Tor Goldfield
Londra Mare, Anglia, Regatul Unit al Marii Britanii și al Irlandei de Nord
4 K urmăritori
Peste 500 de contacte
Articole de Tor Goldfield
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Content and the customer journey: what to use when
Content and the customer journey: what to use when
Not so long ago, infographics were the content format du jour. Times moved on and now video is the poster child of…
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7 Reasons Why Print Should be Part of Your Content Marketing Strategy in 2017
7 Reasons Why Print Should be Part of Your Content Marketing Strategy in 2017
In many ways, marketing is much like the fashion industry. It’s a discipline that never stands still and can be quick…
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Consistency or change: what's more powerful in marketing?
Consistency or change: what's more powerful in marketing?
When it comes to marketing, there are strong arguments for delivering a consistent message across multiple channels…
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Content marketing: revolutionary or much ado about nothing?
Content marketing: revolutionary or much ado about nothing?
One thing is for sure, we marketers love a good debate, and there are few so adept at lighting the touch paper as…
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The ROI of a strong employer brand
The ROI of a strong employer brand
There is widespread recognition that brands create measurable value among consumers. Put simply, research consistently…
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What today's FT announcement tells us about the continued convergence of journalism and marketing
What today's FT announcement tells us about the continued convergence of journalism and marketing
Today’s news that the Financial Times has acquired content marketing firm Alpha Grid is further evidence of the seismic…
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Think You're in Control of Your Brand? Think Again
Think You're in Control of Your Brand? Think Again
Brand management is, and always has been, a complex task involving a wide number of people. While the primary…
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Does your marketing speak with one voice?
Does your marketing speak with one voice?
What a complex world us marketers live in. Where once we had a fairly limited and well-defined selection of tools and…
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How I fell back in love with Facebook
How I fell back in love with Facebook
There’s no denying that Facebook has had its fair share of haters. It’s the goliath of social networks and, far from…
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Goodbye, organic reach. Hello paid promotion and employee advocacy
Goodbye, organic reach. Hello paid promotion and employee advocacy
We published a post earlier in the week on our predictions for content marketing over the coming year, in which we…
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Activitate
4 K urmăritori
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Tor Goldfield a distribuit aceastaIf you're looking for a new internal comms job, then you might be interested in this IABC 'Interviewing with confidence' panel next week. I'm joining Carolyn Bowick, FCIM, FCIPR, CMktr, Chart.PR, Julie Mazzei and Joseph Sweeney and our amazing host Edeje Onwude to share a few tips on effective interview prep and keeping those pesky nerves in check. See you there!
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Tor Goldfield a distribuit aceastaTor Goldfield a distribuit aceastaThis week is Learning Disability Week. This year's theme is 'Do you see me?', focusing on ensuring people with learning disabilities are seen, heard, included, and valued in all aspects of life. All people can support this: - By treating people with learning disabilities as normal citizens, not as victims - Giving people jobs, while ensuring you make reasonable adjustments so they can do their jobs well - Genuinely listening to people with learning disabilities when they need or want to make changes to their lives - Improving Support and Housing so people can genuinely feel included - Support advocacy, so people with learning disabilities can get help to speak up if they need it Learning Disability Week is there to remind us all that much, much more needs to be done to make sure people with learning disabilities are valued, listened to, and included. Everyone can play their part in this.
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Tor Goldfield a distribuit aceastaSix months at Oatly, coincidentally timed with a trip to HQ in Malmö. Oatly Barista was a staple in my fridge long before I applied for this job, so I’ve been having fun getting under the hood of what makes this business tick. One thing I didn’t know six months ago is how far Oatly has ventured beyond café culture and the classic oat flat white. In the last few months alone, we’ve: - Launched the world’s first plant-based cold foam. - Released our latest Look Book full of hyper-on-trend signature drinks: https://lnkd.in/eYSwCx26 - Served up matcha jell-o shots at Milan Fashion Week. - Become the talk of the town (and way beyond) with our Amsterdam bike thru. - Kicked up a storm at coffee festivals around the world with stands and refreshments that are hard to ignore. My biggest challenge: figuring out how to share all this great stuff in a way that’s genuinely useful. Not a bad problem to have.
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Tor Goldfield a distribuit aceastaIt’s probably no surprise to hear that most people who work at Oatly feel pretty darn connected to the brand and the mission. In the 5 months I’ve been here (err, where did that go?), I’ve spent a lot of time thinking about how to create and protect the conditions for that strong connection to flourish. This is the kind of thing that gets my brain ticking in interesting ways, which is why I’m looking forward to chatting about internal comms and connection with Sue Lewis at the Engage Employee Summit next month. Why not take a trip to Battersea Park on Thursday 21st May and join us? https://lnkd.in/eywcxVzr Let me know if you’re already planning to be there and fancy meeting for a coffee (with oat-drink-not-milk, of course) and a natter.
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Tor Goldfield a distribuit aceastaTor Goldfield a distribuit aceastaI am a massive nerd. And one of my favourite things is to get nerdy with the innovation team at Oatly. Drinks culture is changing, there is a massive shift towards cold, aesthetic drinks, with experience at the heart, with cold foam being right in the middle of that triangle. So, when we assembled some of the smartest minds at Oatly, and built a brief for an oat based cold foam, that is ambient, works with all equipment and is a perfect base for flavours and colours to be added to, we all thought it was an impossible brief. I present to you… Oatly Barista Cold Foam, that not only delivers on all those criteria, it totally obliterates my wildest dreams. We’re launching it everywhere, so if you want to try it, reach out to your friendly neighbourhood Oat Dealer. Shout out to some of the incredible minds on this project: Anna Radelius, Nellie Ossvall, Olivia Arbab, Ida Andersson, Hanna Andersson, Sofia Ehlde, Solène Berger, Martin Ringqvist, Bryan Carroll and to Rowena Roos for the incredible Banana French Toast Brûlée'd Cold Foam from the latest Look Book drop.
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Tor Goldfield a distribuit aceastaTor Goldfield a distribuit aceastaFrame it, wear it, sew it onto a cushion or argue about it over dinner. Whatever you do…don’t say the m‑word. 🥛 Exactly one month ago today, the UK Supreme Court tackled one of the nation’s most urgent priorities: Oatly's use of a certain dairy-adjacent syllable. A win on paper for some. An eye-roll for the rest of us. So in news completely unrelated to the above, we’re giving away some pretty cool stuff on 🐮 Cowcross Street 🐮 in Farringdon today. Come say hi. Or don’t. We wouldn’t want to milk it.
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Tor Goldfield a distribuit aceastaIt’s International Women’s Day (IWD) on Sunday and, this year more than ever for me, it felt important to mark the moment. So, earlier this week I joined the one and only Rosie Lowery in hosting a conversation with our UK and Ireland colleagues about women’s experiences in the coffee industry (and the workplace more generally). While we may be laughing in this photo, we covered some pretty serious topics including self-doubt, feeling icky about self-promotion, conscious and unconscious bias, the importance of representation and role models, and our old friend imposter phenomenon. Rosie shared insights and themes from her Fable Coffee Stories podcast, and I talked about my personal experience with imposter feelings and how I’ve learned to recognise and manage those. A big thanks to Kate Atkin PhD for the wisdom she’s shared with me over the years about imposter phenomenon, and her practical tips for giving those uncomfortable, limiting feelings the boot (check out her book if you’re interested). What discussions are you having, in or out of work, around this year’s IWD?
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Tor Goldfield a distribuit aceastaWeekend fun...and yes, it's courtesy of AI... What seeing the Northern Lights tells us about internal communications Everyone thinks seeing the Northern Lights is easy. You book a trip, look up, and boom — cosmic magic. Reality: you check five weather apps, drive for hours in the dark, stand in -10°C until the early hours of the morning… and stare at clouds. Internal communications isn’t so different. You plan. You align people. You prepare leaders. You build the channels and the story. And then you wait for the moment when everything clicks and people really see it. A few lessons from aurora hunting: • You can’t force magic — but good preparation makes it far more likely. • The best experiences often happen away from the obvious, crowded spots. • Timing matters. Conditions change quickly. • Most of the work happens before anyone sees the result. • And when it works, people assume it just… happened. And sometimes conditions just aren’t right. So you try again tomorrow. Because when the sky finally lights up, the waiting suddenly feels very worth it ✨ Pic from an absolute bucket list moment on Thursday night outside Tromsø 🤩 Tracey Foy, Polly Adams, Justine M. Williams, PCC, CPCC, Susana Ordaz and Shatha K., this one's for you 😂
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Tor Goldfield a distribuit aceastaCelebrate the first year of profitability since becoming a public company...but make it Oatly 🤩Tor Goldfield a distribuit aceastaJust like any other public company, every now and again (okay exactly every three months) we publish financial information about how the Oatly ship is sailing. All in all, we’re extremely proud of our achievements in 2025. If you want to see exactly how proud we are, take a look at the video👇 And remember…this is just the beginning.
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Tor Goldfield a reacționat la aceastaTor Goldfield a reacționat la aceastaOatly x HeadCount are making registering to vote super easy. Check your status today at headcount.org/oatly. It takes two minutes. Seriously. And if you happen to be in Atlanta, consider your 9/22 coffee run optimized. Stop by Portrait Coffee from 9am–2pm, check your voter registration with HeadCount and get a free drink on Oatly. Maybe bring a friend and make a whole civic outing of it.
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Tor Goldfield a reacționat la aceastaTor Goldfield a reacționat la aceastaHow do we make it easy for people to choose more healthy and sustainable foods? Focus on taste, the public say. From Insight to Impact – a deep dive into what we believe are the key levers that can drive food system change, using 29 expert interviews and a poll of more than 12,000 consumers across the UK, US and Europe. PART 2 - FACTS AND LOGIC DON'T MAKE MOUTHS WATER Despite growing interest in what is in our food, it’s taste (and price), not health nor climate impact, that decides what ends up on our plate. We all know that food decisions can often be emotional, not logical. We therefore won’t change minds with numbers and information alone. Indeed, @Amy Roach has previously written about gluten free food stating that if a gluten-free dish on a menu is entitled ‘coeliac bowl’, then “only people who are coeliac will want to pick it”. Whereas if you offer a Thai rice bowl, people will pick it “simply because it sounds delicious”. At Oatly, we know this from our work last year. In blind taste tests across eight cities last year, roughly half (and sometimes more!) of people preferred Oatly in their coffee than cow's milk. That’s significantly more than the number of people who have ever tried it or who order oat milk – or any plant milk – in their coffee day to day. So the barrier isn't taste itself; it’s actually the preconception of taste and an emotional tie to what we’re used to. Desirability isn't a superficial marketing layer on top of sustainability work. It is a sustainability strategy in itself. So we must - Build genuinely delicious, sustainable food, that easily become norms, not “alternatives" - Design product marketing based on food psychology and not just the facts - Rethink food environments, how food is displayed and promoted Who do you see getting this right? Find the full report below in comments and stay tuned for part 3. PS A drink that matches my outfit maybe also helps me choose the lower impact option!! #FromInsightToImpact #FoodSystemChange #Sustainability #ClimateAction #Oatly #NYCW #NYClimateWeek
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Tor Goldfield a reacționat la aceastaTor Goldfield a reacționat la aceastaThis year I set myself a pretty big challenge, to climb 38 mountains. There’s a reason for the number, my sister and my best friend both died aged 38. I wanted to remember them by doing something we loved to do together, getting outside, climbing mountains and in the process, raising money for the Nottingham Women's Centre where I’m a trustee. The Centre delivers vital work supporting women and their children across Nottinghamshire. So far I've climbed 34 mountains and I now have just 4 mountains left to climb this year. I've been lucky enough to climb mountains in England, Greece, Spain and Wales with the highest peaks being just under 3000m in the Mount Olympus mountain range in Greece. I've walked with friends and family, I've made new friends, I've met explorers (including Ben Fogle who was every bit as lovely as he seems) I have loved every second and I'm conscious of the immense privilege of being able to do this challenge. To have the time, freedom, health and opportunity to spend the year walking through extraordinary environments. I’m aiming to finish all 38 by October and raise £3,800 for Nottingham Women’s Centre - I'm so nearly there! If you’d like to support the challenge, drop me a message and I'll happily share the link - all proceeds go towards Nottingham Women's Centre. It's been an incredible year - thanks to everyone who has been a part of it so far.
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Tor Goldfield a reacționat la aceastaTor Goldfield a reacționat la aceastaI write a lot on here about internal communication, leadership and organisational change. But I don't often explain what organisations actually hire me to do. Broadly, there are three areas where I tend to come in. 1. Interim and fractional communications leadership Sometimes an organisation needs experienced communications leadership quickly – because there's a gap, a period of significant change, or a need for senior capability without making a permanent hire. I step in at Head or Director level to bring clarity and direction, strengthen the team and build the function's credibility and influence with senior leaders – leaving it stronger and more strategically capable than I found it. 2. Change and transformation communications I've spent much of my career helping organisations communicate significant change – transformation, restructuring, new strategies, operating models and new ways of working. The work usually starts well before the comms plan. What is actually changing? What does it mean for people? Where are the points of friction? What are leaders going to find difficult to explain? And where is communication being asked to compensate for a problem it cannot solve? 3. Building and resetting internal communications functions Sometimes the issue isn't a particular programme. It's the function itself. I've built and led global IC teams and helped organisations rethink strategy, operating models, channels, governance and measurement. Often the aim is to move internal comms away from being an internal content factory and towards being a genuine adviser to the organisation. The three areas overlap. The common thread is usually that something important is changing, communication has become complicated, and the organisation needs experienced judgement rather than simply more content. That's generally where I do my best work. If that sounds familiar, feel free to drop me a message.
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Tor Goldfield a reacționat la aceastaTor Goldfield a reacționat la aceastaDIY (Drink It Yourself) Osmanthus Cold Brew Tonic, https://lnkd.in/dJPPJuXq
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Tor Goldfield a reacționat la aceastaTor Goldfield a reacționat la aceastaAhead of next week’s #climateweeknyc, we are launching Oatly’s new series, From Insight to Impact. It’s a deep dive into what we believe are the key levers that can drive food system change, drawing on insights from expert interviews and a poll of more than 12,000 consumers across the UK, US and Europe. Link to the report in comments. Over the next few weeks I’ll be sharing snippets of what we learned. PART 1: OPTIMISM IS A STRATEGY… Ten years of pointing at what’s broken. A summer marked by some of the clearest reminders yet of the impacts of climate change. It can be tempting to focus on the negative. Yet now more than ever, we need a different tactic and we believe that’s one underpinned by optimism. 80% of people say the future of the food system matters to them (which is great, because as far as I’m aware we all need to eat!). In the words of Mark Hertsgaard “more than eight in 10 human beings on the planet want their political representatives to preserve a liveable future." Great, right? Yes and no. Because the research also shows people believe they’re the only ones worrying about it. And that feeling can be paralysing and lead to inaction. In stark contrast to public sentiment, experts close to the action are almost uniformly optimistic because they see the solutions and areas of change that are starting to deliver the impact we need. So a sector that sees signs of progress, yet consumers feeling isolated in their concern? It points to a clear opportunity to connect that “silent majority”, make their shared concern visible, and turn individual anxiety into collective momentum. With optimism itself as a strategy for change....what can we do? Well, we’ve identified two things: 1. Our Industry must commit to sustained effort, even when policy stalls, progress looks slow, or backlash lands, and communicate this to inspire more action. 2. Media, Brand & Platforms must unlock the power of the silent majority by connecting the concerned and reframing the narrative in media, on digital platforms, and across the industry. Always using clear evidence and examples. I'm sure there are a million other things we could do with optimism as a strategy? Any ideas? Please share your thoughts so we can all learn and move forward together. #climateweeknyc #FromInsightToImpact #FoodSystemChange #Sustainability #ClimateAction #Oatly
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Tor Goldfield a reacționat la aceastaTor Goldfield a reacționat la aceastaProud moment: I’m joining Harper's Bazaar as a columnist, diving into the subject that has driven my curiosity for a decade: food. Every two weeks, in the digital edition, I’ll be sharing my take on plates, dining culture, and everything that makes eating such a fascinating part of life. To me, food is a medium no different than fashion or cinema, whether we’re talking about heirloom tomatoes, new openings, or politics behind it. My first piece is live, featuring a look at what goes through my mind when dining solo. You can read it here: https://lnkd.in/d2PyPCmx
Licențe și atestări
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Prince2 Foundation
Prince2
Eliberat la -
Fundamentals of Project Planning and Management
Coursera Verified Certificates
Experiență în voluntariat
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Board Member
BRIGHTON & HOVE SPEAK OUT
- Prezent 3 ani 4 luni
Servicii sociale
Speak Out makes sure that people with learning disabilities can speak up and take action about the things that matter to them. The organisation's vision is a fairer world for people with learning disabilities where they are listened to; and have the same rights, choice and control over their lives as everyone else.
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Creativity Works Mentor
Media Trust
- 4 luni
Run by Media Trust and funded by Mayor’s Fund for London and Berkeley Foundation, Creativity Works: Multimedia Genius Training creates amazing opportunities for young people in London, who are interested in the creative and media industries.
Over a period of four weeks, I mentored a young person on this programme, providing support and advice to help her achieve her career goals. -
Volunteer English teacher and support worker for Childlife, Thailand
i-to-i TEFL
- 2 luni
Copii
I took a short career break to fulfil a long held ambition of volunteering overseas. After completing a teaching English as a foreign language (TEFL) course I spent a month working at a children's refuge on the Thai/Burmese border, where I taught English and provided care to 140 children.
Publicații
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Bizcrowd QA: choosing the right social media platform
Bizcrowd
Vizualizați publicațiaBizcrowd - the small business advice platform - asked me to share a few thoughts on how companies can develop a social media strategy that's right for them.
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Boosting Your Career: What Employers Want to see on Your CV
Home Learning College
Vizualizați publicațiaThis free guide contains advice on personal development and outlines the positive impact of gaining professional qualifications.
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Why Becoming an Accounting Professional is Easier Than You Think: 5 secrets revealed
Home Learning College
Vizualizați publicațiaThe world of accountancy can be mystifying for anyone outside the industry. That’s why Home Learning College has produced a free guide debunking some common myths about working in that sector. The guide is available to download for free and provides useful guidance for anyone looking to develop an accounting career.
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The Ethical Business Guide
Blue Rocket and The Good Folk
Vizualizați publicațiaI project managed and wrote much of the content for this guide, which was designed to promote the benefits of running an ethical business.
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Time to Get Ethical
Legal Week
Vizualizați publicațiaIn this article I argued that lawyers may be bound by a strict professional code but their wider observance of ethical practices often leaves room for improvement.
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Welcome to Home Learning College video
YouTube
Vizualizați publicațiaA short video in which I introduce Home Learning College
Proiecte
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Introduction to Distance Learning webinar
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A short complimentary online class providing an overview of distance learning for potential students.
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Perzen Patel
If you’d asked me at the start of our intranet upgrade what I most wanted, I’d have said a better homepage. Or mobile functionality. I definitely wanted people to stop treating our intranet as a content graveyard. But two years in, the one thing I love most about it is our new content governance model. We moved from a distributed model where anyone could request publish access to centralise content control. Fewer editors. Consistency with page structures. Improved content standards. Nobody wanted to give up their publisher access. It required a bunch of carefully crafted emails and backing from our sponsors in case things went pear shaped. At the heart of the change was a simple promise. We’ll give you templates, training and advisory support. If the intranet page meets the “Is this page genuinely useful to staff” check we’ll publish it in one business day. Was there pushback? Yes. Has it led to a better experience for staff? 100% The next step for us this year is layering on an annual content review so we never go back to an intranet that feels untrustworthy. If you’re mid-intranet project and obsessing over the homepage, don’t sleep on the governance. It’s the boring stuff that keeps the shiny intranet shiny. What’s your intranet governance model? And is it working for you?
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Amanda Pierce
If you’ve ever had to manage a crisis, you’ll know this - there is no pause button. No time to ask ChatGPT what to do. No space to rewrite your comms strategy from scratch. In the final epsode of our crisis series, Imogen Hitchcock and I set out our 10 Golden Rules of Crisis Management - not just for comms, but for leadership, teams, and culture. It’s everything we’ve covered, tied together. From preparation to recovery. From tone to timing. From clarity to control. In this episode, we chat about: - Why silence isn’t strategy - What good leadership looks like under pressure - The mistake too many teams make with social - And the golden rule people still forget: start with your employees Take a listen: 🍏 Apple: https://lnkd.in/emrWaxk6 🎵 Spotify: https://lnkd.in/eiwXwJRc 🌎 Everywhere else: https://lnkd.in/eGA8bthN #InternalComms #CrisisRecovery #Reputation #Leadership #Comms #DearComms
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Matt Hay
𝗣𝗲𝗼𝗽𝗹𝗲 𝗮𝗿𝗲 𝘁𝗵𝗲 𝗸𝗲𝘆 𝘁𝗼 𝘀𝘂𝗰𝗰𝗲𝘀𝘀. That’s not a groundbreaking thought, I know - but it’s still often overlooked. I believe organisations that empower internal comms professionals, those who blend human connection with strategic intent, are setting themselves up for real success. After 25 years working in and with internal communications, I’ve seen the value it brings. It’s often hard to measure, but always essential. I love hearing and seeing the impact these storytellers have. They make a difference. Lately, I’ve been connecting with others who share my simple belief: 𝗧𝗿𝗲𝗮𝘁 𝘆𝗼𝘂𝗿 𝗽𝗲𝗼𝗽𝗹𝗲 𝘄𝗲𝗹𝗹 𝗮𝗻𝗱 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝘄𝗶𝗹𝗹 𝗳𝗼𝗹𝗹𝗼𝘄. But let’s be honest. Internal comms is tough. These communicators are often: • Under-resourced • Brought in too late • Asked to solve everything • Blamed for the message • Seen as the “make it pretty and post it” person There’s a lot of talk about strategic comms and having a seat at the table. But if you want your organisation to thrive, start by reversing those five pain points. Support your heroes. Your people will respond. And your business will grow. 𝗛𝗮𝘆 𝗹𝗲𝘁’𝘀 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗲.
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