Who run the world wide web?
TEE TWYFORD Head of content at Charlotte Tilbury
Tee Twyford, former ‘Gadget Girl’ on TVNZ’S Breakfast, is preparing to step into a new role as head of content for luxury London-based beauty brand Charlotte Tilbury. “It feels weird talking about it before I start, but I’ll be responsible for creating and managing the brand’s content strategy – basically anything you see online or on social media,” she explains. “I have a great team of high-performing content, social and video specialists who will help me bring it all to life.”
The Auckland University of Technology alum previously led the digital marketing strategy at Burberry Beauty. Instrumental in launching the brand’s Discover channel on Snapchat (an industry first) and in bringing about a collaboration with Pinterest which enabled customers to receive personalised content based on their own makeup routines, Tee also had a hand in the creation of a chatbot that allowed users to virtually experience Burberry’s spring/summer 2017 show at London Fashion Week via Facebook Messenger. Prior to this she was living in Amsterdam, doing similar work for Tommy Hilfiger. But it was her role as general manager and editor of nzgirl that started it all.
“It shaped my experience of the world of digital,” says Tee of the online magazine founded by industry trailblazer Jenene Crossan in 1999. “It opened my eyes to everything I love about the industry: the pioneering nature and entrepreneurial spirit, the partnership between insights and creativity, the democratisation of established industries and the ability to connect with other like-minds.”
It was Tee’s own entrepreneurial spirit and her belief in the value of connectivity that saw her and a friend team up in 2011 to create Cloudsourcing – an online support hub for New Zealand women living in the UK and working in the creative industries. To date, ‘Cloudsourcing’ has more than 650 members.
“A cloud is the term for a large mass of birds moving together, and that’s what the group embodies,” says Tee. “It’s an instant network of inspiring girlbosses.” As for women who inspire her, Tee again credits Jenene Crossan. “She was a real visionary, creating a platform for Kiwi women to connect digitally and be entertained and inspired 16 years ago. I continue to be awed by her.”
Who run the world wide web? Girls, says Phoebe Watt “I’m lucky enough to have a great team of high-performing content, social and video specialists who will help me”
EMILY SHORVON Managing director at Phantom
The first algorithm created to be carried out by a machine was developed in 1843 by a woman named Ada Lovelace, now considered the first ever computer programmer. Seriously, if the Victorians can do it, so can we!”
Meet Emily Shorvon, the 27-year-old co-founder of London-based digital creative agency Phantom. When Emily and three others launched the business in 2013, it was a five-person operation in a one-room office in Soho. Today, it boasts 40 staff, expansive premises in London’s epicentre of tech, Silicon Roundabout, and a core client-base that includes Sony Music, The Financial Times, Tate Modern, and the one that started it all – Google. “They were our first account,” says Emily of the global tech giant. “They believed in us as people – they didn’t care about us not having MBAS.”
Maintaining the Google relationship is a key focus of Emily’s job – meaning she has a hands-on role in delivering digital solutions to their marketing challenges. The rest of her time (that is, when she’s not snapping selfies with Mindy Kaling at a Cannes Lions after-party or attending panel discussions at South by Southwest), is spent strategising Phantom’s next moves. After only three years in business, the company is in the catch-22 position of having to turn down massive clients every day. “We could easily be twice the size and do twice the amount of work that we do now,” Emily says. “But we are very selective about what we take on.”
Despite this, there is a major expansion in the works. In early 2017, Phantom will open an office in Auckland, where Emily lived and worked as a project manager after she graduated from AUT with a Bachelor of Communications degree. “The talent within the New Zealand digital industry is unbelievable,” says Emily. “But for all their skill and ambition there’s nowhere for these people to go. We want to give them the opportunity to be part of something ground-breaking.”
For a young woman in a male-dominated industry, Emily is remarkably selfassured. She puts this down to her New Zealand upbringing. “New Zealand has always been ahead of the game in terms of representing women equally. It’s quite a matriarchal society in that being a strong woman has never really been seen as an unattractive thing – good old Helen Clark. I’ve never considered that being female should impact my success.” Nevertheless, she remembers, when she was in her final year of high school, she was told not to pursue a degree in digital media. “Teaching, nursing and law were the only career paths my peers and I were encouraged to go down. Essentially the only computer-based subject we had was this archaic class where you learnt to type for your future job as a receptionist. It was very much like, books were for girls, computers were for boys.”
Emily now sees it as her job to dispel this myth. “We need to rebrand digital. Take coding – people think of it as this weird, matrix-type thing but it’s the most creative discipline in the world.” It’s a shame, she says, that something must be labelled creative in order for a female to think she can do it, but in this case, it’s the truth. “Maths comes into it but it’s more about problem solving and coming up with the best way to bring an idea to life. If you want to start generalising, that’s not a male skill at all,” she laughs. “That’s a f*cking female skill.”
KELLY MCAULIFFE Digital editor at Fq.co.nz
Kelly Mcauliffe never planned to work in digital. “I always wanted to be a foreign correspondent – the turning point was not getting into my first choice of elective at university. Instead of magazine journalism, I was placed in the new media class, which was, hilariously, what they called digital media back then.” Despite initial reservations she found she liked it, and after teaching herself to code she soon began building websites and blogs. “I loved the immediacy of online, how you could turn an idea into a story or conversation and see people interact with your content straight away,” she says.
Following a stint as an online editor at the New Zealand Herald, Kelly moved to London, where she ran the gamut of digital jobs – from fashion copywriting for a big department store, to working for several tech start-ups, to being a social media specialist for luxury brands. She eventually landed her dream social media marketing role at luxury online outlet store The Outnet, working under her personal hero, Net-a-porter founder Natalie Massenet. “Aside from having one of the best shoe collections I’ve ever seen in real life, she’s the ultimate #Girlboss.” says Kelly. “Never content with mediocrity, she is always looking to do something new and ground-breaking – I mean, she started Net-a-porter out of her London flat, using her bathtub to store product.”
From travelling the world to cover major fashion and celebrity events, to collaborating on projects with the likes of Victoria Beckham, Olivia Palermo and Christian Louboutin, Kelly’s time at The Outnet was a series of career highs. But returning to New Zealand in 2015 to
launch Fq.co.nz was an opportunity she couldn’t pass up. “I grew up reading my mum’s copies of Fashion Quarterly, so to work here now is so special,” she says.
As a digital editor, Kelly is responsible for looking after Fashion Quarterly’s digital touchpoints, including its website, social media platforms, and email newsletters. This means writing, editing and posting content, as well as working closely with the advertising team to ensure commercial obligations are met. It makes for a varied and often glamorous job – reporting from New Zealand Fashion Week one week, attending beauty launches and interviewing celebrities the next. “But there’s lots of desk time too,” Kelly insists. “Filling out reports, optimising the website, looking at analytics and sending a million and one emails.”
She says the fast-paced nature of the job is a challenge. “Digital and social media are changing all the time, so you need to be able to adapt.” But it’s also what she loves the most about what she does. “It’s an exciting industry to work in because there’s something new every day – a new breaking story, a new social platform or a new way of doing things. There are never any problems in tech, just solutions that haven’t been created.”
“I grew up reading my mum’s copies of Fashion Quarterly, so to work here now is so special”