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 ten 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 storytelling experiences and strategies, with a focus on building communities and connections.

At Vogue International, Condé Nast International, I am Head of Social Strategy & Storytelling. I lead on social editorial strategy for Vogue in 24 countries, and coordinate new approaches to social coverage of fashion and art 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 successful teams 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, trainer and social stories specialist for select clients including the Tate, Art Fund and BBC. I provide workshops, group and 1:1 training on building online communities and social editorial strategy, and am regularly invited to speak at industry conferences on short-form storytelling for social media, including recently Vidcon 2019, and XXIII Congress of the Worldwide Association of Women Journalists & Writers 2018. Next speaking engagement: 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.