Website project management

I worked with MadDogSki for four years, project managing the redesign, build, implementation and ongoing strategy of the popular travel website. Setting out from a successful series of printed guidebooks, the challenge was to make strategic use of the many online and digital platforms to bring a consistent message, retaining existing readers while growing site traffic, user engagement and interaction and the scope of the website. I managed the big picture, for example which online options to focus on, the overall editorial strategy of the site, determining target audience, revenue and traffic opportunities, and positioning within the ski and media industries.

Content creation

I also managed the day-to-day running of the website and the relaunch project, included creating design and tone of voice, commissioning, production, distribution and marketing. Through this hands-on project I also gained a firm understanding of the underlying technical challenges and requirements.

Working with agencies

The most senior member of the team, I was principle liaison and problem-solver with a number of external agencies, from the web development partner, the SEO consultants, app developers etc, while managing the in-house team. Together we produced a world-class website that launched in September 2011.


As part of the video strategy for MadDogSki I was responsible for commissioning films from various sources. This ranges from appointing professional production companies to training amateur bloggers and fellow team members. I filmed, presented and produced the majority of the videos alongside the production company Cox&Jones; you can see examples on the MadDogSki website here and here, or watch them below:

Resort portrait of Are, Sweden

The Three Valleys Challenge


Taking a popular series of printed guidebooks to an online audience




I planned, commissioned, wrote and sub-edited ski and lifestyle features and newsletters for the well-respected ski travel website, MadDogSki (
The role grew to include project managing the total redesign and build of the ambitious website. I oversaw all aspects, from design and tone, commissioning freelancers and appointing agencies, to devising functionality, content and social media strategy. 
I also managed the marketing and promotion of the site, through events, consumer and b2b communications.


Blogs & newsletters
Content creation
Social media