Selected work

Selected work.
No mystery gloss.

Five case studies: the problem, the decision, what I did and what I can safely show.

01 Wiley · Content programme

The Conversations

Expanding an established expert video programme across video, podcast and social formats.

02 Wiley · Video format + series

Chats

A question-led expert format across four episodes—recognised with SSP EPIC Gold.

03 Trainline · Creative concepts + copy

Three Trainline campaigns

Campaign ideas and copy for SplitSave, Digital Railcards and Many Happy Returns.

04 Independent · Content product

What to Sow

A postcode-aware gardening site that gives UK growers a local answer for what to sow.

05 Wiley · AI-supported strategy tool

Ladder

A first-read tool for spotting unclear campaign thinking before production gathers momentum.

Earlier work

Selected archive

A smaller selection from earlier roles, showing the creative and delivery range behind the featured work.

Guardian Live Instagram post promoting a Fresh Voices event

Guardian Jobs · email

How can you reach 713,000 active graduates?

Launch copy for an early-careers hub designed to help young people choose a career path.

Guardian Jobs · print

The employers’ guide to setting up an apprenticeship scheme

A bespoke guide for employers thinking of introducing an apprenticeship scheme.

2019–2020 · Content Manager

The Guardian

I wrote for website, email, print and social; created a structured organic social strategy for Guardian Live; briefed designers; and supported live events including a future-of-work event for Guardian Jobs.

CapabilityEditorial/commercial judgement and a repeatable social content system.

White teddy bear campaign product still on a red set for Tesco Guess That Gift

Earlier career · Deputy content manager

Tesco Baby Club

I worked across a mobile-optimised content ecosystem spanning web, targeted email and social, including the #GuessThatGift prize-draw mechanic: a wrapped Tesco gift, a daily guess and a route to buy the product.

CapabilityConsumer content mechanics designed across connected channels.

Allianz Instagram post sharing MoMA neon artwork as competition inspiration

Earlier agency work · Lead creative and community manager

Allianz × MoMA

I helped give Allianz Instagram a new visual direction for its MoMA partnership, developed three competition themes, curated audience work and MoMA inspiration, and selected and liaised with the influencer judges.

CapabilityCreative platform thinking combined with public participation and influencer coordination.

Earlier agency work · Lead creative

Big Bus Tours

I created organic and paid social content and helped move a collection of local accounts towards a single global voice.

CapabilityAdapting one brand system across cities and audiences.

Discuss a senior content role.

hello@kateallen.uk