The STYLIST GROUP

Digital Content Director

March 2022 – Present

  • Strategic Leadership: Appointed to the Senior Leadership Team (SLT) to steer the brand’s multi-channel digital roadmap, directly managing core editorial, video, and social teams while aligning content strategy with commercial objectives.

  • Subscription & App Growth: Spearheaded content initiatives designed to convert casual web traffic into loyal app users and paid subscribers, directly improving first-party data capture and digital yields.

  • Team Operations: Restructured cross-functional teams across lifestyle, fashion, and beauty, fostering a high-performance culture that balanced editorial integrity with sharp, fast-paced commercial agility.

  • Product & Platform Innovation: Pioneering next-generation publishing strategies, including the integration of AI tools within the newsroom, the expansion of automated newsletter ecosystems, and the growth of narrated article formats to deepen user habits.

  • Vertical Rebranding: Successfully oversaw the major strategic launch and rebrand of Well by Stylist (commenced January 2026), optimising content for high-value wellness demographics and premium commercial partnerships.

  • Industry Authority: Representing the brand at major international publishing forums, including leading industry roundtables on app engagement, subscription strategy, and future-facing editorial leadership.

  • Content monetisation: Spearheaded Stylist’s content monetisation strategy leaning into AI platforms, engagement tools and diversifying revenue streams intelligently (reducing impact on team, working smarter).

Executive Editor (Digital)

March 2019 – March 2022

  • Editorial Excellence: Directed daily digital operations, setting the tone, legal guardrails, and creative direction for all online features, breaking news, and lifestyle verticals.

  • Cross-Department Collaboration: Partnered closely with commercial, marketing, and events teams to package editorial tentpoles into highly successful, digitally integrated sponsorship opportunities.

  • Audience Scale & SEO: Transformed Stylist’s day-to-day digital output by implementing data-led search, social, and distribution strategies that consistently drove multi-million user reach every month.