Hi, I'm Lauren.
I make complicated things make sense.
Former tech journalist turned b2b strategist, still asking the tough questions.
About me
More than 10 years, two continents, one consistent job: taking the complicated thing and getting the right to people care about it.I started as a tech journalist in South Africa. I covered (then) emerging technologies like AI and 5G, the different ways big businesses were desperately trying to embrace digital transformation, and how small startups were disrupting their industries overnight.I'm now a strategy director at a comms and content agency in New York, building communications and digital strategy for Fortune 500 tech brands – where the products are hard to explain and the audience is too smart to be sold to.I left journalism. It hasn't entirely left me. I'm still convinced there's a human story buried in every technical brief. Still verifying every insight. Still asking the tough questions.
Portfolio
Brands I've worked with:
Areas of expertise:
Audience research & measurement
I start by finding out what an audience actually thinks, and finish by proving whether anything shifted.Messaging & positioning
Working out what a company is really for, in language its own people will repeat without wincing.Social & channel strategy
Deciding where something belongs before deciding what it looks like, then building the plan that carries it across owned, social and everything in between.PR, beyond media relations
Earned coverage matters, but so do events, creator and community programmes, and the channels that didn't exist last year — chosen because they suit the story, not because they're on the list.Executive communications
Interviewing leaders to find the thing only they can say, then helping them say it like themselves rather than sounding like a press release.