Selected Work
Campaigns, strategies, and digital initiatives that delivered measurable outcomes for cultural and educational organisations.
Content Strategy & Digital Campaign Lead for Maths Week Scotland
Led digital content strategy for a Scottish Government-funded national education campaign. Owned the entire digital presence — website, social media, and multi-format educational content including videos, activity packs, and classroom resources. Planned and delivered in-person events and national school competitions alongside year-round digital activity.
Audience Development & Community Outreach for Major Literary Festival
Planned and delivered audience development initiatives aligned with organisational strategy for one of the world's leading literary festivals. Developed outreach activity with communities across Scotland, built partnerships to expand reach and awareness, and contributed to web and digital content creation. Managed printed materials production and distribution plans.
Building a Global Museum Community
Founded and led an international social media initiative connecting museums and their audiences worldwide. Created large-scale digital campaigns including Museum Memories Day (adopted as an annual international event), Adopt-a-Museum, and #MuseumRainbow. Organised offline fundraising events including the Berlin Museum Marathon and Edinburgh Museum Marathon. Initiated a family-focused programme at a major Berlin museum that became a permanent part of its public offer.
Social Media Strategy for National Digital Heritage Platform
Conceived, planned, and implemented a comprehensive social media strategy from scratch for Germany's national digital heritage platform — the gateway to millions of cultural and scientific objects from across the country. Led content planning, creation, and day-to-day channel management. Monitored and evaluated performance to inform ongoing strategy, working within a distributed, multi-site team.
Digital Media Communications for Europe's Largest Museum Complex
Designed and delivered social media strategy for one of Europe's largest and most prestigious museum organisations. Led content creation across platforms, organised on-site digital engagement events including Tweetups and blogger events, delivered staff social media training, and collaborated on the planning and launch of the organisation's blog. Supported a major website relaunch.
Visitor Studies & Audience Research for National Museums Organisation
Designed and delivered audience and visitor research programmes across exhibitions and public initiatives for Scotland's national museum. Analysed and communicated findings to senior stakeholders to inform strategic decision-making. Advised teams on evaluation methods, delivered training workshops, and shaped learning outcomes and interpretation for exhibition teams. Managed research budgets up to £20,000.