I'm a senior writer with 15 years' experience in lifestyle and luxury brands. I work on everything from campaigns to brand communications, in beauty, fashion, travel, and anything else of a feel-good/look-good nature. I do a lot of tone of voice work as I enjoy exploring the space between strategy and creativity. I craft custom voices, define or redefine how a brand sounds, pitch a voice for social, and build guidelines that are easy to understand and apply. Before all this I was an editor and features writer. I’m using that expertise and those skills again, and adding some new ones to the mix, as content becomes king of everything. Expertise ▪ Copywriting for lifestyle and luxury brands: all channels, from print to digital and social ▪ Tone of voice strategy, development and guidelines ▪ Brand writing: brand books, guidelines, manifestos, storytelling ▪ Editorial & content: strategy, ideation, planning, commissioning, writing and project-management ▪ Creative team management Sectors Beauty | fashion | sport & wellness | luxury | retail | architecture & design | technology | travel | real estate | hospitalityLocked Pro Plan feature
Working across advertising, branding and content for creative agencies and clientside.
Contract role. Hired to produce a monthly online magazine and newsletter in 27 languages across 113 websites for Regus, the world’s leading flexible workspace provider. I sourced, briefed, onboarded and managed a new content agency to deliver to the highest editorial standards. Day to day, I managed all content, coordinating internal stakeholders and multiple external agencies (content, eCRM, translation, technical). I overhauled schedules and production processes for better cross-functional working, and directed a new website design for the magazine, working with an external digital agency.
Working on a huge range of projects in beauty and personal care, fashion, tech, luxury goods, architecture & design, travel and property. Agencies from TBWA/London to DesignStudio. Projects included: • Virgin Active rebrand (TOV, brand guidelines) plus campaigns for a premium club launch (concept, Tube takeover, film), standalone spin studio (naming, concepts, digital), yoga product launch, and an ebook on nutrition • TOV, digital content and editorial calendar for global architecture firm WATG • TOV for Holiday Inn • TOV and digital content for premium hair tools brand T3 • film scripts for Miller Lite • film script for Chelsea Barracks development • campaign concepts, print and TVC scripts for Tresemmé • eCRM for Four Seasons• concepts for Boss Bottled • digital campaign ideas for Dove • TOV and brand books for M&S womenswear • a successful pitch for Jaeger • new voice, brand line and concepts for Nexxus haircare • ideation workshops for Unilever • animated videos for Transport for London • editorial for Jack Wills • press for Mappin & Webb
I led a team of writers creating concepts and copy for new campaigns, from external ads to in-store material, eCRM to DM, and digital content to packaging. Key projects during my tenure included a global brand relaunch (strategic input, concepting, new tone of voice and guidelines, brand line Beauty with heart, brand manifesto) and a full rewrite of the UK ecommerce site (800+ product descriptions) to meet ASA standards, which required redrafting all claims with the R&D, regulatory and legal teams.
Working predominantly on luxury brands. Projects included TOV, UX copy, user manuals, in-pack storybook and digital content for an ultra-premium designer phone by Æsir • TOV, brand book, content and training manual for premium skincare brand Eve Lom • TOV, ads, direct mail, digital content and press for Links of London • destination microsite for InterContinental Hotels • point-of-sale book for Thomas Pink • marketing pack for private island Matt Lowe’s Cay • coffee table book for Four Seasons
Working on two titles across editorial and commercial. As managing editor of Vanity Fair’s UK supplements, I commissioned and edited magazines on Bollywood, classic film, music and fine jewellery. As Tatler’s chief copywriter, I generated concepts and copy for promotions on luxury goods.
Writing on society, culture, lifestyle, travel and health for The Guardian, Telegraph and Independent.
On the launch team of guardian.com, I managed all content for the site, coordinating editors, writers, subs, web designers and programmers from briefing to upload. After bedding in a CMS, I chose to return to a creative role as Senior Editor.
BA (Hons) in French and Italian.