I help you transform
your content
and community
with big ideas,
delivered boldly.
Editorial direction for publishers, agencies and brands at moments of change
I spent nearly 20 years as an award-winning editor at some of the world’s leading digital publishers.
Now, I help publishers, agencies and brands strengthen their content and community, particularly at times of growth or change. I work as either as a consultant or by embedding into your team fractionally.
If you’re looking to make a shift in your content, narrative, or how you reach and understand your audience, I’ve got the senior judgement, experience and creativity to make it happen.
Where I built my editorial career
For publishers
I’m the senior pair of hands you need to take charge of that flagship new series, launch or newsletter, explore a strategy move you know you need but don’t have time to map out, or get that ‘someday’ project off the backburner.
This can look like:
Leading a standout series, section or investigation
Strategy resets, backed by research and experimentation
Launching new formats, newsletters and community-building initiatives
Audience research, including membership and subscriber loyalty
Bridging marketing, product and audience teams for cross-team projects
Acting as a fractional editorial director for smaller publishers
For brands and agencies
I'm the part-time editor-in-chief who can sharpen your story, build your content engine, or help you think like a modern media company, with nearly two decades of editorial experience behind me.
This can look like:
Acting as a fractional editorial director for brands, startups and founders
Building owned content with a clear voice, from newsletters to social
Shaping founder stories and thought leadership
Content audits to pinpoint what is working and what isn’t
Sharpening narratives for client pitches and PR
Audience insight that shows what your community cares about
“Incredibly innovative. Louise is an editorial leader with the hustle to try new things and the heart to really understand the challenges that her audience faces.”
Judges’ comments
Winner of Storyteller of the Year 2025, Women in Marketing Awards
Recent work
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Building subscriber engagement and community through experiments for New Scientist
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Designing and leading an innovative audience listening project to shape Positive News's membership model
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Leading content strategy and launching a weekly newsletter for Woman Up
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Designing the content framework, value proposition and new newsletter for OffGrid Sessions
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Media training for agency leaders for Pumpkin PR through workshops and mock interviews
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Interim commissioning editor at Campaign, helping deliver flagship Faces to Watch and Power 100 lists
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Leading a new editorial strategy and franchises at The Female Lead, gaining 500,000 followers
“Louise brings together astute editorial judgement, rigorous audience insight and a clear sense of what the work needs to deliver commercially. For a strategically important piece of work, she was exactly the right person to bring in.”
Seán Wood
CEO, Positive News
“Louise is exceptionally experienced, decisive, organized, and insightful. She quickly gets a team rowing in the same direction, corrects course when needed, and brings a clear, direct, no-BS leadership style that earns trust and respect.”
Kelly Wade
Founder, Woman Up
“Louise helped us to define and design our content framework and how that comes to life. She brought clarity and ambition, as well as having that rare and invaluable skill of actually making stuff happen.”
Jeremy Hill
Founder, OffGrid Sessions
“She focused on creating our own content, replacing a generic newswire service. This helped to strengthen our editorial voice, increase our social media followers and improve our Substack open rates.”
Edwina Dunn OBE
Founder, The Female Lead