Photo: Ali Kate Cherkis

Photo: Ali Kate Cherkis

My passion is helping people and businesses share stories to connect to others and make a difference. A journalist by training, I have more than 12 years’ experience working in the media and tech industries as reporter, producer, community manager, editor, creative lead and social media strategist. I specialise in designing social/mobile story experiences, teams and strategy, with a focus on building communities and connections through storytelling.

At Vogue International, Condé Nast International, I am Head of Social Strategy & Storytelling. I lead on social editorial strategy for Vogue in 25 countries, and coordinate new approaches to social coverage of fashion and art for global moments. My latest project was the launch of a new pioneering @vogue global account, of which I am global editor-in-chief. 

Before Vogue, I was Instagram’s first international hire: growing Instagram's community in Europe through editorial and community management. I worked on the flagship editorial team running the most followed account in the world, @instagram, pioneering approaches to storytelling through words and images.

Building and working with small creative teams to unlock potential is my legacy: at Instagram I hired and trained the international team who launched and ran six in-language community editorial accounts. I also lead production for Instagram’s in-app editorial features, curating video channels and created strategy for new in-app storytelling experiences. In 2016, I helped to launch Instagram Stories globally, and left the company as 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 freelance as a community consultant and social strategist for select clients including the Tate, Art Fund and BBC. I provide workshops for group and 1:1 training on building online communities through social editorial, and I am regularly invited to speak at industry conferences on short-form storytelling for social media, including recently Vidcon 2019, and Quality vs quantity: How to understand and improve community engagement, at GEN Summit, Athens 2019.

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 my husband the artist Jonathan Michael Ray and our Bedlington terrier puppy, Fossil. I am a trained Barre and Mat Pilates teacher (follow my fitness journey) and enjoy writing poetry and fiction.