Make Lemonade

Kerry Smith

Helping brands tell stories worth recommending.

Helping luxury brands build editorial authority through distinctive ideas, credible storytelling and publishing expertise.

Kerry Smith, Editorial Consultant at Make Lemonade

Editorial Authority & Storytelling

Great stories build lasting authority.

Kerry Smith is Editorial Consultant at Make Lemonade, bringing more than 25 years of experience shaping content for some of Britain’s leading newspapers, magazines and luxury brands. Formerly Editor-in-Chief of British Airways’ High Life and now its Consultant Content Director, she understands what makes exceptional editorial stand out.

At Make Lemonade, Kerry helps brands think like publishers, developing distinctive ideas, compelling stories and editorial strategies that build credibility with audiences and strengthen the authority AI increasingly looks for when making recommendations.

LinkedIn Profile

Areas of expertise

How Kerry builds editorial authority.

01

Editorial Strategy

Developing clear editorial strategies that help brands communicate with greater credibility, consistency and purpose.

02

Story Development

Finding the distinctive human stories, ideas and perspectives that audiences genuinely want to read, remember and share.

03

Editorial Authority

Helping brands become recognised sources of expertise through original, credible and consistently valuable content.

04

Luxury Hospitality & Travel

More than two decades shaping travel, hospitality and lifestyle content for discerning audiences and premium global brands.

05

Publishing Standards

Applying the rigour of leading newspapers and magazines to branded content, ensuring every story is accurate, engaging and genuinely useful.

06

Content Leadership

Working with brands, agencies and marketing teams to sharpen narratives, strengthen editorial planning and raise the quality of execution.


Editorial Perspective


AI changes how stories are discovered.
Great storytelling remains timeless.


AI platforms do not create trusted information. They find, interpret and surface it. Brands that consistently publish original, credible and genuinely useful content are more likely to become recognised authorities over time.


Kerry brings the perspective of an editor rather than a marketer. She helps brands create content that earns trust because it deserves it, applying the same qualities that make a strong feature or magazine story valuable in an AI-driven world.

“Authority is not claimed. It is earned through every story you tell.”


Selected Editorial WorK


Stories shaped by Kerry.

A selection of Kerry’s writing, editing and editorial work across leading travel and lifestyle publications.

Experience

More than 25 years shaping stories.

Kerry’s career spans senior editorial roles at The Independent, the Evening Standard, Marie Claire and Condé Nast Glamour. She is Travel Editor-at-Large at Country & Town House and has led editorial strategy for brands including British Airways, Mandarin Oriental, Eurostar, Cathay Pacific and Iberia.

Her wider work includes reporting from COP27, editing a book on the future of work and speaking at The New York Times International Luxury Conference.

Editorial Strategy

Create stories worth recommending.

Whether you are refining your brand narrative, developing an editorial strategy or creating content for an AI-first search landscape, Kerry helps brands think like publishers and build lasting editorial authority.

Talk to Kerry