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Sound Diplomacy
Location
UK
Role
Head of Marketing
Type
Freelance
Website
Services
Marketing Strategy & Digital Growth, Website Content & SEO Management, Social Media Strategy & Engagement, Event & Venue Marketing, Thought Leadership & Editorial Direction, Guest Curation & Programming, Email Marketing & CRM Optimisation, Analytics & Performance Reporting
Sound Diplomacy is a global consultancy working at the intersection of music, culture and economic development. With clients in over 30 countries, they partner with cities, governments and organisations to create strategies that strengthen cultural infrastructure and drive sustainable, inclusive growth. From policy to placemaking, they use culture as a tool for real-world impact — backed by data, research and a whole lot of heart.
I came into this project knowing Sound Diplomacy by name — but working with them showed me a whole new side of music and culture. This isn’t about playlists or pop-ups. It’s about helping cities thrive, supporting creative economies and making culture central to how places grow.
They’re a small global team doing big, meaningful work — with more content than they knew what to do with. I came in to help bring clarity, direction and consistency across platforms, turning all that insight and energy into a clear brand presence that matches their impact.
What I did
Marketing & Digital Strategy
Led a full-scale digital transformation to improve visibility, consistency and engagement. Website visits increased by 196%, with a 161% rise in unique visitors, driven by a more strategic, audience-focused approach.
Website Overhaul & Content Strategy
Managed a complete website refresh to improve functionality and align messaging with the brand’s mission. Key updates included stronger calls-to-action, improved structure and mobile experience, and a refined content strategy — resulting in a 109% increase in monthly page views.
Social Media & Thought Leadership
Developed a structured content calendar and revitalised the brand’s social media presence. LinkedIn engagement grew from 4.9% to 16.6%, with impressions peaking at 22,366 during key campaigns. The focus: cultural insights, global impact and making complex work more accessible.
Newsletter & Email Marketing
Built a new newsletter strategy from scratch, helping the team consistently share thought leadership and updates. Email sends increased by 1,742%, the subscriber base grew by 129%, and open rates averaged 37.1%.
Campaign & Editorial Direction
Led content development for campaigns, case studies and impact reports. The strongest campaign reached a 32% engagement rate, showing the power of making Sound Diplomacy’s work feel timely, relevant and clear.
