As a content strategist at creative company, Dare, Gemma Germains spends her days spotting trends and patterns in data to make sure that the content they produce is stellar. “We’re UX-focussed content specialists doing research-driven work. I get thrills every time I say it,” she shares. Previously, Gemma ran studio Well Made with friends for over a decade before joining Dare on a contract. At the time, the company didn’t yet have a content department, so Gemma decided to build one. And she’s been there ever since. Here, Gemma tells us about the journey she took to get here; why her ego is both her biggest ally and hindrance; and tells us the skills shared by the very best content strategists.