Description

Fractional Content Lead for B2B Fintech & Financial Services

I build the content function your marketing team needs but hasn't hired yet: strategy, editorial management, and high-performing content across SEO, thought leadership, sales enablement, and product messaging.

What I do:

SEO content programmes that drive qualified traffic and pipeline (not just pageviews)
Website messaging and positioning for complex financial products
Thought leadership and founder ghostwriting for senior audiences
Sales enablement collateral: case studies, battlecards, objection-handling content
Editorial team management: briefing, hiring, and quality control for external writers

Clients:

iwoca: SEO content strategy, £300k+ loan volume from organic growth
YouLend: Full website rewrite, FStech Award 2024 Impact Report
Calastone: Fund infrastructure, DLT/tokenisation thought leadership
MSCI: Carbon markets product launch, ESG data content
SAP Fioneer: Banking transformation thought leadership (2.5-year retainer)
Dext: Full content function build, lead gen, nurture, sales enablement
Nium: Embedded content manager, writer and strategist
Deaglo: FX explainers, market commentary

Key results:

Grew iwoca's qualified organic traffic 40% in 6 months, generating £300k+ in new loan volume
Produced YouLend's inaugural Impact Report — winner of the FStech Award 2024 for Financial Inclusion
Delivered full website rewrites for YouLend, Nium, and Zencargo, including messaging strategy and stakeholder alignment
Built and managed external writer teams for iwoca and Dext, scaling output without increasing headcount

Sectors

Payments & FX, embedded finance & lending, banking infrastructure, RegTech, accounting & tax tech

10+ years' experience. Multiple retainers of 1-3 years. I tend to stay because the work converts.

Industry field of expertise

Languages

English
Native or bilingual
French
Fluent
Italian
Fluent

Workplace preferences

Remote only

Primarily works remotely

iwoca
Interim Content Lead (SEO & Strategy)
BANKING AND INSURANCE
January 2024 - Today (2 years and 5 months)
London, UK
Leading SEO content strategy for the UK's largest small business lender; sourcing, briefing, and managing a team of four external writers.
Originally a short-term project, now retained for nearly 2 years through measurable organic traffic and lead generation results.
40% increase in qualified organic traffic within 6 months, generating £300k+ in new loan volume.
SEO Content marketing Copywriting Brand content Communication strategy
High Beam Digital (Self-employed)
Freelance Copywriter & Content Strategist
January 2019 - Today (7 years and 5 months)
London, UK
Content strategy, creation, and fractional content leadership for fintech scale-ups and marketing agencies.
Subsectors: payments & FX, embedded finance & lending, banking infrastructure & RegTech, accounting & tax tech.
Long-term retainers: YouLend (2+ years), SAP Fioneer (2.5 years), Payconiq (1+ year), Calastone, Nium, Finshape, MSCI.
Additional clients: Deaglo, Capitalise, Haines Watts, AccountingWEB, Dawn Capital.
Deliverables include thought leadership, SEO content programmes, enablement collateral.
Zencargo
Content Marketing Manager / Consultant
LOGISTICS AND SUPPLY CHAIN
January 2019 - Today (7 years and 5 months)
London, UK
Spearheaded content across sales, marketing, product, and customer success, managing end-to-end campaigns.
Delivered a full website rewrite and repositioned product offerings to support growth objectives.
Conducted customer and persona research to inform targeted messaging strategies.
Created marketing strategies and campaigns still running 5 years later.