Describe your role
As content director I have overall responsibility for content strategy and its delivery across F+W’s two largest UK direct-to-consumer brands (Stitch Craft Create and I Love Cross Stitch)—from books to blogs, digimags and e-books, and from YouTube content to premium video—with the goal of maximising revenue growth in digital content.
What do you like best about your role?
The community focus and the ability to be truly nimble. Creating products to sell directly to our customers (that also work in the trade), based on their browsing and buying habits and key trends in the craft market. It is liberating to have that direct relationship with consumers and to have the ability to move quickly when opportunities arise.
What great new titles are you working on?
There are so many exciting projects, but Crochet Infinity Scarves and The Unofficial LEGO® Jewellery Book are two great examples of how we are capitalising on print on demand opportunities and creating books quickly to hit key trends. From conception to publication both of these titles were just three months in the making.
How do you find working in a new area of publishing?
I thrive on new challenges where there is no right or wrong answer, where nobody has worked it out for me already. You have to adapt and break new ground—that excites me. I’m lucky in that the culture at F+W is innovation-centred—we are all encouraged to test and learn without being stifled by fear of failure.
What advice would you give to someone looking to work in the industry?
Go niche! Specialise and know your market inside out. Be part of the community that you serve—only then can you truly understand your customers’ needs. Steve Jobs said it much better than me: “Get closer than ever to your customers. So close that you tell them what they need well before they realise it themselves.”
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