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Natalie Proffitt


Last update: 02.11.2020

Digital channels manager, social media, digital strategy, content designer

Graduation: BSc Multimedia Computing
Hourly-/Daily rates: show
Languages: English (Native or Bilingual)


Natalie Proffitt CV 201012.pdf


An ambitious and self-motivated ​digital communications professional​, with over 16 years’ experience in both public and private sector organisations leading ​channel shift and ​digital strategy​, implementation of large and small scale ​online projects and ​managing teams​. Recognised nationally as a leader in police digital communications​. Skills include ​digital communications, website ​and channel management, content development, social media management​, ​user experience ​and ​agile methodology

Project history

07/2019 - 09/2020
Digital Content Lead
National Grid
Digital content lead for a new, user-focused, internal digital platform that has changed the way staff work,
collaborate and engage with the business. A key player in the agile digital delivery team to launch
Grid:home, the new intranet for National Grid serving 22,000 staff across the UK and US.

Worked with senior stakeholders and their teams across all business areas in the UK and US to understand
their business, identify user needs, write, edit, and publish high quality, user-focused content.

Built a strong relationship with the technical team to ensure the end product remains user-focused and
helped to identify and solve problems to improve the user experience throughout the project. Worked
closely with the Brand team to develop a style and content guide and ensure the intranet reinforces the
strong National Grid branding and reflects their vision and values.

Developed the ongoing digital strategy which will continue to improve the platform as it grows. Created
policy and procedure to ensure content continues to grow, prioritising user needs. Designed and
implemented processes to manage and update content ensuring consistency and relevance without

Produced daily analytics to show adoption and use of Grid:home to understand user behaviour and inform
the longer-term strategy.

Managed the content team daily to ensure content development was prioritised and launch deadlines met.
Worked with senior staff to seek approval and ownership of all content prior to launch.

05/2017 - 06/2019
Head of Engagement
Leicestershire Police
Responsible for the strategic direction of all public and internal communications and engagement.

Developed and lead on the Force's channel shift strategy that has changed the way the Force offers services
to the public, improving customer service and choice, reducing demand and driving efficiencies. Project
managed the delivery of a new force website as part of a national project to align police websites.
Introduced revolutionary new digital services that have changed the way the public communicate and
engage with the police.

Lead for digital communications during critical incidents and local response to national terrorist incidents to

provide reassurance to the public, manage reputational issues and respond to public concern.

Managed a team of Digital Media and Graphic Design Officers responsible for daily social media
management across a range of platforms, creating video and web content, using digital channels to issue
appeals and support campaign activity, creating print and design materials. Managed a team of
Communications and Campaigns Officers who deliver internal and external communications, develop
Force-wide and local campaigns based on crime trends and organisational priorities.

08/2014 - 05/2017
Head of Digital Media Services
Leicestershire Police
Implemented online crime reporting for five forces in the East Midlands region, enabling the public to
report crime directly to police, with seamless integration into internal IT systems, improving the service to
the public and creating efficiencies within the Force.

Established the Digital Desk, enabling the public to use social media as an alternative form of contact to the
police, radically changing the business needs of the force by recognising and adapting to public demand.

Updated and implemented the Force's digital strategy to embed social media as an engagement and
contact tool for all areas of business, where appropriate. Developed policy, guidance and training materials
to support the use of social media.

03/2008 - 05/2014
Head of New Media
Leicestershire Police
Developed and implemented the Force's digital and web-based communications strategy, which introduced
new ways to communicate with the wider general public, leading to engagement with new audiences.

Established an online audience of over 200,000 people and Force-wide adoption of social media as a
regular means of communicating and engaging with the public. Managed and developed social media
during times of crisis. Pivotal in the Force's pioneering move to using social media as an investigative tool.

Implemented a major overhaul of the external Force website ( with a focus on
responsive design, information architecture, accessibility and social media integration.

07/2006 - 03/2008
Website Officer
Leicestershire Police
Maintained and updated Force website; content creation; internal website development; digital and print
design; video and photography. Worked with public-facing and internal departments to improve their
online presence to both an external audience and communicate important messages to over 4,000 staff.

04/2005 - 07/2006
Website Developer
North Warwickshire and Hinckley College
Implemented new content management system (CMS) for external website; content creation; trained staff
to use the system; created microsites for different departments within the College.

06/2004 - 04/2005
Campaign Manager
Emailcenter UK
Design, creation, development and maintenance of emails, websites, email surveys, landing pages and
database management. Project management of campaigns with customers.

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