Sundays
Sundays, a specialist bicycle insurer, was preparing to reintroduce itself to the United Kingdom market with a more focused identity. As digital content manager and lead copywriter, I was responsible for shaping the brand’s digital narrative within a growth-focused and highly regulated insurance environment.
Working across owned and partner platforms, I led the development of the content strategy and oversaw the creation of website, editorial, and social media content designed to build credibility within the cycling community while communicating the brand’s value to cyclists.
Blogs
The blog content aimed to meet cyclists where they were by answering real questions about commuting, theft risk, equipment protection, and the realities of insuring expensive bikes.
By focusing on rider-first content, the blog became a strong acquisition channel with a +600% increase in organic website traffic within six months.
Sundays + Strava
While Sundays had long been part of the Strava Perks programme, the benefits were not clearly communicated to premium subscribers.
To address this, I led the development of a content ecosystem spanning dedicated landing pages, editorial blog content, social media storytelling, and collaborative video content with cycling YouTubers.
The work focused on educating riders about the value of the partnership while driving conversions into the Strava Perks programme and strengthening Sundays’ presence within the cycling community.
Partnership storytelling
I developed content the Strava partnership, translating the offering through landing pages, blogs, social content, and content creator collaborations.
Copywriting
I wrote and managed content across key digital touchpoints, including website pages, emailers, blog articles, and social media.
Content strategy
I developed the content strategy across website and social platforms to build awareness within the cycling community while supporting growth and conversion.