As editor-in-chief of DeskDemon during the early 2000s, I helped build what quickly became the market-leading online community for executive assistants and office managers in both the UK and US. Working with a substantial budget during the first internet boom, I led a team of 10 people and established strategic partnerships with major brands including Hilton Hotels.What made this project unique was how it created a digital home for a professional community that had previously been fragmented across traditional media channels. By bringing secretarial associations online before they were able to establish their own web presence, we created a centralised resource that empowered EAs with information, connection and professional development.I reduced operational costs by bringing SEO and other technical functions in-house rather than outsourcing them. This at a time five years before open source content management systems became widely available. Beyond content creation, I designed and hosted the DeskDemon PA of the Year Awards, launched at London's Café de Paris, and regularly represented the brand at EA events nationwide.
This experience taught me the power of content to elevate and connect professional communities, particularly those whose contributions are often undervalued. The principles of clear communication, professional respect and practical support that underpinned DeskDemon's success remain central to my approach across all sectors.
