Big Ideas, Real Impact.
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Big Ideas, Real Impact. 〰️
THE EDIT
My strategy for launching The Edit in 2023 was to reposition Superdrug for an underserved 40+ audience through authentic, inclusive storytelling and expert-led beauty content. I created an integrated print and digital ecosystem that reached 408 stores, generated 100,000+ magazine scans within three weeks, delivered 4.1 millionYouTube views,1.2 million + social views, and 21.2 million email opens. The approach successfully attracted more 40+ shoppers, with readers twice as likely to purchase featured products.
Big Ideas, Real Impact.
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Big Ideas, Real Impact. 〰️
SUPERDRUG TV
I took over Superdrug TV 23 episodes into its run and relaunched the channel with a more audience-led content strategy. I replaced the single-presenter format with a diverse roster of YouTube and social-first talent, each bringing established audiences and distinct on-screen personalities. I also refreshed the channel's visual identity and tone across the remaining 58 episodes, while introducing search-led content franchises and a stronger cross-platform distribution strategy across YouTube, Shorts, Instagram and TikTok.
The relaunch drove 2.8 million YouTube unique viewers, generated more than 600,000 social engagements, delivered 127,000 basket clicks and attracted 4,200 new subscribers, while increasing audience growth and creating new commercial partnership opportunities.
Big Ideas, Real Impact.
〰️
Big Ideas, Real Impact. 〰️
FABLED BY MARIE CLAIRE
As Launch Editor of Content and Creative for Fabled by Marie Claire, I developed and led the brand’s content strategy from the ground up. Built on Marie Claire’s editorial authority, my strategy combined SEO, buying guides, commercial content and creative campaigns to attract, engage and convert customers. I concepted and oversaw content and creative across digital, ecommerce and retail, from photoshoots and editorial content to window campaigns and in-store digital screens, ensuring a consistent brand experience at every touchpoint. The result was a beauty destination that felt both editorially credible and commercially successful. The site went on to be acquired by NEXT.
