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I’m Joanna Watchman,

Founder of

Content Coms.

About Joanna

Experience

Joanna is our Managing Director and heads up our Strategy & Positioning services. With a career spanning 30+ years, she is a trusted advisor on strategic comms, marketing and growth to an impressive portfolio of global tech brands, FTSE250s and SMEs.

Naturally curious, Jo loves understanding how things work and what makes people and their businesses tick. She brings this curiosity to her work as an experienced event chair, moderator and interviewer, with expertise across:

  • Energy, technology, ESG & sustainability 
  • Green claims & transparent communications  
  • Sustainable specification & healthy buildings
  • Complex technical & business resilience themes 

Joanna also facilitates focused business workshops for owner-led SMEs. As an independent chair, she helps leadership teams clarify priorities, work through the challenges affecting progress and agree practical actions for growth and development.

Jo is equally at home developing content strategy for FTSE-listed firms and providing fractional CMO support to growth-led SMEs. Clients value her direct, pragmatic style and clarity as a communicator. She brings bold ideas and creativity to every project, and is known for making useful connections between clients through her extensive professional network.

Her writing includes The Anti-Greenwash Playbook, a manifesto for transparent communications. She also co-authored The Regenerative Playbook. An early signatory of Creatives Declare, she remains an advocate for authentic communications.

In 2018, Joanna founded Work in Mind, a purpose-led project that raises awareness of healthy buildings and reaches 50,000 people globally each year.

An honours graduate in History and Theory of Art from the University of Kent, Joanna is a passionate supporter of arts, culture and heritage. She has served as Enterprise Adviser for the West of England LEP and is a Fellow of the RSA.

"Jo has been the incredible Chairwoman of our ICEL Emergency Lighting Conference for the past three years, and she is consistently singled out for praise in our post-event feedback. And, at strategic level around tone of voice, personality of the Association and high-level branding, Jo just gets it."
Ayça DonaghyCEO, Lighting Industry Association
"Jo combines strategic insight with a practical understanding of small business realities. I wouldn’t hesitate to recommend her and the Content Coms team."
Stewart McDonaldBusiness Development Manager, Recirc Energy
Jo brings a wealth of experience and subtlety to her work, yet her approach is straightforward and direct. She helped us see how we could talk about sustainability without being perfect, and be proud of what we're doing while still recognizing our limitations. That's a real gift, and helps us along the road to becoming one day a full-fledged B corp.
– Kate Loudoun ShandCreative Director, KLS Textiles
“Joanna’s passion and energy for driving awareness about healthy buildings and quality of work life is unsurpassed. Her extensive environmental and wellbeing knowledge and experience enables her to set the focus squarely on the people, as they are the ones with the power to make change happen.”
Dr Deborah WilderDirector & Co-Founder Of Workwell
“Joanna is a woman on a mission to change the way we design and occupy the built environment. She is an advocate and a voice of reason for the positive benefits of healthy buildings in their truest sense.”
Michelle AnthonyDevelopment Projects, Oxygen Asset Management
“I’ve been very impressed with Joanna’s ability to communicate the themes and issues which are driving the global sustainable and healthy buildings movement. She is a true champion and advocate for improving the environments we all live and work in.”
John O’BrienFounder & MD LCMB Building Performance
“I’ve been incredibly fortunate to witness the growth of Jo’s WorkInMind.org project. She has worked hard to expertly curate such high-quality and topical information and it really shows.”
Chris Bowie-HillDirector Of Innovation Delivery At Hydrock

Connect with Joanna

0203 176 5442

joanna.watchman@contentcoms.co.uk

Joanna Watchman