Tom Smee

Content Marketing Specialist

Location icon United Kingdom

A passionate and skilled Content Marketing Specialist with over five years’ experience in content marketing, copywriting, UX and full-scale web development. Accrued extensive experience working on both agency and client-side marketing functions to deliver user-centric code and content that’s accessible, on-brand, facilitates the end user and achieves client objectives.

I’m deeply curious about people, the decisions that they make in the digital space and their reasons for them, enabling me to craft consumer-focused design systems that deliver against their wants and needs. I am both analytical and empathetic, with a firm grasp on web accessibility, HTML5 standards and UX best practice. This allows me to extract meaning from data and use this to inform the user experience, resulting in data-led and user-centric design systems.



Jet Express
Persona Development, Empathy Mapping & User Journey Mapping

Website build for a national courier service. Key UX tasks performed were; Persona Development to help client stakeholders as well as development and design teams visualise target audience, Empathy Mapping to identify what the audience might think, hear, see and say in regards to Jet Express’ service, User Journey Mapping to visualise a typical customer journey, what drop-offs may occur in the journey and what content to provide them with at each stage in the conversion funnel.

Reach Out
Value Proposition Canvas

Suicide awareness campaign for local council. Key UX tasks performed were; Persona Development, Empathy Mapping, User Journey Mapping and Value Proposition Canvasing, the latter of which helped development, design and content teams align key themes and content deliverables to the wants and needs of the audience.

Web Content

Jet Express
Website & blog content

The main aim of this website was to generate leads that the staff would then turn into sales. To achieve this, I used clear language to explain the services to prospects without any jargon, and regularly directed users to submission forms where they could find out more or submit details for a quote.

Suicide Awareness Campaign
Website & blog content

The overarching campaign goal for Dudley Council was to reduce suicide rates to zero. The website had to help them achieve that by providing credible information and advice as well as encouraging those affected to seek help. Due to the sensitivity of the subject, I ensured the content was helpful, informative, and delivered with a warm and approachable tone. In its first month, the site had 100% positive feedback from users who were asked to rate ‘How useful did you find the site?’ from 1 to 5.

The Journey | Utmost Wealth Solutions
Digital Magazine

The goal of this digital magazine was to engage with Utmost's brokers and clients on topics that fit their lifestyle, budget and ambitions. I wrote with a professional tone and kept content concise and digestible for their busy target audience.


The Drum
Jet Express provides logistical support for suicide campaign

A press release I wrote highlighting the fantastic result of bringing Jet Express and Reach Out together. This partnership has resulted in potentially millions more people seeing the Reach Out campaign. This piece was published in The Drum.

Press Adverts

Scrivens Opticians and Hearing
National Press Ads

I wrote catchy headlines and supporting copy to accompany some simple creative treatments. Engagement time for any advertisement is a matter of seconds, so these ads had to demand attention immediately. These ads were promoting free hearing checks with Scrivens Opticians and Hearing.


The Post
Printed Newsletter

The first issue of a direct mail piece that we sent to our clients containing opinion pieces, industry thoughts and case studies. Some of these articles intended to inform, where other sought to inspire.

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