Crystallising complex propositions and crafting compelling messaging

My relationship with PwC spans almost a decade. I began my career in the firm’s content team, where I led on global campaigns and editorial initiatives, before returning to work with the business on a freelance basis, supporting its teams with value propositions, messaging and marketing content.

My role

Building global campaigns and editorial platforms

I started my career at PwC in the content team, leading major thought leadership initiatives. These included the Women in Work report, a study examining female economic empowerment across OECD countries, and Business in Focus, a podcast and editorial platform that became a successful driver of commercial activity. I also led the content workstream for New world. New skills, helping embed its core messages across multiple campaigns.

This role gave me strong experience in working with complex research and subject matter experts to create accessible stories that engage business leaders.

Continuing the relationship through strategic messaging

Since returning to PwC as a freelance partner, I’ve worked on a range of global and UK marketing projects, helping teams sharpen their propositions and translate specialist expertise into compelling client-facing communications.

My work has included interviewing global audit leaders and developing a new Global Audit value proposition and messaging framework, drafting the global Leaders Solving for Tomorrow services webpage, and supporting the development of UK sector narratives across Health, Government & Public Sector, Banking and Insurance.

I’ve also developed value propositions and supporting content for Energy and Manufacturing Industry Cloud Solutions, helping articulate the benefits of these offerings for clients.

Across all these projects, I’ve combined stakeholder interviews, strategic thinking and hands-on writing to bring clarity to complex subject matter and create messaging that teams can use across marketing, websites and business development.

Results

During my time in PwC’s content team, I helped deliver several high-profile global thought leadership campaigns with tangible results.

Business in Focus became PwC’s most successful podcast, attracting more than 8,000 listens and 150 subscribers, and was shortlisted for a B2B Marketing Award. The Women in Work Index also achieved significant media reach: its 2021 report was featured on BBC Radio 4’s Today programme and covered by publications including The Times, The Telegraph and City AM.

Since returning to PwC as a freelance partner, I’ve continued to support the firm in translating its expertise into stronger market propositions, from global audit messaging to sector narratives and industry-specific marketing content.