About Centre for Ageing Better

The Centre for Ageing Better is an independent charitable foundation and think tank, funded by an endowment from the Big Lottery Fund. Its mission is to bring about change to improve later lives. It brings fresh thinking to the challenges and opportunities that society faces as more people live longer by developing, sharing and applying evidence to help people age better.

My role: Senior Communications Manager - Digital

Key deliverables:

  • Work across organisation (Communications, Evidence, Innovation, Programmes, Operations and Finance) to design and implement Digital and Content Strategy 2017-20.

  • bbuild digital tools, channels and software to support organisational goals – amongst these a new open source content management system (Drupal 8), social listening (Pulsar), Google Ad Grants, Adwords, Analytics, Search Console, email marketing, DAM system (ResourceSpace), and digital storytelling platform (Shorthand).

  • Project manage website redesign and build from end-to-end - including invitation to tender (ITT) process, agency selection, project kick-off, stakeholder engagement, content audit, migration, and website build.

  • Content design: work with internal content creators to define content model (content types, taxonomy, metadata, page tables) collaborating with digital agency to define Drupal 8 structure, content layout, functionality, and user journeys.

  • bdeliver portfolio of workshops: website brainstorm, card sorting, taxonomy, ‘lived experience’ case studies, writing for web, and search engine optimisatIon (SEO).

  • baccessibility audit and in-house training to ensure website compliant with WCAG Level AA standard.

Achievements:

Designed digital comms strategy to transform and future‑proof substance, structure, workflow, and governance of content across all digital channels:

  • Growing website users +143%

  • Sessions +130%

  • Views 83%

  • Organic search 51% and paid search 224% within 18 months

  • Implemented Google Ad Grants and achieved Adwords 6% CTR benchmark within 2 months