The brief
SickKids has one of the most recognizable brands in Canadian healthcare, but the content function was fragmented — multiple voices, no clear editorial cadence, audience satisfaction stuck at 80%. The brief was to bring strategic discipline to a creative team without flattening what made the writing land.
What I led
- Editorial strategy and brand voice work. Defined audience pillars, content rhythm, and a voice guide the team could actually use day-to-day — written for professional and public audiences in parallel
- Team leadership. Coached a 15-person content team across writing, editing, and distribution. Built a publishing rhythm of 25+ pieces per month
- Data-informed editorial. Used Google Analytics to track which pieces resonated, what topics were searched, and where engagement dropped — feeding insights back into the next content cycle
- Channel strategy. Email, blog, and digital platforms working together; subscription funnel tuned to convert engaged readers without compromising the trust the brand had built
Outcomes
- Audience satisfaction from 80% to 95% in six months — the most direct proof that brand voice and editorial discipline were landing
- +15% subscriptions in 40 days from the email program rebuild
- Team confidence and tenure improved alongside the metrics — content people stayed
Why it matters
This is the case study for any role asking “can you lead a content team and grow audience trust with strategy, not just volume?” The work transfers cleanly to any consumer, brand, or editorial leadership role where the goal is to build something readers come back to.