I'm excited to meet you. I'm a writer, marketer and editor, and I can't wait to hear how I can help you solve your communications challenges. I'm passionate about coaching writers to make sure every communication is the best that it can be, upholding rigorous editorial standards while leaving space to nurture imaginative creative solutions. I've been trained by leading Institute of Direct Marketing and Institute of Fundraising affiliated consultants. Working client side I've driven target-smashing acquisition and retention marketing campaigns, and I've raised hundreds of thousands of pounds to prove it. But I'm eager to hear about the next challenge - so let's talk!
I inspire diverse people across the UK to give and act for a world free from poverty. I project manage, write and edit print and digital communications, from compelling direct mailings to Facebook ads, events fundraising resources to policy reports. I coach and mentor staff in copywriting for marketing and safeguard Christian Aid's brand and tone of voice, working in a high volume Creative studio. I develop messaging guidelines drawing on audience research and sector innovation, for example best practice around hotly-contested faith language. I develop creative concepts and see projects through from creative brief to tangible results.
I edit diverse texts, from academic manuscripts to restaurant reviews. I don't just copyedit; I get to the heart of your writing, sensitively following your thinking and paying close attention to your audience. I provide detailed feedback on structure and argument at the highest academic levels - my last job was a very positive collaboration steering an academic theologian's PhD into a book for postgraduate students. I also ensure that marketing writing is as compelling as it can possibly be.
I managed national fundraising appeals, integrated marketing campaigns and innovative digital products with an annual target of over £500,000, which I smashed. I held responsibility for forecasting, setting targets and tracking income. I nurtured relationships with agencies, the internal studio, CRM and international teams to deliver print and digital campaigns that beat targets. For example, I launched social media acquisition campaigns in 2016 which saw positive ROIs from cold audiences. Celebrated for my copywriting, I trained staff in direct marketing, edited communications and was sent to Kenya to gather case studies. I was appointed to coach editorial staff in direct marketing techniques, tangibly lifting the quality of the organisation's communications across the board.
I managed communications to Christian Aid's 20,000 warmest supporters, increasing brand loyalty and boosting income for major fundraising appeals. I project managed quarterly direct mailings and monthly email campaigns, developing innovative segmentation via region and demographic profile. This retention programme provided a pipeline for key fundraising projects, bringing in over £11 million. I reviewed and reformed the mailing programme, saving the organisations tens of thousands of pounds in the process with no loss of supporter engagement. I wrote and project managed the delivery of compelling direct marketing and digital communications to supporters during humanitarian emergencies, for example raising £140,000 from an email campaign during the 2014 Gaza war.
After a year in marketing for Christian Aid, I returned to study to grapple with some of today's biggest questions: what does identity mean in an increasingly globalised world? How do we communicate and interrelate in a climate that's more disruptive than ever? The faculty at King’s awarded me a scholarship, impressed by the potential of my proposed research, and I graduated with a Distinction, awarded the King's Student Prize for the best performance in my year. I abandoned familiar ways of reading and thinking to compare writing across cultures and languages, from Twitter accounts of the Arab Spring to contemporary South African short stories. I presented my final research at a Summer Conference and received a First in my advanced French language and culture course.
Graduating with a First class degree and awarded a Scholarship, I excelled in this fascinating and varied course. I loved comparing writing across genres and throughout history, dissecting how we can persuade, inspire and move people through storytelling and language. Exploring what unites us across contexts and what literature reveals about humanity and psychology was thrilling.
I was awarded a prize for the best academic performance in my year at King's College London.