Natasha Onwuemezi

Positioning Penguin’s groundbreaking BAME traineeship with clear, compelling, and values-driven content

Context

The Next Editors Programme was launched by Penguin to support and amplify editorial talent from Black, Asian and minority ethnic backgrounds. As a flagship DEI initiative, it needed a strong editorial voice and clear positioning to resonate with prospective applicants, internal stakeholders and the wider industry.

My role

I led the content strategy for the launch of the programme, working closely with Penguin’s internal team to ensure tone, clarity and accessibility across all communications. I authored the landing page copy and developed key messaging – including headlines, taglines and social captions – that reflected the ambition and values of the initiative.

What I did

• Created all copy for the programme’s website, including the application page, initiative overview and FAQs.
• Developed campaign headlines and sub-headings used across social media, internal comms and external promotion.
• Ensured tone of voice was inclusive, motivating and aligned with Penguin’s brand guidelines.
• Worked across teams to support messaging rollout and consistency.

Results

• The launch generated strong engagement across social channels and trade media.
• Praised internally for clarity and resonance of messaging.
• Helped Penguin position the programme as a credible, values-led investment in future publishing leaders.

Takeaway

This project shows my ability to:

• Lead tone-of-voice aligned content for purpose-driven campaigns.
• Craft inclusive, high-impact messaging that connects across audiences.
• Build brand trust through language, clarity and cultural sensitivity.
• Collaborate cross-functionally to support rollout across web and social.

View the programme website: