Esther Thomas

Esther specialises in building data-driven, cross-format content strategies that deliver audience growth. She champions the creation of high-quality and creative content that aligns with editorial best practices. 

Her broad skill set includes content strategy, audience development, newsletter strategy, content architecture, E-E-A-T best practices, website taxonomy and editorial training. 

The majority of Esther’s career was spent at Future PLC, where she was selected from hundreds of candidates to join the company’s renowned graduate scheme. This meant from day one of her career she has been learning from the very best talent in the industry and working on market-leading brands that reach hundreds of millions of people a month.

As her career developed, Esther subsequently headed up audience strategy for numerous household name brands including TechRadar, Marie Claire, T3, Real Homes, MusicRadar, PC Gamer and more.

She was promoted often and worked her way from a Graduate through to Head of Audience Development at Future. She later became Head of Audience Development at Saga, prior to joining the better web co. 

Sam Robson, CEO & Founder, the better web co.

“When it comes to getting written editorial content discovered and in front of the right audience, there’s no one better than Esther – and I should know as I’ve hired her three times! The fact she has been doing this for household name brands since day one of her career has made her skills second nature. Any editorial team in the world who gets to work with Esther will gain an incredible asset and ally.”

Utilising this first-rate experience, Esther works with our clients on content strategy, diagnosing and understanding traffic changes, managing evergreen SEO content, topic cluster strategy and implementation, E-E-A-T best practices, and training in-house teams on SEO related disciplines.

If you’d like to have Esther and the better web co. team support your business please get in touch.