United Kingdom

BA (Hons)

Helen Rapp

Content Designer

Introduce yourself, define mentoring expectations and goals. Learn and grow together.

General mentorship

Making remote and globally distributed teams work for you and your needs.

Working remotely

Learn essential burnout prevention techniques and replenish physical and emotional energy.

Managing burnout

Talk to people who have learned to manage their imposter syndrome.

Dealing with imposter syndrome

Navigating micro-aggression, getting paid what you are worth and finding a community.

Being a woman in tech

Strategies for maximizing your design internship or co-op program.

Getting the most out of my internship

Tips for transitioning into a new role or company.

Changing roles

How to think about design career paths and what progression looks like for designers?

Design career path

Get actionable feedback on your resume or portfolio.

Resume and portfolio review

Practice HR, technical and behavioural interviews with mentors.

Practice mock interviews

Talk to people who've broken into the tech industry and learn their stories.

Breaking into tech

Learn the best ways to answer technical interview questions with frameworks

Acing technical interview questions

Methods of prototyping and solution validation. When to use which kind of prototype (eg. Webflow, Notion, etc)

Prototyping methods and tips

Learn how to properly present your work and share ideas and opinions.

Presenting your work with impact

Tips on how to work and collaborate with designers.

Working with designers

How to work with team members with different skill sets but towards a common goal?

Working cross-functionally

Managing being the only designer at your company and working with non-designers.

Being the only designer

Ways and resources to improve your design skills.

Improving design skills

Navigating the working relationship with PM's and engineers as a designer.

Working with product and engineering

How to set up product analytics and metrics to track success?

Leveraging Product Analytics

Ways to provide constructive feedback to team members.

Giving effective feedback

What is a successful user onboarding flow and how to achieve it?

Onboarding new users

Content design on a range of AND Digital client projects, working in multidisciplinary agile teams:

- Mobile app redesign, financial services client
- Private beta, Department for Education
- Alpha, Department for Education
- Discovery, alpha and public beta support, Department for Education

I headed up a team of four content professionals in the Digital Marketing division at MAGO - Manchester Airport Group's in-house digital agency. I was responsible for:

 - Content strategy for our websites and app
 - Content design
 - Content marketing (for CRM, SEO and paid social)
 - UX writing
 - Influencer marketing
 - Copywriting

Manchester Airport Group includes Manchester Airport, East Midlands Airport and London Stansted Airport, plus lounges and parking operations in the USA and Australia.

MAGO works across all airport products, including parking, retail, travel, transfers and lounges. My team and I also supported airport operations with user-centred information content.

Travel blogger at helenonherholidays.com, monetised with affiliate marketing, partnerships and display ads. Traffic comes from SEO and Pinterest marketing. 18k page views a month (July 2021).

Having a blog has kept me up to date with the digital marketing disciplines that currently aren't core to my day job and has helped me develop new skills, for example, video creation using Adobe Premiere Pro. It's also a great way to understand influencer marketing from the content creator side.

Responsible for setting and delivering a content and SEO strategy supporting both Morrisons stores and the Morrisons.com online groceries business, leading a team of three.

Delivered:

Brand new Morrisons Blog. Restructured, replatformed and migrated the best of the old site to a new content hub. Convinced internal stakeholders of the new approach, selected and specified new CMS, launched new site and managed content calendar, working with marketing teams, stores, PR and Community team.  

Complete refresh of the Morrisons.com store finder. Led on user requirements, SEO considerations, internal systems integration, Google My Business integration and internal user experience. Project managed design, development, rollout and ongoing updates. The new version of the storefinder takes minutes to update the entire store estate opening hours compared to several days with the old manual system. It also allows for personalisation at a store level, for example to announce new store features or the availability of online shopping.

Complete replatform of Morrisons recipes to a new shoppable recipes site on Morrisons.com, with extra content to support key trading events and PR initiatives. Visitors to the new recipes pages had average basket value significantly higher than non-visitors.

Global digital marketing strategy and execution for PZ Cussons' Personal Wash health and beauty brands, including Imperial Leather, Carex and Original Source, plus a range of regional brands. Markets covered: UK, Poland, Greece, Indonesia, Thailand, India, Nigeria, Ghana, Kenya, UAE and Australia.

Worked closely with international Heads of Brands, regional Marketing Directors and in-market teams to optimise digital activity, amplify offline campaigns with digital, and coach local marketing teams in digital planning and execution.

Launched new global, fully responsive, multilingual, CMS driven websites for all three brands to replace a motley collection of legacy sites. Managed stakeholder communications, site design and structure, content creation, international roll-out, local market training and campaign execution on the new platform. 

Digital marketing leadership for international projects including the launch of the Original Source brand in Indonesia, Germany and Thailand, sponsorship activity in Australia, social media activity in Nigeria, Ghana and Kenya, and strategic support for campaigns in the UK.

Supported teams in Indonesia, Australia, Nigeria, Ghana and Kenya with digital agency selection.

Line management of Digital Brand Manager.

Developed the ecommerce and digital marketing strategy for Silentnight and a number of other Silentnight Group brands.

Set and delivered digital marketing strategy for Scholl footwear and footcare in over 30 countries.

Optimised Scholl's online presences worldwide using content marketing, PPC, SEO, e-commerce, display advertising and social media.

Created digital “toolkits” containing online marketing materials and product-specific strategy to be used by local Scholl markets around the world. This allowed them to deploy digital marketing activity quickly and cost-effectively, without needing to have a digital marketing specialist in-market. Toolkits covered opportunity analysis, PPC, SEO, display, eCRM, content and social media.

Heavily involved in integrating digital marketing teams into Reckitt Benckiser’s marketing function following the acquisition of SSL International by Reckitt Benckiser in November 2010.

Line management of Digital Experience Analyst.

Product management of a growing motoring classifieds website, focused on delivering a superb experience for users, maximising response to dealers and creating value for shareholders. 

Also responsible for 70 local websites, operated on behalf of local newspaper groups.

Projects included the creation of new online products to be sold to clients, a mobile site, an iPhone app, co-branded sites with partners such as Orange, Yahoo! and the Daily Mail and several significant redesign projects.

Created and delivered content strategy designed to enhance brand awareness and trust. Planned full agile content roadmap from initial launch, through feature enhancements to integration with the main classifieds search.

Developed and implemented B2B and B2C social media strategies. By March 2010 the Motors.co.uk YouTube channel had over 10x more views than Autotrader’s.

Managed SEO, PPC, web design and development agencies, including offshore partners.

Line management of User Experience Designer and Product & Marketing Executive.

Responsible for the games download product experience on Orange’s web and mobile sites.

Trading and merchandising of mobile games service, including negotiation with over 40 suppliers, content selection, scheduling content for launch, pricing, user experience from landing page to transaction and product lifecycle management.

Measured on repeat usage and sales. Exceeded 2006 revenue targets by £500k, without any marketing budget. 

Created and delivered segmented user experience, providing over 100 variations of the online experience depending on user profile. 

Conducted regular reviews of site content and layout. One change increased usage from a segment of our customer base by 30%. 

Developed strategy for marketing to users via SMS and MMS.

Achieved world first with launch of play for cash mobile casino.

Managed a team of four.

A journalism role, working on the pioneering Ananova news website. https://en.m.wikipedia.org/wiki/Ananova

Created new content and updated front pages on the Ananova website using news judgement, sub-editing, picture editing and design skills.

Compiled daily email briefings which were delivered to subscribers and encouraged them to sign up for additional targeted services.

Responsible for several channels on the Supanet web portal and for special event mini sites.

Researched new content, wrote features for the portal, updated channels and implemented improvements to the customer experience.

Project managed the design, development and delivery of new Communities channel to expand Supanet's display advertising inventory and encourage user-generated content.

Responsible for research, typesetting, and production of NTC Publications' market intelligence books; also contributed to World Advertising Research Center website - http://www.warc.com.

Helen Rapp🇬🇧

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