Senior Content Strategist, Content Designer & Content Lead
Carmela
Rodriguez
Private, public and non-profit sector
I'm a content strategist and lead with 12+ years' experience across private, public and non-profit organisations, from travel and media to health and property. I work on large, high-traffic digital services where the subject is complex and getting it wrong matters to the people reading.
I help organisations reach more of the right users and get them to the information or action they came for. I use audience insight, analytics and content audits to show where content is failing, build and lead the content teams that fix it, and work with design, product, fundraising and legal experts to get it delivered.
Portfolio contents
Selected work
Position held: Content Strategy Partner
Cancer Research
UK (CRUK)
- Led content strategy for one of the UK's largest health information estates: 3,000+ pages receiving millions of views a year.
- Worked as an internal consultant to teams across the organisation, turning audience research and performance analysis into strategic recommendations.
- Developed the approach for keeping content visible and useful as AI Overviews change how people search.
Case study
Challenge
CRUK has thousands of health information pages serving audiences with very different needs, at emotionally difficult points in their journeys.
My role
Develop a strategic view of the estate and identify content gaps and opportunities.
Approach
Audited a strategically selected sample from an estate of 3,000+ health information pages, chosen by business priority and covering both high- and low-traffic pages. Assessed coverage, accessibility, behaviour support, emotional tone, multimedia, journey progression and personalisation.
Outcome
My recommendations are being taken forward into the 2027 roadmap. They set three priorities for Health Information content planning: adapting content for AI Overviews so it keeps reaching the people searching for it, writing for specific audience segments, and improving content design across the estate.
Position held: Content Lead
Lease
- Led content strategy and UX for a major digital transformation of a government-funded property information service.
- Built and managed the content design function, recruiting content designers, setting standards and overseeing quality across user journeys.
- Worked with legal experts and senior stakeholders to translate complex leasehold legislation into clear, actionable digital content.
Case study
Challenge
Lease was preparing for a major website migration. Rather than moving the existing content across unchanged, the organisation needed a full content design review to make sure the new site was clearer, more useful and better aligned with user needs.
My role
As Content Lead, I led the content workstream for the migration. I set the content direction, recruited content designers and managed the team responsible for reviewing and reworking the site.
Approach
I led a full review of the existing content estate, identifying what needed to be rewritten, restructured, consolidated or removed. I worked with the content design team, subject-matter experts and stakeholders to simplify complex leasehold information and reshape content around real user needs. I also set standards, reviewed outputs and maintained consistency and quality across the migration.
Outcome
The migration became an opportunity to improve the content experience rather than simply replicate the old website. The team delivered clearer, more user-focused content, with improved structure and navigation, while making complex leasehold information easier to understand and act on.
Experience
Position held: Content Designer
Plan International UK
- Led hands-on content design and website optimisation for an international children’s rights organisation.
- Designed and improved user journeys, page structures and calls to action, creating accessible and inclusive digital experiences.
- Worked across brand, fundraising, campaigns and design teams to turn audience needs into effective digital content.
- Used analytics, SEO and user insight to optimise content, contributing to an increase in digital engagement.
Position held: Digital Content Editor
Royal College
of Anaesthetists
(RCoA)
- Led the digital launch of the College’s membership magazine, delivering a new publication experience for approximately 20,000 members.
- Managed the project end-to-end, including content planning, editorial production, stakeholder coordination and digital publishing.
- Wrote and edited complex clinical and professional content for specialist healthcare audiences across the College’s digital channels.
Position held: Digital Development Specialist
Age UK
Sample of my content creation for Age UK’s Men in Sheds project, aimed to tackle loneliness in the community.
Highlights:
Writing empowering content to showcase Age UK’s campaigns and projects on its website and for social media.
Creation of user-friendly content to enhance digital inclusion of older adults and increase the charity’s awareness in London boroughs.
Published works
AllTheRooms
Position held: Editor and
Senior Writer
Produced SEO-led destination and travel content for a digital travel platform, combining editorial storytelling with search intent and audience needs.
REX Features
/Shutterstock
Position held: Senior
Journalist
Samples of my work at photo and press agency REX Features/Shutterstock.
Reporting and photography syndicated to publications including The Guardian and The Times, alongside national and international media outlets.
Get in
touch
- Email address
- workbycarmela@gmail.com
- Location
- London
- Languages
- English (native), Spanish (fluent)
