Strategic editorial leadership for brands with purpose

I’m an editorial director and content strategist with 20+ years’ experience (Time Out, Lonely Planet Traveller, BBC Good Food, Morrisons) building editorial departments, leading creative teams and delivering complex multi-platform content projects across digital, print and audio.

I help organisations craft clear, compelling editorial ecosystems — from brand narratives and content pillars to full editorial operations and multi-channel delivery.

My work sits at the intersection of strategy, creativity and execution, blending high-level editorial vision with hands-on delivery when needed.

I specialise in:

• Editorial direction & leadership
• Content strategy + systems design
• Audience + messaging frameworks
• Multi-platform content planning (print, digital, audio, social)
• Editorial team building + management
• Brand storytelling & sustainability communication
• Creative ideation + long-term content planning

"We've worked with Georgina on a series of ethical briefs for brands and she always delivers actionable, insightful campaign ideas along with a strong sense of commercial viability. She also designed a partner sustainable content framework for us to offer expanded services to clients. Her industry insight is invaluable."

Oliver Deane, The Good Net

1. Diagnose

Understanding your brand, audience, tone and communication goals.
Audits, interviews, content reviews.

2. Design

Creating or refining:

• Editorial pillars
• Voice + tone
• Content strategy
• Editorial guidelines
• Workflow + commissioning systems

3. Deliver

Supporting or leading execution through:

• Content plans + calendars
• Story packages
• Editorial oversight
• Interviews + features
• Podcasts or audio storytelling

4. Develop

Long-term growth for your in-house team:

• Training
• Editorial processes
• Leadership support
• Team onboarding + restructure

"Working with GWPCC on the toolkit has been a pleasure. Georgina and her designer helped us navigate a complex stakeholder input and editing process, being flexible to adjust to the needs of the project. The result is a gorgeous toolkit our team and partners are bought in on. We couldn’t be happier with the end result."

Jessica Lybeck, The Nature Conservancy

Deep editorial experience

Two decades as an editor, director and founder across international media.

Strategic + operational

Equally comfortable shaping high-level editorial strategy or rolling up my sleeves to execute.

Sustainability storytelling expertise

Able to communicate climate and purpose topics without jargon or doom.

Team builder & leader

Experienced in managing writers, editors, producers and designers, both in-house and freelance.

Holistic content thinking

Print, digital, audio, social, community — I think across platforms and audiences.

Founder mindset

I’ve built editorial brands from scratch, so I understand growth, agility and the demands of content-led businesses.

Choose from short-term project support or ongoing partnerships:

• Editorial strategy
• Brand storytelling + messaging
• Content plans + calendars
• Editorial guidelines + voice development
• Sustainability communications
• Interview-based content (digital/audio)
• Editorial team mentoring
• Creative direction for content campaigns

I take on:

• Project-based editorial leadership
• Fractional editorial director roles
• Short-term strategic interventions
• Retained content consultancy
• Editorial workshops + training

If you're not sure what you need yet, an initial advisory call is often the best place to start.