Senior Content Strategist & Content Lead
Carmela
Rodriguez
Content strategy · UX content · digital transformation · editorial
Content strategy and design lead
Content strategist and lead with 12+ years across content strategy, content design, editorial and journalism. I work on complex, high-traffic digital services, using audience insight, analytics and content audits to identify opportunities, improve user journeys and influence organisation-wide content decisions.
I help organisations turn complex information into clear, useful digital experiences.
Portfolio contents
Selected work
Position held: Content Strategy Partner
Cancer Research
UK (CRUK)
- Led content strategy across one of the UK’s largest charity digital estates that receives multi-millions of views per year, aligning audience needs with organisational priorities.
- Worked across high-traffic digital platforms that support Cancer Research UK’s fundraising mission, helping shape content and user journeys for an organisation that raised £696m in 2025/26.
- Used content strategy, audience insight and optimisation opportunities to strengthen website journeys, connect users more effectively with fundraising activity and support CRUK’s wider mission to fund life-saving cancer research.
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 representative sample across 3,000+ pages, assessing coverage, accessibility, behaviour support, emotional tone, multimedia, journey progression and personalisation.
Outcome
Produced strategic recommendations used to inform future Health Information content planning and cross-team discussions.
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.
Work
with me
- Email address
- carmelahumbert@gmail.com
- Location
- London
- Languages
- English (native), Spanish (fluent)