Experience

West Ham United FC

• United Kingdom
• Spectator Sports
• 300 - 400 Employee

• Marketing Lead

  • Mar 2022 - Present



Motherwell Football Club

• United Kingdom
• Spectator Sports
• 1 - 100 Employee

• Head of Digital, Brand and Communications

  • Oct 2017 - Mar 2022

  Award-winning role with success as Best Digital/Social Media Team at the 2021 Football Business Awards, defeating Everton, Manchester United and Leicester City with a fraction of the budget. Runner-up in the 2022 category ahead of Leeds and Southampton. Shortlisted for Best Use of Social Media at the International Sports Awards 2021. - Created the organisation’s brand strategy, and established its values and subsequent strategies. - Achieved explosive growth in engagement (222%), followers (167%), media value (256%), and brand awareness (reach 80%), surpassing internal targets and outstripping competition. - Produced marketing campaigns leading to the club’s highest-ever season ticket sales two years in succession, growing customer base by 22%, revenue by 17% and lifetime value by 23%. - Emphasised fan community development to drive an organic social audience engagement rate of 7.54%, vastly outperforming most major clubs worldwide through compelling storytelling. - Spearheaded player marketing strategies to effect a 444% increase in transfer trading profit. - Succeeded with segmented paid media strategies with up to 20x ROI in key markets on campaigns. - Directed three full-time and two freelance staff to produce experiential, brand-driven content. - Overhauled the digital infrastructure, project managing new website, ticketing and CRM platforms. - Managing and making use of key data insights and social analytics reporting to help guide direction and distribution of content, and reporting back on conclusions from partnerships. - Provided consultancy to the chief executive, football manager and players on handling the media and crisis management. Handled all press appearances and interviews by club personnel, drafting statements, monitoring social media and being the 24/7 on-call press contact. - Project managed the implementation of the club's brand and content strategies, new ticketing system, new website, new CRM system and live streaming platform. Show less



STV Group plc

• United Kingdom
• Broadcast Media Production and Distribution
• 400 - 500 Employee

• Sports News Correspondent

  • Feb 2014 - Oct 2017

  Working in a cross-platform role between television and digital platforms, I delivered breaking news, in-depth analysis and interviews by means of edited video packages and live broadcasts.My editorial judgement of sports news was called upon daily, with a challenging and ever-changing agenda. I acted as the leader in sports news coverage outside of the routine sport calendar, using extensive contacts and an investigative nature to uncover and publish unique and often agenda-setting stories. I also strived consistently to find different ways to treat stories, attempting to break convention where possible.I also took a lead in finding new platforms for STV's sport coverage to reflect the changing dynamic of the audience, particularly in the field of social media. Show less

• Digital Content Manager

  • May 2016 - Jul 2017

  Leading a team of assistant producers to create original and innovative content, my remit was to find new ways to cover sport through video on native and social platforms, creating a new voice and style which stands apart from the traditional company voice.A series of 12 pre-season previews covering the Scottish Premiership were shot almost entirely on iPhone, allowing the team to develop new skills and think inventively whilst maintaining high production standards.A range of fun feature content, typically involving football players, was also developed to try and appeal to new audiences, primarily through social platforms. The output was exceptionally well received, vastly outperforming any previous digital video productions, demonstrating that there is a thirst for feature-based content to a demographic not typically served by STV Sport.I also led the team to realise the potential of the Facebook Live platform. This led to the creation of a range of content, some of which was shot on iPhone with low technical requirement, through to finding a technical solution to deliver to the platform using full broadcast hardware.This role also allowed me to lead a team, coaching and enabling them to find new ways to cover sport using creative means they previously had limited experience in. Show less

• Digital Producer (Sport)

  • Aug 2009 - Feb 2014

  Working originally as part of a team of two, I was responsible for the overhaul of STV's digital sport output.From having had little to no standing within Scotland, stv.tv/sport became recognised as the leading website for coverage of Scottish football through a combination of breaking news, features, analysis, statistics and live event coverage. Central to that success was building of relationships with the audience, blogs and communities, as well as leading and dominating conversations in the social media sphere.Through my work, there was constant innovation borne from audience engagement and a desire to change how sport is covered in Scotland.I also produced the twice-weekly Premiership Plus show for STV, which was broadcast online, covering action from the Scottish Premiership.I built up a reputation as a knowledgeable and industrious journalist. I have a reputation for its speed at breaking news stories and thereafter leading the subsequent conversation on social media.My daily tasks included but were not limited to:- Ensuring a stream of high quality, engaging and accurate content- Creating and contributing to unique, innovative features, identifying daily the best content- Day-to-day management of social media channels- Building relationships with the audience through social media, leading and dominating the conversation and building personality and a voice- Use of data insights to measure impact and constantly refreshing and informing team of effective approaches- Responsibility for overseeing the front page of the website, deciding upon story placement- Liaising with the team to work on stories and delegating responsibility- Video editing with Avid Newscutter- Editing external contributions and sub-editingMy role also required the use of a content management system (CMS), social media monitoring tools, Tweetdeck and Hootsuite, live platforms ie. CoveritLive, Photoshop, the Microsoft Office suite and basic HTML skills. Show less



Freelance (Self employed)

• Writing and Editing
• 700 & Above Employee

• Football off-field technical expert

  • Jan 2010 - Oct 2017

  Providing analysis and expertise on matters in Scottish football and, as a speciality, world football finances, regulations, coefficients and other technical aspects. My work has included: - Analysis of Rangers' ongoing off-field issues for French football magazine show L'équipe du dimanche on Canal+ - Analysis for TalkSPORT of Scottish football's most turbulent-ever summer in 2012 when Rangers suffered financial collapse - Writing for the matchday magazine for the Scotland national football team - In-depth tactical analysis of the Scotland national football team for various publications - Appearances on podcasts for Paddy Power and on numerous football blogs - Explaining on RTE (Republic of Ireland) how the FIFA World Ranking system works: (http://www.rte.ie/sport/player/813/468195/#!/clip/1018/) Show less



Livingston Football Club

• Livingston, Scotland

• Communications, Digital and Media Editor

  • Jul 2008 - Jul 2009

  I was solely responsible for the editorial of the club's website and match day programme, writing content and overseeing the delivery and editing of text, photo and video. I also led the redevelopment of the club's website, building a design template from scratch to operate off a content management system, and created a digital strategy for the club. Livingston were also one of the first clubs in Scottish football to move onto social media platforms Facebook and Twitter to engage and build relationships with supporters and broadcast important news. I also created a text-based update service for absent supporters during matches, travelling with the team to all fixtures across the country. I was also responsible for the collation and display of statistical data, managing media operations on match day, writing press releases, preparing club statements for the chairman and CEO, and organising media events such as the launch of season tickets, frequently guaranteeing positive local and national coverage. I acted as a liaison between the team, coaches, executive and front office staff, building strong working relationships within the organisation. Within the organisation, I also managed a small team of volunteers who contributed to the club's media output and had budgetary control. Given how little cash the club had, creativity was required to find cost-effective solutions. I also forged relationships with local and national media to increase coverage and exposure. Crisis management became a key role late in my time with the club. Show less



63336 Limited

• United Kingdom
• Telecommunications
• 1 - 100 Employee

• Researcher

  • Feb 2007 - Mar 2009



Wave 102

• Dundee, United Kingdom

• Freelance News Journalist/Broadcaster

  • Feb 2008 - May 2008



Trafficlink

• Broadcast Media Production and Distribution
• 1 - 100 Employee

• Broadcaster and Information Editor

  • Aug 2007 - Feb 2008