Digital content & social strategy lead
Leading content strategy across web, social, partnerships and production—turning commercial and brand objectives into useful, watchable and shareable work.
01 / Selected work
Web and social
production.
A selection of strategy, partnerships, live sport, creator work and hands-on production.
View post ↗
Allwyn × McLaren Scratch Car
Led social content strategy and production briefing for a global campaign that turned a full-size paper F1 car into an interactive fan experience in Las Vegas.
23M+ combined views across Allwyn and McLaren channelsRead the campaign story ↗
View post ↗
McLaren Racing Live in Miami
Led a multi-day influencer and organic campaign activating Allwyn’s McLaren partnership—managing a production crew and creating bespoke social content around a major live moment.
600K+ views across Allwyn and McLaren channels
View post ↗
Trackside creator programme
Implementing the creator strategy across F1 race weekends, while managing the agency, budgets, logistics, briefing and stakeholder approvals.
700K impressions across the 2026 season so far
Watch film ↗
Branded content series with McLaren
Developed the creative brief in partnership with McLaren and liaised with the creative agency to create fan-first entertainment featuring its Formula 1 drivers.
#2 highest-performing McLaren branded content series since 2024
View post ↗
Allwyn × McLaren Racing Live in Athens
Content strategy and on-location production for a live partnership activation, coordinating stories, creators and delivery around the event.
Launched 26 August ahead of the October event day
STORIESWatch CommuniTea Break ↗
Post Office community storytelling
Developed and produced CommuniTea Break and a series of Postmaster profiles—researching, shaping and filming stories that helped build trust with Postmasters at a time when the business needed to listen, communicate clearly and strengthen relationships.
Watch episode ↗
LondonTheatre Podcast
End-to-end production from ideation and contributor planning through filming, editing, approvals and publishing.
Watch episode ↗
Cast Mates
A repeatable YouTube format that I took from original concept through filming, edit, talent approvals and publication.
WEEKENDSVisit the blog ↗
Motorsport Tickets blog
Editorial strategy for a global motorsport travel publication, combining audience insight, SEO and commercially useful content to help fans plan race weekends.
Grew from 0 to 100K weekly visitors in one year
THEATREVisit the site ↗
Editor, LondonTheatre
Editorial leadership across news, features and ticketing content—connecting audience needs with the publication’s commercial priorities.
12% growth in ticket sales from editorial content
03 / About
Strategic leadership.
Practical delivery.
Will is a digital content and social strategy lead with more than a decade of experience across sport, entertainment, ticketing and highly regulated global brands. His work combines the strategy, teams and systems behind strong content with a close understanding of the craft required to deliver it.
Core expertise
- Social & content strategy
- Content operations
- Creator campaigns
- Agency & partner management
- Web, SEO & audience growth
Career history
- Group Digital and Content Manager — Allwyn · 2024—Now
- Creative Content Advisor — Post Office · 2022—2024
- Digital Content Manager — Motorsport Network · 2020—2022
- Lead Editor — Encore Tickets / TodayTix · 2017—2020
- Editorial Assistant — WhatsOnStage · 2016—2017
Target roles
- Head of Content
- Senior Content Manager
- Ambitious, audience-led teams
- Strategic and creative scope
EducationUniversity of Lincoln · BA Journalism (Hons) · 2013—2016
Allwyn × McLaren Scratch Car
Led social content strategy and production briefing for a global campaign that turned a full-size paper F1 car into an interactive fan experience in Las Vegas.
23M+ combined views across Allwyn and McLaren channelsRead the campaign story ↗McLaren Racing Live in Miami
Led a multi-day influencer and organic campaign activating Allwyn’s McLaren partnership—managing a production crew and creating bespoke social content around a major live moment.
600K+ views across Allwyn and McLaren channelsTrackside creator programme
Implementing the creator strategy across F1 race weekends, while managing the agency, budgets, logistics, briefing and stakeholder approvals.
700K impressions across the 2026 season so farBranded content series with McLaren
Developed the creative brief in partnership with McLaren and liaised with the creative agency to create fan-first entertainment featuring its Formula 1 drivers.
#2 highest-performing McLaren branded content series since 2024Allwyn × McLaren Racing Live in Athens
Content strategy and on-location production for a live partnership activation, coordinating stories, creators and delivery around the event.
Launched 26 August ahead of the October event daySTORIESWatch CommuniTea Break ↗
Post Office community storytelling
Developed and produced CommuniTea Break and a series of Postmaster profiles—researching, shaping and filming stories that helped build trust with Postmasters at a time when the business needed to listen, communicate clearly and strengthen relationships.
LondonTheatre Podcast
End-to-end production from ideation and contributor planning through filming, editing, approvals and publishing.
Cast Mates
A repeatable YouTube format that I took from original concept through filming, edit, talent approvals and publication.
WEEKENDSVisit the blog ↗
Motorsport Tickets blog
Editorial strategy for a global motorsport travel publication, combining audience insight, SEO and commercially useful content to help fans plan race weekends.
Grew from 0 to 100K weekly visitors in one yearTHEATREVisit the site ↗
Editor, LondonTheatre
Editorial leadership across news, features and ticketing content—connecting audience needs with the publication’s commercial priorities.
12% growth in ticket sales from editorial content