Head of Content
The Writer Who Builds Your Publishing Machine
28 years as a writer, editor and Head of Content gave me editorial judgement, an ear for what people actually read and an eye for the law. AI lets me build all three into a machine that runs around the clock.
You get a top-tier writer who checks the brand rules, builds site structure, editorial calendars and content people want to read, all reined in by legal gates that stop you publishing copy that I wouldn't pass.
What I Actually Do
Content leads normally come in two flavours: great writers who hate AI with a burning passion, and AI enthusiasts with no editorial judgement. And then there's me.
I still write case studies and boutique copy for high-end clients, but I spend more time leading the orchestra than playing an instrument these days.
I write the standard, find your voice, build compliance into the work and make people care. Brand rules, structural checks and jurisdictional restrictions run against every page before it hits the CMS, not the regulator's desk.
I honed my craft on newspapers, magazines and corporate sites, managing teams of writers and photographers, and I saw the bills.
Now AI lets me build that judgement into a system that runs when I'm not in the room: drafting to your standard, checking itself before anything publishes, and not getting tired at four o'clock on a Friday. How I got here →
Proof
casinos.org
Head of Content · 2024 – present
An old parked domain when I came in, now 200,000 search impressions a month across five regulated markets. One standard, and a publishing system that enforces it automatically. I produce the daily news, the round-up posts, the LinkedIn posts and hundreds of pillar pages, own compliance from AGCO's Ontario advertising rules to state-level geo-licensing, and set the review standard the rest of the site is held to.
USA Gun Shop
Founder & Publisher · 2019 – present
My own commerce business, and the proof the method pays. I engineered the machinery myself: a live price-comparison engine, an affiliate product catalogue, and a fallback pricing cascade that monetises every guide on the site. Profitable for seven years, on both sides of a Helpful Content Update that flattened much of the niche.
ChipReign
Founder · 2026 – present
An iGaming affiliate site produced end to end by governed AI pipelines, built as a reference implementation rather than a traffic play. State-level geo-gating that fails safe, jurisdiction-accurate sweepstakes legality, FTC disclosure and operator marketing rules, all checked by an automated audit that runs against the live site. Affiliate agreements in place with licensed operators.
This is the demo. Its search footprint is small because it launched in May 2026. Watch this space. How engagements work →
Before That
Contributing Editor. Site to 2 million monthly visitors.
Editor. Technology, SaaS and recruitment clients, including Fortune 100 accounts.
European Editor. Sunday Times, MSN and Tatler bylines alongside.
Editor. Took it from zero to 1 million users a month.
National Racing Editor.
Writing
Content Governance: 3 Tests a Rule Must Pass
Three tests separate a control from a document. Most programmes fail the second.
AI Content Cost Savings: 5x Output, Same Review
The drafting cost collapses. The review you already had does not rise to meet it.
iGaming Content Compliance: 4 Ways It Fails Open
Everyone checks the jurisdiction list. Nobody checks the sentence.
Your E-E-A-T Is in Your Building
Six people already on your payroll supply what no writer can research.
Does Google Penalise AI Content? No, 3 Things Do
The policy is method-blind and says so in writing. What 331,000 pages show.
AI Slop Is Your Fault: 4 Files, Not the Model
Slop is not something a model does to you. It is unmanaged generation.
The Best AI Writer Is the One You Can Govern
ChatGPT, Gemini and Claude Code on what actually decides it for a content team.
Freelance Writers vs AI: 57% Already Use It
The choice was never human or machine. It is governed AI or ungoverned AI.