Where content met coaching, and sports met strategy.
(And I proved that storytelling can move people — even off the couch.
The Role
As Editor at ELMS Sports Foundation, I worked at the intersection of content, communication, and sports development. I helped shape the brand’s voice, expand its digital presence, and bring athletic stories to life — one strategy session and sprint interval at a time.
What I Did (and Did Well)
Built and led the content strategy across platforms — from web and social media to donor communications — ensuring ELMS had a clear, consistent voice across audiences.
Managed a cross-functional team of sports scientists, content developers, designers, and photographers to produce accurate, inspiring, and visually engaging campaigns.
Revamped the ELMS website, improving content structure, flow, and visual hierarchy — resulting in a 21% boost in average traffic and improved visitor retention.
Launched a high-engagement newsletter, delivering athlete highlights, grassroots success stories, and development updates with a 70–90% click-to-open rate.
Translated data into stories — crafting compelling narratives from performance metrics and program stats that connected with partners, funders, and the public.
Collaborated with stakeholders and leadership to align messaging with ELMS’ mission of building sporting excellence at the grassroots level.
Helped humanise the brand, making complex sports development programs feel personal, accessible, and worth supporting — both emotionally and financially.
Why I Left
The project was built with a defined timeline — and once my part was done, it was time to hand over the baton. But the blend of sports + strategy? It’s stayed with me since.
What I Took With Me
- A knack for turning performance metrics into human stories
- The ability to collaborate with specialists across domains
- A deeper understanding of grassroots development and cause-led content
- And a love for writing that feels as energizing as a good workout