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AAT Comment digital publication

Role: Content manager

I was challenged to relaunch the AAT blog which had been used as a platform for media releases.

I developed a new content strategy, built a new website and developed a strong network of editorial contributors inside and outside of the business.

The strategy focused on organic search opportunities and thought leadership to grow the audience beyond AAT’s membership. The editorial direction focused on the humans in a numbers industry with features of AAT members, unusual finance stories and practical career advice.


Pageviews increased by 300% and unique users grew by 150%, both achieved organically. AAT is now an established publisher and thought leader in the finance and education industries.

It takes a village

I worked with dream team Flaka Jasari and Benjamin Berry (AAT), Vineeta Greenwood (Wholegrain Digitial) and dozens of remarkable freelance writers and subject matter experts.

Pencil scribble