Jenny Childs

• Lead content design across two squads for Vaccination Digital Services, managing the end-to-end content journey using UCD principles.
• Conduct discovery, user research, testing, and analytics to understand user needs and form working hypotheses.
• Create front-end UI content to make the Select and Invite service more efficient, scalable, and secure.
• Advocate for users while navigating complex technical and clinical language.
• Lead content strategy across work streams, collaborating with cross-functional teams and senior stakeholders.

• Delivered content strategy and audits for the NHS website, including the COVID-19 hub (reduced from 70+ pages to 24 pages).
• Led the Your Covid Recovery migration project: audited 120 pages, triangulated analytics, survey data, user needs, and expert input to integrate content into NHS.UK, resulting in savings of over £300k and consolidation to a single long COVID page.
• Identified content gaps and quick-win opportunities, such as new components, improved links, and enhanced navigation for users.
• Worked with SEO and analytics teams to ensure migrated content met real user needs.
• Applied GDS content principles to make content clear, accessible, and easy to navigate.

• Created user-centred, accessible content for the NHS COVID-19 app in a fast-paced environment with frequent policy changes.
• Participated in regular user research sessions and agile sprints to improve content quality and user journeys.
• Built strong stakeholder relationships to ensure alignment of content strategy with organisational goals.

• Managed the content design team for Vitality's logged-in website and app
• Led the content strategy for a migration of 2,500+ member web pages from Sitecore 6.6 to Sitecore 9. This project also included migrating app content to the new CMS platform.
• Conducted extensive audits, content mapping, user testing, and stakeholder consultation.
• Rewrote all member web content to align with the new design system and UI.
• Designed end-to-end content for a new digital claims service, balancing business, user, marketing, and clinical requirements.
• Managed the content design team, working closely with senior stakeholders to launch new products, benefits, and partners.

• Managed the digital content team and CMS platforms to deliver new capabilities across multiple brand sites.
• Repurposed and rebranded the Rias brand site and launched the new Elastic product online.
• Ensured regulatory compliance and consistency of brand propositions across digital channels.

• Developed clear, engaging content across consumer channels to improve experience and increase traffic.
• Created an interactive fraud tool and web and video content for campaigns including 'Start Today' a marketing initiative to inspire people to pursue their goals, showcasing the flexibility of contactless payments.

Wrote and edited structured Google hotel descriptions for global markets, ensuring style and tone consistency.

• Created digital and print content for multiple TUI brands.
• Led copywriting team for First Choice UK, producing engaging web, brochure, and marketing content.
• Developed tone of voice guidelines for Thomson, First Choice and CruiseDeals rebrands.