Sophie Baker, writer and senior content consultant.

I write features and editorial for the world's leading travel and food publications. I also work with brands as a senior content consultant on strategy, AI search optimisation, brand copy, and hands-on writing. Those two things are not separate careers that happen to share a name. Each one makes the other better.

Before going freelance I led content and brand at Samsung Food, a 9M+ user global recipe platform, where I built the editorial and SEO infrastructure that grew organic traffic 98% year-on-year. I ran marketing at Virgin Mobile South Africa, handled content strategy across insurance brands in Australia and New Zealand, and led a global rebrand that generated over $8 million in earned media. Earlier in my career I worked in editorial at Kagiso Media. I hold a Bachelor's and Honours degree in Communications, Media, Journalism and Psychology from Monash University, graduating with distinction.

I compete two horses at fourth level and advanced dressage. Prix St. Georges is the next goal. In practice this means most weekends involve sand, horse hair, and very early mornings.