I help shape emerging brands.
I work closely with CEOs and Founders to communicate their visions – finding the right words and tone of voice, and translating concepts. I write and edit, I know how to get the most out of AI, and I can spot writing talent to commission. By training, I’m a journalist, editor and cultural anthropologist who brings a meticulous eye, strong listening and intuiting, and both a strategic and creative mindset.
Year
2019—present
Clients
AwayAway, Quantum Temple, Culture Trip
AwayAway
In my Head of Content role, I shaped AwayAway’s content ecosystem. This included designing the commissioning process, from assigning briefs, onboarding my network of international award-winning writers, establishing deadlines and budget, editing their work and signing-off pages. I curated and vetted hotel contents for international destinations; onboarded a photo editor who commissioned top-class photographers and together we covered 100 destinations; and worked closely with the UX designer to devise copywriting across flows, including the onboarding and booking funnels. I also prompted the LLM to generate on-brand copy across different website touchpoints, and worked with the engineers to generate 900+ AI destination descriptions based on commissioned contents, before editing.
I created the Brand Style Guide, a reference manual for writers and editors working on awayaway content. It outlined the brand positioning and target audience, house style and preferences. See my commissioned contents here, including guides to Kathmandu, Tokyo, London and Crete.
Note: AwayAway is currently paused.
Quantum Temple
As Head of Content for blockchain-powered travel platform Quantum Temple, I worked closely with the Founder to capture her vision and communicate Web3 concepts for a Web2 audience. I rolled out UX copywriting, produced scripts, press releases, edited litepapers and reports, and managed the content & social calendars.
I devised a Brand Style Guide, which included how to describe Quantum Temple and its products (including NFT collections), general formatting and communication rules, a Web3 glossary, and overviews about concepts such as regenerative travel, cultural regeneration, environmental regeneration and tourism regeneration.
Culture Trip
In my role as Senior Commissioning Editor at Culture Trip, I commissioned and edited high volumes of online articles to support the commercial goals of the business. I delivered over 600+ SEO-rich commercial articles following the company's pivot from a media platform to an Online Travel Agent with content at its core, and project managed a core company objective of maintaining monthly unique visitors with low-intent content. See my commissioned content here. I also curated inventory – hotels and experiences – for bookable content. I worked cross-functionally across the business with teams including Growth Marketing, Creative, Product and Data.
What former colleagues are saying:
"I truly enjoyed collaborating with Josephine at Quantum Temple. Her profound expertise in the regenerative travel movement became a guiding light for me as I navigated the intricacies of this complex concept. Josephine's collaborative spirit coupled with her proactive nature made her an invaluable member of the content team. During tight deadlines, she not only shared her wealth of knowledge but also dove into collaborative problem-solving, showcasing her adaptability and commitment to the team's success. Josephine's unique ability to tailor concepts for diverse audiences, combined with her unwavering curiosity and good-natured approach, undeniably make her an invaluable asset to any team looking for a knowledgeable travel writer and thought leader. Look forward to future opportunities and adventures that may cause our paths to cross once again."
– Ann Marie Almariei, Marketing Director
"Working with Josephine on nearly 100 destination guides over the course of a year was truly rewarding. From day one, she immersed herself in the work, eager to understand the target audience so that every asset resonated perfectly. Her strong marketing orientation and sound judgment consistently produced captivating, high-quality content for both organic and paid media.
What I appreciated most about Josephine was her willingness to explore how her work intersected with others, including mine. She quickly adapted to and even made valuable recommendations for the management systems I implemented, which helped make our operations smoother and our collaborations more scalable. She also tapped into her extensive network of writers, photographers, and other creators to benefit our projects and our team.
Josephine built a solid and evergreen foundation that can deliver value long after its initial creation. I wholeheartedly recommend Josephine for any role that involves content and leading brand identity. Any team would be lucky to have her!”
– Chris Rosa, Head of Operations
"It was truly a pleasure collaborating with Josephine on content strategy and marketing. Not only is she an excellent professional, but she's also an exceptional individual. Josephine's proactive approach in transforming ideas into compelling content pieces is truly commendable. What sets her apart is the seamless integration of her expertise in anthropology, combined with her ability to create high-end content, resulting in unique and highly valuable propositions. I highly recommend Josephine for her remarkable skills and the distinctive touch she brings to content creation."
Nicole Sigmaringo, Product Manager
"Josephine has been a long-standing member of the Culture Trip team and has adapted easily to the various changes the brand has undergone over the years. She's a keen commissioning editor with a creative spirit, who's able to cover high volumes of work. She's a great asset to this team and would continue to thrive in any travel-department setting, or on a features or lifestyle team."
Laura Holt, Head of Commissioning