at Bauer Media

• Planned and delivered integrated digital content campaigns designed to increase audience engagement and commercial performance.
• Worked closely with editorial, commercial and social teams to ensure consistent brand messaging.
• Produced consumer-facing communications across multiple platforms.
• Identified new content opportunities using audience insight, keyword research and competitor analysis.
• Supported social campaigns with creative concepts and copywriting.
• Delivered high-performing content around major retail campaigns including Black Friday and Prime Day.

Marketing & Ads Campaign Manager at SOUP Agency

• Managed communications campaigns for multiple ecommerce brands.
• Worked directly with business owners and stakeholders to understand commercial objectives.
• Planned seasonal campaigns across Meta, email and digital channels.
• Used campaign performance data to optimise future communications.
• Delivered presentations and strategic recommendations to clients.
• Built and maintained relationships with key external stakeholders.

First Class Hons Degree in Journalism – Sheffield Hallam University (2016-01 – 2019-12)