Kiara Cleland.

Kiara Cleland is Head of Content at Profile, leading the team responsible for developing and delivering content across client accounts.

On a day-to-day basis, Kiara oversees content strategy and delivery across a wide range of formats, including social media, newsletters, thought leadership, website copy and editorial campaigns.

She works closely with clients to understand their business, audience and tone of voice, helping turn their expertise and ideas into clear, engaging content that supports their wider communications goals.

Alongside managing the content team, Kiara plays a key role in maintaining quality and consistency across accounts, developing content approaches and helping the team respond quickly to timely news and industry conversations.

Kiara previously worked as a copywriter for a residency and citizenship-by-investment firm, having completed an internship at an independent publishing house in Johannesburg.

Kiara holds two degrees, one in English Literature, History of Art, & Psychology and another in Publishing Studies. She lived in China for 2 years, where she taught English as a second language in Fuzhou and Shanghai.

Tone of voice is critical.

"The first thing I do is research a client. Nothing too extensive, just enough to get an overview of who they are and what they do. This also helps me get a look at their online presence.

"Ideally, the next thing I like to do is have a conversation with the client to get a more detailed understanding of who they are and what they want to communicate with the world, and establish their tone of voice."

Throw yourself in the deep end.

"The best piece of advice I've received is 'just do it' (thanks Nike). This applies to everything. Having a 'just do it' mindset has helped me so much.

"Whether it's something small, like trying a new activity or something major like applying for a new job, just go for it. Sometimes I succeed, sometimes I don't, but I'll never know if I don't don't try. Either way, I'll have learned something valuable."

Collaboration over competition.

"There is so much to be gained from working as part of a team and bouncing ideas off of each other. You’ll get your creative juices flowing, build great relationships and learn so much just by watching and listening."

Visible leadership sets the tone.

"For me, visible leadership is important because it sets the tone for the entire business: from the way employees work together and the care they take with their roles to the way they speak about it when they’re off duty."