BBC Maestro is an educational platform offering the world's best teachers at your fingertips. Each Maestri is a bona fide expert in their field. And with each new course came a website page, over a dozen emails, and a slew of paid ads. On top of this, I also assisted the marketing team with delivering SEO articles, which explore broader themes of each course.

During my time with BBC Maestro, I delivered 6 course launches and a year’s worth of seasonal promotions. One that stood out in particular was Beata's course. It required a hefty amount of research into interior design: the nuances of the industry, the humility of Beata Heuman, the craft of turning a house into a home.

I set out to uncover the true human emotion of each course. What will the customer learn? How will it better their life? And what indelible impression will be left? Headlines needed to intrigue, and body copy needed to connect.