Overview
I have worked at Penguin Random House UK, Bonnier Books UK, Scholastic and HarperCollins. I have specialised experience in Fantasy having led on strategy for both HarperVoyager UK and Del Rey UK but have a wealth of experience working on other genres including romance, general fiction, non-fiction and children's books.
I would love to help you bring your book or story to the world!
I can help you with
- Full campaign development/plans
- Building your profile
- Positioning your book in the market
- Packaging and book cover briefing
- Defining your audience
- Netgalley management
- Digital advertising
- Marketing coaching
- Copywriting and blurb
- Managing social strategy and social advertising
- Design briefs
Services
Non-Fiction
Fiction
Awards
- Highly Commended at the Book Marketing Society for Malibu Rising (Taylor Jenkins Reid) Paperback Campaign
- Highly Commended at the Book Marketing Society for Carrie Soto is Back (Taylor Jenkins Reid) Hardback Campaign
Certifications
- MA in Publishing
Work experience
HarperFiction
Cornerstone, Penguin Random House UK
Hot Key/Piccadilly Press
Scholastic
Puffin, Penguin Random House
Projects
The Last Graduate - Naomi Novik
Worked across publication of A Deadly Education (HB + PB), The Last Graduate (HB and PB), The Golden Enclaves at Penguin Random House.
THE LAST GRADUATE
World-building of the school and characters in the book was key to making this book standout in the fantasy market, particularly the dark academia market. Copy and creative therefore became key to maximise on this element, and the campaign focused on hyping that element and speaking directly to the reader.
Created bespoke proof, featuring a wrap around cover that invited readers to 'Return to the Scholomance' and the terrifying school within the book. We sent this proof with a fun, world-building letter to excite influencers and readers who loved the previous book, and excite people online who had not yet read A Deadly Education.
Executed Netgalley campaign to target fantasy and romantasy audience. Achieved 2500 requests and almost 600 reviews by publication. Over 500 reviews on Amazon in the first month of publication.
Focused on fantasy audience for advertising. Included partnering with a TikToker for a TikTok campaign. Meta advertising really zoned in on copy to emphasise the love for the author in the fantasy community as well as the tone of the book. With a modest budget achieved over 8K clicks.
RESULT: Instant Sunday Times bestseller
Murder in the Family by Cara Hunter
Led on Marketing for the first standalone novel from Cara Hunter at HarperCollins.
Led on crucial consumer insight campaign to position the book in a key, growing area that would allow us to reach a buzz-building audience. Tapped into the amateur internet sleuth and true crime trend to catapult book to success.
Created bespoke proof and proof box for influencers and retailers that featured branded crime-solving notebooks and post-it notes, alongside popcorn and magnifying glasses for an extra element of world-building.
Also created world-building style Netgalley proof to go out to crime community on Netgalley to build audience, reviews and buzz. Received over 1200 requests and 400 reviews by publication.
Created key world-building style trailer that amped up the TV/cinematic elements of the book: This received 15k organic views - we continued the hype with YouTube advertising tapping into popularity of crime shows.
Worked with a British true-crime influencer to create sponsored TikTok content with a creative, fun execution. TikTok video created world within book and only revealed at the end that the crime was not real, but a fictional book. A book influencer saw this video and created a video in response, tapping into the crime-solving element we'd been leaning on in the copy. This got 5.5 million views, and the book shot to #1 on Amazon and into the Sunday Times bestseller list.
In response to success, I worked to maximise our Meta adverts with copy changes and amplifying the noise on TikTok with upweighting and spark adverts. Maximised eBook sales to reach a traditional crime readership, with Meta advertising receiving over 6K clicks.
RESULT: #1 Amazon bestseller, 2 weeks in the Sunday Times bestseller list. Stayed in Top 250 titles on Amazon for 3 months.
Book of Night - Holly Black
Led on the Marketing for the launch of first ever adult novel from global bestseller Holly Black at Penguin Random House UK.
Led on the audience development execution to segment Holly's existing audience and a potential new adult-focused audience, alongside positioning her new book with retailers.
Created a limited edition proof sent to 100 people across retail and influencers to launch the book online and create a frenzy. Subsequently created a second proof copy to go out wider with a letter from the author to add a personal touch. Limited Netgalley access with an exclusive excerpt to excite Holly's existing audience and intrigue new audiences.
Managed all Meta and TikTok adverts to reach the different audience demographics.
Created a bespoke billboard in key areas where the target audience lived and mark the publication.
Worked with retailers to supply an in-store activation, including posters, bookmarks and shadow floor clings to reflect the happenings in the book.
Result: Instant Sunday Times bestseller, and one of the bestselling hardbacks of 2022.
Campaign for Babel - RF Kuang
Worked across the Marketing for RF Kuang's Babel.
Led on campaign management for sustain campaign for Babel Hardback and launched the Babel paperback at HarperCollins.
BABEL HARDBACK
Aimed to get the book back into the bestseller charts. Achieved this via a TikTok partnership with 5 core superfan influencers. Planned influencer day out where the book was set featuring a visit to the Bodleian library in Oxford, lunch where the author wrote the book and a meet-and-greet with the author. Influencers were required to film two videos which we could use as content. Then also oversaw the upweighting and spark advertising on TikTok alongside an agency. Simultaneously partenered with Apple to promote the audiobook with influencers online, as well as monitoring Meta and Twitter advertising, alongside social copy.
Result: Achieved Sunday Times bestseller 4 months after publication and initial Sunday Times entry.
BABEL PAPERBACK CAMPAIGN:
Led on the Marketing for the launch campaign for Babel. Worked on audience segmentation to carve out clear new demographics we could reach with a new format.
Oversaw overhaul of social images and copy to reflect new audiences. Led on the Meta advertising to reach new audiences.
Led on the creative design and execution of 12-sheets and 4-sheets on London Underground. Also led on ideation and creation of a stunt billboard in Shoreditch which was then frequented by bloggers.
Worked closely with sales and PR teams to create a bespoke retailer POS and window design kit to make Babel front and centre in-store. Worked with several retailers and book box subscription companies to execute a multi-edition campaign supporting all formats.
Result: Instant Sunday Times bestseller
Taylor Jenkins Reid
I worked across the Marketing for Daisy Jones and the Six, Malibu Rising and Carrie Soto is Back at Penguin Random House.
This was a multi-targeted campaign lasting three years. Throughout those years, the author's profile grew dramatically, which also saw a change and growth in audiences. Throughout those years, I pivoted on copy, creative and campaign to ensure we were reaching the correct audience, and continuously growing the author's brand.
One of my key focuses was also to grow the world of Taylor Jenkins Reid, as her books were so connected. As well as marketing individual books, I also marketed all of her books together to emphasise the interlinking and expand the authors audience for each book.
MALIBU RISING HARDBACK
Included creation of limited edition proofs sent to influencers and retailers. Copywriting was key here to reach an audience stuck in lock-down and bring a sense of escapism and to sustain the campaign.
Also involved monitoring of multiple Meta and programmatic adverts.
Executed key netgalley campaign to bring in new readers, emphasising the escapist, beach element in the copy and the tension within the book.
RESULT: 11 weeks in the Sunday Times bestseller chart.
MALIBU RISING PAPERBACK
Involved creation of TV trailer and execution of T V advertising, huge London-focused 4-sheet campaign and a stunt billboard moment.
Also involved marketing for multiple eBook priced-drops.
Result: Instant Sunday Times bestseller and Richard & Judy bookclub pick.
CARRIE SOTO IS BACK
Involved announcing and launching the instant Sunday Times bestseller Carrie Soto is Back. Copywriting was key for this to align with the new audience that had grown throughout lockdown and bring in a new audience. It focused on emphasising the author's accolades while also keeping the tone fun and engaging.
Announcement involved working with key Taylor Jenkins Reid Fans, and sending them branded tennis balls the day of the book's announcement. To build on the author profile that had exploded with Daisy Jones & the Six and Malibu Rising, I also created a proof package box with branded tennis balls, US open tickets and tennis sweets.
I then worked with an activation agency to capitalise on the tennis-angle of the book by handing out branded lemonade and samples at the Wimbledon women's final. I also worked with them on the ideation and execution of a tennis scoreboard billboard in a prime location in Central London.
On-publication, I also executed a bus superside campaign and a partnership with the Wednesdays We Drink Wine podcast as well as programmatic, Meta and TikTok advertising.
Result: 5.5K pre-orders and 2 weeks in Sunday Times bestseller
