I am a writer and brand consultant specialising in Gen Z and millennial culture. I love working with community-led, mission-driven companies who need to nail their branding, community activations, copywriting or content creation.
At Beautystack, Dazed Beauty and POLLEN, I worked to build a new brand identity from the ground up. With WAH Nails, I strengthened an existing brand presence with digital campaigns and community activations.
I consult on social media, marketing and community for brands such as Beautycon, Feel Unique, Milk Makeup, Nasty Gal and Boots.
As a writer, I specialise in issues surrounding gender, representation and self expression; striving to document what it means to identify as a girl today. I write for publications such as Refinery29, Beautystack, Dazed Beauty and Bricks magazine, and have interviewed the likes of Kylie Jenner, Brooke Candy, GIRLI, Paloma Elsesser and Princess Gollum.
I have spoken at events for River Island, Riposte and Women Who.
Former Head of Brand at Beautystack and Editor in Chief of Beautystack magazine; Social Media Editor at Dazed Beauty and Communications and Community Manager at WAH London.
First Class BA Honours in Journalism
Projects credited in
- beautystack @ Coal Drops YardWorking closely with beautystack founder Sharmadean Reid MBE, we designed and produced a pop up space located in the recently opened Coal Drops Yard. A big part of the design process involved translating the apps digital identity into a bricks and mortar concept. Taking inspiration from peach tones that feature across the app, we decided to give the space a full colour treatment. Applying the peach colour to the walls, curtains, carpet and furniture. We provided initial sketches which were t3
- beautystack HQWe had the exciting opportunity of designing and producing the new beautystack HQ in Clerkenwell. Spanning over 4000 sq ft the space features a multifunctional central area which can transition from an event space with benches, to a break out space with bean bags. We wanted to make the office space as clean and minimal as possible, with pops of the app colours featured in divider curtains throughout the space. Tints were applied to the meeting room glass walls. With a full peach colour treat4
- beautystack Launch Partiesbeautystack held two launch parties at Coal Drops Yard between Oct - Nov 2018. We produced a merch stand to house their zine which has been published to launch at the same time at the app. We also supplied large format graphics, lighting, flowers and merch girl uniforms for the events.
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Work history
Head of BrandBeautystack
- London, United KingdomFull Time
Adapting the brand strategy for our user personas and maintaining brand identity across all company products, marketing initiatives and communications.
Leading a team across content, communications and community. Including:
- Editorial
- Content creation
- Social media
- Graphic design
- Copywriting
- Pro and Client communications
- Internal product communications
- Events
- Building and managing our influencer network
Creating all brand documents including Tone of Voice and Social Media Guidelines.
Content ManagerBeautystack
- London, United KingdomFull Time
Responsible for managing all content creation and the content team
Managing photoshoots, campaigns, films and graphic design
Editor in Chief of Beautystack magazine
Writing and editing weekly beauty articles for the app home feed
Managing all social channels
Writing and creating weekly newsletters
Creating content strategies
Overseeing all app copy
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Skills
- Writing
- Editing Copy
- Branding
- Copywiting
- Community Building
- Creative Consultancy
- Content Commissioning
- Content Creation
- Content Planning
- Journalism
Education
C
C
BA(Hons) JournalismCity University London
- London, United Kingdom
Received the Edward Mace Award for the highest achieving student in final year.
Awarded as the highest achieving student in the second year.
Modules include: Media Law, Arts and Culture Journalism, Fashion and Lifestyle Journalism, Investigative Journalism, Broadcast and Online.
Knowledge of Adobe Premier Pro, Audition, Photoshop, InDesign and Burli.
Knowledge of both Wordpress and Blogger hosting formats.