Delish

The Challenge:

Delish UK launched as a brand-new extension of the successful US food platform, but needed to resonate with a UK audience both visually, culturally, and editorially. The challenge: build an editorial identity that honoured the original brand but felt distinctly British. This meant adapting and localising US content, creating new franchises, and growing a UK audience from scratch across web, video, social, and beyond.

My Approach:

As founding Editor, I led the brand's UK launch and shaped its editorial vision for nearly four years. I developed and executed SEO-led content strategies to fill key gaps and drive sustained traffic growth. I built and managed a multi-skilled team of recipe developers, content creators, and videographers, streamlining workflows and setting a high bar for quality and tone. I worked closely with data, social and SEO teams to ensure platform alignment, and partnered with commercial leads to create impactful branded content campaigns that drove both traffic and revenue.

The Outcome:

Delish UK attracted over 25M users, with wins including growing e-commerce revenue by 275% year-on-year, and quickly became Hearst UK’s fastest-growing food brand on social media. The brand earned multiple accolades and industry recognition, including my inclusion in the Forbes 30 Under 30 list. It became one of the leading food content platforms in the UK, known for its bold, joyful editorial tone and commercial agility.