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Senior marketing lead with strong editorial background
Keeley Walker
,
Buckinghamshire, United Kingdom
Experience
Other titles
Skills
I'm offering
First and foremost, I am a story-teller - whatever the intent, audience or KPI - I believe the only real way to communicate a brand (b2c or b2b) is through the art of the story. A dynamic Journalist turned Marketeer, with a proven ability to generate targeted copy across both traditional and digital platforms, I use quantifiable metrics to monitor, develop and create content that resonates with target audiences. Confident using data analytics, SEO, and A/B testing to gather quality information to optimise and implement company-wide marketing and content strategy. I possess an impeccable eye for detail and can adapt, create and edit copy in any form. I also own an extensive and expanding network of influential contacts within the London social and media community. I am highly organised, with the ability to contribute to and lead a high-performing team. Capable of securing a challenging senior role within a company in need of data-driven creativity and team building. Having spent the last 3 years working closely with the CMO, reporting directly to the C-suite and facing all the unpredictability of a rapidly growing start-up, I am ready and eager to progress to the next chapter in my career.
Markets
United Kingdom
Links for more
Once you have created a company account and a job, you can access the profiles links.
Industries
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Available
My experience
2015 - ?
job
Head of Editorial, Content and Media/Influence Relations
Ayr Ltd.
• Playing an integral role in this disruptive tech start-up, reporting directly to the CEO and the Board of Directors.
• Developing both short and long form editorial material, digital collateral and content calendars and weaving them into our GTM strategy.
• Using data analytics to identify target customers and reviewing geo/psycho-graphics to inform marketing strategy.
• Writing the corporate media pack and extensive house style guide and developing overall brand communications.
• Writing scripts, performing voiceovers and storyboarding the creation of promotional videos (examples available on request).
• Managing all corporate PR activities as well as external agencies and ensuring they work according to a strict, agreed timeline.
• Developing the company's overall editorial strategy and plans, working with internal teams and agency partners to deliver.
• Defining AYR's company and product messages and creating campaigns and content to convey those messages through media, influencers, print and digital channels.
• Building AYR's reputation through partnerships, profiles, articles, speaking engagements and awards.
• Managing relationships with key influencers (media, bloggers, celebrities, experts) directly or through agency partners.
• Managing our social media channels, developing a clear content strategy and putting in place processes and success metrics.
• Owning the blog, ensuring content is created that maps to key themes and brings to life our tone of voice.
• Managing and mentoring our Community Manager & Copywriter.
• Editing and approving all major written assets.
• Acting as a spokesperson for the company.
• Owning product reviews and seeding, ensuring products are reviewed by the right people and in the right way.
• Managing all events, working with third parties to ensure events reflect our personality and TOV.
• Developing our approach to public affairs, working with experts / agencies to deliver the programme.
• Ensuring agency partners are well managed, with measurable targets and KPIs.
Key achievements
• Supporting the business in raising over £20million in capital including the co-creation of major presentations throughout different stages of the fundraising process.
• Achieving rapid internal promotion from Brand Consultant to Head of Editorial, Content and Media/Influencer relations.
• Demonstrating confidence and influence when presenting to potential buyers, investors, partners and employees.
• Identifying the necessary talent needed to complete our team, personally pursuing and ultimately on-boarding them without external recruiters.
• Discovering potential gaps in strategy through SEO and content analysis and delegating certain tasks to other team members whose expertise exceeded my own. (Demonstrating true belief in the capabilities of every team-member.)
• Being the longest standing member of staff, initially working with only the 6-piece board of Directors and helping to develop not only product, positioning and strategy but also to the growth of a small business to a multi-continental outfit. This included opening a back-end office in Russia, on-boarding manufacturers in China and championing full visibility across all departments, be they London based or foreign.
• Winning feature-length coverage in all major trade press and Wallpaper* magazine before any product was available for purchase.
• Acting as Head of Content Production for a 3-month specific project with strict KPI's (all achieved before deadline) developing high-impact and engaging copy in the brand's ToV. During this time, I built the company's blog, created, commissioned and edited 50 pieces of optimised content which ultimately landed us above our key competitors in the SERPS despite having nothing to sell - and raising our Instagram following from 0 - 5K followers in that time frame. All through the magic of digital strategy.
• Developing both short and long form editorial material, digital collateral and content calendars and weaving them into our GTM strategy.
• Using data analytics to identify target customers and reviewing geo/psycho-graphics to inform marketing strategy.
• Writing the corporate media pack and extensive house style guide and developing overall brand communications.
• Writing scripts, performing voiceovers and storyboarding the creation of promotional videos (examples available on request).
• Managing all corporate PR activities as well as external agencies and ensuring they work according to a strict, agreed timeline.
• Developing the company's overall editorial strategy and plans, working with internal teams and agency partners to deliver.
• Defining AYR's company and product messages and creating campaigns and content to convey those messages through media, influencers, print and digital channels.
• Building AYR's reputation through partnerships, profiles, articles, speaking engagements and awards.
• Managing relationships with key influencers (media, bloggers, celebrities, experts) directly or through agency partners.
• Managing our social media channels, developing a clear content strategy and putting in place processes and success metrics.
• Owning the blog, ensuring content is created that maps to key themes and brings to life our tone of voice.
• Managing and mentoring our Community Manager & Copywriter.
• Editing and approving all major written assets.
• Acting as a spokesperson for the company.
• Owning product reviews and seeding, ensuring products are reviewed by the right people and in the right way.
• Managing all events, working with third parties to ensure events reflect our personality and TOV.
• Developing our approach to public affairs, working with experts / agencies to deliver the programme.
• Ensuring agency partners are well managed, with measurable targets and KPIs.
Key achievements
• Supporting the business in raising over £20million in capital including the co-creation of major presentations throughout different stages of the fundraising process.
• Achieving rapid internal promotion from Brand Consultant to Head of Editorial, Content and Media/Influencer relations.
• Demonstrating confidence and influence when presenting to potential buyers, investors, partners and employees.
• Identifying the necessary talent needed to complete our team, personally pursuing and ultimately on-boarding them without external recruiters.
• Discovering potential gaps in strategy through SEO and content analysis and delegating certain tasks to other team members whose expertise exceeded my own. (Demonstrating true belief in the capabilities of every team-member.)
• Being the longest standing member of staff, initially working with only the 6-piece board of Directors and helping to develop not only product, positioning and strategy but also to the growth of a small business to a multi-continental outfit. This included opening a back-end office in Russia, on-boarding manufacturers in China and championing full visibility across all departments, be they London based or foreign.
• Winning feature-length coverage in all major trade press and Wallpaper* magazine before any product was available for purchase.
• Acting as Head of Content Production for a 3-month specific project with strict KPI's (all achieved before deadline) developing high-impact and engaging copy in the brand's ToV. During this time, I built the company's blog, created, commissioned and edited 50 pieces of optimised content which ultimately landed us above our key competitors in the SERPS despite having nothing to sell - and raising our Instagram following from 0 - 5K followers in that time frame. All through the magic of digital strategy.
Disruptive tech, Presenting, Community, Ceo, KPI, Content strategy, Office, China, Feature, Growth, Production, Guide, Performing, Processes, Social, Manager, UP, Winning, Mentoring, Marketing, Seo, Digital Strategy, MArketing Strategy, Writing, Copywriter, Instagram, Fundraising, Social Media, Content Production, Print, Pr, Analytics, Public affairs, Content, Blog
2013 - 2016
freelance
Multi-national Freelance Journalist
unknown.
• Generating and editing stories for the majority of national newspapers, including the Daily Telegraph, The Daily Mail, The Independent, The Sun, The Star, The Daily Mirror, The Spectator, ES magazine along with the occasional international title.
• Establishing robust relationships with event organisers, receiving invitations to key events and gaining recognition on the London social scene throughout a decade of active engagement.
• Interviewing celebrities, politicians, royals and other people of interest both in an official and unofficial capacity.
• Writing concise and articulate copy at high volume, consistently achieving demanding deadlines for submissions.
• Controlling an editorial budget and leading a team of remote freelancers as Diary Editor for The Sunday Express and Daily Express.
• Acting as Media Strategist to private clients needing support with positioning their product within the London lifestyle and entertainment community.
• Collaborating with multiple photographers to ensure that all stories and leads are exploited to their full potential.
• Identifying which stories would work for which publications and pitching them to appeal to the readership of those newspapers.
• Assigning and coordinating professional diaries for a team of freelancers and furnishing them with topics and questions that would likely lead to publication.
• Assisting in the business-planning and content structure of start-up title X media.
Key achievements
• Regularly guest-editing the double-page Diary spread of The Sunday Express and Daily Express, achieving a personal goal of managing a page/double page in a national newspaper within a year of going freelance.
• Interviewing household names including Tom Cruise, Boris Johnson, Simon Cowell, Vivienne Westwood, Ronnie Wood, Sir David Jason, Meryl Streep, David Cameron, Victoria Beckam, Angelia Jolie and many many more. Always obtaining printable content from these interviews.
• Editing the first three issues of London X, and also contributing content covering celebrity news, restaurant reviews, the Editor's note and a spoof agony aunt column along with investigatory pieces pertaining to the Alternative London.
• Contributing to multiple global publications on an extremely broad range of topics, successfully adapting ToV to different house styles.
• Winning multiple large commissions for confidential ghost-writing projects.
• Establishing robust relationships with event organisers, receiving invitations to key events and gaining recognition on the London social scene throughout a decade of active engagement.
• Interviewing celebrities, politicians, royals and other people of interest both in an official and unofficial capacity.
• Writing concise and articulate copy at high volume, consistently achieving demanding deadlines for submissions.
• Controlling an editorial budget and leading a team of remote freelancers as Diary Editor for The Sunday Express and Daily Express.
• Acting as Media Strategist to private clients needing support with positioning their product within the London lifestyle and entertainment community.
• Collaborating with multiple photographers to ensure that all stories and leads are exploited to their full potential.
• Identifying which stories would work for which publications and pitching them to appeal to the readership of those newspapers.
• Assigning and coordinating professional diaries for a team of freelancers and furnishing them with topics and questions that would likely lead to publication.
• Assisting in the business-planning and content structure of start-up title X media.
Key achievements
• Regularly guest-editing the double-page Diary spread of The Sunday Express and Daily Express, achieving a personal goal of managing a page/double page in a national newspaper within a year of going freelance.
• Interviewing household names including Tom Cruise, Boris Johnson, Simon Cowell, Vivienne Westwood, Ronnie Wood, Sir David Jason, Meryl Streep, David Cameron, Victoria Beckam, Angelia Jolie and many many more. Always obtaining printable content from these interviews.
• Editing the first three issues of London X, and also contributing content covering celebrity news, restaurant reviews, the Editor's note and a spoof agony aunt column along with investigatory pieces pertaining to the Alternative London.
• Contributing to multiple global publications on an extremely broad range of topics, successfully adapting ToV to different house styles.
• Winning multiple large commissions for confidential ghost-writing projects.
Writing, Budget, Event, Controlling, Journalist, Content, Support, Pitching, Community, International, Express, Social, UP, Winning, Many more
2007 - 2013
job
Staff Journalist
The Daily Telegraph and Sunday Telegraph.
• Sourcing and writing news stories covering entertainment, high society, royalty, politics, celebrities, VIPs, television, music and theatre.
• Coordinating a team of freelance writers, furnishing them with questions to generate interesting stories.
• Attending a wide range of events to provide media coverage.
• Interviewing people of interest (pre-organised but mostly ad-hoc - grasping opportunities wherever they arose).
• Contributing to company conferences on a regular basis to pitch ideas and the strategies to obtain the strongest angle on the story.
• Generating and maintaining crucial leads on a regular basis and acting as representative of the column at external events.
• Researching and developing the key facts required to back-up any story from a legal and reputational perspective.
• Winning scoops by whatever means possible, from door-knocking to attending high-end events such as the BAFTA's.
Key achievements
• Securing a trial position at the Telegraph, overlapping the end of my training at London School of Journalism using sheer persistence. (This was during the recession.)
• Rapidly attaining a permanent position at a time when they were officially 'not hiring' due to consistently strong performance.
• Thriving in a competitive work-place with very short and demanding deadlines in an extremely fast-paced, high-pressure environment. Often working 14 hour days and weekends).
• Covering the royal wedding and other major stories encompassing Politics, People of Interest, Showbiz and Sport.
• Staying calm in the face of many crises and stepping up day or night to resolve them. Crisis management is a skill I have continued to nurture throughout my career.
• Coordinating a team of freelance writers, furnishing them with questions to generate interesting stories.
• Attending a wide range of events to provide media coverage.
• Interviewing people of interest (pre-organised but mostly ad-hoc - grasping opportunities wherever they arose).
• Contributing to company conferences on a regular basis to pitch ideas and the strategies to obtain the strongest angle on the story.
• Generating and maintaining crucial leads on a regular basis and acting as representative of the column at external events.
• Researching and developing the key facts required to back-up any story from a legal and reputational perspective.
• Winning scoops by whatever means possible, from door-knocking to attending high-end events such as the BAFTA's.
Key achievements
• Securing a trial position at the Telegraph, overlapping the end of my training at London School of Journalism using sheer persistence. (This was during the recession.)
• Rapidly attaining a permanent position at a time when they were officially 'not hiring' due to consistently strong performance.
• Thriving in a competitive work-place with very short and demanding deadlines in an extremely fast-paced, high-pressure environment. Often working 14 hour days and weekends).
• Covering the royal wedding and other major stories encompassing Politics, People of Interest, Showbiz and Sport.
• Staying calm in the face of many crises and stepping up day or night to resolve them. Crisis management is a skill I have continued to nurture throughout my career.
Writing, Training, Management, Journalist, Sourcing, Crisis management, Sport, Music, UP, Winning
My education
?
-
2006
The London School of Journalism
Masters, Journalism
Masters, Journalism
?
-
2005
Westminster University
Bachelors, English Literature
Bachelors, English Literature
?
-
2004
n/a
Secondary, English
Secondary, English
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