Experience
Selected work.
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.
A concise portfolio for people assessing my work: the problem, my contribution, and what the evidence does — and does not — establish. These are collaborative programmes, not claims of sole ownership.
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
- Use buyer and practitioner questions to identify what an organisation needs to answer, prove or investigate for AI-mediated discovery, including work described as GEO, AI search visibility or answer-engine optimisation
- 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
Three connected capabilities, illustrated through delivered projects and systems still being tested. Each example links to a deeper account where available.
01 / Editorial strategy and evidence
Hidden Hours · Sage · research-led narrative
From practitioner evidence to a durable editorial position
Challenge: make a survey of 1,000 UK accountants and bookkeepers useful beyond a single launch. My contribution: interpreted the findings alongside existing practitioner work, developed the editorial argument and carried it into subsequent articles and event-led evidence. Evidence: a published narrative that could be extended as new material arrived; no isolated commercial impact claimed.
Explore the narrative →The Expanding CFO · Sage · thought leadership
Finding a decision-worthy argument in research
Challenge: turn international finance-leader research into more than a report of trends. My contribution: translated themes from 1,221 respondents in eight countries into a distinction between reacting to an expanding CFO remit and deliberately shaping it. Evidence: the narrative and its reasoning are documented; research design and corporate outcomes are not attributed to me.
Explore the narrative →Lessons Behind the Badge · Sage × EFL · editorial experience
Designing the story before the page is built
Challenge: turn football-club stories into useful business lessons rather than sponsorship promotion alone. My contribution: helped shape the proposition, page structure, wireframe direction, copy and practical questions for readers. Evidence: the published experience and a reflection on the editorial decisions; no independent conversion result claimed.
Read the project reflection →02 / Applied AI and editorial systems
Sage Future · customer evidence
Making repeated customer-story work inform the next brief
Challenge: preserve editorial lessons across recurring interviews, drafts and reviews. My contribution: wrote stories across a 15-testimonial programme and began testing a structured evidence register and AI-assisted briefing, drafting and QA process. Evidence: delivered stories and a real test base; the workflow's effectiveness and team adoption are not yet validated.
See the evidence and limits →Editorial Intelligence · independent implementation
Building an evidence-aware publishing system
Challenge: stop research, editorial decisions and lessons disappearing between publications. My contribution: designed and operate the site's linked publishing and working-knowledge system, using AI for retrieval and drafting with human review and publication decisions. Evidence: a working personal implementation, not a proven multi-user or client deployment.
See how the system works →03 / GEO and AI-mediated discovery
Making Tax Digital · Sage · collaborative GEO work
Using real practitioner questions to improve content decisions
Challenge: AI-discovery prompts alone did not reveal the practical difficulties facing accountants and small businesses. My contribution: brought Accountex North and advisory-board evidence into questions around quarterly reporting, responsibilities and submission confirmation. Evidence: more specific editorial questions and briefs; no individual claim to Sage-wide AI visibility or revenue figures.
Read the editorial example →Video discovery · strategy in development
Connecting video distribution to discoverability
Challenge: consider how video can be found, understood and reused beyond an embedded player. My contribution: developed a practical editorial argument for YouTube within a broader GEO approach and explored how clips, context and distribution should connect. Status: an emerging strategy, not a demonstrated ranking or traffic result.
Read the working approach →For more detail, sources and limitations, see the proof record. For the decisions made during the work, explore the working notes.
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
- GEO / AI visibility as an editorial and evidence problem, not just a technical optimisation task
Systems and AI
- Editorial workflows and reusable knowledge
- AI-assisted research, drafting and editorial processes
- Evidence and context carried between projects
- Question, evidence and content-gap mapping for AI-mediated discovery
- 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, AI visibility / GEO-informed editorial strategy 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, AI visibility and GEO-informed editorial strategy, 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.