content strategy

Working at the intersection of creative and media across Influencers, Media Partnerships, Social and Web/Search, I planned, made and measured content for global brands including Disney, NEOM, ENOWA, H&M and Clarins.

The role required blending creativity and data-driven skills to shape the response to client briefs using social listening, search trends and other data sources to make the right choices about how to approach the challenge of making and distributing content across their digital channels.

Select Clients

Disney — Content strategy for integrated campaigns across influencer marketing, social media, and paid/earned channels. Developed creative frameworks that balanced Disney's brand standards with platform-native content.
NEOM (Saudi Arabia's $500bn future city project) — Created content frameworks and strategic narratives for one of the world's most complex infrastructure and urban development initiatives. The challenge was communicating a futuristic vision while building credibility and addressing skepticism.
ENOWA (NEOM's sustainable energy subsidiary) — Developed content strategy for communicating complex clean energy and water innovation to both industry and consumer audiences.
H&M — Fashion retail content strategy balancing sustainability messaging with commercial objectives.
Clarins — Beauty content strategy across influencer partnerships and social channels.
HSBC & Lloyds Bank — Financial services content that made banking human and approachable while maintaining institutional trust.
TENA — Sensitive, empowering health content for a traditionally taboo category.
Carlsberg — FMCG content strategy for competitive beer market.
Nurishh — Emerging brand strategy and positioning.

My role

I shaped responses to complex client briefs through ideation, strategic planning, and business case development. This meant translating client objectives into actionable content strategies that balanced creative ambition with measurable business outcomes.
I worked with media planning, social, search, and creative teams to ensure integrated campaign execution. Content strategy sat at the center—connecting paid media, organic social, influencer partnerships, and search visibility into cohesive campaigns.
I developed influencer marketing strategies and content briefs for beauty, financial services, FMCG, health , and infrastructure (NEOM, ENOWA) brands.
I conducted market research and audience analysis to inform content strategy and creative direction, using social listening tools, search trend analysis, and competitive intelligence to identify opportunities and validate strategic recommendations.
I managed cross-functional stakeholder relationships and led content workstreams for new business pitches and retainer client work, contributing to agency growth and client retention.

I learned to adapt content strategy frameworks across vastly different categories, audiences, and objectives—all while working within the complexity of a large agency environment with multiple stakeholders and approval layers.

Most importantly, I learned how to use data (social listening, search trends, competitive analysis) to make strategic recommendations that clients could actually act on, rather than just interesting insights.