Lizzie Mulherin

Career Trajectory: From Global Features to Strategic Storytelling

Lizzie Mulherin’s 15-year career spans journalism, copywriting, and brand strategy across four continents. Beginning as a travel and lifestyle reporter in London, her early work for Time Out Amsterdam and HuffPost UK established her knack for blending cultural insights with actionable advice. A pivot into marketing with brands like Red Bull and Johnnie Walker Black Label honed her ability to craft narratives that resonate across demographics. Today, she merges these dual expertise as a freelance contributor to the Daily Express and premium outlets like Marie Claire, while leading brand campaigns for clients such as Synergie Skin and Viktoria & Woods.

Key Articles and Impactful Reporting

• Make it a Good Monday: Volume #22 (The Living Lab, 2024) This Substack essay dissects the psychology of productivity culture through a personal lens, advocating for "purpose over hustle." Mulherin combines interviews with neuroscientists, anecdotes from her freelance career, and actionable tips like "the 2-hour deep work rule." The piece exemplifies her signature style: research-backed yet intimate, with a focus on redefining success in creative industries. Its viral traction among entrepreneurs highlights her ability to tap into zeitgeist concerns about burnout.
• Author of the Time Out Amsterdam Guidebook (Time Out Amsterdam, 2016) Mulherin’s curated guide to Amsterdam’s hidden gems—think canal-side print studios and sustainable seafood bistros—showcases her talent for identifying under-the-radar trends. The book’s enduring popularity (still cited by travel bloggers in 2024) stems from its balance of practical logistics and vivid storytelling. Notably, her profiles of local artisans laid groundwork for her later brand strategy work, emphasizing community-driven narratives.
• Sustainable Travel and Ethical Brand Storytelling (Marie Claire, 2022) This investigative feature critiques "greenwashing" in tourism, using case studies from Bali’s eco-resorts and interviews with UN sustainability experts. Mulherin’s methodology pairs data (e.g., carbon footprint comparisons) with visceral descriptions of coral reef restoration projects. The article’s impact led to a 300% traffic spike for Marie Claire’s sustainability vertical and inspired luxury brands like Bannisters Hotels to revamp their CSR messaging.

Beat Analysis and Pitching Recommendations

1. Lead With Solutions in Wellness Innovation

Mulherin prioritizes stories that bridge self-care and systemic change. Her Synergie Skin campaign highlighted clinical research on microbiome-friendly skincare while critiquing unrealistic beauty standards. Pitches should mirror this approach: e.g., "How AI-driven mental health apps reduce therapist burnout" rather than generic wellness trends. Include data on user outcomes and quotes from credentialed experts.

2. Spotlight Underrepresented Voices in Travel

Her Time Out work elevated female-owned businesses in male-dominated industries like craft brewing. Successful pitches identify analogous stories: think Indigenous-owned eco-lodges in Australia or LGBTQ+ tour guides reshaping heritage narratives. Avoid checklist-style destination guides—she seeks transformative human stories with cultural context.

3. Humanize Tech Through Lifestyle Lenses

While not a tech reporter, Mulherin’s Riparide coverage examined how AI curates personalized travel itineraries while preserving local authenticity. Frame tech pitches around lived experiences: "How VR art galleries democratize access for rural communities" or "The rise of ADHD-friendly productivity apps designed by neurodivergent founders."

Awards and Industry Recognition

“Lizzie is an absolute wizard with her words. She really understood the personality I wanted to convey.” — Jess Neilson, Villa Studio

2023 Folio: Top Women in Media Honoree

This accolade recognizes Mulherin’s dual impact as a journalist and brand strategist. Judges noted her “ability to translate complex brand ethos into accessible storytelling,” particularly in campaigns increasing Synergie Skin’s Gen Z engagement by 40% year-over-year.

Featured by InterContinental Hotels Group

Her 2022 collaboration with InterContinental Fiji produced a video series on Fijian mat-weaving traditions, viewed over 2 million times. This project exemplifies her skill in marrying cultural preservation with modern media formats—a benchmark for luxury brands seeking authentic storytelling.