Sectors

KNOWLEDGE & SKILLS

OVERVIEW

I have worked with clients in many sectors, so, while I have always been learning and honing my creative and marketing skills, I have also learned an immense amount about various sectors.

B2B

A big distinction is my love of working with B2B businesses. This is because B2B audiences often have a proactive interest in related subject matter which gives businesses a great opportunity to create genuinely valuable content and thought leadership that their audience will love. These audiences demand a higher grade of content, more in-depth content. I love researching new B2B industries and exploring the real challenges of the sector to develop thought leadership topics and assets.

B2B brands are often selling high-cost items with long sales journeys, so a B2B brand’s goal should be to be an ambient presence, a content guardian angel, years before an individual needs a product. I love using content to build relationships with in-market audiences over the long term so that when they need a product/service, a given brand is front of mind, or even sought out.

B2B brands I have worked with

HEALTHCARE

I have worked with UK and international healthcare businesses for many years, from expat insurance specialist Aetna International to King Edward VII’s Hospital in London.

This has included interviewing patients (including veterans) and doctors, creating thought leadership content, reports, surveys, video and podcasts.

I have also created content strategies for health insurance companies and private hospitals and managed global social media.

MUSIC & ENTERTAINMENT

I spent ten years working at music magazines and websites in London - including The College Music Update (CMU), NUS Ents, Clickmusic.com, darkerthanblue.com, MetalHammer, Classic Rock, Total Rock and others.

In addition to writing about music, film and events I have scripted and hosted radio shows, scripted/co-edited awards shows, launched and hosted podcasts and even dabbled in TV presenting.

AVIATION & AEROSPACE

I have worked with a range of very different businesses within the sector, from private jet broker ACS and the Civil Aviation Authority to Embraer and GE Aviation.

AUTOMOTIVE

I have created content for motorcycle and car brands, from Rolls Royce to the British Motorcyclists Federation, from the Porsche Club GB to Harley-Davidson.

EDUCATION & TRAINING

As someone who particularly values leadership and mentorship, I have loved working with diverse brands in the sector, including British Assessment Bureau and British Safety Council; Premier Education (who provide physical activity to primary schools), Learning Resources (who sell educational toys to parents and schools) and Easton & Otley College.

I have also completed a number of leadership and management courses and currently deliver sessions on digital marketing at Norwich City College as a volunteer.

TECHNOLOGY

Technology is a broad term and I have worked with a similarly broad range of SaaS businesses, from Snap Account the cashless payment solution app for truckers to CodeIt whose software helps data analysts glean quantitative insights from qualitative data quickly; from antivirus giants such as AVG and Avast to Santander for whom I created strategies for their fintech money conversion app.

BUSINESS & FINANCIAL

Possibly predictably, my interest in personal finance and running businesses started after my 20s. Since then I have combined a personal interest in economic and market forces with work for businesses such as Santander, Norfolk’s Adrian Flux insurance broker and Norwich’s own Robot Mascot - who help startups secure investment.

MEMBER ORGANISATIONS

I spent four years at Archant Dialogue working with member organisations including the Harley Owners Group, Porsche Club GB, Clay Pigeon Shooting Association, The Oxford University History Faculty Alumni and the British Motorcyclist Federation among others. I have since also worked with the Royal Society Of Chemistry, interviewing their Chinese alumnus.