James Rivington

About

Strategic content leader in digital publishing, specialising in user experience, editorial innovation, and high-growth affiliate and eCommerce models. Since 2015, I've been part of the senior leadership team at Future, helping grow our affiliate and eCommerce business from $330k per year to over $140m. I’ve led the development of the content strategy, user journeys and article templates that now power more than 50 global brands. This work was recognised with a shortlisting for the British Journalism Awards in the Digital Innovation category. I work at the intersection of editorial, product, SEO and eCommerce, designing user experiences that are intuitive, trusted and built to convert. My goal is to create systems that serve both the user and the business, delivering real commercial outcomes in a sustainable and scalable way. As the digital landscape evolves, I’m passionate about helping content succeed in a post-SEO world. That means prioritising quality, clarity and user experience over chasing algorithms. I believe that when you build for people first, performance naturally follows. I'm involved in shaping how we use AI across the business, with a clear focus on where it can genuinely add value. For me, it's not about AI for its own sake. It's about making workflows more efficient, improving the tools we use, and enhancing the overall experience for our users. I'm not interested in flooding the internet with AI-generated content. The real opportunity is in building AI-enhanced experiences that support better decisions, stronger products and more useful content. What motivates me is solving complex problems with creativity and clarity, and bringing teams together to turn ideas into strategies and strategies into results.