Freelance Social Copywriter | Current

Working with Editorialist’s social and editorial teams, I write engaging, informative fashion copy for the brand’s Instagram account across grid and stories.

Brand Voice Consultant & Copywriter | Current

I worked on a project to refresh Ancient + Brave’s voice and created guidelines to support with messaging consistency across all customer-facing touchpoints. I then used these guidelines to rewrite the brand’s welcome flow emails to reflect the updated style. I’ve also written campaign copy for product launches, edited the brand’s customer care templates and supported with creative copywriting - like manifestos and video scripts.

Brand Voice Consultant & Editor | Current

Folk is a London-based social marketing agency working with global luxury brands across fashion, beauty and lifestyle.

I’ve created tone of voice strategies, copy guides and branding copy for At Present, Fabric of Society, KLAYD, Loquet, Vestiaire Collective and Vik Jet, and edited Instagram and TikTok copy for Sloane Street and SAAS Properties, as well as LinkedIn posts.

Freelance Copywriter | Current

I work closely with the in-house team at Folk to write multiple monthly emails for one of their luxury fashion clients, KLAYD. I also support with ad-hoc requests, including copywriting for the brand’s sustainability webpage.

This booking is via Folk.

Freelance Copywriter & Editor | 2022 - 2024

I worked across a broad range of projects at Klarna, including supporting with copy style guide overhauls, editing insight reports and case studies, and the brand’s Instagram and TikTok copy from Dec 22 - May 23.

I regularly wrote and edited copy across CRM, paid media (inc. ads and OOH assets), UX, in-app and site landing pages. I also collaborated closely with visual creatives on concepting and writing hero messaging for big budget campaigns like Holiday and Valentine’s.

Brand Voice Consultant & Copywriter | 2024

I worked closely with AYM’s Founder on the copy aspects of their brand identity project. This involved developing the brand’s voice and supporting guidelines, ideating and writing a new brand slogan, mission statement and elevator pitch, providing copy for packaging and swing tags and a creative copywriting brief for the Julian Mary and Me collaboration.

Freelance Copywriter | 2024

Sept is a global social commerce platform primarily servicing luxury fashion clients in the GCC. I worked on a mix of creative and branding copywriting ahead of the launch of their new product, The Personal Shopper Network. This involved creating campaign messaging, in-app copy and an updated brand tagline.

Freelance Copywriter & Editor | 2023

Working under Homedics’ Senior Creative Director, I wrote and edited copy for B2B product decks, B2C marketing decks, NPD naming and taglines, Q3 campaign assets and contributed to campaign ideation.

Brand Voice Consultant & Copywriter | 2023

Benjamin Wheeler is a fine art wedding photographer who has worked with a host of high-profile clients, including HRH Princess Beatrice of York and Edoardo Mapelli Mozzi. I worked closely with Benjamin to develop his brand’s tone of voice, and rewrote the copy for his website and client brochure.

Copy Director | 2022

I led the Charlotte Tilbury Beauty Copy team and owned all written content - from NPD and marketing, to TVC scripts and in-store VM - working closely with Charlotte to ensure her vision for the brand’s voice was consistently applied across every customer-facing touchpoint. I collaborated with the Creative Agency directors on concept ideation for several campaigns, including Holiday 2022.

Freelance Copywriter | 2022

Working closely with AOI’s Founder and Creative Director, I wrote product copy for Drop 3, Instagram captions and copy for the sustainability webpage, in line with the brand’s tone of voice and style guides.

Brand Voice Consultant | 2022

Advene had undergone a visual identity refresh and the Founders hired me to lead the brand voice update. This involved light brand identity work (such as creating the brand persona), building the brand voice, creating copy style guides and contributing ideas for the new PDP layout.

Copy Director | 2022

Working closely with the CMO and Founders, I consulted on the brand’s tone of voice strategy and advised on copy best practice. I collaborated with the Head of CRM to write copy for weekly emails, led an editorial content audit ahead of the Menopause Awareness Month campaign and contributed to product naming for the brand’s skincare line.

Communications Director | 2019 - 2022

Threads is a leader in the luxury personal shopping market, servicing UHNW individuals via social media and chat platforms.

I worked closely with the Founder to create the brand’s voice and rolled this out to global teams. I owned TOV across internal and external channels, and social community engagement. I led the communications and crisis management strategies, managed the Copy team and oversaw all written content - across Threads Styling, Threads Gen, Threads Interiors, Threads Jewels and Threads Gowns.

Key achievements included:

> Joint ownership of the brand identity campaign, and producing branding and packaging copy.

> Leading on copy development for the CRM program and the launch of the e-com site.

> Building and rolling out a Personal Shopper communication program, designed to increase client engagement.

> Producing comms for Threads’ crowdfunding initiative, including web and email copy.

Global Head of Copy | UK Managing Product Editor | Deputy Product Editor | 2011 - 2019

I joined YNAP as Deputy Product Editor on The Outnet and progressed to Global Head of Copy for the Luxury Division (Net-a-Porter and Mr Porter) - which involved leading a global team of +100 heads across four languages and being accountable for product and designer landing page copy across fashion, fine jewellery, lifestyle and beauty/ grooming.

A few highlights from my tenure:

> Playing an active role in the TOV and style guide development for the beauty category launch, as well as high-profile collections, such as Mr Porter own line, Kingsman, Chanel Coco Crush fine jewellery and Karl.

> Leading the Middle East localisation project from a copy perspective, including budget and headcount forecasting and managing relationships with external translations agencies.

> Collaborating with SMT members to successfully migrate 250+ Studio Production heads to a compressed working-hours pattern, increasing the Studio’s output by 25%.