Laura Martin

Mumsnet is a well-known parenting website dedicated to platforming, informing, supporting, and empowering women through every stage of life, from careers and motherhood to mental health, relationships, and practical advice.

• Create and deliver relevant and relatable content to hundreds of thousands of women every day.
• Play a key role in how we speak directly to our audience, creating emails that inform, entertain and build trust, all while driving engagement and supporting business goals.
• Integrate user-led content, product launches and political campaigns with editorial priorities and commercial partner activity.
• Manage every stage of the email schedule, with responsibility for daily, weekly and solus campaigns through which I have developed the “Mumsnet voice” into a trustworthy and credible communication tool while also providing an entertaining and engaging commentary on the habits of the nine million active users of the website.
• Design, develop and deliver email campaigns that support sponsored content, affiliate partnerships and product launches, all while maintaining a trusted, user-first tone that resonates with Mumsnet’s parenting audience.
• Collaborate with external agencies to plan, design, write, and optimise emails that drive traffic and engagement. With a solid understanding of CRM, I also work closely with the sales, commercial, press, community, product and content teams to ensure every email delivers measurable results.
• Achieved faster publication timelines by streamlining editing processes.

• Produced high-performing, parent-focused commerce content that balanced editorial integrity with revenue goals.
• Wrote product roundups, buying guides, reviews, and seasonal shopping features designed to help parents make confident purchasing decisions.
• Researched, wrote, and optimised affiliate content across categories such as parenting, home, beauty, health, and lifestyle.
• Ensured all content aligned with Mumsnet’s trusted tone of voice, maintaining a user-first approach while meeting commercial KPIs.
• Used SEO tools and best practices to identify high-opportunity topics and structure content for maximum visibility and engagement.
• Moved to the email team in 2022 and began working under the channel lead to produce weekly, (then eventually all the) email campaigns.

I had my first child in 2010, and my second in 2015. During this time I worked as a freelance content creator.

I produced engaging, high-quality digital content for a diverse range of platforms, including marketing copy, press releases, affiliate content, newsletters, product descriptions, website copy, and social media content tailored to target audiences.

• Created job descriptions, setting clear expectations for roles.
• Managed complex employee relations caseloads to resolve disputes effectively.
• Oversaw performance appraisal system to drive high-performance culture within the organisation.
• Facilitated training programmes for improved employee performance and retention.
• Carried out change management initiatives, resulting in smoother transitions during restructures.
• Aligned business objectives with staff development for enhanced productivity.
• Collaborated closely with department managers, fostering better communication across teams.
• Provided advice on employment law to minimise legal risks in decision-making processes.
• Led redundancy processes with utmost sensitivity and professionalism.
• Educated line managers on policy and process
• Maintained precise, detailed staff and company records for thorough reference.

• Provided support for employee onboarding and training procedures.
• Prepared relevant HR reports as required by senior management team.
• Coordinated benefits administration for improved employee welfare.
• Maintained accurate personnel records with diligent attention to detail.
• Maintained privacy of sensitive information by adhering to data protection regulations diligently.
• Assisted in performance appraisal processes, supporting fair evaluations and promotions.
• Administered payroll duties for timely and accurate salary disbursement.
• Facilitated open communication channels for employees, enhancing overall satisfaction.
• Fostered diversity and inclusion within workplace through active participation in related initiatives.
• Liaised between different departments, facilitating smooth inter-departmental operations.
• Issued contracts, performed pre-employment checks and amended current contracts.
• Thoroughly vetted employees' qualifications, licenses and certifications, including upcoming renewals.

• Handled appointment scheduling to ensure smooth daily operations.
• Directed visitors and clients to appropriate staff, ensuring efficient service delivery.
• Utilised multi-line telephone system to manage incoming calls effectively.
• Provided valuable support during busy periods, contributing to successful operation under high pressure.
• Served as the initial point of contact for guests; providing warm greetings and helpful assistance upon arrival.
• Maintained an organised reception area for a professional business environment.
• Assisted with administrative tasks, improving overall functionality of the office.

• Evaluated supplier proposals, leading to more informed business decisions.
• Negotiated favourable terms and pricing to achieve cost savings.
• Fostered long-term relationships with suppliers, facilitating better business deals.
• Translated complex information into easily digestible content.
• Ensured consistent tone of voice across all written materials.
• Conducted thorough research for accurate and engaging copywriting.
• Produced detailed press releases for product launches.
• Optimised website content for improved search engine rankings.
• Developed persuasive sales copy to drive customer engagement.
• Managed multiple projects concurrently, ensuring timely delivery.