SAP CUSTOMER EXPERIENCE
Senior director, global head of content strategy
(2018 - Present)
I am the global content strategy lead for SAP Customer Experience. We have over $1bn revenue, 10,000 customers and 60% growth.
I produce ‘halo’ best practice content and innovation on all channels, as well as key content marketing strategy and architecture that touches every point in the customer journey, plus go-to-market messaging, standout tactical assets, red thread and C-suite/exec keynotes and video for our biggest events – and then I make sure it all works together.
My goal is a content-led ecosystem that builds authentic, contextual relationships with our audience alongside lead generation – and of course enables the sales force. It’s a work in progress, but one that works. We can now offer a consistent experience at each customer touchpoint, from consideration to purchase, nurture and enablement. All led by laser-targeted and segmentable high-level, high touch assets.
SAP Hybris
Senior director, head of content strategy (2015-2018)
Created in-house editorial agency, the ‘Sense Makers’, with a stable of on-demand content specialists in global/regional hubs. This new, agile and scalable solution meets the increasing need for expert storytelling in digital transformation and engaging exec comms - and meant dramatic savings in both fees and brand dilution.
Led massive rebrand of core web property from initial audit to implementation, including the way it integrates with thought leadership strategy on satellite sites, turning it into a destination as well as a global demand gen hub. The accompanying video strategy links campaigns with omnichannel content and plugs the yawning divide between ATL campaigns and product deep dive/enablement.
Continued brief to develop innovations that made SAP Hybris a leader in customer engagement and content-to-conversion.
Dysonology
Founder (2011 - present)
My agency specialises in ‘white label’ tactical content marketing, brand and creative work, acting as a discreet yet crucial strategic resource for global agencies and private clients. Often if not always this is heavily client-facing, start-ups to global brands.
As well as top-notch thought leadership and ‘classic’ content, we create hugely successful experiential/digital campaigns, internal persuasion pieces, content platforms, tone-of-voice guides, pitch documents, social media (and related strategies) and workshops, plus all types of omnichannel content (from ATL to internal comms).
- Clients included: Agent Provocateur, Analog Folk (Chivas Regal), Brave (Panasonic), Dare EDC (EE, Legal & General), Dunhill, Frukt (Coca-Cola, Starwood, Southern Comfort), Havas (Chivas Regal), KHWS (World Duty Free, Samsung, Exxon Mobil), Mercedes Benz (UK), Pencil Agency (Chanel, Ralph Lauren, L’Oreal, G-Shock), Pernod Ricard (Chivas Regal), Sky Bet, Soho House, The Communications Store (Investec), Topspin (Intel), VML/Y&R (SAP), Wired Consulting.
Pencil Agency
Creative director, consultant (2011 - present),
Work with this excellent content agency on clients such as Chanel, Chivas, Mercedes-Benz, G-Shock, L’Oréal and Ralph Lauren. Bought in new business, did bespoke publications, social strategy, tone-of-voice, strategy, experiential and more.
Rubbish Magazine
Co-founder (2003 - present)
Co-founder of this original, D&AD-nominated series of books. Contributors include Thandie Newton, Alain de Botton, Erin O’Connor, Daniel Radcliffe, Eley Kishimoto, Tom Dixon and more.
GQ Magazine
Senior copywriter (2005 - 2009)
Creative concepts for magazine’s advertorials, represented dept. at meetings with both prospective and existing clients, both in the UK and internationally. Clients range from Blackberry and Diageo to Savile Row tailors.
WIRED Magazine (2009 - 2011),
Senior copywriter, consultant
One of the award-winning pre-launch development team (proof-of-content, trialling editors etc), then senior copywriter. I was involved in framing thought-leadership and larger, strategic content, events, consulting, plus long-form writing for everyone from IBM to Carphone Warehouse.
The Week (2007 - 2008)
Writer/editor
I’m proud to have worked on this award-winning magazine, which as well as giving a lanky 21-year-old me work experience, which has trumped Google as one of the most memorable brands in the UK.
Awards & accolades:
Numerous ‘appreciate’/MVP awards at SAP. Also:
Jury member:
■ The Drum, content awards, 2018
■ Festival of Media, content awards, 2018
Speaker:
■ The B2B Marketing Awards, 2019 (keynote)
■ SAP Hybris LIVE Global Summit, 2017
■ Newscred’s Think Content, 2017 (main stage - video link)
Creative awards:
WIRED
Key pre-launch creative, plus senior creative of partnerships:
■ BSME Launch of the Year 2009
■ DMA Magazine of the Year 2011
■ DMA Technology & Gadget Magazine of the Year 2011
■ D&AD Award: Entire Magazine 2011
CHIVAS - CRAFTED FOR THE SENSES (Pernod Ricard)
Lead writer/creative with Contagious
■ Commendation, Scottish Creative Awards 2012
RUBBISH!
Co-founder, Rubbish Magazine
■ D&AD Award: Magazine and Newspaper Design 2011
Training/Education:
Courses in advanced sub-editing, section editing, news writing, review writing, interviewing, feature writing, finance and libel. Plus a curious and interested nature.
Bristol University: BA Hons (2.1),
Ancient History, grad. 1998
St Paul’s School, London