My passion is finding new ways of helping people and brands share their stories to connect to others and make a difference. A journalist by training, I have more than ten years’ experience working in the news and tech industry as reporter, producer, community manager, editor, creative lead and digital strategist. I specialise in creating social editorial strategy for big media companies as well as small creative businesses. I design short-form mobile storytelling experiences and engagement projects for social platforms, with a focus on building communities.
Previously, I worked at Instagram on their flagship editorial team during the company's high growth period, pioneering approaches to storytelling through words and images for huge global audiences. I was the first international hire for Instagram, growing Instagram's community in Europe through editorial and community engagement projects, and later became a lead creative producer on the editorial team. My work included launching six in-language company accounts, hiring and training an international community team, penning posts for the main Instagram account, leading production for Instagram’s in-app editorial, curating video channels and creating strategy for new in-app storytelling experiences. I helped launch Instagram Stories globally, and was creative producer for @instagram, @instagramde, @instagramfr, @instagrames, @instagramrussia @instagramjapan and @instagrambrasil. Before Instagram, I worked at the Guardian for four years in the newsroom, experimenting with new media to engage audiences.
I am Head of Social Strategy & Storytelling for Vogue International, at Condé Nast International's Digital. My role spans social strategy for Vogues in eleven markets and coordinating new approaches to social coverage of fashion and art global moments and cross-country collaboration. Her latest project was the launch of a new pioneering @vogue global account, of which she is editor-in-chief.
I work part-time as a freelance community consultant and Instagram editorial strategist for clients including the Tate, Art Fund and BBC. I provide workshops and group training on building online communities and social editorial storytelling, and am regularly invited to speak at conferences on short-form storytelling for social media, including FIPP World Congress, Digital Journalism World Summit, 2018 and International Journalism Festival 2018.
My creativity in the workplace is fuelled by a love of dance, art, nature, writing, photography and travel. I live in West Cornwall, UK, with mu husband the artist Jonathan Michael Ray and bedlington terrier puppy Fossil. I also teach Barre and Mat Pilates (follow my fitness journey).