Roald Dahl

As Website and Digital Marketing Manager for the Roald Dahl Literary Estate, I worked on a number of high-profile projects including:

  • Award-winning content marketing campaign – Roald Dahl’s My Messy Adventure with Persil

In summer 2015, Persil launched the world’s first interactive downloadable Roald Dahl story, inviting children and their parents to take their tablets and smart phones outside and get messy having fun with Roald Dahl characters. I worked with Persil’s team and internal colleagues to create the three downloadable story options, as well as on the integrated marketing campaign. This partnership resulted in 200,000 new contacts for the email database.

This campaign won the Best Licensed Marketing Communication Award in the 2016 UK Licensing Awards and the Content Marketing Award in Brand Republic’s 2016 Digital Awards.

  • Copywriting, content curation and editorial management for

I created new written content for all Roald Dahl’s stories, including Charlie and the Chocolate FactoryMatilda and The BFG, as well as writing, editing, proofreading and layout of all content relating to Roald Dahl’s lifecharacters and archive. I also planned and created regular blog pieces including  Roald Dahl, the inventorInternational Day of Friendship and Five things you never knew about The BFG.

  • McDonald’s The extraordinary world of Roald Dahl

In September 2015, McDonald’s Happy Readers celebrated the extraordinary world of Roald Dahl, distributing 14 million books featuring extracts from Roald Dahl’s stories through McDonald’s Happy Meals. I oversaw the social media element of the supporting campaign on behalf of the Roald Dahl Literary Estate.

  • The launch of the first Roald Dahl app, Twit or Miss

Having worked with internal and external colleagues and partners on the development of the first Roald Dahl app, Twit or Miss, I also oversaw the digital marketing campaign for the app alongside Roald Dahl’s publishers, Penguin Random House.

  • Roald Dahl Day

Roald Dahl was born on 13th September, a day that is celebrated every year as Roald Dahl Day, with new publishing, digital product and events to mark the occasion. I planned, organised and oversaw the digital marketing activity for four years of Roald Dahl Days. Every year, Roald Dahl Day trended on Twitter. In 2014, the hashtag had a reach of 65.8m.

  • Launch of the Roald Dahl HQ account on Popjam

I oversaw the launch and ongoing content-management of the Roald Dahl account on Popjam, a social sharing app for under 13s.

  • Re-launch of the website in March 2014

I project-managed the launch of the new website at, working with internal team members and external parties. This involved large-scale content creation using archive material never before published online, as well as editing and pulling together existing content. In the month after launch, traffic to increased by 95%.

  • Consolidation and growth of the Roald Dahl presence on Facebook

After an intense period of working with Facebook to claim dormant and fan-run pages, I saw the collective number of likes across all Facebook pages managed on behalf of the Roald Dahl Literary Estate grow by 1 million.