Hello - I'm Dale and I'm a digital strategist

I help clients identify opportunities that bring value to their business. I do this by developing strategies based on financial, brand and content auditing data, business process analysis, and market and cultural insights. I have deep experience with B2B and B2C digital marketing, developing end-to-end content strategy and governance for global brands.

I create concise, compelling strategy presentations that clearly define the problems facing brands and the digital innovation opportunities that solve them. I am able to negotiate and influence senior stakeholders and I manage these relationships effectively.


My approach to content design is user-centred. I have expert understanding of end-to-end user journeys, identifying where fixes or content improvements need to be made. I create models for content design, from paper sketches to interactive prototypes using software like Adobe Xd.


I structure and tag content for omni-channel and dynamic content delivery. I use tools like Gather Content to streamline content creation processes and improve cost efficiencies by using APIs to move content between design tools like Sketch and content management systems like AEM and Sitecore.


I collaborate with copywriters and UX, motion and visual designers to produce best-in-class creative work. I do this by defining key brand messages, communicating the content value proposition, creating standards documentation such as style, tone of voice and accessibility guidelines, and copywriting.

Agencies I've worked with: