Cath Everett

Scope: Responsible for the content and localised experience across 4 fitness and wellness apps

• Leading across a multi-product wellness portfolio, shaping scalable content, localisation and experience strategy.
• Driving the consolidation of multiple apps into a unified content infrastructure and CMS, enabling modular, reusable and localised content delivery at scale.
• Building structured, AI-enabled content systems to improve operational efficiency, experimentation, personalisation and speed to market.
• Developing data-informed content experiences that integrate behavioural, contextual and product signals to deliver more relevant and dynamic user journeys.
• Designing scalable operating models and governance frameworks to support consistent, high-quality expertise delivery across products, teams and platforms.

Scope: Led Product, Design and Research across web and app, accountable for engagement, in-app subscription revenue and consumables revenue.

• Transformed the Product and Engineering organisation from a waterfall delivery model into agile, cross-functional squads.
• Pivoted product strategy to better align with Feeld’s target demographic, driving +34% growth in new users under 28.
• Repositioned the website into the company’s highest-performing non-organic acquisition channel, increasing Day 7 LTV.
• Led the end-to-end rebrand of the product and website across UX, positioning and visual identity.

• Scope: 15 writers, three continents
• Product Content, Brand, Editorial, SEO, Marketing, B2B and Creative
• Defined and established Content and Copy as a crucial discipline and business partner. I became a trusted advisor to the CEO and Exec and demonstrated the importance of brand and messaging to the company.
• Built team of UX, Editorial and Creative specialists from scratch, establishing processes and standards.
• Reset the company language and tone of voice across 35 languages - achieving 90% confidence rating from travellers for quality, friendliness and clarity.
• Pitched cost-value analysis of non-English content creation to Exec resulting in 7 million news sessions, 301K lifecycle sessions & 34K social sessions pcm.
• Appointed by CMO as Creative Director to create name, logo and creative for sustainable tourism initiative

Scope: International Content and Communications, Creative, Editorial and Brand

Hired as the first content strategist, I set a new editorial standard that generated demand for less technical, broader reaching content and led to the creation of a Global Content Team located in 3 regions AMER, EMEA and APAC.

• Uncovered the business value proposition by pinpointing the difference in WoodMac's intelligence and translated it into compelling content solutions that increased engagement across target segments.
• Repositioned the brand and rewrote wrote the end-to-end user journey for the website launch, resulting in 41% increase in users and 33% growth in ecommerce revenue YoY.
• Cut through the complexities of the energy industries to create taxonomies and content that increased client enquiries by 20%.
• Diversified content formats including video, infographics and podcasts to modernise communication channels.
• Trained writers and marketers in brand voice and copywriting best practice, led workshops across APAC, AMER and EMEA to embed skills and sustain long-term content transformation.

• Leading the Features Team to push boundaries with must-read health, fitness and psych stories that redefined quality standards.
• Led on future planning and worked directly with the editor on each issue strategy whilst liaising with commercial to maximise revenue.
• Sourced and commissioned a global network of writers, health experts and celebrity columnists.
• Secured exclusive first-person, global features and book extracts that connected with audience.

• Found elusive and emotive human interest stories within 24-hour deadlines to find the LOOK angle on news stories including, natural disasters, social trends and international events.
• Secured celebrity interviews during key world events, including the London riots and Texas hurricane.
• Led features for 'themed' issues including London 2012 Olympics - ran exclusives with top athletes.
• Ensured all features were timely, topical and championed women at a time when other publications focused on negative celebrity body image.

• Successfully pitching health and feature ideas to the Editor on a regular basis - researching, writing and visually directing from start to finish.
• Securing and writing exclusive reports and features (I was the only journalist to speak to Joan Lawrence mother to missing chef Claudia Lawrence) by building trust and empathy.
• Attended and reported on high-profile events such as the Women of the Year Awards, book and film launches.

• Leader of the features team that achieved average circulation of 431,500 - the highest in three years and a 3.8% YoY increase.
• Led interviews with prime ministers, A-List celebrities and female business leaders who embodied the readership's values and aspirations.

• Created all content for the annual Cosmopolitan Ultimate Women Awards and reported upon high-profile women's issues such as voting rights and sexual health provision.