Professional Highlights



VP, Content

APRIL 2015 - MAY 2016

I owned the global content strategy covering site content and content marketing for, the world's largest student accommodation marketplace. It recently raised over $60M VC.

I built a team, strategy and workflows to launch the site and rapidly deliver content-rich listings for 750,000+ student beds in 15 countries in 20 languages.

After crafting the value proposition and brand story, I launched a successful social media strategy, building a highly engaged global audience (Hong Kong, Vietnam, Singapore, China, UK, US, Malaysia, Saudi and more).

From Facebook alone, I drove up to 30% of traffic, including 30% return visitors, at 1p CPC. I reached 2M highly-targeted users p.m. with minimal budget, gaining 70K engaged fans in 5 months, who gave us an incredible organic reach of up to 50% per post.


VoucherCodes - RetailMeNot, Inc. (NASDAQ: SALE)

Sr Director, Editorial & Operations

DECEMBER 2008 - APRIL 2015

I joined as employee #5, playing a key role in building VoucherCodes from start-up through to the largest online coupon site in Europe. In 2011, the business was acquired by RetailMeNot Inc (annual revenue $250m) where I continued to lead UK content operations and best practice globally during a period of huge growth culminating in a successful NASDAQ IPO in 2013.

I was responsible for all non-exclusive site and app content, scaling to deliver 60% of annual revenue. My smart, data-driven approach to optimising offer content was key to SEO dominance.

I scaled content from 2,000 offers p.m. in 2008 to 45,000+ in 2015, resulting in 8X growth to top line revenues. I was closely involved in developing content strategies to counter Google search algo updates. I developed best practice and rolled it out to ops teams in France, Germany and the Netherlands.

I offered cross-functional leadership, heading the Operational Management team and leading strategic projects, such as the launch of UGC and community that quickly grew to deliver over 20% of revenue.


London Evening Standard - Australian Associated Press

Journalist (byline Simon Kirby)

OCTOBER 2005 - DEC 2008

My news reporting career covered crime, national and state politics, and sport first in Sydney, Australia and then London, UK.

My wide experience of covering high-profile court cases, reporting from budget lock-ups, chasing raging bush fires and filing football match reports has ingrained in me how to craft compelling content across a range of subjects under intense pressure.

The writing, research and analytical skills I learned as a journalist continue to serve me well in more commercial applications.


For a more detailed breakdown of my professional experience, you can take a look at my consultancy service background information or contact me for a copy of my full CV.