Concepts, content and integrated campaings

Concepts, content &
integrated campaings

Approach

I develop content strategies and campaigns that build trust and support decision-making, drawing on experience across B2C, B2B, and sustainability contexts where clarity and credibility matter most.

Tried, trusted,
good sense

Aim for content strategies that build communities around shared purpose, not just leads.
Map content to audience personas and journeys, including stakeholders who can drive industry-level change.
Uncover insights through a series of ‘why’ questions into everyday experiences and critical moments in the customer journeys.
Use partnerships and thought leadership to amplify reach and maximise the potential of earned media.
Design content modularly to make it easy to repurpose and adapt across channels and audiences.
Reframe strong ideas for different contexts to sustain momentum.

In practice

Always on, strategically

Danfoss, Content strategy (Co-Lead)

The task: develop a content strategy for the Corporate Branding & Communications department.

Process: audience prioritisation and persona development; content needs and preferences mapping across their journeys; themes and formats prioritisation; the content hub was developed, along with the processes for content creation, activation, collaboration and performance optimisation.

Case stories / Campaigns

Danfoss, Urban Rigger (Project Lead)

The opportunity: showcase the innovative application of Danfoss solutions in the Urban Rigger project (floating student housing made from upcycled containers), and spotlight the partnerships behind it.

The asset package included a wide range of formats from modular videos to infographics, used to engage a broader audience (e.g., influencers, prospective employees). The process served as a blueprint for developing a collection of hero stories.

Positioning campaigns (Danfoss)

Positioning campaign

Danfoss, Smart Store (Project Lead)

The task: position Danfoss as an end‑to‑end partner for supermarket chains, with a complete portfolio of solutions for optimising energy use and reducing food loss. The initiative comprised two streams: one targetted C‑level and senior decision‑makers in ten prioritised supermarket chains, with personalised content and data (editions of HBR, landing pages, e‑mails, and LinkedIn); the other addressed a broader, industry‑relevant audience through a content plan spread over several months.