Shaping Digital Experiences
I’m a Senior Digital Content Executive at Avanti West Coast, where I help shape accessible, high-performing digital experiences that serve millions of customers across the UK rail network. My work bridges technical SEO, UX principles, and content strategy to ensure that every piece of web content is not only easy to find but also easy to understand and use.
With a background in website management, CMS governance, and content operations, I focus on creating clear, consistent, and purposeful content journeys. I care deeply about accessibility, collaboration, and outcomes that actually make a difference, whether that’s through better structure, stronger messaging, or a smoother user experience.
I thrive in fast-paced environments, and I love solving complex digital challenges with thoughtful, simple solutions that benefit real users.
EXPERIENCE
2025 – Present
Senior Digital Content Executive
Lead content and service improvements across a flagship National Rail site, enhancing digital accessibility and journey-planning UX for millions of users each year. Collaborating with cross-functional teams to align editorial, operational, and technical goals in a high-traffic, real-time environment.
2024 – 2025
Digital Content Executive
Spearheaded transformative initiatives for a site with over 700,000 annual users, orchestrating seamless UI/UX enhancements and implementing impactful SEO strategies. Collaborated across CMS platforms, fostering synergy within the team to drive unparalleled online experiences.
2023 – 2024
Website Manager
2020 – 2022
Web Designer & SEO
Orchestrated dynamic website transformations, drove SEO success, fostered client relationships, and delivered compelling traffic insights. Progressed within the company to Website manager, helping transform the online presence of many local businesses.
2022 – 2023
SEO Analyst
Engineered impactful SEO strategies, collaborated seamlessly with developers, unearthed lucrative keyword opportunities, and presented illuminating traffic analytics.
Penfold Court
2016 – 2018
Technology Guide
Supported residents in making the most of their personal technology, offering patient, one-to-one guidance in an elderly care setting. Helped bridge the digital divide through empathy, clarity, and consistency.
SKILLS
Product Management and Ownership 📦
With a proven track record in product management and leadership, I bring a results-driven approach to every endeavor. Whether planning and executing complex projects, engaging stakeholders , or leading cross-functional teams with purpose, I ensure exceptional outcomes while fostering a collaborative and supportive work environment. Adhering to Agile/Lean methodologies, I deliver projects on time and to the highest quality standards.
Website Management 🌐
My expertise lies in meticulously managing and developing websites across diverse industries, focusing on delivering exceptional user experiences. I excel in implementing UI/UX enhancements and collaborating seamlessly with various CMS platforms to tailor solutions that align with stakeholders’ unique needs and goals, consistently driving tangible results and fostering lasting connections with users.
Communication and Collaboration 🤝
Exceptional communication skills are integral to my success in diverse professional settings. Whether liaising with clients, conducting training sessions, or collaborating closely with colleagues, I prioritise clear and effective communication at every stage. By fostering open dialogue and embracing collaboration, I ensure smooth project execution, meaningful stakeholder engagement, and achievement of objectives.
Search Engine Optimisation (SEO) 📈
Thriving on the dynamic challenge of optimising digital content, I specialise in maximising visibility and engagement through strategic SEO techniques. From conducting comprehensive keyword research to executing on-page optimisation and implementing technical SEO best practices, I consistently propel websites to the forefront of search engine rankings, enhancing their overall online presence and brand visibility.