Hi, I’m Katie. I work with founders and brand teams who know editorial thinking matters but don’t have a senior editorial lead in-house.
As Editorial Director at Service95, I scaled the weekly newsletter to 200K+ subscribers at 50%+ open rates (industry average: 26%), grew the audience to 500K+ on Instagram, 150K on YouTube, and created a global community that turned out for sold-out events in London, Paris, Mexico City and New York.
Now I use that experience to help founders and brand teams build editorial systems that work as hard as the rest of the business.
If you’ve ever thought:
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We know our brand is amazing, but our content just isn’t reflecting that
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Our socials look great, so why is our engagement tanking?
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Our newsletter audience has plateaued – we need some quick wins to get it growing
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The team is overwhelmed – we’re working for our content instead of it working for us
I can help. By building the systems underneath your content – from brand story to tone of voice, signature formats and workflows, so what you produce earns its place rather than fills a feed.
Whether you need a full strategic overhaul, fresh eyes on what’s not working, or ongoing senior input without the full-time hire, there’s a way we can work together.
Brands I’ve worked with
Digital media, luxury e-commerce and founder-led brands, including:
Sibling Studio
The Beauty Beat
Haraya Health
Service95
Circular Intelligence
GLAMOUR
Matches Fashion
Farfetch
Vogue
News UK
LUX magazine
ShortList
Cosmopolitan
Women’s Health
Kind words
What it’s like to work with me
"Katie brought real strategic thinking, connecting our newsletter approach to our broader brand positioning and commercial goals. Her ideas on growth were precise and well-considered, and she brings strong editorial direction. Katie has always been a genuine joy to collaborate with – proactive, responsive, reliable, and fully committed. You never have to chase her, and you can always trust the work will land. Any brand looking to elevate their newsletter and content strategy would be lucky to have her."
– Donna Dia, Founder @ The Beauty Beat
"Katie is a star. Katie worked with us on a growth and editorial strategy for an independent magazine and was brilliant from start to finish. She's smart, with incredible organisation and attention to detail. She picks things up quickly, takes direction well and I can tell takes a lot of pride in her work. Shes a pleasure to work with and generally a lovely person!"
– Lucinda Bounsall, Founder @ Sibling Studio
"The level of thought, clarity and intention Katie brought was exceptional. What stood out most was her ability to take a broad vision (I truly had only an idea and a few concepts) and translate it into a structured, actionable plan that actually feels doable as a founder. If you're building a brand and want a content strategy that connects, converts, and feels true to you, Katie is the person you want in your corner."
– Katie Duncalf, Founder @ Haraya Health
"What stood out was Katie's ability to bring structure. She quickly understood what we were trying to build and helped translate that into clearer strategic direction, stronger messaging and practical next steps.
Katie is thoughtful, sharp and easy to work with. I'd happily recommend her to any organisation looking for help turning early ideas into a clearer marketing direction."
– Alexander Forrest, Founder @ Circular Intelligence
"Katie demonstrated exceptional leadership abilities while skilfully balancing editorial integrity with successful brand partnerships. Her collaborative approach and critical thinking skills were evident in how she managed complex projects and stakeholder relationships across both editorial and commercial teams. Her focused approach to problem-solving, combined with her warm and approachable demeanor, made her an invaluable direct and a joy to work with."
– Henry McNamara, Production Operations @ Audible
"Katie brings deep editorial expertise and sharp strategic thinking to everything she does – from multichannel content and commissioning to complex brand partnerships ideas. She has a brilliant instinct for how strong editorial translates across platforms. She’s thoughtful and reliable, with a calm, solutions-focused approach and a consistently great attitude."
– Olivia Thompson, Global Head of Business & Brand @ Service95