Strategy
Good content strategy starts with understanding audience needs. Across these projects, I've led the content strategy for health apps, product feature pilots, and behaviour change programmes, connecting editorial thinking with UX, science, and data to create content that delivers.
Ongoing Engagement Content· Editorial strategy & content management
I led content strategy for a health app's ongoing engagement stream, building a framework designed to keep users coming back – and actually engaging.
What I did
Ran quarterly cross-functional workshops with product, marketing, and science teams to shape content direction
Built a content pillar framework across seven topics – nutrition, sleep, movement, emotional wellbeing, recipes, tips for success, and biological age
Managed and edited freelance writers and designers
Built a science and medical review workflow to ensure every piece was evidence-based and approved before publication
Tracked performance continuously, with dwell time as a key performance indicator
Results
Article dwell time increased to over 60 seconds, indicating content was genuinely useful – not just clicked on.
Points and Rewards Pilot· Content strategy, UX copy & email
I led content strategy and delivery for a new in-app Points & Rewards feature pilot, creating a joined-up content experience across every touchpoint.
What I did
Developed the content strategy for the pilot from brief through to delivery
Planned and wrote a 12-email campaign to drive awareness, onboarding, and ongoing engagement
Wrote UX copy for the full user journey – including onboarding screens, intro screens, and in-app messaging
Created FAQ copy for both the in-app experience and the help centre
Results
Compared to the control group, pilot users were:
9x more likely to read articles
17x more likely to watch videos
22x more likely to complete a goal