Paid Digital
From Zero to strategy lead
When I started at this resort, paid activity wasn't a consistent channel — it was a bit of spend, no one could point to what it returned.
I identified a channel with no reliable commercial accountability, built the strategy and measurement framework, proved the proposition and secured increased investment.
From that standing start, paid social became one of the resort's biggest-performing channels — returning around 20x . And because it was built on quality rather than volume, it did more than grow a number: it's been credited internally with helping hold average room rate firm through the period, with average spend per booking stepping up from around £190 to £330+ and holding.
At A Glance
Built paid digital activity from a standing start into one of the resort's biggest-performing channels — 20x ROAS.
Organic Social
Turning brand engagement into stakeholder support
This airport's social media was being run like a travel agent's — recycled destination photos, filtered through airline comms, with no voice of its own. The relationships with the people who actually cared — passengers, plane spotters — had gone unmanaged, and rogue spotters were filling the gap with negative PR. Meanwhile, new terminal plans meant the airport suddenly needed local goodwill to win planning approval.
The opportunity was hiding in plain sight: a daily bank of terminal photographs no one was using. I built a content-first strategy that turned the airport from a brochure into a brand — a genuine local voice, community-led, with the passengers and spotters brought inside rather than left out. A weekly user-generated content series (#CheckInTuesday), throwback features, a new aviation-community group, and paid influencer partnerships all pulled in the same direction.
The results, over the period from January 2020: average engagement per post grew from around 20 to nearly 300 — more than a 10x lift — a single piece of viral content reached 33,000 people at 4,458 engagements, and, crucially, the airport's expansion plans won planning approval, with the rebuilt local goodwill behind them.
At A Glance
Rebuilt Leeds Bradford Airport's social presence from a standing start — lifting average engagement per post roughly 10x (c.20 → c.300) and building the local goodwill behind a successful terminal-expansion planning bid.
SEO
Cleaning 13 years of content for better SEO
This site had thirteen years of old work. Duplicate pages competing with each other, old PDFs still being served up in search, orphaned content no one had touched in years, and wayfinding that left both users and search engines guessing. Google didn't know which page mattered, because there were five versions of it — so none of them ranked.
The work wasn't glamorous, but it was foundational. I led a full clean-up: consolidating duplicate pages so each topic had one strong home instead of five weak ones, stripping out dead content and legacy PDFs, and rebuilding the signposting so both guests and search engines could actually find their way. Less site, but a far stronger one.
The results followed. Average search position climbed from around 57th into single figures — 9th — year on year, as the consolidated pages finally had the authority to rise. Traffic became more qualified, too: fewer stray clicks on dead pages, more of the people actually looking to book. Deleting content that lowered volume was the point, not a side effect — what was left worked harder.
At A Glance
Led a full clean-up of a 13-year-old website — consolidating duplicate pages, stripping legacy PDFs and dead content, and rebuilding wayfinding — lifting average search position from ~57th to 9th year on year, with cleaner, more qualified traffic.