Portfolio

I’ve spent the past decade building content-first brands, leading cross-functional teams and delivering creative strategies that drive measurable growth. 

From editorial to e-commerce and digital publishing, I have a proven track record of creating brands that deliver tangible results. 

LONDON X LONDON

Destination lifestyle and entertainment guides focused on exploring London’s most exciting spots and hidden gems

  • Built the platform from scratch into a high-performing, search-led content site reaching 1 million+ monthly pageviews at peak
    Directed editorial strategy, SEO architecture, and tone of voice across 500+ articles

  • Developed commercial strategy and built sponsorship opportunities with brands including Merlin, Tottenham Hotspur, Secret Cinema, Netflix and the London Transport Museum. 

  • Launched TikTok channel and built to 44k followers with 4% engagement rate through short-form editorial storytelling with videos like this (3.2 million views) and this (1.3 million views) 

  • Hired and managed a team of writers, editors, salespeople and social media editors as well as freelance writers. 

  • Developed brand identity and site UX whilst balancing commercial objectives. 

Playful, personality-packed craft kit brand built around creative self-expression

  • Developed brand from concept to launch: oversaw naming, brand positioning, tone of voice and creative direction

  • Designed products, tested suppliers and built end-to-end supply chains. 

  • Achieved £65k monthly sales within six months of launch. 

  • Created performance-driven content for social and paid channels, achieving 3x ROAS on Meta campaigns

  • Designed content strategy around community, tutorials, emails and visual storytelling

Travel storytelling brand combining practical travel guides with cultural depth

  • Scaled from zero to over 350,000 monthly readers at peak, built off in-depth evergreen SEO strategy

  • Developed brand identity and content pillars spanning travel guides, itineraries, and hidden gems

  • Built newsletter list with 42% open rate and 3.2% CTR

  • Created photography, video, and editorial content across 30+ countries

  • Named in Vuelio’s Top 10 Travel Blogs and shortlisted for multiple national travel awards including Lonely Planet’s Travel Blog of the Year

  • Worked on commercial partnerships with external stakeholders including the Korean Tourism Organisation, Princess Cruises, Four Seasons and Visit Portugal. 

NICHE DESTINATION PROJECTS

Content platforms designed for targeted growth and sale within a 12–18 month window or perpetual monetisation via ads and affiliates. 

  • Insider’s Tulum and Insider’s Oxford – Achieved 5x return on investment upon sale; site focused on evergreen SEO, affiliate monetisation and branded travel content

  • The Honeymoon Edit, Insider’s Utah – Developed editorial structure, keyword architecture and tone of voice to fast-track growth

  • Created a replicable content and monetisation framework across the portfolio, designed for sale or licensing

CREATIVE STRATEGY & CONSULTANCY

Brand positioning, content strategy and voice development for digital-first brands

Alongside running my own platforms, I also offer consultancy to brands that need a clear, compelling content and brand strategy — especially in the travel, lifestyle and experience sectors.

What I offer:

  • Brand audits and positioning frameworks

  • Tone of voice guidelines and narrative development

  • Content strategy roadmaps (SEO + editorial)

  • Campaign and content planning

  • Fractional Head of Content / Brand support

Selected projects:

  • Skurt – Brand tone and editorial strategy for a US-based car rental tech startup

  • The Montcalm Hotels – SEO content and onsite copywriting for a luxury hospitality group

  • YouShould – Editorial voice development for a nightlife booking platform expanding into the UK market

FREELANCE WRITING

Published features, guidebooks and editorial work across global publications

Before launching Discoveries Media, I built my career as an in-house and then freelance writer, contributing to some of the world’s most respected travel and lifestyle publications. My work focused on deeply researched, culturally rich storytelling.

Selected work includes:

  • AA Travel Guides – Co-wrote official guides to Singapore, Hong Kong, and Brussels & Bruges.

  • Business Traveller (UK & US editions) & Business Destinations – Features on luxury travel, business hubs and cultural itineraries.

  • SUITCASE Magazine - Features on lesser-known destinations such as Salta in Northern Argentina.

  • The Sunday Times Travel Magazine – Travel trend reporting.

  • Rough Guides & Lonely Planet – Contributed to multiple guidebook editions.

  • Khaleej Times – Long-form journalism and features on global destinations.

  • Time Out Dubai – Staff writer covering restaurants, wellness, nightlife and culture.