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Content Director | Editorial | Content Strategy | Comms | Branded Content
Vino Vethavanam
,
Wallington, United Kingdom
Experience
Other titles
Skills
I'm offering
I'm a senior hybrid content specialist with a broad skillset rooted in Editorial and classic Storytelling methodology.
Having spent my career in publishing, creative agencies and brands including Sony Europe, Sky, Global Radio and Tesco, I've cut my teeth as a journalist and Editor-in-Chief and I have flexed my expertise to adapt to commercial storytelling.
I craft 'Big Ideas' from audience insight, culture, news and trends and art. As well as creating the audience and content strategies, I translate these big ideas across all platforms from owned to earned and from copy to film and audio.
I believe that storytelling is at the heart of the human experience so all of my work starts with people and audiences.
I'm also an established D, E&I advocate, delivering real, tangible change through a strategy focused on progressive work, behavioural change and business transformation.
Having spent my career in publishing, creative agencies and brands including Sony Europe, Sky, Global Radio and Tesco, I've cut my teeth as a journalist and Editor-in-Chief and I have flexed my expertise to adapt to commercial storytelling.
I craft 'Big Ideas' from audience insight, culture, news and trends and art. As well as creating the audience and content strategies, I translate these big ideas across all platforms from owned to earned and from copy to film and audio.
I believe that storytelling is at the heart of the human experience so all of my work starts with people and audiences.
I'm also an established D, E&I advocate, delivering real, tangible change through a strategy focused on progressive work, behavioural change and business transformation.
Markets
United Kingdom
Links for more
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Industries
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2021 - ?
freelance
FREELANCE
unknown.
Currently freelancing as a content strategist, copywriter,
journalist and D, E& I specialist:
We Are Social - Content Strategy (Coca-Cola)
Creative Equals - D, E& I policy writing and research
Niche On Demand - Content Strategy
Copy Club - D, E&I strategy (retainer)
The &Partnership - Content Strategy and website content
(Britvic)
WORK EXPERIENCE
journalist and D, E& I specialist:
We Are Social - Content Strategy (Coca-Cola)
Creative Equals - D, E& I policy writing and research
Niche On Demand - Content Strategy
Copy Club - D, E&I strategy (retainer)
The &Partnership - Content Strategy and website content
(Britvic)
WORK EXPERIENCE
Writing, Copywriter, Research, Journalist, Website, Content, Content strategy, Social
2021 - 2021
job
DIRECTOR OF CONTENT
PinkNews.
Responsible for all editorial and social output for the world's largest LGBT+ publisher and on the Exec team
Managed a department of 35+ content creators across web
editorial, design and social video
Created a comprehensive content strategy for every
platform to deliver massive commercial growth through
content and creative solutions
Set up an in-house agency model for branded content and sponsorship deals
Restructured the social video team who are responsible
for 9 Snapchat shows, TikTok, Facebook, Instagram and Twitter
Restructured the editorial team to create industry-
standard roles and functions as well as a more robust
structure to allow the team to grow in their roles
Created a newsroom strategy
Created a proposal around business transformation built around content diversification and growth
Managed a department of 35+ content creators across web
editorial, design and social video
Created a comprehensive content strategy for every
platform to deliver massive commercial growth through
content and creative solutions
Set up an in-house agency model for branded content and sponsorship deals
Restructured the social video team who are responsible
for 9 Snapchat shows, TikTok, Facebook, Instagram and Twitter
Restructured the editorial team to create industry-
standard roles and functions as well as a more robust
structure to allow the team to grow in their roles
Created a newsroom strategy
Created a proposal around business transformation built around content diversification and growth
Design, Video, Instagram, Facebook, Business transformation, Content, Twitter, Growth, Transformation, Snapchat, Content strategy, Sponsorship, Web, Social, UP, Platform
2016 - 2021
job
EDITORIAL DIRECTOR and EDITOR-IN-CHIEF
Iris.
As the first ever Editorial Director (later promoted to Editor-in-Chief) at Iris, I built a standalone practice from the ground up netting £750k in my first year
Created a suite of editorial and content products by
merchandising the publishing model for clients: Content
Audits, Audience and Content Strategy, UX Content,
Content ideation and Production including SEO content and Newsroom models
Developed a platform distribution methodology and matrix for content to maximise potential of original assets
Created thought leadership for my practice based on
trends, culture, news and analysis in order to create
content opportunities and briefs
Created editorial and content for campaigns, product
launches, new business and pitches as well as digital
transformation briefs and proactive client briefs
Used my network of writers with varied areas of expertise
to commission high quality editorial - matrix team
structure
Responsible for all editorial output across Iris' entire
global portfolio of clients from Starbucks, Adidas,
Samsung, cinch, Suzuki and WACOM as well as all our B2B
clients. This output included digital content, film, and audio strategy (podcasts) and often involved partnering with Creative and/or Strategy departments
The last two years of my tenure was spent working closely with senior stakeholders across the business including our
Global CEO on thought leadership, agency marketing,
organisational change, content for special projects as well as strategy on becoming a more progressive and diverse
employer which included content partnerships (The Drum)
In addition to this, I also led Iris' D, E&I Taskforce and was an activist-in-residence provoking change and progress
through events, strategy, advocacy, partnerships and
thought leadership and partnering with organisations like
Created a suite of editorial and content products by
merchandising the publishing model for clients: Content
Audits, Audience and Content Strategy, UX Content,
Content ideation and Production including SEO content and Newsroom models
Developed a platform distribution methodology and matrix for content to maximise potential of original assets
Created thought leadership for my practice based on
trends, culture, news and analysis in order to create
content opportunities and briefs
Created editorial and content for campaigns, product
launches, new business and pitches as well as digital
transformation briefs and proactive client briefs
Used my network of writers with varied areas of expertise
to commission high quality editorial - matrix team
structure
Responsible for all editorial output across Iris' entire
global portfolio of clients from Starbucks, Adidas,
Samsung, cinch, Suzuki and WACOM as well as all our B2B
clients. This output included digital content, film, and audio strategy (podcasts) and often involved partnering with Creative and/or Strategy departments
The last two years of my tenure was spent working closely with senior stakeholders across the business including our
Global CEO on thought leadership, agency marketing,
organisational change, content for special projects as well as strategy on becoming a more progressive and diverse
employer which included content partnerships (The Drum)
In addition to this, I also led Iris' D, E&I Taskforce and was an activist-in-residence provoking change and progress
through events, strategy, advocacy, partnerships and
thought leadership and partnering with organisations like
Network, Platform, LED, UP, Digital Content, Production, Content strategy, Ceo, Transformation, Marketing, Content, Audio, Movie, Leadership, UX, B2B, Seo
2013 - 2016
job
HEAD OF CONTENT AND CREATIVE SOLUTIONS
Creative Equals, SheSays, Brixton Finishing School and the Diversity Standards Collective.
Triad Retail Media | September 2013-April 2016
Triad Retail Media is a (now defunct) USA based start-up
content marketing agency for retailers
Retailer clients included Asda, eBay Australia, Halfords and
Media Markt/Saturn Group in Germany and The Netherlands
My remit covered digital content strategy and production
I managed several websites for ASDA which include
Recipes, Parenting and B2B. I developed content strategies as well as managed content production for these sites
I also created and managed the infrastructure for sales
support and production; as part of that I created and maintained all process documentation, briefings, and best
practice guidelines
I co-ordinated all pitch content with custom assets,
training, strategies, and creative proposals
I managed a team of content, editorial, design, front-end
development and project management specialists
Triad Retail Media is a (now defunct) USA based start-up
content marketing agency for retailers
Retailer clients included Asda, eBay Australia, Halfords and
Media Markt/Saturn Group in Germany and The Netherlands
My remit covered digital content strategy and production
I managed several websites for ASDA which include
Recipes, Parenting and B2B. I developed content strategies as well as managed content production for these sites
I also created and managed the infrastructure for sales
support and production; as part of that I created and maintained all process documentation, briefings, and best
practice guidelines
I co-ordinated all pitch content with custom assets,
training, strategies, and creative proposals
I managed a team of content, editorial, design, front-end
development and project management specialists
Sales, UP, Digital Content, USA, Production, Development, Ebay, Content strategy, Infrastructure, Support, Content, Marketing, Management, Content Production, Training, Websites, Retail, B2B, Project Management, Design, Content marketing
2011 - 2013
job
MANAGING EDITOR
HEART RADIO.
During my tenure at Global, I led huge growth in traffic to the Heart network of websites (www.heart.co.uk) with a
new, robust content strategy
I streamlined editorial processes, audited content formats and created a completely new strategy around
entertainment news, breaking news, high impact photo
driven stories, celebrity focused content packages as well as new lifestyle verticals across all 20 websites in the Heart
Network
Managed a team of 6 people, trained the remote editorial
teams and engaged freelance lifestyle experts to increase
output
Increased traffic from 6 million-page impressions per
month to nearly 10 million with no budget
During an on-air promotion which lasted 7 months, I
developed an online strategy which increased page
impressions to 22-26 million at its peak for about 4 months
Delivered branded and sponsored content campaigns and partnerships
Collaborated with the on-air marketing teams to effectively
grow new audiences from the broadcast arm of the business
new, robust content strategy
I streamlined editorial processes, audited content formats and created a completely new strategy around
entertainment news, breaking news, high impact photo
driven stories, celebrity focused content packages as well as new lifestyle verticals across all 20 websites in the Heart
Network
Managed a team of 6 people, trained the remote editorial
teams and engaged freelance lifestyle experts to increase
output
Increased traffic from 6 million-page impressions per
month to nearly 10 million with no budget
During an on-air promotion which lasted 7 months, I
developed an online strategy which increased page
impressions to 22-26 million at its peak for about 4 months
Delivered branded and sponsored content campaigns and partnerships
Collaborated with the on-air marketing teams to effectively
grow new audiences from the broadcast arm of the business
Marketing, Budget, Websites, Content, Network, Growth, Content strategy, Online, Processes, LED
2010 - 2011
job
SOCIAL MEDIA DIRECTOR
Iris and Sony Ericsson.
Developed the social media strategy across Facebook,
Twitter and YouTube through community engagement and outreach as well as original content.
Quadrupled the Sony Ericsson UK Facebook community
Recruited a team of ambassadors from the Facebook
community to act as advocates known as the Test Lab
Twitter and YouTube through community engagement and outreach as well as original content.
Quadrupled the Sony Ericsson UK Facebook community
Recruited a team of ambassadors from the Facebook
community to act as advocates known as the Test Lab
Social Media, Facebook, Youtube, Test, Content, Twitter, Community, Social
2010 - 2010
temp
WEB GURU (contract)
Shine Productions.
Responsible for managing the build of the websites and editorial, video and social content for TV shows
Video, Websites, TV, Content, Web, Social
2009 - 2009
job
MANAGING EDITOR, Sky
Life & Style.
Developed and created a wealth of editorial content and the underpinning content strategy
Built authority in the areas of Fashion and Beauty, Sex and Relationships, Health and At Home.
Built authority in the areas of Fashion and Beauty, Sex and Relationships, Health and At Home.
Fashion, Content, Content strategy, Health
2005 - 2008
job
EDITOR-IN-CHIEF
Sony Europe.
Managed all content across 37 websites in 27 languages and developed the content strategy
Coordinated content for Sony BMG, Sony Pictures,
PlayStation and Sony Ericsson
This role gave me solid management experience and the opportunity to work at a pan-European level
I managed successful digital projects and campaigns such as Sony High Definition, Blu-ray, FIFA Football and James
Bond
Coordinated content for Sony BMG, Sony Pictures,
PlayStation and Sony Ericsson
This role gave me solid management experience and the opportunity to work at a pan-European level
I managed successful digital projects and campaigns such as Sony High Definition, Blu-ray, FIFA Football and James
Bond
Websites, Management, Content, Content strategy, SOLID, ME
2004 - 2005
job
MANAGING EDITOR, Tesco and ntl
NTL.
As well as working on a variety of content across both portals, I
managed to increase page impressions for www.tesco.net by
50% in one year and revive the Food and Drink channel with a
host of new content, making it the fourth most popular
channel on www.ntlworld.com.
managed to increase page impressions for www.tesco.net by
50% in one year and revive the Food and Drink channel with a
host of new content, making it the fourth most popular
channel on www.ntlworld.com.
.Net, Content, It, Net
My education
City University
Masters, Electronic Publishing
Masters, Electronic Publishing
London Guildhall University
Bachelors, Communications & Audio Visual Production
Bachelors, Communications & Audio Visual Production
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