Audience Strategy Director, Propellernet

As Audience Strategy Director at Propellernet, Sophie Coley is responsible for and passionate about gathering rich audience insight to feed into each of the agency’s channel-specific teams; ensuring that no matter the delivery and output, all strategy is focused on real people.

Having originally trained in journalism, her decade-long marketing career spans PR, creative and insight and strategy, working with brands like M&S, Waitrose, Kuoni, Celebrity Cruises, Westfield Shopping Centres and more.

Sophie is also a Director of the hugely popular free tool,, and has recently authored Audience Insight in the Age of Google, a book which helps marketers to gain insight via what she calls ‘search listening’. That’s the art of using search behaviour to uncover motivations, attitudes and truths about audiences. It’s a topic she regularly runs workshops on and has spoken about at conferences including the main stage at Brighton SEO.

As a trained journalist working in the world of search marketing, for a long time Sophie felt herself getting increasingly frustrated at the way in which SEOs traditionally (and perhaps understandably) focused on keywords over the people who were searching for them. She had a breakthrough when she started to look at search behaviour in a different light and realised that what we type into Google’s anonymous white box is so much more than just words; it’s our inner thoughts, feelings and fears and it says a lot about who we are – not just what we want to buy.

In Sophie’s talk, she’ll share more about her journey of discovery around what she now calls ‘search listening’ and why the psychology of search is so fascinating. She hopes to inspire Curio attendees to get a little bit more curious about search behaviour and to help them learn more about their own audiences by thinking about keywords differently.


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