Content direction & editing

At Expedia Group, I was hired to work on the new content engine across three brands primarily for the US market: Expedia, Hotels.com and Vrbo. This has included the launch of new premium magazine sites for each brand; app content including city guides; social posts for Instagram and Pinterest; email newsletters with a combined subscriber base of over 150 million; campaign extensions, sponsored content and editorial integrations, collaborating with entertainment partners including CNN, Netflix and Apple TV+, plus major tourism boards, resulting in millions of dollars of traveller spend. 

As a brand new function, we also collaborated with external agencies and internal experts and stakeholders on site concepts, structure, design, taxonomy, and SEO; initiated and designed new workflows, worked with finance to set up payment structures for freelancers, and created editorial playbooks and style guides. Recently, I managed a full migration of recent and legacy content to a new CMS, enabling integration of deals APIs and future integration of editorial content into product.

Selected writing

I’m an experienced copywriter for corporates, bringing colour and life to my stories, including city guides and celebrity interviews for Expedia and a how-to on marital money management for Virgin Money. I’ve interviewed dozens of celebrities, including Oscar-winners Patricia Arquette, Penelope Cruz and Charlize Theron, but only ever got starstruck once, when I met Bruce Willis. I love getting my teeth into a complex issue, from the real cultural shift behind ‘quiet quitting’, how we came to trust a Silicon Valley multinational with our greatest secrets, to the evolution of the family.

I’ve written extensively about travel and trends, and I’m a trained health and psychology journalist, investigating thorny topics and writing about my own experiences (my piece about the perimenopause is my most-shared story, while my story about being an adoptive mother was a personal highlight). Observational comedy is also something I enjoy, like my viral piece about middle class interiors cliches.