My Background

For the first few years of my career, I was a video journalist producing content on international current affairs, conflicts and rights issues for the BBC, Channel 4, AJ+, Vice, the Guardian and PBS Frontline. Videos I produced racked up 37 million organic social media views. And then one sunless morning a few weeks after Brexit, I dug into the comments on my YouTube videos and realized that algorithmic distribution had changed everything.

Almost overnight, I became obsessed with user behavior and the connection between creativity and quantifiable behavioral outcomes. I moved into private sector digital marketing where the real media innovation was happening, leading projects for tech and pharma brands including Apple and LEO, and then bringing that innovation to campaigning organizations like UN OHCHR and Action Aid. For the last few years I’ve consulted with international media brands and NGOs on business strategy and content marketing. I also consult on several projects to develop effective digital responses to hostile disinformation and polarization.

My process

I believe that until the data proves or disproves it, strategy is only ever a best guess. So the most cost-effective and impactful way forward is to get comfortable with uncertainty, and use experimentation and iteration to reveal the insights we need to underpin major strategic decisions. 

To get there, I synthesize complex data on audiences, culture and sector, together with algorithmic logic and behavioral science.  

I develop multiple UX hypotheses, quickly translate them into content and run multivariate AB tests (different content iterations / different audience targeting parameters). What comes out at the end of that process are user experience insights that drive quantifiable increases in engagement with pro-climate, pro-rights or pro-democratic ideas.