<ul><li>Created digital content and consulted on content strategy for travel, finance, education, not-for-profit, and lifestyle brands in the UK and Australia. </li><li>Worked on projects for the NSW government, lifestyle and ceramics brand Winterwares, and travel brand Hostelworld.&nbsp;</li></ul>

Content Strategist, Editor & Writer

<ul><li>Developed the 2018 content strategy, supporting eight editors to produce localized travel inspiration and advice in six languages. </li><li>Worked with SEO and affiliates teams to create a data-led strategy that focused on balanced organic and paid social growth while maintaining editorial independence and leveraging the expertise of talented contributors from within our own audience. </li><li>Produced the content strategy for brand collaborations with Visit Scotland, The Body Coach, and Boiler Room and briefed internal and external teams in the production of web, editorial, video, design, and social assets for the campaigns. </li><li>Mentored a team of six direct reports in content best practice and nurtured their development in support of their career goals. </li><li>Worked with the social, influencer, and brand team leaders to develop the overall product strategy, determining how to communicate the Hostelworld message across eight markets, with a focus on dispelling outdated perceptions of hostels and the positive communal nature of hostels.</li><li>Streamlined content workflow processes across marketing, SEO, and acquisition teams to simplify and improve content production, establishing quality standards and implementing best practice processes. </li><li>Consulted on content development projects for user generated content and publishing platforms.&nbsp;</li></ul>

Global Blog & Content Editor

<ul><li>Managed AAT's editorial strategy focusing on member experience, creating content that supported students to up-skill, change careers and enter the market as qualified finance professionals. </li><li>Established the editorial vision, design, and production of AAT’s magazine ‘Accounting Technician’ for 18 issues over three years. The magazine was outdated and no longer reflecting the changing needs of its 130,000 global readers. </li><li>Led internal and external talent to reshape the editorial strategy, deliver a modern, engaging redesign, shift the tone of voice and integrate the content with other business initiatives. The publication won Best Magazine at the 2017 MemCom Awards and was highly commended for Best Membership Communication at the Association Excellence Awards 2017. </li><li>Developed and launched a new magazine for the students of AAT (20 magazine), leading on concept, structure, design, production, promotion, and distribution. Now in its second year, the magazine is a permanent publication in the AAT stable and attracts advertisers wanting to reach the student audience. </li><li>Leveraged social listening tools, keyword research, and community feedback to grow the AAT blog organically by 300% in two years. Also briefed and directed agencies and internal creative and development teams in the redesign and overhaul of the website. </li><li>Worked closely with the marketing, public relations, and public policy teams to plan and deliver creative content to increase engagement with AAT's brand and user campaigns. </li><li>Developed content for AAT's advertising partners across print and digital, leading on an advertising strategy that mirrored editorial criteria, ensuring content was of high value to the audience. </li><li>Managed the relationship with the agency and publisher to deliver Accounting Technician magazine bi-monthly, representing the needs of the AAT membership and ensuring the content reflected a modern, accessible, engaging view on finance.</li><li>Developed podcasts, video, e-learning support, newsletters, and social content. </li><li>Managed and briefed editorial projects and found and commissioned creative talent.</li></ul>

Content Manager/Content Editor

KidsXpress charity is an organization that uses art therapy to support children who have experienced trauma.<ul><li>Created case studies, brochures, and website copy for the KidsXpress charity</li><li>Articulated complex and emotional stories in a salient, meaningful way to convey the work of the charity to key stakeholders.&nbsp;</li></ul>

Copywriter

HWW (now Gracenote) is an entertainment data company powering personalized customer experience for brands such as Spotify and Ford.&nbsp;<ul><li>Worked as a regular film and television reviewer for Ninemsn’s MovieFix site, which receives more than one million visitors a month. </li><li>Wrote over 65 reviews for the site. </li><li>Supported the leadership team to acquire new business and maintain the current portfolio by managing client relationships, assisting in contract negotiation, and conducting financial reporting. </li><li>Clients: Samsung, Telstra, and Foxtel.&nbsp;&nbsp;</li></ul>

Digital Content Editor & Account Coordinator

Famous is an Australian weekly celebrity and lifestyle magazine for 18- to 29-year-old women.<ul><li>Collaborated with writers, photographers, and stylists to create 30 plus pages of fashion, beauty, and lifestyle content each week. </li><li>Curated the very best imagery to illustrate editorial content and developed image-led features. </li><li>Managed still-life production and photo shoots including directing shoots, scouting locations, and booking talent. </li><li>Partnered with the marketing and advertising teams to create advertorial content that met client needs while reflecting the Famous brand. </li><li>Nurtured relationships with picture agencies and freelance photographers to secure access to the best images for competitive rates.</li></ul>

Deputy Photo Editor/Picture Assistant

Created a content hub in three languages with the comprehensive city and country guides, featuring influencer content and inspirational video. Also produced a display ad campaign, CRM newsletters, and a paid social strategy.

Visit Scotland Campaign for Hostelworld

Dale Rolfe

Managed the content strategy, video creation, microsite build, editorial production, and copywriting for Colombia & Boiler Room campaign for Hostelworld. The campaign resulted in a 6% increase in bookings to Colombia year-on-year and a 46% increase in visits to the Hostelworld Colombia destination page.

Colombia & Boiler Room Campaign for Hostelworld

Led on the microsite build and content strategy for Hostelworld's campaign. The campaign had the highest engagement of any influencer campaign for the brand with over 333,000 video views, and a reach of 30 million.

The Body Coach Campaign for Hostelworld

Developed and launched a new magazine for the students of the Association of Accounting Technicians, leading on the concept, structure, design, production, promotion, and distribution.

20 Magazine for AAT

Established the editorial vision, design, and production of AAT’s magazine Accounting Technician for 18 issues over three years. The magazine was ranked as a top 3 benefit by AAT members and won Best Magazine at the 2017 MemCom Awards.

Accounting Technician Magazine for AAT

Created a new content strategy, built a new website, and developed a strong network of editorial contributors inside and outside of the business. Pageviews increased by 300% and unique users grew by 150%, both achieved organically.

AAT Comment Digital Publication for AAT

English (British)

Dale Rolfe is a content strategist, creative producer, and writer with over 14 years' experience creating digital and print content for travel, entertainment, finance, education, not-for-profit, and lifestyle brands in the UK and Australia. She has led the global editorial strategy for UK brands Hostelworld and AAT and written copy for youth-focused charities, the NSW government, creative small businesses, and reviewed some films of the mid-2000s. Her skills also include influencer marketing, social content, copywriting, and photo editing.

Dale Rolfe

Employment Highlights

Education Highlights

Portfolio

Visit Scotland Campaign for Hostelworld

Colombia & Boiler Room Campaign for Hostelworld

The Body Coach Campaign for Hostelworld

20 Magazine for AAT

Accounting Technician Magazine for AAT

AAT Comment Digital Publication for AAT

Visit Scotland Campaign for Hostelworld

Colombia & Boiler Room Campaign for Hostelworld

The Body Coach Campaign for Hostelworld

20 Magazine for AAT

Accounting Technician Magazine for AAT

AAT Comment Digital Publication for AAT