Portfolio
Here’s a selection of work I’m proud of, and what it produced.
- Campaigns and content strategy
- PR and media
- Journalism
- Videography and Photography
- Community Management
Campaigns and content strategy
AI adoption campaign – CreateFuture – 2024
A three-part campaign. The first whitepaper documented CreateFuture’s internal AI experiments, testing AI-assisted development across engineering teams. The second was built around original market research into barriers to AI adoption (1,000+ businesses). The third (unreleased) detailed using AI in the software development life-cycle.
Deliverables:
My responsibilities:
- Shaped the research questions and identified the strongest findings
- Interviewed internal experts
- Wrote the copy for and edited all three whitepapers
- Pitched to the national tech press
- Produced a four-part video series interviewing the CTO on the key findings
- Filmed and photographed the whitepaper launch at Digit Expo 2024
Results
- Earned national trade coverage including Digit and Digitalisation World
- Organic LinkedIn outperformed paid for whitepaper downloads
- Second most scanned stall at Digit Expo – driven by whitepaper interest
- The Digit conference AI talk (CTO) sold out, oversubscribed by 25 people
- 25% of all download came from Digit event tie-in
Financial Services campaign – CreateFuture – 2024
A content and PR campaign to get CreateFuture on the radar of wealth and pensions decision-makers. We started with a broad financial services whitepaper that didn’t land – so we pivoted to something more specific. ‘Mind the Gap’ explored why 12.5 million UK adults are under-saving despite £800 billion sitting in UK pension pots. The pivot made a significant difference.
Deliverables:
My responsibilities:
- Sub-edited the industry director’s 5,000-word draft to cut and tighten the copy
- Fed competitor reports into NotebookLM to find angles and hooks the competition had missed
- Attended the Digit Financial Services Technology Summit in Edinburgh to film live content
- Led press outreach pitching the MONY Group partnership to financial trade titles including FinTech Futures
Results
- 80% conversion rate on whitepaper downloads after the pivot
- 500% uplift in visits to the Financial Services web pages
Scale-Up Playbook – CreateFuture – 2025
A long-form lead generation playbook for founders and executives navigating the leap from start-up to scale-up.
Deliverables:
My responsibilities:
- Moderated a roundtable panel with internal SMEs, transcribed sessions and synthesised insights into the playbook structure
- Wrote the full playbook and owned the editing and revisions process
- Wrote the PPC landing page copy
- Brainstormed LinkedIn ad copy for the launch campaign
- Collaborated closely with the Design Lead to align copy with graphics and ad creative
- Sub-edited the typeset PDF before wider stakeholder review
Results
- Published and featured by UK Startup Hub as part of a named content partnership
Press and media
Skyscanner partnership PR
PR and photoshoot coordination for CreateFuture’s appointment as Skyscanner’s first official technology partner, supporting three of their mobile engineering teams.
Deliverables:
My responsibilities:
- Wrote and edited the press release, angled around CreateFuture’s position as a tech partner to two Scottish unicorns
- Prepared a Q&A briefing document to gather information from the client before writing
- Coordinated the PR photoshoot remotely, briefing the photographer and managing the Edinburgh office setup
- Distributed to newswires on client’s instruction
Results
- Published in: insider.co.uk; Prolific North; Yahoo! Finance; The Scotsman
MONY Group partnership PR
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Assets:
- x
My responsibilities:
- x
Results
- x
Skyscanner partnership PR
xxx
Assets:
- x
My responsibilities:
- x
Results
- x
AI adoption campaign – CreateFuture – 2024
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Assets:
xxx
My responsibilities:
- x
Results
- x
Skyscanner partnership PR
xxx
Assets:
My responsibilities:
- xxx
- xxx
Results
- x
- x
Skyscanner partnership PR
xxx
Assets:
My responsibilities:
- xxx
- xxx
Results
- x
- x