In the world of marketing and communications, I’m an exception to the norm: an ex-agency suit turned copywriter.
My background running large creative accounts for over 10 years is what sets me apart as a writer today. It has equipped me with a strategic mindset, multi-industry knowledge, leadership skills and a deep appreciation of copy best practices — qualities I bring to any project.
But my greatest strength is versatility. I specialise in three different areas: writing brand narratives, UX copy and B2B lead generation content.
Oh, I’m a TV advertising geek and Mad Men fanatic too. Need a touch of Peggy Olson-style finesse in your copy? Let's talk.
Projects
- Financial Services Growth CampaignAt CI&T, I led editorial direction for a digital experience thought leadership campaign to drive prospects in the UK mortgage and insurance sectors. I managed the development of new customer research and briefed external content partners to create landing pages, social content and white papers.
- Virgin Media TV Digital ExperienceAs Somo's first UX writer on the Virgin Media TV Care account, I collaborated with designers, developers, QA analysts, product owners and clients within a busy agile squad. I wrote copy for new self-service journeys to give TV subscribers a better digital customer experience and to reduce inbound calls.
- Gen Website UXI was a client-facing UX writer on the website relaunch for Gen, a global cybersecurity brand (and parent company of Norton). From headlines and product descriptions to brand narratives, I originated copy that served corporate and partner audiences, ensuring it was SEO-friendly and met messaging / TOV guidelines. Working in a busy agile environment, I collaborated closely with client services, UX, and UI teams to develop wireframes, page designs, and user journeys across the site.
Work history
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Senior Copywriter and Content WriterSelf Employed
London, United KingdomFreelance
Freelance Content Writer for B2B agencies including Hudson Fuggle and ORB X:
— I help businesses deliver their brand stories, case studies and content.
Senior UX Writer | Hugo & Cat (website relaunch for cybersecurity brand, Gen) | Jun-Aug:
— Provided copy and content design for key pages, including the Homepage, Our Story, Social Impact, Learning, Careers, Our Brands and Partnerships.
— Utilised a strategic messaging framework to ensure consistent expression of the new tone of voice and brand purpose, 'Powering Digital Freedom,' throughout the site.
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CopywriterFreelance
London, United KingdomFreelance
Rise IQ, healthcare consultancy – thought leadership articles and website copy.
Hudson Fuggle, brand agency – client case studies for website.
Aarti Parmar, brand coach – launch materials for an online course including website copy, meta descriptions, social content and video scripts.
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Skills
- Copy Concepts
- Copy Crafting
- Copy Development
- Copy Proofing
- Copy Seo
- Content Copywriting
- Content Creation
- Editing Copy
- Product Copywriting
- Brand Tone
Education
Awards
DMA SilverDMA
DMA Silver for TV Licensing Students campaign - best integrated campaign category.
DMA Silver for TV Licensing Pulse mailing - best use of direct mail category.