Portfolio
Communications Strategy & Campaigns
One World Media
One World Media supports journalists and storytellers telling underreported stories from the Global South. As Engagement and Communications Manager I oversee all communications across paid, earned and owned media, including social media strategy, campaign delivery, editorial and the organisation's Annual Impact Report.
Social Media & Video-First Overhaul
On joining One World Media I audited the organisation's social media presence and identified an opportunity to shift from static, graphic-led content to a video-first approach centring the voices of journalists themselves. I restructured the content strategy across Instagram and YouTube, introduced a series-led format featuring award winners and nominees, and moved to short-form vertical video as the primary format.
143% rise in YouTube views
92% increase in watch time
Subscriber growth rate doubled
Average 6,000 views per video, exceeding targets by 4,000
More than doubled engagement on Instagram
Before
After
Awards Campaign
The One World Media Awards is the organisation's flagship annual event celebrating journalism from and about the Global South and its primary revenue generator. I developed and led a five-month multi-channel campaign strategy across paid, earned and owned media, managing the full campaign budget and leading all creative production. The video-first journalist series formed the backbone of the campaign, building credibility and driving entries from media outlets worldwide.
Doubled engagement on Instagram and LinkedIn
Exceeded entry and financial targets
Expanded reach into new international markets
Editorial One World Media, 2025–present
I drive the editorial strategy, planning and delivery of One World Media's newsletter, commissioning and editing contributors from across the global journalism sector as well as ghostwriting on behalf of senior voices in the field. The newsletter has been repositioned as a thought-leadership channel for industry decision-makers, growing its subscriber base by 7% and achieving a 46.8% open rate.
Selected bylines:
Annual Impact Report
I designed, wrote and distributed One World Media's Annual Impact Report, producing the publication end to end from editorial strategy through to design and distribution.
Mercy Corps
I developed and drove Mercy Corps' UK and European media strategy across both planned advocacy moments and fast-moving humanitarian emergencies, including leading the organisation's communications across three consecutive UN Climate Conferences and serving as crisis communications lead for the Pakistan floods, Turkey-Syria earthquake, Afghanistan earthquakes, and ongoing crises in Ukraine, Gaza and Sudan. From COP to conflict, I managed reputational risk, handled hundreds of media inquiries and coordinated breaking coverage, securing top-tier placement across all contexts including inclusion in major outlets' How to Help sections to directly drive donor response.
480% increase in media coverage from COP26 to COP27
136% further increase from COP28 to COP29
136% further increase from COP28 to COP29 UK government doubled Sudan crisis funding following Chatham House and FCDO briefings supported by my communications packs
““Alexandra has done a tremendous job... Her presence at COP29 in Baku helped increase our coverage to a great degree and earned the respect of the wider delegation and climate teams broadly. Thank you Alexandra for a job well done, for being self-reflective and knowing where the gaps are, and for holding me to account as a team leader when needed.””
Media Hits
France24 — US withdrawal from Paris Agreement Proactively pitched Mercy Corps Chief Climate Officer for interviews landing him a prime time slot with France24.
The Guardian — Pakistan Floods Secured coverage in the Guardian during the acute crisis response phase, coordinating press under significant time pressure.
BBC News — Gaza I identified the story opportunity, pitched it to the BBC, and media trained Mercy Corps' Executive Director ahead of the broadcast interview.
The Guardian — COP Proactively pitched and landed a Guardian Letter to the Editor as part of Mercy Corps' COP media strategy. Ghost written editorial for David Nicholson.
The Guardian — COP Proactively pitched Mercy Corps’ Debbie Hillier who was quoted in The Guardian article about how COP29 could change the financial climate for the world’s wealthy polluters.
The Guardian — US withdrawal from Paris Agreement Proactively pitched quotes from Mercy Corps’ CEO and landed them in the Guardian’s live news coverage.
CBM GLOBAL
Advocacy Media and Communications Officer, 2020–2022
Miracles Day Campaign
I led the nationwide media campaign for CBM Australia's flagship fundraiser, securing coverage across thirty radio and television stations in Australia. A highlight of the campaign was a story I ideated and pitched about Curtis Span, an 11-year-old whose determination to help children living in poverty caught the attention of national broadcast media — landing a feature segment on Channel 9 News that was picked up by the Today Show the following day.
100+ media interviews secured across radio and TV
$1 million fundraising target exceeded by 80%
20% increase in Australian media share of voice
International Day of People with Disabilities Campaign
I led CBM Global's largest annual multi-channel campaign with the theme “Build Back A Better World For All” during the COVID pandemic, developing strategy, leading a working group, creating all written and social content, and coordinating contributors across Africa, Asia and the Pacific.
I developed a communications kit for fifty partner organisations including captioned videos, sign language-interpreted content and alt text for all social images. The campaign was a success, with:
11,000 views on campaign video on day one
90% uptake of assets across the partner network
200% increase in campaign reach
National media coverage secured
Additional government funding committed to disability inclusion
Teaching & Knowledge Sharing
Guest Lecture, UAL — March 2026
Building Sustainable Early Journalist Careers in a Changing Media Landscape
“Alexandra came in to deliver an employability session for MA Journalism students at London College of Communication. She shared not only valuable insights from her own career, but also perspectives from others, enriching the session even further. Her preparation was thorough, offering students many actionable takeaways. She was personable, engaging, and connected well with the students.”
A three-hour session with Masters students at the University of the Arts London focused on preparing for the realities of entering the industry. Feedback from the session noted that my breadth of experience was incredibly useful for students to engage with.
OTHER PUBLISHED WRITING
Contributor to All You Need To Know About Public Relations: An Entrant's Guide to the PR and Communications Industry by Adrian Wheeler.
FIELD TRAINING AND CONTENT GATHERING
UnitingWorld Philippines and Papua New Guinea | 2016–2018
Mercy Corps | 2022–2024
I have designed and delivered media and communications training across multiple countries and contexts, from grassroots communicators in Papua New Guinea and the Philippines with little prior experience, through to regional communications professionals across Asia.
At UnitingWorld in the Philippines and Papua New Guinea, I built training from scratch to develop practical capability in video production, photography, copywriting, website management and digital advocacy.
At Mercy Corps, I established the organisation's first Asia Regional Communications Community of Practice, convening communicators across ten countries to coordinate content, align messaging and raise the quality of work reaching headquarters. I set media priorities and KPIs, coordinated thematic communications and delivered ongoing spokesperson training across the network.
I have also worked as a freelance photographer and videographer, producing content across more than twenty countries for NGO and commercial clients. This hands-on visual practice informs every content decision I make — from briefing external creators to producing assets in-house. View my visual portfolio at marketlanemedia.com/commercial-and-nonprofit