Summary
Overview
Work history
Education
Skills
Hobbies
Timeline
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Ben Stack

Birmingham

Summary

With over 20 years' experience in content strategy and brand positioning, I specialise in crafting compelling strategies that engage both B2B and B2C audiences. My expertise spans omnichannel content campaigns, audience intelligence, and product storytelling. Leading teams and driving meaningful brand transformation, I've consistently delivered measurable impact for some of the world's biggest brands across global markets.

Overview

20
20
years of professional experience

Work history

Head of Content

Tomorrow People
Birmingham
03.2017 - Current
  • Crafting, executing, and optimising marketing strategies to deliver against defined targets and KPIs
  • Running brand and product strategy workshops with clients to define core traits, including mission, vision, values, brand persona, tone of voice, and positioning statement – captured in a comprehensive messaging playbook
  • Conducting interviews with clients' customers and key personas to identify and document common characteristics, key learnings, and actionable insights
  • Running workshops with key stakeholders to craft a brand or product's unique story
  • Combining each brand's positioning, value proposition, and core audience insights to create omnichannel, full-funnel, go-to-market strategies that deliver results
  • Applying audience insights and brand guidelines to create copy for web, video, social, white papers, articles, thought leadership, brochures, EVPs, events, webinars, internal comms, PR…
  • Developing sales decks and training materials to align all clients around consistent messaging that focuses on value, not product features
  • Conceiving creative and personalised ABM applications that engage target accounts
  • Being the face of the agency for clients and prospects
  • Ensuring the highest quality of content is delivered by all members of the content team across the agency's portfolio of clients
  • Responding to briefs and analysing market opportunities to craft standout pitches that convert prospects into long-term clients

EU Copywriter Manager

HomeAway/Expedia
London
01.2014 - 03.2017
  • Developing and executing strategic campaigns to drive awareness and growth across both demand (holidaymakers) and supply (homeowners and property managers) channels
  • Creating the company's first style guide, helping to define the tone of voice, map the customer journey, and perfect the user experience across multiple channels
  • Developing a defined process for engaging creative services, from brief and initial concepts, through to approval and localisation across multiple brands and language
  • Overseeing the team of European copywriters, incorporating an internal team covering core languages, and external contractors for secondary languages
  • Producing B2B copy for property managers and property owners, including product launches, acquisition and retention comms and initiatives, sales and special offers, and educational tips to encourage best practice
  • Boosting brand awareness and demand from holidaymakers through advertising, sponsorship promotions, competitions, social media, inspirational emails, and online content
  • Internally reviewing all new copy within the EU, ensuring it was on brand, delivered against the brief, and produced the best results possible

Senior Creative Copywriter

British Airways/Schawk Creative
London
09.2006 - 12.2013
  • Producing copy for both above the line and below the line communications, including adverts in the national and international press, emails and PDFs to customers and trade partners, events collateral and posters, web content, signage within airport terminals, and internal communications
  • Ensuring consistency in the client's tone of voice and branding, including proofreading and approving copy from partners
  • Working directly alongside the Creative Director and acting as head of studio in his absence
  • Ownership of a job from receiving the brief, researching, creating initial concepts, presenting to clients, and through to final approval

Writer and interviewer

Parliamentary Projects
London
08.2005 - 09.2006
  • Researching and writing television shows on various socio-political topics
  • Interviewing MPs, heads of businesses, charity workers, and all other relevant parties
  • Deconstructing all interviews to assemble a coherent narrative for a final TV programme

Education

BA Hons - French Language and Literature

Leeds University

A levels - History A, French B, English B

King Edward VI Aston School
Birmingham

GCSEs - 10 grade A to C passes

King Edward VI Aston School

Skills

  • Content strategy
  • Brand and product positioning
  • Audience intelligence
  • B2B and B2C
  • Creative copywriting
  • Brand storytelling
  • Sales enablement
  • Team management
  • Stakeholder management
  • ABM
  • EVP

Hobbies

  • Music – Playing, writing, recording, and listening
  • Sport – 1st XV rugby captain, semi-professional footballer, marathon runner, keen cyclist
  • Literature – Classics to modern fiction
  • Quizzes – Crosswords and pub quizzes

Timeline

Head of Content

Tomorrow People
03.2017 - Current

EU Copywriter Manager

HomeAway/Expedia
01.2014 - 03.2017

Senior Creative Copywriter

British Airways/Schawk Creative
09.2006 - 12.2013

Writer and interviewer

Parliamentary Projects
08.2005 - 09.2006

BA Hons - French Language and Literature

Leeds University

A levels - History A, French B, English B

King Edward VI Aston School

GCSEs - 10 grade A to C passes

King Edward VI Aston School

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