Campaign Examples
White Paper Development & PR Campaign
Petalite
Situation: Petalite identified a gap in industry insight around the challenges facing charge point operators, particularly balancing infrastructure demands with EV driver expectations.
Task: Lead the design of a data-driven white paper that would uncover new insights, support PR activity, and position Petalite as a forward-thinking voice in the EV charging sector.
Action: Collaborated with internal teams to define key gaps in existing industry data and shape the research focus. Briefed and managed a PR and market research agency to conduct interviews with 20 charge point operators and survey 700 EV drivers. Worked closely with the PR team to interpret findings and develop a compelling narrative, then designed and produced the final white paper in Adobe InDesign for publication on the company website and used Infogram to produce interactive graphics on the web page.
Result: Uncovered critical insights into future charging infrastructure challenges, including the risk that current charger installations may not meet the demands of increasing EV battery sizes. The report strengthened Petalite’s position as a thought leader and provided valuable content for PR and stakeholder engagement.
SEO & Thought Leadership Campaign
Petalite
Situation: Petalite needed to increase online brand visibility and compete with established automotive and EV charging brands in search results.
Task: Lead the development of SEO-led thought leadership content to improve search rankings and position Petalite alongside key industry players.
Action: Worked closely with an SEO consultant to identify high-value search terms and common queries from EV drivers across Google and AI platforms. Built structured content plans with targeted headers and keywords, developed initial content frameworks, and managed external copywriters to produce first drafts. Researched stock imagery and used AI (Leonardo AI) to create selected images. Refined all content collaboratively, ensuring it was both search-optimised and aligned with brand tone before publishing on the website.
Result: Achieved page one rankings, average position 2 or 3 on Google for selected topics, with Petalite appearing alongside major brands such as the RAC, Kia, and Pod Point, significantly increasing brand visibility within the EV charging sector.
Example - What is DC charging
Time Out Dubai Restaurant Awards Review Campaign
ITP Media Group
Situation: As part of the Time Out Restaurant Awards, I was tasked with reviewing a curated list of Peruvian and American restaurants within a fixed six-week window. Reviews were conducted anonymously to ensure authenticity and credibility.
Task: Assess each restaurant against key criteria including atmosphere, service, food quality, and value for money, contributing to the overall awards judging process and published restaurant guide.
Action: Planned and managed a structured schedule to visit all assigned venues within the timeframe, ensuring consistency in evaluation across each experience. Conducted detailed, impartial reviews, capturing insights across all key touchpoints of the customer journey. Produced clear, engaging written reviews aligned to Time Out’s editorial tone, which were then used within the awards process and supporting content.
Result: Contributed to the credibility and success of the Time Out Restaurant Awards and published guide which I designed and sent to print, helping highlight top-performing venues. The work supported audience trust in the brand’s recommendations and reinforced Time Out’s authority within the hospitality sector.