Company: Sledge Ltd
Position: Content Director
Dates: Sep 2006 – Aug 2008
Project: (site now offline)
Background: In 2006, the UK Film Council (the Government's strategic agency for film in the UK) appointed Sledge to set up and run the consumer entertainment website The project was part of the council’s Audience Development Scheme to help more people to discover a wider range of films, primarily at the cinema and on DVD.


Writing copy for

  • All static copy on site: introductions to sections, instructions, buttons, alt text, help text and error messages
  • Dynamic copy: movie synopses, weekly ‘Editor’s Choice’ film review, events, news and offers
    SEO copy: page titles, descriptions, keywords and alt text for site and reciprocal links
  • Widget copy: e.g. for myfilms ‘screening alerter’ (widget for distributor film websites) and iGoogle

Writing all copy for customer communications:

  • Auto generated communications: weekly wishlist/movie alerts, welcome and confirmation emails, friends invites etc
  • Weekly newsletter: highlights/news, new film releases, new trailers, ‘Editor’s Choice’ and offers
  • Regular promotional emails: myfilms offers and invites, site updates and invites to participate in research
  • myfilms strategic documents: internal strategies, client reports and industry information

Managing press/PR:

  • Briefing in objectives
  • Managing budgets
  • Writing press releases and providing journalists with material for features
  • Managing campaigns and commissing PR agency for specific activities

Managing press/PR and research activities:

  • Briefing in objectives and commissioning primary and secondary research
  • Managing budgets
  • Working closely with UK Film Council's Research and Statistics Unit and Cass Business School
  • Managing qualitative user testing and quantitative online feedback and using results to feed into strategy

Writing and editing articles on

  • Writing: film reviews, articles and cast/crew interviews
  • Editing: reviews and articles written by colleagues and freelance writers

Managing external and internal relationships:

  • Developing promotional opportunities with partners, including Sky, LoveFilm, IPC Media, The Times and Carlton Screen Advertising
  • Managing relationships with distributors, digital agencies and exhibitors
  • Managing junior members of staff and freelance writers − setting projects, briefing and providing guidance

Developing content and user journey on from concept to completion:

  • Advising on design and layout
  • Devising and implementing content strategy
  • Working with Digital Project Manager on wire-frames to ensure incorporation of all content and smoothest user journey
  • Managing usability testing of design and functionality, assessing results and using findings to refine site offering
  • Implementing SEO strategies in conjunction with SEO consultant
  • Testing functionality and navigation of site
  • Working with designers and programmers to refine sections of the site, iron out technical content-related issues and create new pages




07930 400 720


London, UK






spacerSkills gained:

  • Developed knowledge of web development
    Mastered ability to understand technicalities and translate them into simple language
  • Developed creative and report writing skills
  • Built on experience of online marketing and customer communications
  • Honed relationship management skills

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