Experience
The work behind the thinking.
Editorial Intelligence comes out of two decades of practical work across technology journalism, B2B editorial, research-led narratives, customer evidence and, increasingly, AI-enabled editorial systems.
This page is the more conventional view of that experience: what I do, where I am strongest, and examples of the work behind the ideas explored across this site.
For organisations looking for a fixed-scope engagement, the consulting work is here →
What I do
The common thread is turning evidence, expertise and complexity into narratives that organisations can use — then building the editorial systems that help those narratives accumulate rather than disappear after publication.
- Translate complex subjects into clear, defensible narratives
- Turn research, customer conversations and product evidence into useful points of view
- Work with subject-matter experts and stakeholders to find the ideas worth developing
- Carry a narrative across editorial, campaigns, events, customer marketing and other channels
- Build AI-enabled workflows and knowledge systems that make editorial evidence easier to reuse
- Use audience, customer and market response to improve what gets developed next
Selected work
Examples of how that work looks in practice — from interpreting research and shaping editorial propositions to delivering customer evidence at scale and reusing what the work teaches.
Hidden Hours · Sage
Turning research into a position that can keep accumulating evidence
I led narrative development around practitioner evidence and a survey of 1,000 UK accountants and bookkeepers: interpreting the findings, developing the argument they could responsibly support, and carrying that position into later editorial work.
Read the narrative →The Expanding CFO · Sage
Finding the argument inside a large research programme
Research from 1,221 senior finance leaders across eight countries established that the CFO role was changing. I developed the narrative distinction between leaders absorbing that expansion reactively and those shaping it deliberately.
Read the narrative →Winning in Small · Sage
Reusing an evidence base instead of resetting for every campaign
The programme reused evidence developed through earlier accountancy work to support a different small-business narrative — an example of research and customer knowledge compounding rather than being abandoned after publication.
Read the narrative →Sage Future customer stories · Sage
Delivering customer evidence repeatedly, then learning from the pattern
I wrote the published stories across a 15-testimonial programme captured at Sage Future. The repeated editorial work now provides a useful evidence base for testing how briefing, drafting and QA can preserve lessons from one customer story and apply them to the next.
Lessons Behind the Badge · Sage × EFL
Shaping the editorial proposition before production begins
I helped develop the concept, page structure, wireframe direction and copy for a customer-story experience built around the businesses behind EFL clubs. It is the upstream side of the same work: deciding what the story system should be before individual stories are produced.
Where the experience is strongest
Editorial and narrative
- Thought leadership and narrative development
- Research-led B2B editorial programmes
- Technology, finance and knowledge-intensive subjects
- Cross-functional editorial work rather than single-channel production
Systems and AI
- Editorial workflows and reusable knowledge
- AI-assisted research, drafting and editorial processes
- Evidence and context carried between projects
- Experimenting with how editorial judgement can be encoded without removing the human decision
Experience at a glance
Background
Technology journalism, four B2B agencies and Sage
Current focus
Editorial strategy, narrative, research, thought leadership and AI-enabled editorial systems
Working base
London
Role level
Senior editorial, narrative, content strategy and thought-leadership work
The record behind it
My career started in technology journalism, moved through four B2B agencies, and then into Sage — first as a Content Writer (Enterprise) and later Content Marketing Manager. The scope has expanded from producing thought leadership into practitioner and customer research, narrative development, editorial systems, AI-enabled workflows and knowledge reuse. The fuller account is on the About page →
The Proof page looks at what specific programmes produced and where the evidence stops. The Working notes show the ideas and methods being developed in public.
Contact
For a conversation about editorial, narrative or thought-leadership work, you can reach me directly.