Brand Communications, Thought Leadership & Content Strategy
Endava
The Company
Endava is a global technology consulting firm that partners with leading businesses to accelerate digital transformation. Operating across industries including finance, healthcare, retail, and technology, Endava sits at the intersection of deep technical expertise and human-centered thinking.
The Engagement
My work with Endava spanned three distinct projects, each requiring a different communications skill set: thought leadership and editorial development, brand narrative and global rollout strategy, and emerging search optimization at scale. Together, they represent the full range of what I do, from finding the story to building the infrastructure that carries it.
Project 1: Thought Leadership Whitepaper
Endava wanted to combine original research with insights from subject-matter experts across industries to produce a white paper that would anchor their broader thought leadership program.
Developed the overarching narrative for the whitepaper, weaving together research findings and SME perspectives into one cohesive story
Interviewed 10+ SMEs across AI, retail, biomedical, healthcare, IoT, and VR/AR, researching each field and developing tailored interview questions
Wrote the whitepaper and coordinated the editing and review process across SMEs and key stakeholders
Produced subsequent promotional assets, including landing page copy, social posts, and blog content
Results: 100+ form fills and downloads, 20% lift in MQLs
Customers at the Core: A Driving Force for Transformation
Project 2: Brand Refresh & Global Communications Rollout
Endava's brand refresh required more than a visual update. It needed a communications-led rollout that translated an evolved brand identity into a clear, consistent narrative across internal and external audiences worldwide. The brand narrative: Technology is our how, people are our why.
Developed core brand messaging, including narrative throughlines, boilerplates, and strategic talking points
Built the communications strategy for the global rollout across digital, media, and executive channels
Orchestrated narrative consistency across press materials, social campaigns, video content, panel discussions, and web experiences
Partnered with cross-functional teams to align messaging with brand, marketing, and leadership priorities
Managed stakeholder reviews and approvals across asset development
Results: 15+ communications assets launched, 3x increase in brand awareness and engagement, 30% increase in organic web traffic, 10K social impressions across paid and organic channels
https://www.endava.com/who-we-are/explore-our-brand/a-new-look-for-the-future
https://www.endava.com/who-we-are/the-story-we-tell-with-our-brand
https://www.endava.com/who-we-are/explore-our-brand
https://www.instagram.com/p/C2jvKQwt6uR/?hl=en
https://www.instagram.com/reels/C2r0IaZtKdA/
https://www.endava.com/who-we-are/explore-our-brand/
Project 3: AEO/SEO/GEO Glossary Content at Scale
As search behavior shifted toward AI-driven discovery, Endava needed glossary content that performs across traditional SEO and emerging AEO and GEO environments, spanning a wide range of industries and technical subject areas.
Implemented SEO, AEO, and GEO best practices across content structure, length, keyword use, internal linking, and formatting for maximum visibility
Developed content across finance, banking, healthcare, insurance, technology, and more
Built an AI-powered brief template based on narrative structure and best practices, creating a reusable workflow for each page
Integrated AI tools for topic research alongside internal resources and SME insights
Managed content edits and stakeholder review throughout production
Results: 60+ glossary pages created, 40% increase in web traffic, with 10% attributed to AEO and GEO tools
“Alexa successfully collaborated on a long-term SEO content project, delivering high-quality content across a diverse range of industries – from finance and banking to healthcare, insurance, technology and beyond. She consistently produced well-structured long-form glossary pages, meticulously following detailed specifications for content structure, length, keyword use, internal linking and formatting. Additionally, she crafted meta descriptions aligned with SEO best practices to maximise search visibility. Throughout the project, Alexa demonstrated exceptional attention to detail, met every deadline and upheld a consistently high standard of quality. Her expertise, reliability and ability to adapt across industries made her an invaluable contributor to the project’s success.”