Key Insights

The future of our industry is predicated on a few key elements: the smart use of technology and data, creativity and quality. It is incumbent upon us to make sure we strive for creative strategies that deliver maximum value for their intended audience by combining those foundational elements intelligently. It is only by doing this that we avoid the race for the bottom. If we feel a sense of collective responsibility for lifting the overall quality of the content we produce, we all stand to win - including the consumer.

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Signature Work Achievements

I've been lucky enough to work at some of the world's leading news brands in my career, and each role has contributed to the next, culminating in my current role at the FT, leading the global Creative Strategy team. In my time at the FT, I drove the introduction of branded content, growing it to become a core component of our commercial offering. It has evolved significantly from limited article creation to creating significant, award winning partnership strategies for clients across myriad industries and platforms, in both branded content and editorially-driven partnerships the world over.

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Career Lessons

Don’t waste time trying to be someone else. It is the unique things within you that set you apart from the rest, so embrace those things without hesitation and spend time developing your own personal style. It’s great to learn and borrow from peers, mentors and senior management, but emulating them completely can mean you lack authenticity or feel like you’re behaving outside yourself. Ultimately, it takes time to understand what makes you uniquely “you”, but that is where you will have the greatest impact, success and also happiness.