Digital Content Strategy & Audience Growth
Reshaping content ecosystems and growing audiences across platforms — from mobile-first editorial to record-breaking social performance at ESPN, IMG and beyond.
Overview
Building Audiences Through Strategic Content
Across a decade at ESPN and a current senior leadership role at European Tour Productions/IMG, I have consistently translated strategic content thinking into measurable audience growth. At ESPN UK, I led the organisation's transition to a digital-only presence in the UK, reshaping output toward original storytelling, personality-led coverage and a mobile-first, video-driven editorial model.
As Managing Editor for EMEA, I owned content strategy across Europe, the Middle East and Africa — aligning local coverage with ESPN's global priorities across all sports, with particular depth in Formula 1, football and TikTok-native storytelling. The results were tangible: record revenue performance and a TikTok audience that grew from zero to over one million followers in nine months.
At IMG's European Tour Productions, I have directed cross-platform non-live content strategy and execution across the DP World Tour, shaping content priorities to improve relevance, consistency and delivery standards. I apply audience insight to content planning, format development and publishing priorities, helping shape digital output around platform behaviour, content performance and audience needs.
1M+
TikTok Followers in Nine Months
Grew ESPN UK's TikTok audience from launch to over one million followers, delivering record revenue performance alongside the growth.
10
Years at ESPN
A decade of progressive editorial leadership, from Senior Editor through to Managing Editor EMEA, spanning the UK, Europe, Middle East and Africa.
Cross-Platform Strategy
Directed content strategy across social, video, television and podcast formats at European Tour Productions, improving relevance and delivery standards.
Audience-First Planning
Applied platform behaviour and content performance data to publishing priorities, format development and editorial decision-making.
Expertise in Depth
The Depth Behind the Work
Platform-native content strategy is not about chasing trends — it is about understanding where your audience is, what they respond to, and how to build a sustainable editorial model around those insights. That understanding has been at the core of my work throughout my career.
Platform-Native Strategy
Content approaches built for the platforms audiences actually use, rather than repurposed from legacy formats.
Audience Growth Planning
Structured growth planning that connects content decisions to measurable audience outcomes, with clear ownership and delivery timelines.
Editorial and Commercial Alignment
Ensuring content serves both editorial integrity and commercial objectives, building long-term brand trust alongside short-term performance.
Social and Video Ecosystem Development
Building coherent social and video presences that reflect brand voice and audience expectations across multiple platforms simultaneously.
Format Development and Innovation
Identifying and developing new content formats — from premium podcasts to short-form video — that differentiate output and drive engagement.
Content Performance Culture
Embedding data-informed decision-making that improves content quality and audience connection without sacrificing editorial judgement.
A career built on understanding what audiences want, where they are, and how to reach them consistently — across the full spectrum of sports media formats and platforms.
In the Field
Behind the Work
Leading ESPN's digital team at Wimbledon — one of several years coordinating coverage at the All England Club.
Court 18 at Wimbledon — a venue I covered extensively during my time as ESPN Events & Planning Lead.
Court 1 at Wimbledon, one of the world's most iconic sporting venues and a regular fixture in ESPN's digital calendar.