In 2024, Charlotte expanded SheerLuxe’s reach beyond its London roots, rebranding LuxeGen for Gen Z and boosting engagement through TikTok and community-driven content. Leading a skilled team, she pushes editorial boundaries to maintain SheerLuxe’s position as an innovative, consumer-first publisher. Charlotte’s pioneering social media strategy, aligned with the CEO’s vision, strengthened the brand’s voice and led to new commercial partnerships and front-cover initiatives. Her exceptional leadership extends beyond content creation, driving significant sector growth and impact.

Charlotte's editorial leadership is driven by data-led decision-making and a keen understanding of audience engagement. Recognising SheerLuxe’s London-centric roots, she has spearheaded regional takeovers in Manchester, Edinburgh and Dublin to drive key commercial partnerships, including a Monica Vinader collaboration in Edinburgh and an upcoming Brown Thomas partnership in Dublin.

Charlotte also introduced cover stars to the SheerLuxe portfolio, with a view to profile women who are digital-first, unconventional interviewees. The inaugural activity in which Molly-Mae Hague revealed her clothing brand for the first time, garnered a total engagement of over 12 million views.

To grow SheerLuxe’s digital footprint, Charlotte has championed an authentic, unpolished approach to TikTok, pioneering Employee-Generated Content (EGC). This led SheerLuxe to become the first UK publisher to partner with TikTok Live Shopping, seamlessly integrating editorial influence with commerce.

Charlotte also rebranded SheerLuxe’s Gen Z platform from LuxeGirl to LuxeGen, aligning it with a more inclusive, relatable outlook. She also launched "Challenges" podcasts, offering real, unfiltered conversations about topics like grief and mental health, and continues to highlight SheerLuxe's charitable causes, including neurodiversity and supporting ex-offenders in the workplace. The rebrand drove LuxeGen’s Instagram impressions up 728% to 58 million in just two years.

Charlotte’s editorial leadership has yielded remarkable results, strengthening SheerLuxe’s audience relationships and commercial success. The platform increased to 560,000 subscribers in 2024 – an increase of 27% over two years. The daily newsletter’s open rate rose to 60% (industry average: 23.9%), with a 9% click-to-open rate (COTR) (industry average: 2.9%). The SLMan supplement has grown 110% in the last two years.

The regional takeovers significantly boosted SheerLuxe’s brand reach, while TikTok engagement rocketed to 131 million views – a 2,256% increase in two years. Live shopping events consistently generate over 500,000 page views, demonstrating SheerLuxe’s ability to blend editorial influence with commercial success.

Charlotte’s leadership, alongside that of the head of marketing, has propelled SheerLuxe’s user engagement to 5.5 million, a 266% increase, contributing to a 49% revenue increase in the last two years. Her ability to adapt, innovate and execute makes her an exemplary editor in today’s digital publishing landscape.

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