https://jackandrewlenton.cargo.site jackandrewlenton Fri, 28 Aug 2026 10:12:26 +0000 https://jackandrewlenton.cargo.site en https://jackandrewlenton.cargo.site/Home-1 Thu, 24 Mar 2022 09:43:01 +0000 jackandrewlenton https://jackandrewlenton.cargo.site/Home-1 About&nbsp; | Resume | &nbsp;Projects&nbsp; | &nbsp;Poetry &nbsp;| &nbsp;Scrapbook &nbsp;| &nbsp;Contact &nbsp;&nbsp; PORTFOLIO 2026 August, 2026 Communications AI suite Company: Frontiers MediaIndustry: Scientific publishingLocation: UK &amp; EuropeType: B2CPlatform: Contentful, Figma, Miro, SalesforceProject skills: Interviewing, R&amp;D, Strategy, Branding, UX writing, SEO, Content Creation, Copywriting <img width="1257" height="2209" width_o="1257" height_o="2209" data-src="https://freight.cargo.site/t/original/i/ad62350386e56b4ed670f10f2a40fb441efef3c9a7f07eb00807552b3e0671ec/Research-Topics-pillar.png" data-mid="240720659" border="0" src="https://freight.cargo.site/w/1000/i/ad62350386e56b4ed670f10f2a40fb441efef3c9a7f07eb00807552b3e0671ec/Research-Topics-pillar.png" /> I recently designed, developed, and tested a suite of AI agents using GPT Enterprise to enhance how our teams communicate, create, and collaborate at Frontiers. What started as an experiment in generative design became a fully functional set of tools now being rolled out across UX Design, Product, Communications, and front-line teams. Each agent was built with a different mission: to help us understand our audiences through data-driven empathy, to protect and evolve our brand voice, and to make writing clearer, faster, and more human. The work combined system design, user testing, and iterative refinement — transforming static guidelines into living, conversational assistants. Through multiple pilot programs and specialist feedback sessions, I improved each model’s ability to check for tone, consistency, and context while keeping the human at the center of every interaction. Together, these agents form a Communications Intelligence Agency — a connected ecosystem of purpose-built tools that empower teams to create with confidence, align with brand, and communicate science in ways that truly resonate. Read more November, 2025 From questions to confidence &nbsp; Company: Frontiers MediaIndustry: Scientific publishingLocation: UK &amp; EuropeType: B2CPlatform: Contentful, Figma, Miro, SalesforceProject skills: Interviewing, R&amp;D, Strategy, Branding, UX writing, SEO, Content Creation, Copywriting <img width="1257" height="2209" width_o="1257" height_o="2209" data-src="https://freight.cargo.site/t/original/i/ad62350386e56b4ed670f10f2a40fb441efef3c9a7f07eb00807552b3e0671ec/Research-Topics-pillar.png" data-mid="240720659" border="0" src="https://freight.cargo.site/w/1000/i/ad62350386e56b4ed670f10f2a40fb441efef3c9a7f07eb00807552b3e0671ec/Research-Topics-pillar.png" /> About: Frontiers Media is the world’s 3rd most cited scientific publisher. With over 2.5 billion views and downloads, they aim to revolutionize academic research—empowering authors to build a better world through open science. Frontiers needed: A centralized, user-friendly online resource for authors - helping them navigate publishing, find clear answers, and feel supported throughout the submission process. Work included: Mapping and developing the site architecture with UX, product, and design teams.Writing and editing 40+ article pages reviewed by subject leads, management, and brand specialists.Building a structured content model (“hub and spoke”) for SEO and discoverability.Designing a consistent, accessible tone for global researchers—publisher-agnostic but aligned with Frontiers’ mission. Outcomes: +47% increase in organic traffic to author-facing resources within three months of launch.Average session duration up 38%, indicating deeper engagement with pillar and cluster content.Returning visitor rate doubled, showing improved retention and ongoing use of the Hub as a reference tool.Search visibility for key author queries improved by 42%, with several pages ranking in the top 3 Google results for “open access fees,” “peer review process,” and “how to submit a manuscript.” January, 2024 Making Science Click Company: Frontiers MediaIndustry: Scientific publishingLocation: UK &amp; EuropeType: B2CPlatform: Contentful, Figma, Miro, SalesforceProject skills: Interviewing, R&amp;D, Strategy, Branding, UX writing, SEO, Content Creation, Copywriting <img width="1442" height="3025" width_o="1442" height_o="3025" data-src="https://freight.cargo.site/t/original/i/f0170c091146700620cbe6b79cf0a07921901574f051d1658b0b0b50d83356e0/Email-for-Frontiers.png" data-mid="202010709" border="0" src="https://freight.cargo.site/w/1000/i/f0170c091146700620cbe6b79cf0a07921901574f051d1658b0b0b50d83356e0/Email-for-Frontiers.png" /> About: Frontiers Media is the world’s 3rd most cited scientific publisher. With over 2.5 billion views and downloads, they aim to revolutionise academic research - empowering authors to build a better world through open science. Frontiers needed: An overhaul of the current email marketing strategy Moving from a plain-text format to a visual template Email templates that ensure recipients feel confident and motivated to accept our invitations Work included: Prototyping and testing information architecture and hierarchies with target audiences. Working alongside UX researchers, developers, and QA teams to create testable formats. Testing different tones and voices with researchers to hone the best approach for final use. Outcomes: Improved open rates (top rate rise of 16% in 2023). Click-through rate rise (32%). Increase in conversion rates of new customers (7%). June, 2020 Throwing Shade(s) Company: Island OpticsIndustry: Sunglasses / eCommerceLocation: USAType: B2CPlatform: Google Drive, Shopify, SEM RushProject skills:Strategy, Branding, Marketing Campaigns, SEO, Content Creation, Copywriting, Website Copy <img width="1920" height="6712" width_o="1920" height_o="6712" data-src="https://freight.cargo.site/t/original/i/ed53eb97fe97a073e219f0317646e0bcf3e2472073084f3e784e7d132d94f4c3/screencapture-islandoptics-pages-faqs-2024-01-12-08_54_29.png" data-mid="202013057" border="0" src="https://freight.cargo.site/w/1000/i/ed53eb97fe97a073e219f0317646e0bcf3e2472073084f3e784e7d132d94f4c3/screencapture-islandoptics-pages-faqs-2024-01-12-08_54_29.png" /> <img width="1920" height="7423" width_o="1920" height_o="7423" data-src="https://freight.cargo.site/t/original/i/cce4ecc66097d134ed067ac775d87eaad77aae93f0e739c00f6a2a09a1060045/screencapture-islandoptics-2024-01-12-08_53_32.png" data-mid="202013058" border="0" src="https://freight.cargo.site/w/1000/i/cce4ecc66097d134ed067ac775d87eaad77aae93f0e739c00f6a2a09a1060045/screencapture-islandoptics-2024-01-12-08_53_32.png" /> <img width="1920" height="4271" width_o="1920" height_o="4271" data-src="https://freight.cargo.site/t/original/i/3609db4e44b7f809314fcc60ccae2d270a55fa5f31e2cc169f779e4bfe5652cb/screencapture-islandoptics-products-monti-polarized-sunglasses-2024-01-12-08_52_31.png" data-mid="202013059" border="0" src="https://freight.cargo.site/w/1000/i/3609db4e44b7f809314fcc60ccae2d270a55fa5f31e2cc169f779e4bfe5652cb/screencapture-islandoptics-products-monti-polarized-sunglasses-2024-01-12-08_52_31.png" /> <img width="1920" height="8948" width_o="1920" height_o="8948" data-src="https://freight.cargo.site/t/original/i/f56be3373a0434c912b0a90599ffc6e1dd1525add18a9d39de10f9da36a8a92d/screencapture-islandoptics-blogs-news-island-optics-frame-styles-2024-01-12-08_56_30.png" data-mid="202013056" border="0" src="https://freight.cargo.site/w/1000/i/f56be3373a0434c912b0a90599ffc6e1dd1525add18a9d39de10f9da36a8a92d/screencapture-islandoptics-blogs-news-island-optics-frame-styles-2024-01-12-08_56_30.png" /> <img width="1920" height="6277" width_o="1920" height_o="6277" data-src="https://freight.cargo.site/t/original/i/70dbd4dcd60248ebbf670b8d3f70ec8f8469523db78945b6882b835c1398ccfb/screencapture-islandoptics-blogs-news-sunglass-readers-guide-2024-01-12-09_50_38.png" data-mid="202013055" border="0" src="https://freight.cargo.site/w/1000/i/70dbd4dcd60248ebbf670b8d3f70ec8f8469523db78945b6882b835c1398ccfb/screencapture-islandoptics-blogs-news-sunglass-readers-guide-2024-01-12-09_50_38.png" /> About: Straight outta Florida, Island Optics are the newest venture from a 5th gen sunglass-maker. They make shades for the outdoor sporting crowd. If you’ve seen King Fishers, Monster Carp or Wicked Tuna, you’ve probably seen a pair of these shades wrapped around the presenters’ face. Island Optics needed: Branding, TOV and messaging framework Full works website copywriting Product descriptions SEO-ready blog articles Comprehensive FAQ pages Work included: Understanding the customer base Shooting the breeze with weekend-fishermen, a whirl of lycra-clad cyclists and one taciturn golfer (hey dad). Aligning tone and voice with company values Pitching new concepts and copy Outcomes: In it’s first year, the website has seen a month-on-month 30% uptick in traffic. Instagram follower count has grown from zero to 20.6k since launch in July 2023 😎 June, 2022 The Hybrid Work Lowdown Company: Oktra Industry: Architecture, Design, Construction Location: UK Type: B2B Platform: Wordpress Project skills:&nbsp; Researching,&nbsp;Style Guiding Voice, Register &amp; Tone, Wireframing, Document Creation, Copywriting, SEO About: Oktra is a workplace design firm on a singular mission: to create workplaces that inspire people to do amazing things. Following the pandemic, they wanted a guide that enabled company owners to navigate the new reality of hybrid, flexible and remote working.Client needed: A How-To / What-Is guide to the concept Instructive and educational copy, without the fluff A narrative voice that spoke with friendly authorityWork included: Developing a structured brief with the Oktra team Researching terminology and finding the simplest way of articulating the concepts Addressing different keywords for SEO relevancy Working with graphics to create weave copy with captivating imageryOutcomes: All copy delivered on time Delighted with results Now working on 12 new articles Sample: Available Here Images <img width="3000" height="4126" width_o="3000" height_o="4126" data-src="https://freight.cargo.site/t/original/i/4d5e72f92d00bcfae5b5528f0e9a9f6771eaad6f5a7c79c56519286d641b0b7b/oktra-hybrid.jpg" data-mid="137417814" border="0" src="https://freight.cargo.site/w/1000/i/4d5e72f92d00bcfae5b5528f0e9a9f6771eaad6f5a7c79c56519286d641b0b7b/oktra-hybrid.jpg" /> <img width="3000" height="4014" width_o="3000" height_o="4014" data-src="https://freight.cargo.site/t/original/i/6e829332f74045e111202e47858ba4bb2e5360cd37cd6934984411b6ea077d9d/oktra-hybrid-2.jpg" data-mid="137417815" border="0" src="https://freight.cargo.site/w/1000/i/6e829332f74045e111202e47858ba4bb2e5360cd37cd6934984411b6ea077d9d/oktra-hybrid-2.jpg" /> <img width="3000" height="4122" width_o="3000" height_o="4122" data-src="https://freight.cargo.site/t/original/i/87ed65d563de94a369afb007c27a7f676ef9e42e2bd50cd1d2ae6bb9db314b1b/oktra-hybrid-5.jpg" data-mid="137417818" border="0" src="https://freight.cargo.site/w/1000/i/87ed65d563de94a369afb007c27a7f676ef9e42e2bd50cd1d2ae6bb9db314b1b/oktra-hybrid-5.jpg" /> <img width="3000" height="4184" width_o="3000" height_o="4184" data-src="https://freight.cargo.site/t/original/i/7a1b0fe7cf9b4e3c8a9956054020aaf8a52eda00840aedf45400af22e0f2bc04/oktra-hybrid-4.jpg" data-mid="137417817" border="0" src="https://freight.cargo.site/w/1000/i/7a1b0fe7cf9b4e3c8a9956054020aaf8a52eda00840aedf45400af22e0f2bc04/oktra-hybrid-4.jpg" /> <img width="3000" height="4204" width_o="3000" height_o="4204" data-src="https://freight.cargo.site/t/original/i/dd3543e0087f7a12bb4dd3d8f3afd95887aa7ae2d52d1a3f7577c69276675ef0/oktra-hybrid-3.jpg" data-mid="137417816" border="0" src="https://freight.cargo.site/w/1000/i/dd3543e0087f7a12bb4dd3d8f3afd95887aa7ae2d52d1a3f7577c69276675ef0/oktra-hybrid-3.jpg" /> March, 2022 The ABCs of CBD Company: V&amp;YOU Industry: eCommerce, Health Type: B2BPlatform: Wordpress Location: UK Project skills: Researching, Audience stategy,&nbsp; Workshopping, Copywriting, Content Strategy <img width="853" height="6834" width_o="853" height_o="6834" data-src="https://freight.cargo.site/t/original/i/4081b97d64bf5ae54609d3e91c8eb6d5722eec9fb03e14db3abe83503e466060/V-YOU-Blog-2.jpg" data-mid="137423791" border="0" src="https://freight.cargo.site/w/853/i/4081b97d64bf5ae54609d3e91c8eb6d5722eec9fb03e14db3abe83503e466060/V-YOU-Blog-2.jpg" /> <img width="1920" height="3668" width_o="1920" height_o="3668" data-src="https://freight.cargo.site/t/original/i/6180f650e6589fced8d8492fa5e620bc4ee018b568cc2ea41459cfb5265cbea5/V-YOU-products-1.jpg" data-mid="137423793" border="0" src="https://freight.cargo.site/w/1000/i/6180f650e6589fced8d8492fa5e620bc4ee018b568cc2ea41459cfb5265cbea5/V-YOU-products-1.jpg" /> <img width="1920" height="2729" width_o="1920" height_o="2729" data-src="https://freight.cargo.site/t/original/i/a7ac7075d7ab311fae6b8eaedadb9a5fe7843434b295530587291e4dca61c43b/V-YOU-2.jpg" data-mid="137423790" border="0" src="https://freight.cargo.site/w/1000/i/a7ac7075d7ab311fae6b8eaedadb9a5fe7843434b295530587291e4dca61c43b/V-YOU-2.jpg" /> <img width="1920" height="3421" width_o="1920" height_o="3421" data-src="https://freight.cargo.site/t/original/i/9e9aa53daab0a1c1f42ec2ea4a474af41697718557726a963f33e6ea8832a1df/V-YOU-Blogs-1.jpg" data-mid="137423792" border="0" src="https://freight.cargo.site/w/1000/i/9e9aa53daab0a1c1f42ec2ea4a474af41697718557726a963f33e6ea8832a1df/V-YOU-Blogs-1.jpg" /> <img width="1920" height="2236" width_o="1920" height_o="2236" data-src="https://freight.cargo.site/t/original/i/c032df55c976e1798772d1e3e3567c059349c5650913f4d4edf82c4a56d30948/V-YOU-1.jpg" data-mid="137423789" border="0" src="https://freight.cargo.site/w/1000/i/c032df55c976e1798772d1e3e3567c059349c5650913f4d4edf82c4a56d30948/V-YOU-1.jpg" /> About: V&amp;YOU are a future-thinking CBD and Nicotine Pouch start-up. We’ve worked together since their inception in 2020, providing the full works for their website copywriting and blog articles (42 Wiki and Blogs to date!).&nbsp; &nbsp;Client needed: Facebook and Google ad landing pages Full works website copywriting (About &gt; Product Pages) Easy to read, informative and SEO-ready Wiki articles Entertaining and inspirational Blog articles Work included: Researching markets and formulating unique angle within CBD and nicotine pouch industry Developing a range of personas to articulate tone of voice Monitoring blog articles and optimising contentOutcomes: 2 years of weekly work including updates, new articles and annual marketing strategy March, 2022 Digital therapy. Company: Embrace &amp; Connect Industry: Health, Therapy Type: B2CPlatform: Squarespace Location: UK Project skills: Researching, Frameworking, Style Guiding, Website Creation, Copywriting, CSS and HTML, SEO <img width="1920" height="7042" width_o="1920" height_o="7042" data-src="https://freight.cargo.site/t/original/i/a6588b05357bb4b7815ddef1d50dd43e77880e713c17e2f09f297516e10214c7/screencapture-victoriacairns-how-i-help-2022-03-24-11_59_55.png" data-mid="137425013" border="0" src="https://freight.cargo.site/w/1000/i/a6588b05357bb4b7815ddef1d50dd43e77880e713c17e2f09f297516e10214c7/screencapture-victoriacairns-how-i-help-2022-03-24-11_59_55.png" /> <img width="1920" height="4988" width_o="1920" height_o="4988" data-src="https://freight.cargo.site/t/original/i/c7348749396fe4eb08d318ec18bbaf8a99584589f1aad88fe542755869887e07/screencapture-victoriacairns-2022-03-24-12_00_37.png" data-mid="137425014" border="0" src="https://freight.cargo.site/w/1000/i/c7348749396fe4eb08d318ec18bbaf8a99584589f1aad88fe542755869887e07/screencapture-victoriacairns-2022-03-24-12_00_37.png" /> <img width="1920" height="3476" width_o="1920" height_o="3476" data-src="https://freight.cargo.site/t/original/i/cb8fe49c8a68b868987e995e58cc355ae4713814a35f95d8fa9cf0c7857d00d0/screencapture-victoriacairns-about-services-2022-03-24-11_59_20.png" data-mid="137425015" border="0" src="https://freight.cargo.site/w/1000/i/cb8fe49c8a68b868987e995e58cc355ae4713814a35f95d8fa9cf0c7857d00d0/screencapture-victoriacairns-about-services-2022-03-24-11_59_20.png" /> About: Embrace &amp; Connect is the Psych-K coaching brand from Victoria Cairns. What in the darn-hell is Psych-K you ask? In a/your nutshell, it’s a method of teaching the mind how to get by in this insanely busy world.&nbsp;Client needed: Full works digital marketing strategy Website design and copywriting Style and image guiding Work included: A daily session of Psych-K to understand the processes involved (highly recommended - my noggin has never felt more sloggin).&nbsp;Developing audience personas and building marketing strategy. Website design, wireframing and visualisations Use of my limited CSS and HTML skills Outcomes: All copy delivered on time Delighted with results Jack’s brain firing on all cylinder Jack Andrew Lenton, 2025 &nbsp; The Dots https://jackandrewlenton.cargo.site/Text-over-Backdrop-Desktop Thu, 24 Mar 2022 09:43:01 +0000 jackandrewlenton https://jackandrewlenton.cargo.site/Text-over-Backdrop-Desktop ⏀ Jack Andrew LentonMarketing / Strategy / SEO https://jackandrewlenton.cargo.site/About Wed, 11 Aug 2021 12:19:00 +0000 jackandrewlenton https://jackandrewlenton.cargo.site/About Hey there, I’m Jack. I tell tall stories.&nbsp; Our world is overflowing with words - iPhones full, inboxes full, even the pigeons cooing at your front door are trying to sell you Sky Broadband - so how do you stand out?&nbsp;The answer is simple: creating stories that stand above the rest. Tall tales that live, breathe and dance in your clients’ minds like they’ve just discovered disco. As a freelance copywriter, researcher and senior marketer with a decade of hard-won experience in conceiving, conceptualising and crafting the perfect yarns, I can safely say - this is my jam.&nbsp; I’m a digital native (my mom was an IBM 1401).&nbsp; Since I could wield a mouse, I’ve been interested in the changing digital landscape and how the written word helps us stay connected to the things we care about. Sound nerdy? It is nerdy; I’m a word-nerd. That’s exactly what you need for a good story.&nbsp; In just about every category, I work with individuals and teams to find bright, fresh and engaging ways to establish brand identities, cultivate awareness and deliver the best possible results. The data of these results is tracked, monitored and measured to ensure that my work is not only effective, but clients can see the ROI of their marketing spend.&nbsp; What's more? I get the world of generative AI - I trialled OpenAI's ChatGPT in 2020 when it was a wee baby. Now a precocious 20-something at University fuelled by a diet of coffee and instant noodles, it takes more than just typing, 'write me a good tagline' to get them really working. And like any coffee-swilling, instant-noodle-appreciating professor, I know just the words to ask. My optician (Derek) loves me.When my head isn’t in a computer, it’s stuck in a book - I need a good project every week just to pay for my ever-worsening myopia. Interested in helping my poor eyes?&nbsp; Let's talk! How can I help? Elevate your brand above the noiseConvert interactions and web traffic into salesPromote your business as an expert in your industryBuild an essential link between you and your customersGain confidence and trust from your target audiencesDevelop your influence and get your content sharedImprove your SEO ranking and social followersScale and enhance your brand identity My specialismsCreative Leadership Conceptual research CopywritingWebsite DevelopmentProofreading &amp; Copy EditingStrategy DevelopmentPitches + PresentationsSocial Media: Content + IdeationMonitoring SEO &amp; social metrics Testimonials/trumpet blowing“Jack is a pleasure to work with. He brings great experience, keen insights and an appreciated sense of humour to work. I always appreciate how confident and clear Jack is when suggesting new ideas, or pushing back when it’s right to do so, and always with a measured approach. Jack is a genuinely talented copywriter and marketeer and I look forward to working with him again in the future.” Thomas Sadler, Head of Digital at Royal Museums Greenwich “I worked with Jack for over 4 years and he consistently created engaging content to brief and deadline. Jack quickly adopted Oktra’s tone of voice and played a key role in shaping the Oktra brand in its infancy. Not only is he an exceptionally talented copywriter he also has a deep understanding of SEO and digital marketing and often came up with new insights and ideas to the marketing team. I cannot recommend Jack enough – a delight to work with!“ Judi Kate MacLennan, Head of Marketing at Oktra “I’d like to recommend jack. We asked jack on behalf of Modulyss to investigate and create a RIBA accredited CPD on wellbeing in the workplace. Jack did his research with our potential clients establishing how good CPDS should be presented and useful content. He then created a CPD with extremely informative content that was signed of by RIBA with no alterations at all. I find jack to be a wordsmith and positive collaborator to work with and I would strongly recommend Jack’s services to anyone.” Alistair Shove, Commercial Manager at Modulyss Clients (2012 - 2024) Agency MVF Global Rainy City Select First Design/Construction Affinity Flooring Echelon Echospace Hunters Julie Paulino Design Oktra Strategy Hat Design/Furniture Dauphin Fredericia Humanscale Icons of Denmark KI International Modulyss Melberry Furniture Pearl &amp; Linen eCommerce Ivy Nixon Studio Ben Garelick Jewellery Daily Orders Fuller Island Optics NiftyHare Pippa &amp; Pearl Stanley Fintech Optimal PersonaFI Beauty/Cosmetics Kypris Vike Beauty Stranded Media/Publishing The Cardiff Review Enthusiastic Press Frontiers Media The Cormorant The Culture Trip Sky Burial Press The Poor Press Vice Magazine WhatCulture Automotive Rides Exotics Healthcare Embrace &amp; Connect Eye Surgery Compare FitXpo 2020 Moorfields Eye Hospital Food/Supplements Crop England Hangry Kits Love Hemp The LifeBar ProYouth Nutrition V&amp;YOU Education/Public/Museums Command Education Goldsmiths National Maritime Museum The Queen’s House Royal Observatory <img width="1107" height="830" width_o="1107" height_o="830" data-src="https://freight.cargo.site/t/original/i/047977af5fc610a8d810c408fe76553af0aa6e480a13946948ee77e1a29e3836/IMG_7754.JPG" data-mid="140820076" border="0" src="https://freight.cargo.site/w/1000/i/047977af5fc610a8d810c408fe76553af0aa6e480a13946948ee77e1a29e3836/IMG_7754.JPG" /> New/Old Book of photography/poetry <img width="1044" height="830" width_o="1044" height_o="830" data-src="https://freight.cargo.site/t/original/i/0f97d1ea2391ff0ad032288c79a6244c5b9eea3a87d1f6cc7e893295e1d34f1c/Kingdom-of-Mud.jpg" data-mid="141026089" border="0" src="https://freight.cargo.site/w/1000/i/0f97d1ea2391ff0ad032288c79a6244c5b9eea3a87d1f6cc7e893295e1d34f1c/Kingdom-of-Mud.jpg" /> About:60 pages, 16,5 x 25,7 cmISBN 0-604565-186379Edition of 200 copiesPublished by Sky BurialDesign by Bonnevier/Ainsworth£10.00 Kingdom of Mud describes the attempts of two observers (a naked eye and a loose tongue) coming to terms with the divide between their interior world and the outside landscape. Naturally, they fail in these endeavours – the visual/word gap is too wide to reconcile. All is muddied in the retelling, and as in England (more specifically Norfolk), all becomes mud. Available here https://jackandrewlenton.cargo.site/Frontiers-Platform-rebuilds Fri, 28 Aug 2026 09:47:54 +0000 jackandrewlenton https://jackandrewlenton.cargo.site/Frontiers-Platform-rebuilds Frontiers Media | Rebuilding the platforms Company: Frontiers MediaIndustry: Scientific publishingLocation: UK &amp; EuropeType: B2CPlatform: Confluence, Claude, FrontiersOS (in-house AI tool), Figma, LucidsparkProject skills: Product marketing, Go-to-market strategy, Positioning and messaging, Customer insight, Audience segmentation, Customer journey mapping, Launch planning, Product adoption, Pilot strategy, Cross-functional leadership. Rebuilding the platforms About: I developed the communications strategy and product marketing plan for three major platform rebuilds: Review Forum, Research Topic Manager and Digital Editorial Office. With no existing plan in place, I built the approach from the ground up to support a two-year programme spanning product development, pilot testing and launch. The products are currently in pilot, with full launches planned for Q3 2027. Needed: The programme needed a clear, coordinated way to introduce three complex products to distinct audiences, including researchers, editors and internal teams. The goal was to define the value of each product, build understanding and readiness, and ensure communications remained aligned as the products evolved. Work included: Created an integrated two-year communications and product marketing strategy across all three platform rebuilds. Defined target audiences, customer needs, value propositions, positioning and messaging for each product. Mapped communications across the customer journey, from early awareness and pilot participation to onboarding, launch and adoption. Developed channel and content plans covering key messages, formats, timings, responsibilities and dependencies. Partnered with product, design, marketing and customer-support teams to align communications with product roadmaps and user needs. Built pilot feedback and measurement into the strategy so messaging and launch plans could be refined ahead of release. Outcomes: Established the first shared product marketing framework for the three platform rebuilds. Created distinct propositions for each product while connecting them through one consistent programme narrative. Aligned cross-functional teams around a coordinated roadmap, with clearer audiences, messages and responsibilities. Supported the products’ progression into pilot testing and created a scalable foundation for their planned Q3 2027 launches. https://jackandrewlenton.cargo.site/Frontiers-Author-communications-redesign Fri, 28 Aug 2026 10:12:26 +0000 jackandrewlenton https://jackandrewlenton.cargo.site/Frontiers-Author-communications-redesign Frontiers Media | Author Journey Communications Redesign Company: Frontiers MediaIndustry: Scientific publishingLocation: UK &amp; EuropeType: B2CPlatform: Confluence, Claude, FrontiersOS (in-house AI tool), Figma, LucidsparkProject skills: Product marketing, Go-to-market strategy, Positioning and messaging, Customer insight, Audience segmentation, Customer journey mapping, Launch planning, Product adoption, Pilot strategy, Cross-functional leadership. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b8d375574e6a3203f993cf6c4cd22eafc6a45f56470c21ec5227d71a770124ee/Horizontal-Desktop-Wallpaper-03.png" data-mid="251654916" border="0" src="https://freight.cargo.site/w/1000/i/b8d375574e6a3203f993cf6c4cd22eafc6a45f56470c21ec5227d71a770124ee/Horizontal-Desktop-Wallpaper-03.png" /> Author Journey Communications Redesign About: I led the redesign of Frontiers’ automated author communications, covering the journey from manuscript submission through to completion. Working with the Customer Experience and Product teams, I reviewed each touchpoint and rewrote more than 70 email variants reaching 12.5 million authors annually—approximately 68% of the total email volume. Needed: The existing emails were often long, inconsistent and unclear about what authors needed to do next. Many tried to communicate several messages at once, making important actions difficult to identify. The journey needed clearer, more supportive communications that strengthened trust while giving each email a single purpose. Work included: Mapped and evaluated email touchpoints across the complete author journey. Identified unclear objectives, competing calls-to-action, inconsistent terminology and unnecessary content. Rewrote more than 70 email variants around a single objective and clear next action. Developed a messaging library reinforcing quality, rigour, speed, transparency and collaboration throughout peer review. Worked with Customer Experience and Product teams to align the new communications with user needs and operational requirements. Presented the work across four senior-leadership review sessions and incorporated feedback into the final approach. Introduced UTM tracking to measure engagement and identify opportunities for further optimisation. Scoped and prioritised the remaining 40+ email variants, representing approximately six million annual messages. Outcomes: Created a clearer, more consistent experience across 12.5 million annual messages - approximately 68% of the complete author email journey. Reduced average email length by 35% and gave 100% of redesigned messages one primary objective and call-to-action. Increased click-through rates on key author actions by 18%. Improved completion rates for priority author tasks by 12%. Reduced support enquiries associated with unclear emails by 15%. Increased author-rated clarity and helpfulness by nine percentage points. Introduced UTM tracking across all redesigned email journeys, enabling performance to be measured and optimised for the first time. Secured senior-leadership approval and created a scalable framework for redesigning the remaining 40+ email variants. https://jackandrewlenton.cargo.site/Frontiers-Creating-the-tech-drumbeat Fri, 28 Aug 2026 09:54:14 +0000 jackandrewlenton https://jackandrewlenton.cargo.site/Frontiers-Creating-the-tech-drumbeat Frontiers Media | Creating the tech drumbeat Company: Frontiers MediaIndustry: Scientific publishingLocation: UK &amp; EuropeType: B2CPlatform: Confluence, Claude, FrontiersOS (in-house AI tool), Figma, LucidsparkProject skills: Campaign strategy, Brand positioning, Audience segmentation, Messaging development, Competitive analysis, Integrated marketing, Content planning, Product launch strategy, Employer branding, Stakeholder alignment, Performance measurement. Creating a tech communications strategy About: I developed the Tech Drumbeat: a sustained communications programme designed to reposition Frontiers as a tech-first, AI-supported publisher. Built around the Review Forum rebuild, the campaign connects product launches, employee stories, thought leadership and recruitment content through one consistent innovation narrative. Needed: Frontiers was building innovative products but had no external communications programme showing that work. The goal was to close the gap between what the company creates and what it is known for, making its technology visible to researchers, prospective employees, industry peers, investors and internal teams. Work included: Developed the campaign positioning, tagline, messaging framework and core narrative. Defined four audience segments, their needs, the questions the campaign should answer and the most relevant calls-to-action. Conducted competitor analysis across Elsevier, Springer Nature, Wiley, Taylor &amp; Francis and MDPI. Created a phased campaign roadmap covering preparation, launch, amplification, product conversion and long-term engagement. Planned an integrated content programme spanning a new AI and Innovation hub, video, social media, product campaigns, thought leadership, employee profiles, PR and events. Positioned the Review Forum rebuild as the campaign’s main product-launch moment. Aligned Brand, Product, Technology, Communications, People and Design teams around shared messages, responsibilities and delivery dates. Created a measurement framework covering brand perception, website traffic, engagement, recruitment, product adoption and internal sentiment. Outcomes: Established Frontiers’ first unified communications framework for technology and innovation. Turned individual product releases into evidence of a broader, long-term innovation story. Created a reusable content engine in which product, people and leadership stories reinforce one another across channels. Built a measurable campaign roadmap designed to develop into an always-on communications programme. https://jackandrewlenton.cargo.site/Frontiers-Developing-an-AI-suite Tue, 23 Jan 2024 09:58:27 +0000 jackandrewlenton https://jackandrewlenton.cargo.site/Frontiers-Developing-an-AI-suite Frontiers Media | Developing a communications AI suite&nbsp; Company: Frontiers MediaIndustry: Scientific publishingLocation: UK &amp; EuropeType: B2CPlatform: Contentful, Figma, Miro, SalesforceProject skills:Interviewing, R&amp;D, Strategy, Branding, UX writing, SEO, Content Creation, Copywriting Researcher Personas GPT About:I developed the Researcher Persona GPT — an interactive AI trained on behavioral and communication data from my previous research project. Designed to simulate authentic academic responses across career stages (early-career, mid-stage, senior), it enabled our marketing and CX teams to test, refine, and adapt their tone for greater relevance and empathy. Needed:I wanted to create a scalable, conversation-based way to test and validate communications with distinct researcher types. The goal was to understand what matters most to each audience segment, ensure empathy-driven outreach, and align with brand messaging principles. Work included: Built prompt architecture that allows for tone analysis and rewording by persona. Led user testing with around 30 internal specialists across four pilot journals. Collected and analyzed both qualitative and quantitative feedback on clarity, tone, and motivation. Iterated based on measurable success metrics — operational efficiency, response rate, and user confidence. Outcomes: Delivered actionable insights into how different researcher segments respond to messaging. Enabled dynamic A/B testing of tone and calls-to-action. Significantly increased confidence in audience targeting and personalized communication across campaigns. Brand Guardian GPT About:I created the Brand Guardian GPT — an AI-powered content review assistant trained on Frontiers’ tone, glossary, and metrics index. It functions as a live editorial companion, helping teams keep communications consistent, compliant, and unmistakably on-brand. Needed:I identified the need for a fast, reliable way for teams to check copy for tone, compliance, and voice before publication — without slowing down production. The system needed to centralize brand reinforcement, integrate with evolving frameworks, and be optimized for large language model compatibility. Work included: Rewrote, reformatted, and restructured our brand guidelines into a machine-readable framework. Embedded tone-of-voice detection and suggestion systems to guide clarity and confidence. Piloted “email checker” workflows using real marketing communications. Built feedback loops to continuously refine tone detection and expand the glossary and metrics index. Outcomes: Reduced manual brand compliance reviews and improved publishing speed. Strengthened message consistency across global teams. Established a scalable model for AI-assisted brand governance. UX Writing Assistant GPT About:I developed the UX&nbsp;Review Assistant to help product teams craft and refine communications — from email campaigns to journal promotions. Acting as both editor and collaborator, it supports the UX design team in maintaining precision, empathy, and accessibility across all copy, while remaining in the Frontiers brand. Needed:The objective was to build an intuitive AI tool that enhances writing quality and tone alignment without diminishing human creativity. It also needed to support non-writers producing on-brand, high-quality content at scale, fully compatible with our UX and CX workflows. Work included: Designed GPT logic capable of repurposing content based on objectives, format, and audience. Integrated the assistant with testing frameworks to measure clarity, engagement, and response. Partnered with researchers, developers, and QA teams for iterative tuning. Analyzed pilot feedback to refine tone sensitivity, phrasing, and contextual adaptability. Outcomes: Streamlined content workflows and shortened review cycles. Boosted team confidence in writing while reducing dependency on editorial oversight. https://jackandrewlenton.cargo.site/Frontiers-Customer-personas-profiles Tue, 23 Jan 2024 09:14:38 +0000 jackandrewlenton https://jackandrewlenton.cargo.site/Frontiers-Customer-personas-profiles Frontiers Media | Character building: personas &amp; profiles Company: Frontiers MediaIndustry: Scientific publishingLocation: UK &amp; EuropeType: B2CPlatform: Contentful, Figma, Miro, SalesforceProject skills:Interviewing, R&amp;D, Strategy, Branding, UX writing, SEO, Content Creation, Copywriting <img width="768" height="432" width_o="768" height_o="432" data-src="https://freight.cargo.site/t/original/i/4f4a9aa031c9244560421cf1765f1d475a0f0babf4441a6be486742f9b9add89/Horizontal-Desktop-Wallpaper-01.jpg" data-mid="250832761" border="0" src="https://freight.cargo.site/w/768/i/4f4a9aa031c9244560421cf1765f1d475a0f0babf4441a6be486742f9b9add89/Horizontal-Desktop-Wallpaper-01.jpg" /> About: Frontiers Media is the world’s 3rd most cited scientific publisher. With over 2.5 billion views and downloads, they aim to revolutionize academic research—empowering authors to build a better world through open science. Frontiers needed: A shared, evidence-based picture of who researchers actually are—so that customer-facing teams stopped writing for a generic “author” and started writing for real people at specific points in their careers. Work included: Defining three career-stage personas—Alvin (early), Sofia (mid), and Theodora (late)—as fictionalized researcher profiles built on observed behaviors, not assumptions. Designing a multi-indicator segmentation model (h-index, years since PhD, institutional position) that triangulates career stage rather than relying on any single metric, with documented limitations for each indicator. <img width="837" height="467" width_o="837" height_o="467" data-src="https://freight.cargo.site/t/original/i/d72ed4a4f24a5316841f5607ad3eb66a9cab7fda3560b07add239371c25f09c0/Screenshot-2026-07-30-085215.png" data-mid="250832552" border="0" src="https://freight.cargo.site/w/837/i/d72ed4a4f24a5316841f5607ad3eb66a9cab7fda3560b07add239371c25f09c0/Screenshot-2026-07-30-085215.png" /> Producing a practical usage framework: a five-step method for identifying a researcher’s persona and tailoring messaging to their pain points, plus guidance on w here personas apply and where they don’t. Writing guardrails into the resource itself—personas as “navigational aids, not straitjackets”—to prevent teams from flattening a diverse academic audience into three boxes. Building a GPT-based persona agent that lets internal users roleplay conversations with Alvin, Sofia, or Theodora—stress-testing outreach emails before sending, rehearsing objection-handling for sales and partnerships calls, practicing onboarding scenarios for new hires in author-facing roles, prepping for editorial board recruitment conversations, and pressure-testing Research Topic invitations against a skeptical late-career reviewer’s likely reaction. Partnering with marketing, sales, and editorial stakeholders to pressure-test the profiles against their real conversations with researchers. Outcomes: Gave customer-facing teams a common vocabulary for talking about researchers, replacing ad-hoc assumptions with a shared reference point. Messaging shifted from feature-led to need-led, with teams able to name a specific pain point before drafting outreach. The GPT-based persona agent became one of the most-used internal GPT agents at Frontiers, ranking in the top 10 by conversation volume, with a 58% repeat usage rate. Adopted by 43% of customer-facing staff monthly, with unplanned but strong uptake in product and engineering teams, who use it to sense-check new platform features against researcher needs at different career stages. The indicator table became a reusable qualification tool, letting teams place a researcher in seconds from publicly available data. Established a foundation for persona-led planning across marketing, sales, and now product—well beyond the original author-communications remit. . https://jackandrewlenton.cargo.site/Frontiers-Strong-as-a-UX Tue, 09 Jan 2024 14:40:47 +0000 jackandrewlenton https://jackandrewlenton.cargo.site/Frontiers-Strong-as-a-UX Frontiers Media | Strong as a UX Company: Frontiers MediaIndustry: Scientific publishingLocation: UK &amp; EuropeType: B2CPlatform: Contentful, Figma, Miro, SalesforceProject skills:Interviewing, R&amp;D, Strategy, Branding, UX writing, SEO, Content Creation, Copywriting <img width="768" height="432" width_o="768" height_o="432" data-src="https://freight.cargo.site/t/original/i/6812e813bb79ae188c1c05c98fb6f5e8b3ba2433809fb8a7cdaafd256e862634/Horizontal-Desktop-Wallpaper-09.jpg" data-mid="250832754" border="0" src="https://freight.cargo.site/w/768/i/6812e813bb79ae188c1c05c98fb6f5e8b3ba2433809fb8a7cdaafd256e862634/Horizontal-Desktop-Wallpaper-09.jpg" /> Project: UX writing for the platform rebuilds About: Frontiers Media is the world’s 3rd most cited scientific publisher, running peer review and editorial operations at a scale few publishers can match. As the underlying platforms aged, Frontiers began rebuilding its core editorial tools from the ground up—starting with Review Forum, Editorial Office, and Research Topic Manager. Frontiers needed: Consistent, clear UX copy across three major platform rebuilds—used daily by reviewers, editors, and Topic Editors—that reduced confusion, cut support queries, and gave each tool a distinct but recognizably “Frontiers” voice. Work included: Writing UI copy for Review Forum, Editorial Office, and Research Topic Manager in close collaboration with product, design, and engineering teams across each rebuild. Establishing a shared UX writing style guide and terminology list to keep language consistent across all three platforms—same actions, same words, no duplicate terms for the same concept. Writing microcopy for high-stakes moments: review decisions, manuscript status changes, editorial assignments, and Research Topic invitations, where ambiguity has real editorial consequences. Simplifying dense editorial workflows (multi-stage reviews, assignment logic, RT lifecycle states) into plain-language labels, button text, tooltips, and empty/error states that non-technical users could follow without training. Partnering with editorial operations subject leads to validate that simplified copy still held up to the platforms’ underlying business logic. Running copy through accessibility and tone review to ensure consistency for a global user base of researchers and editorial staff. Outcomes: A unified voice and terminology across three previously fragmented platforms, reducing the “which tool speaks which language” confusion for staff and external users moving between them. Clearer in-product guidance at decision points, reducing reliance on external documentation and support tickets for basic workflow questions. A reusable UX writing style guide now applied to future feature releases across all three platforms, cutting review cycles for new copy. Faster onboarding for reviewers and Topic Editors, who could navigate multi-stage workflows without needing a separate walkthrough. Established UX writing as an embedded part of the product development process for editorial tools, rather than a late-stage polish step. https://jackandrewlenton.cargo.site/Frontiers-AI-UX-vibecoding-bot Thu, 30 Jul 2026 07:59:54 +0000 jackandrewlenton https://jackandrewlenton.cargo.site/Frontiers-AI-UX-vibecoding-bot Frontiers Media | Strong as a UX Company: Frontiers MediaIndustry: Scientific publishingLocation: UK &amp; EuropeType: B2CPlatform: Contentful, Figma, Miro, SalesforceProject skills:Interviewing, R&amp;D, Strategy, Branding, UX writing, SEO, Content Creation, Copywriting <img width="320" height="180" width_o="320" height_o="180" data-src="https://freight.cargo.site/t/original/i/5718bf0f41c93b5a8acadc7a22811304cc4f03cf7453c42f195ba59ff2d1012d/mqdefault.jpg" data-mid="250832678" border="0" src="https://freight.cargo.site/w/320/i/5718bf0f41c93b5a8acadc7a22811304cc4f03cf7453c42f195ba59ff2d1012d/mqdefault.jpg" /> Vibe Check: AI-Assisted First-Pass Writing About: As Frontiers’ design team moved toward faster, more iterative “vibe coding” sessions, rapid prototyping cycles where design decisions get tested in near-real-time - copy couldn’t stay a downstream, end-of-sprint task waiting on a writer. Frontiers needed: A way for designers to generate on-brand, near-final UX copy themselves during live prototyping sessions, without stalling momentum waiting for writer availability. Work included: Building prompt templates and reference guides that encode Frontiers’ UX voice, terminology, and tone rules, so AI-generated first drafts already match house style. Training the design team on how to brief and iterate with the tool, what context to provide, how to spot broken naming conventions or ambiguity, and when to escalate to a writer. Embedding the workflow into live vibe coding sessions, generating microcopy, labels, empty states, and error messages in real time as prototypes evolved. Reviewing and refining AI-generated copy afterward against editorial logic and the wider platform style guide, keeping a human quality gate on anything shipped. Outcomes: Removed copy as a bottleneck in rapid prototyping—designers tested realistic, on-brand copy in the moment instead of prototyping around placeholder text. Faster iteration cycles, since copy-dependent design decisions (button length, tooltip clarity, error tone) could be tested immediately rather than in a later review pass. Freed up writer time for higher-value work—refining and validating rather than generating every first draft from scratch. Built design-team fluency in writing “good enough” first-pass UX copy, raising the baseline quality of prototypes before they reached a writer.