Editorial and content strategy that works

Tips, advice, and guidance for travel and hospitality brands – built on the editorial standards of the world’s best titles

I help companies talk more creatively to their colleagues, customers and clients — I also love a bit of alliteration. I’ve spent years on both sides of the editorial table, crafting storytelling strategies for digital and social media, and helping content teams connect with their audience. As an experienced editorial lead, I’m well-versed in planning, creating, curating and auditing content across digital, print and social. I’ve worked with major global brands including TUI, Nikon, Arts Council of Wales, Ocado, and Tesco. As digital editor for British Airways and Mandarin Oriental Hotel Group, I oversaw the launch of digital magazines, editorial websites, Instagram strategies, WeChat publications, podcasts and GPS voice tours.

Media training

As a lecturer on the MA in Magazine Journalism course at the prestigious School of Journalism, Media and Culture at Cardiff University, and as a lecturer for the School of Travel Journalism, I am well-versed in all sorts of media training, from how to create and launch a brand-new magazine brand, build, populate and manage websites and social channels, to editorial skills such as sub-editing, podcasting and newsletters. I’ve previously run creative ideas sessions and facilitated editorial workshops with brands looking to improve their content and upskill their teams.

Ross presenting in a lecture theatre to students with a presentation about how to get into magazines

What I can help with

  • Content strategy
  • Editorial tone of voice
  • Channel launches
  • Team mentoring and skills
  • Branded content
  • Editorial audits for print, digital and social
  • Content calendar development
  • Commissioning frameworks
  • Media skills workshops
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Best Travel (Silver)
Mandarin Oriental
Content Marketing Association Awards 2020

Best Always-on Content Strategy (Gold)
Mandarin Oriental
Content Marketing Association Awards 2018

Best Always-on Content Strategy (Gold)
British Airways
Content Marketing Association Awards 2017