Creative Content Director at HELLO!
"I love an IRL or virtual event where you can learn about the product from an expert, but also have some fun with an activity!"
Please provide a brief introduction to yourself & Hello!
I started my career in beauty journalism, before moving into commercial content. I'm now Creative Content Director at HELLO!, HELLO! Fashion and hellomagazine.com. My role is really varied and ranges from art directing shoots, ideating 360-partnerships, writing and editing branded content, and launching editorial brand campaigns. HELLO! is going from strength-to-strength, our digital audience reach is growing 30% YoY and we're launching lots of important campaigns cross-platform - it's all very exciting!
Give us the inside scoop, what is your favourite part about working for Hello! ?
The creative freedom to come up with a concept and actually be able to bring it to life. I work with a great team of people who are always open to new ideas, and forever pushing boundaries. I also love the ethos of the brand - we're all about positivity, kindness and empowerment, so it's nice to craft content that resonates with my own personal values.
What’s the most memorable approach you’ve had from a PR?
I love an IRL or virtual event where you can learn about the product from an expert, but also have some fun with an activity! It makes the launch and product more memorable, but also offers that educational aspect with credentials from a brand expert.
What types of products and price points are you personally looking to feature?
As I work across three titles - each with a different demographic - I cover a range of product categories and price points, from high-street to high-end. Overall though, our audience is predominantly female.
What advice would you give a PR pitching to get attention and secure coverage from Hello!
Put the correct name in the email, and attach a high-res image and provide a credit for the product in the initial email.
Tell us something fun that people don't know about you?
I've climbed a glacier! In my early twenties I loved embarking on adventure holidays and I was lucky enough to travel to Switzerland to climb an incredible glacier, which was both scary and amazing.