Samuel Mathewson is Audience Editor for eCommerce at The Independent. He looks after SEO and content planning for IndyBest, and also writes about men's fashion, skincare, gifting and more. He previously worked as Audience Development Specialist for Archant and Newsquest in the magazine division, building audiences around travel, food and drink and events content. samuel.mathewson@independent.co.uk, Instagram @smlmthwsn