Taylor Herring bolsters GEO proposition with new hire.

Taylor Herring is continuing to scale its GEO proposition, Cite:d, with the appointment of The Sun’s former Snapchat Editor, Alana Moorhead, as Newsroom Editor.

The hire reflects growing client demand for strategies that improve brand visibility across AI-driven search and discovery, as the industry shifts beyond traditional SEO and into a new era of Generative Engine Optimisation (GEO).

Moorhead joins the agency at a pivotal moment for Cite:d, Taylor Herring’s proprietary solution designed to increase brand citation and share of voice in AI search environments. Launched earlier this year, Cite:d combines audience data, newsroom intelligence and creative execution to identify high-impact opportunities and translate them into campaigns that travel across search, social and AI surfaces.

Her role will span both the agency’s social newsroom and the continued growth of Cite:d, as Taylor Herring doubles down on integrating editorial thinking with data-led insight to meet evolving discovery behaviours.

At The Sun, Moorhead led the publisher’s Snapchat news operation, growing the channel to more than 2.2 million daily users aged 16–24. She also helped shape workflows that combined SEO, analytics and social formats to drive audience growth – experience that aligns directly with the demands of GEO.

Taylor Herring launched Cite:d in partnership with Performics, giving its newsroom access to data signals from more than 46 million UK consumers via Connected Identity. The approach enables the agency to move beyond assumptions and build campaigns rooted in real audience intent and behaviour.

Jack Peat, Head of Newsroom at Taylor Herring, said the appointment strengthens the agency’s ability to respond to a rapidly shifting media landscape:

“Discovery is changing fast. It’s no longer just about headlines or rankings – it’s about whether your brand is being surfaced and cited by AI. Cite:d was built to solve that, and Alana brings the exact expertise we need to scale it as part of our newsroom model.”

Moorhead added: “The way people discover news is evolving across social, search and AI. What’s exciting about Taylor Herring is how its newsroom already brings those together. Cite:d is a natural extension of that – combining data with editorial judgement to create work that gets found, shared and cited.”

The appointment follows the agency’s recent report, The News is Dead: Long Live the News, which explores how brands and PR agencies must adapt to new forms of news consumption driven by platforms and algorithms.