I'm head of strategy at Edge, a creative agency with a focus on engagement through content. My job is to find the insights that make our creative awesome, and turn those insights into content strategies for our clients. I have spent the past 10 years developing and running integrated content marketing campaigns with branded content agencies. I have experience working across web design and build, eCRM, e-commerce, email marketing, SEO and SEM, social media and customer magazines. Before this I spent 2 years working in sales promotions following a degree in economics. Sector experience includes retail (ASOS.com, Duchy Originals, Capital Shopping Centres, Fortnum & Mason, Vision Express, Waterstone’s), financial services (Churchill, Coutts, Direct Line, Norwich Union, RAC), public sector (The Open University, Nottingham City Council), healthcare (Janssen-Cilag, Johnson & Johnson), not for profit/charity (Bliss, Médecins Sans Frontières), and business to business (Trader Media Group, Reed Business Information, Intuit Software, Masterframe). I have an uncompromising attitude toward creative execution, I love content as a marketing tool (when used in the right way), and have a passion for measurement and evaluation. Having said that I'm aware that just because something is hard to measure doesn't mean it isn't working, it just means we have to work harder to measure it! I am a weekly contributor to SmartCompany.com.au and run the content marketing short course for the Association for Data-Driven Marketing and Advertising (ADMA).