Case studies

I worked as part of the team delivering a new website for Borough Market, supporting both the content strategy and copywriting throughout the project.

 

My role began with audience profiling and tone of voice refinement, followed by a full content review, assessing existing copy across the site and identifying opportunities to improve clarity, structure and user experience. I worked closely with web designers to shape the UX and overall look and feel, ensuring content and design worked together seamlessly.

 

I wrote and refined static copy across key pages, making sure everything was consistent, accessible and aligned with Borough Market’s brand guidelines and tone of voice.

 

A key focus throughout was ensuring the website better served both audiences and traders – improving clarity of information and supporting stronger trader visibility and ROI.

As marketing manager for Tower Bridge Events, I recognised an opportunity to expand reach beyond the venue’s traditional corporate audience. To capture this demand, I worked with the sales and SEO teams to reimagine the private client journey from the ground up, creating digital pathways that aligned with how people actually search for venues.

 

I developed dedicated content and landing pages around weddings, birthdays, Christmas celebrations, pet‑friendly events and venue‑specific experiences, supported by richer case studies that showcased the flexibility and character of the spaces.

This work formed part of a wider search strategy spanning SEO, paid advertising and emerging AI‑led optimisation. By adopting GEO/AEO (Generative and Answer Engine Optimisation) early, Tower Bridge positioned itself ahead of the curve.

 

The impact was significant. Over 16 months, new pages generated more than 2,270 clicks, contributing to a 32% uplift in organic SEO clicks and a 56% rise in organic impressions. AI‑driven enquiries began to flow in across Christmas, birthdays and private events, with AI search visits increasing from zero in 2024 to 65 in 2026. Conversions rose by 52% year‑on‑year, marketing qualified leads grew by 385% and targeted campaigns delivered 764 leads.

 

Crucially, this strategic focus translated directly into commercial performance. Between June 2025 and May 2026, the number of private events increased from eight to 24, a 200% rise, while revenue grew by 321.6%. Average revenue per event also saw a 40.5% uplift, demonstrating the value of a more intentional, insight‑driven approach to attracting high‑value private clients.

As a core member of the communications team delivering Islington Council’s borough-wide recycling behaviour change campaign, I supported an increase in recycling rates and reduction of cross-contamination across housing estates.

 

My role involved developing and delivering clear, consistent messaging across digital, print and face-to-face channels to support residents in better understanding recycling systems and improving participation. A key focus was ensuring content was practical and behaviour-led, helping to shift everyday habits in a way that felt accessible and relevant to diverse communities.

 

I wrote and commissioned campaign materials tailored to different audiences across the borough, working closely with internal teams and partners to ensure messaging was inclusive, data-informed and grounded in audience insight. This included adapting tone and format across channels to improve clarity and engagement.

 

The campaign combined ongoing content delivery with targeted communications, supporting wider council objectives around sustainability, waste reduction and improved environmental outcomes on estates.

 

The campaign was shortlisted for a comms2point0 UnAward in the “Best use of research and evaluation” category, recognising the strength of its insight-led approach and evidence-based delivery.

When I joined Islington Council, I took over management of the IslingtonLife website, which was not fully accessible or aligned with user needs. My role was to lead a full content and UX review to improve accessibility, usability and performance.

 

I worked through all existing site content, archiving or reworking pages, improving formatting and removing outdated or poor-quality assets to ensure WCAG 2.2 compliance and a higher quality user experience. To support long term consistency, I developed internal accessibility and content guidelines and delivered training to colleagues across the team.

 

Alongside this, I led a borough-wide audience consultation to better understand user needs. Using Google Analytics and Orlo, I analysed audience behaviour and combined this with surveys and focus groups to identify gaps in the existing user journey.

 

Working with web designers, I translated these insights into structural and UX improvements that made the site more intuitive and engaging.

 

This work resulted in a 42% increase in total users and a 66% increase in page views year-on-year, alongside stronger audience targeting across content planning.

As somebody who cares deeply about good food and the impact our food system has on people and the planet, Market Life was a joy to produce for more than a decade. As managing editor, I commissioned, sub‑edited and wrote articles for each issue, as well as managed the website to ensure the Market's digital presence reflected the same richness and curiosity as the print edition.

 

The magazine celebrated the expertise of market traders, the stories behind seasonal ingredients and the everyday theatre of shopping for food. But it also tackled the heavier, more complex issues shaping the food world: sustainability, farming, food policy, supply chains and ethics, with care, clarity and a desire to make them accessible to every reader.

 

The magazine's weight as a trusted voice within the food industry was strengthened by the range of voices brought in. I interviewed some of the most respected figures in the industry, including Sheila Dillon, Patrick Holden and Fergus Henderson, weaving national conversations into the hyperlocal fabric of the market. Their insights sat alongside recipes developed with market ingredients, giving readers both inspiration and practical ways to cook with the ingredients they encountered on the stalls.

 

Shopper surveys consistently showed that the magazine directly shaped customers’ decisions to buy products at the market, demonstrating the tangible impact of thoughtful, well‑crafted editorial on everyday food choices.

 

Market Life magazine was also recognised within the industry, winning the Guild of Food Writers Awards for Magazine of the Year in both 2018 and 2019, celebrating its contribution to food journalism and its ability to bring depth, joy and integrity to market‑based storytelling. It also received multiple PPA Independent Publisher Awards, winning Customer Magazine of the Year in 2016, 2017 and 2019 – a testament to its editorial excellence.

I worked closely with the sustainability and social impact manager to review and refine how Social Pantry communicates its sustainability and social impact commitments across all external facing content.

 

This involved translating complex sustainability principles, including the Green Claims Code, into clear, accessible messaging that could be used consistently across the business. A key focus was ensuring communications were transparent, credible and avoided any risk of greenwashing, while still resonating with clients and customers.

 

I helped shape the tone and structure of messaging across multiple touchpoints, including the website, tenders, event menus and client communications. This ensured a consistent narrative that reflected the company’s values while remaining commercially effective.

 

The result was a clearer, more confident articulation of Social Pantry’s sustainability approach, embedded across all brand communications and better aligned with audience expectations.

I led on the development of Borough Market’s first food policy, shaping the principles that continue to guide who trades and what’s sold at this world-leading market.

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My role centred on stakeholder engagement, working closely with traders, senior leadership, food industry peers and academics to gather insight and ensure the policy reflected both lived experience and sector expertise. I facilitated conversations and workshops to understand the market’s role within the wider food system, particularly around sustainability, provenance and access.

 

I then led on drafting and refining the policy, translating complex discussions into a clear, structured document that could be used operationally and strategically. This included shaping language, aligning themes and ensuring the tone reflected Borough Market’s identity while remaining practical and actionable.

 

I also supported senior leadership reporting throughout the process, presenting findings and progress updates to ensure alignment at every stage of development.

 

The resulting policy continues to inform Borough Market today – influencing trader selection, product standards and the overall direction of the market as a leading food destination.

As part of the Islington Food Partnership coordinating group, I co-produced Islington’s borough-wide food strategy, with a focus on sustainability, equity and community food resilience.

 

My role involved designing and facilitating workshops and engagement sessions with residents, community groups and local organisations to ensure the strategy was rooted in lived experience. I helped shape the structure and content of the strategy itself, translating insights from these sessions into clear priorities and actionable themes.

 

I also supported wider stakeholder engagement across the borough, working collaboratively with partners to ensure alignment between community need, local food initiatives and strategic objectives. This included contributing to discussions on food access, sustainability and health outcomes, and helping to synthesise complex input into accessible, policy-ready documentation.

 

The resulting strategy reflects a more community-led, inclusive approach to food planning in Islington, strengthening local food networks and supporting long-term resilience across the borough.