Where: Paysafe Group
When: October – December 2022
When Skrill partnered with AC Milan, they launched the #FORZASKRILLAN campaign, a digital reality series designed to give fans an inside look at the club.
I wrote the editorial content and copy for the campaign, ranging from technical features on the iconic Milanello training ground, to “head-to-head” profiles of legends Franco Baresi and Daniele Massaro.
To support the video rollout, I also wrote the full sequence of emails and push notifications that followed the contestants from their first training sessions through to the final penalty shoot-out.
Where: eg+ worldwide
When: January – May 2022
As part of a strategic initiative to establish HP Multi Jet Fusion as the industry leader in Additive Manufacturing, I was responsible for developing the educational and technical content for the HP 3D Printing Learning Center.
The objective was to take complex engineering and cost data to create accessible, high-value content for a B2B audience, primarily consisting of manufacturing professionals, design engineers and C-suite decision-makers.
The resulting library of articles served as the educational backbone for HP’s commercial 3D printing site, and successfully drove organic traffic, established HP as a trusted educational resource, and provided sales teams with essential tools to advance conversations with prospective customers.
For the HP/KOCH Pac-Systeme video project I handled the English localisation and subtitling, ensuring the English translation was clear and matched the brand's technical language.
Where: eg+ worldwide
When: January – May 2022
This copy was created to introduce the LEGO x Horizon Forbidden West product line, bridging the rich, deep lore of the PlayStation video game franchise with the unique building experience of LEGO.
The challenge was to engage both dedicated fans of the Horizon games and general LEGO enthusiasts by highlighting the authenticity of the characters and machines across the range.
Where: eg+ worldwide
When: January – May 2022
Dentists care about proof, so the copy led with facts: the Philips Sonicare Cordless Power Flosser is up to 180% more effective than string floss for gum health.
But rather than getting bogged down in jargon, we broke down each feature – Quad Stream cleans nine times more area than the competitor, while Pulse Wave tells you when to move so you don’t miss a spot.
Where: Tag
When: September – October 2021
For the Captives in a Hard Market feature, I refined and polished a complex technical analysis into a high impact piece of thought leadership.
My role involved taking raw insights from subject matter experts and distilling them into a clear and compelling narrative that bridged the gap between technical insurance data and market ready editorial.
I focused on clarifying the messaging to highlight the strategic value of captive insurance during a hardening market and ensured the discussion regarding risk ceding and financial liquidity was accessible and authoritative.
By restructuring the key arguments and refining the editorial tone, I helped transform expert interviews into a polished feature ready for publishing.
Where: Teamspirit
When: September – October 2021
I developed a series of multi-format social media posts (LinkedIn and Twitter static posts, GIFs and carousels) for Barclays Investment Bank. The campaign’s objective was to promote key insights from Barclays’ ESG issuance trends.
The copy was crafted to drive high-value traffic to a video series focusing on the growing urgency of net zero and sustainability commitments driven by investor demands.
Where: Landor & Fitch
When: November 2021
When developing the naming and branding for Ryde, the goal was to come up with something functional, self-aware and human.
I was part of the copy team responsible for finding the name and defining the brand’s verbal identity, steering clear of aspirational fluff to lean into a punchy, no-nonsense voice.
We landed on the name Ryde because it’s all about momentum – getting through the day, staying sharp or simply riding out the stress.
My work involved bridging the gap between neuroscience and the chaos of modern life, from naming the proprietary ‘Ryplenish’ ingredient stacks to carving out the distinct personalities for the Energize, Focus and Relax shots.
By pairing high-performance science with a cheeky, grounded tone, we positioned Ryde as a brand that doesn't take itself too seriously but delivers exactly what it says on the bottle.
Where: Teamspirit
When: September – October 2021
I developed a series of employee engagement and educational campaigns for Fidelity International’s workplace investing division. The copy was designed to demystify complex pension concepts and motivate employees to actively manage their retirement savings.
All messaging was tailored to drive clear actions, prompting employees to log in to check balances, update details and use the available savings tools.
Where: Hex Digital
When: May – June 2021
Protas needed a way to talk about complex medical research without the usual corporate fluff or confusing industry jargon.
I developed a complete brand voice and style guide that shifted their messaging away from dense technical talk and towards the real-world goal of unburdening healthcare systems.
By positioning them as a team that transforms rather than just innovates, I built a framework that felt authoritative and professional but used the plain language of a real-life conversation.
This work included creating their core tagline ‘Smarter trials for better health’ along with the mission statements and editorial rules they still use across their digital platforms today.
This TOV remains the backbone of the brand, ensuring they always sound confident and honest without ever being preachy or exclusive.
Where: Haygarth
When: April – June 2021
This project was my first foray into scriptwriting for a TV commercial. Promoting Systane Complete – an advanced eye drop formula – the challenge was to translate complex scientific benefits into concise, consumer-friendly language suitable for a short TV spot.
The copy needed to clearly establish Systane Complete as the ideal first-line treatment by communicating three key claims: it treats every type of dry eye, it uses nano-droplet technology for enhanced delivery and it’s long-lasting.
Where: Hi Mum! Said Dad
When: April – May 2021
Bestinvest gives people all they need to invest with confidence. We reinvented its proposition and brand to encourage more customers to master their money.
When people can ‘see’ their personal financial goals, they become better at moving towards them. Bestinvest wanted to tap into this, by helping more people understand the impact of today’s decisions on tomorrow.
It was essential that we respected the needs of the loyal customer base whilst creating a platform that would resonate with a new audience.
We designed a best-in-class user experience, to make sure that Bestinvest is always engaging and accessible.
Where: Hex Digital
When: May – June 2021
I wrote a range of content for ProStack to help them explain their high-performance hosting in a way that actually makes sense to business owners.
For the e-commerce hosting page, I focused on the real-world impact of server speed, showing potential customers how a faster stack directly prevents the frustration of abandoned shopping carts.
When it came to the Just Tyres case study, I took their technical data and turned it into a relatable success story about how they managed to double their site capacity during peak traffic.
I also wrote their WordPress security guide, which was designed to be a helpful, expert resource that breaks down complex safety measures into steps any site owner can follow.
Across all these pieces, my goal was to keep the tone professional and authoritative without losing that energetic, fast-paced feeling that ProStack is known for.
https://prostack.uk/ecommerce-hosting/
Where: AxiCom
When: April 2021
I worked with HMD Global to produce this medical IoT ebook, taking the technical content and fine tuning the copy into a polished final version.
My focus was on making the complex world of global SIM management feel simple and secure for busy healthcare teams who need reliability above all else. By highlighting real-world benefits like GDPR compliance, data security and cost control I helped create a guide that's authoritative yet remains easy to read.
I stripped back the jargon to make sure the focus stayed on how this tech actually supports clinical trials and helps patients in the real world. This involved reworking the flow and tone so the final copy actually addresses the day to day pressures of medical research rather than just listing product features.
Where: MullenLowe
When: November 2020 – February 2021
Vaginal infections are common, but talking about them often feels embarrassing. The goal of this project for Canesten was to tackle that discomfort head-on by creating a lighthearted, non-judgmental landing page designed to demystify symptoms and promote their self-test kit.
The copy uses a warm, empathetic tone to transform what is typically clinical, intimidating content into a reassuring conversation, taking the “sting” out of seeking help.
Where: MullenLowe
When: November 2020 – February 2021 & May 2021
When the government introduced new Covid-19 ‘lockdown’ rules in January, our challenge was to get the country to follow them.
A segmentation study by Kantar identified three key risk groups: Believe the risk (60%), unsure of the risk (20%) and disbelieve the risk (20%).
The data showed that those who believed the risk were far more likely to follow the rules, whereas those who didn’t believe the risk were far more likely to not follow the rules. We needed to make that risk real for those who were unsure or didn’t believe it.
My role was about refining messaging and ensuring that the urgent, sobering tone remained absolutely consistent across every channel to help drive home the reality of the situation. I worked to ensure that the heavy, impactful messaging landed exactly as intended, whether it was for a digital ad or a large-scale campaign asset. It was a massive collaborative effort that required a high level of sensitivity and a sharp eye for detail, making sure that every piece of copy contributed to a unified voice that encouraged the country to follow the rules and, ultimately, save lives.
Where: Havas Cake
When: June 2021
I contributed to the foundational messaging that launched MLB into the UK and European markets. My role focused on developing the ‘Doing Baseball Different’ narrative, which was designed to pivot Major League Baseball into a contemporary lifestyle brand.
By crafting copy around baseball culture and its ties with fashion, food, music and gaming, I helped reach a younger, more culture-first audience.
I contributed to the key messaging used to introduce the sport to a new generation of fans through major activations like the Home Run House Party.
Where: SMP
When: June 2021 & August 2021
This detailed project centered on developing the Amazon Brand Store content for SanDisk Professional's high-capacity datsa storage solutions.
It required a keen eye for detail, translating complex technical features (like Thunderbolt 3 speeds, hardware RAID, and ultra-rugged durability) into clear, impactful copy across various product pages (PDPs).
This project demonstrates the ability to adopt a sophisticated, technical tone of voice and deliver SEO-aware, conversion-focused copy specifically tailored for the Amazon environment. All content was crafted with a strong understanding of legal limitations around product claims.
Where: Teamspirit
When: September – October 2021
In this white paper, our aim was to remind SME’s that customers of today don't have the patience for clunky transitions, sluggish sites, or unsecure services.
With trends shifting towards contactless and mobile payments, merchants and other clients will need software that helps them deliver exceptional customer experiences.
We wanted to let business know that by offering a payment solution through your software, you can set yourself apart from the competition.
And if you make it all the way to the end, there’s an infographic waiting for you at the bottom of the page. And who doesn’t love an infographic?
Where: Agent3
When: April 2021
I wrote the copy for a Salesforce B2B infographic focused on how having all their data in one place helps clients make smart, fast business decisions.
The copy's objective was to explain how Salesforce helps clients think smarter about their data, allowing them to turn insights into action. I featured a specific case study with the Co-op, illustrating how connecting their customer services across the business allowed them to transform queries into opportunities, share insights and build relationships.
This work demonstrates my skill in simplifying complex themes and integrating client testimonials to produce results.
Where: Antidote
When: March 2020 & May 2021
To blow apart the traditional world of bingo, the Antidote team created Gloria – a sassy 21st century power-heroine who is here to show the nation how to ‘Bingo Like A Boss.’
I contributed to the fully-integrated, cross channel campaign that featured a series of films showing how to boss the everyday whilst playing Gala Bingo at the same time.
I wrote and edited TVC scripts, radio ads scripts, social posts, and videos to celebrate people’s birthdays and their Gala-versaries, making sure Gloria bossed Gala’s social channels across the board.
Where: Inspired Thinking Group
When: January – February 2020
For Mecca Bingo my focus was on CRM , specifically crafting a series of retail welcome mailers designed to keep the post-visit excitement going.
The goal was to turn a first-time visitor into a regular by using a friendly, high-energy tone that felt true to the Mecca brand. I developed various subject line options and lead copy that centered on a voucher incentive, making sure the offer felt like a genuine gift rather than just another marketing nudge.
Beyond the main offer, I wrote the supporting content that highlighted the broader bingo hall experience, balancing punchy, playful language with clear calls to action, bridging the gap between the physical bingo halls and their online platform.
The challenge was to keep the copy feeling light and inviting while ensuring the technical details of the rewards and jackpots remained easy to digest.
Where: Inspired Thinking Group
When: January – February 2020
My Virgin Media work was all about keeping the brand's bold, high-energy voice consistent across a series of mailers.
Whether I was trying to lure people onto the red carpet with VIP competition hooks or writing editorial-style teasers for the latest must-watch shows, the goal was always to make the content feel like an unmissable event rather than just another email in an inbox.
I also wrote the copy for product launches and trials ranging from driving pre-orders with high-urgency messaging to inviting users to beta-test the Virgin TV 360 box.
I focused on translating tech features into simple, exciting benefits that felt personal to the user to deliver direct results.
Where: Leagas Delaney
When: November 2019 – January 2020
I was responsible for overhauling the global tone of voice for the e-cigarette brand, blu, ahead of a major site relaunch and product update. The goal was to establish a tone of voice that was trustworthy and transparent to differentiate the brand in a crowded, regulation-heavy market.
My guidelines shaped all customer-facing copy, from product descriptions to crucial trust signals, emphasising quality and a commitment to consumer safety. This foundational work ensured a consistent, confident and customer-focused voice across all digital channels.
Where: Receipt Bank/Dext (in-house)
When: July – November 2019 & October 2020
The challenge at Receipt Bank (now Dext) was to convince a traditional accounting industry to adopt modern tech. My work focused on shifting that mindset through multiple campaigns, balancing product benefits with more thoughtful discussions.
The copy directly addressed pain points – offering “hands-free” efficiency and secure data to accountants tired of chasing clients, while CEO interviews and ICAEW-partnered content used relied on data to challenge the industry to ask why firms weren't making use of tech to do the heavy lifting.
Where: Turo
When: October 2019 – March 2020
I created copy for Turo, the peer-to-peer car-sharing platform, across several key campaigns, positioning the service as the smarter alternative to traditional car rental.
My work involved writing for both sides of the marketplace: for guests, I wrote promotional banners with strong discounts to drive first-time bookings, emphasising the huge variety of affordable cars available – from a tech-forward Tesla to a rugged Jeep.
For hosts, I created a data-driven infographic that used impressive UK market statistics (like average host earnings of £377/month) to attract new listings, and I also developed exclusive email copy offering a free Lightfoot device, focusing on practical benefits like reducing insurance claims by up to 40% and cutting down on vehicle wear and tear.
Where: STEEL London
When: July 2018-July 2019
I developed engaging marketing copy for the Warner Bros. Studio Tour London, focused on promoting seasonal events and announcing major venue expansions. This work aimed to drive ticket sales and enhance the visitor experience for both new and returning guests (Muggles).
My primary tasks involved writing promotional copy for events like ‘Explore the Darkness of the Wizarding World’, detailing immersive experiences such as the Great Hall's Dark Arts decoration.
I created clear, exciting communication around the brand new Studio Tour entrance and Hub, highlighting new features including an extended shop and new dining options.
Where: STEEL London
When: July 2018 – July 2019
These B2C communications for TalkTalk covered security, product uptake and general customer service. This involved making those tricky security topics sound clear and reassuring, writing copy for things like the Beat The Scammers alerts, promoting features like SuperSafe and CallSafe, and giving customers a heads up about fraudsters.
On the product side I handled the emails for broadband activation, giving tips on how to boost Wi-Fi, and explaining things like the Wi-Fi Extender Kits. Essentially I worked to ensure all communications, from urgent security notices to simple setup instructions, were easy to understand and helped build trust with the customers.
Where: Table19
When: March – June 2018
Briefs were coming in from clients asking us to create campaigns that get customers to stay opted in, but inboxes were full to the brim with emails asking people to do just that. This gave us the perfect opportunity to do something that really stood out.
This Sky email focused fully on the FOMO factor. We created a hypothetical, next-generation remote and pretended to launch it, before revealing that although it doesn’t exist, if it did we wouldn’t be able to tell anyone about it.
We also produced a DM version for customers whose email addresses weren’t on the mailing list.
Where: Table19
When: March – June 2018
I contributed copy for a major Sainsbury's Christmas loyalty campaign focused entirely on driving the crucial “big shop”.
The challenge was keeping customers engaged and swiping their cards when they were being constantly bombarded with rival festive offers.
The key strategic insight was shifting the narrative from a simple countdown to Christmas to a positive count-up of the customer's accrued Nectar points, by identifying customers who historically saved their points for the festive period.
The results validated the strategy, achieving a massive 82% customer participation rate, delivering an impressive 43% email open rate, and helping Sainsbury's achieve a 7% sales uplift on the previous year's Christmas figures.
Where: Table19
When: March – June 2018
This direct mail piece for Unison HomeBuyer tackles a major pain point for prospective US homeowners: the hefty down payment required to secure a house, often compounded by mandatory mortgage insurance. The goal was to educate recipients on Unison's unique, non-debt-based financing model.
Where: Table 19
When: March – June 2018
I produced strategic email direct marketing copy for Investec's private banking and savings divisions, with a focus on enhancing client engagement and communicating complex updates clearly. This involved creating personalised content derived from client survey results, highlighting priorities like savings optimisation and future planning, to demonstrate a tailored service approach.
My work also included writing informative digests on key financial trends and technology, covering topics from sustainable investing and Brexit's economic impact to the launch of their voice biometrics security feature.
Where: Table19
When: March – June 2018
My work for Tu clothing focused on communicating the brand’s wide appeal, offering stylish and high-quality options across womenswear, menswear and childrenswear.
The goal was to establish Tu as the go-to destination for dressing the entire family throughout the year. This involved developing copy that highlighted the seasonal ranges, making sure the messaging clearly showcased contemporary fashion elements into relatable customer messaging.
A core component of the brand communication was emphasising great value. The marketing materials clearly showcased the breadth of the collections, reinforcing that Tu offers dependable, fashion-forward outfits for all.
Where: STEEL London
When: July 2018 – July 2019
I produced engaging, brand-aligned email copy for Boden, driving sales and promoting new seasonal collections and key products across their women's, men's, and childrenswear collections.
My work covered both promotional and content-driven campaigns. I created urgent sales announcements using compelling, conversational language to encourage immediate action. I also developed vibrant, aspirational copy for new season launchs, all while maintaining Boden's distinct witty, relatable and quintessentially English tone of voice.
Where: STEEL London
When: July 2018 – July 2019
This integrated direct marketing campaign for Boost Energy, executed across both direct mail and email channels, was designed to convert prepay meter users by highlighting the core convenience and control offered by smart digital top-ups.
The copy tackles the major pain point of traditional prepay meters (the necessity of physically topping up) and positions Boost as the smart choice for people on prepaid energy.
Where: Table19
When: March – June 2018
To mark the centenary of the First World War, the Royal British Legion asked us to say ‘Thank You’ to the generation of people who helped to shape our world as we know it today.
To make it easier to think of fun and inspiring ways to do that, we produced the Big And Little Ways To Say Thank You booklet, which was free to pick up at any Royal British Legion branch or download from the RBL website.
Where: Proximity Worldwide
When: March 2015 – April 2016
You know that bit of writing on the inside of a Rizla packet that says ‘Keep rolling with the world’s No. 1’? I wrote that.
They ended up adopting it as their worldwide slogan, and it appears directly on the packaging of Rizla products in more than 120 countries.
This concise, powerful phrase serves as the brand’s core quality promise, reinforcing its position as the top-selling rolling paper globally and is an integral part of Rizla’s identity.
I also developed a distinct brand positioning and product messaging copy for the launch of Rizla Natura, aiming to attract a consumer audience that values authenticity, simplicity, and natural ingredients. The copy established a clear identity for the new line that differentiated it from existing Rizla products.
Where: TMW Unlimited
When: February 2015
In 2014, Sony Xperia had some of the worst retention rates in the smartphone market. People weren't sticking with the brand when they upgraded, so I worked on a retention and referral programme to boost brand loyalty.
The idea was to prove that an Xperia was more than just a handset; it was a way to access the best of Sony’s tech.
Instead of just listing specs, the copy focused on real-world perks like playing PS4 games on the move, a battery that actually lasted two days and the fact the handset could survive being dropped in water.
Where: Dunnhumby
When: March – August 2014
I worked on print and digital copy for a bunch of Tesco marketing campaigns, covering everything from food to homeware. A big part of that was writing communications for The Orchard at Tesco scheme, where members got to try new products and share their honest opinions on social media. This included a tricky one: crafting persuasive copy to reassure customers about the new range of succulent steaks. We had to work hard to build trust right after the horse meat scandal by talking up the 100% British and Irish sourcing and expert maturing processes. I also helped with the launch of Tesco's affordable New Home Range, driving people to use coupons and check out the new themes.
On top of that, I put together the Summer Entertaining Brochure back in 2014, making sure the recipes and barbecue tips got everyone excited for the FIFA World Cup in Brazil – getting Britain's taste buds sizzling all summer long.
Where: Harvey Nichols
When: October 2014 – February 2015
Harvey Nichols: Luxury Event and Promotional Copy
I developed high-end, aspirational invitation and promotional copy for Harvey Nichols, managing communications for a series of exclusive in-store shopping events held across the year, including key seasonal periods like Christmas and summer.
The copy successfully drove attendance and maximised sales by promoting a luxurious in-store experience, clearly detailing discounts and complimentary food and drink tastings, live music and special dining packages.
Where: Which?
When: July – September 2014
I developed reader-focused advertising copy for Which? Magazine, supporting key consumer services and membership benefits. The goal was to quickly communicate utility and trust to the publication’s audience of almost half a million people.
My work focused on promoting two core areas: consumer research for holidays and the Which? Trusted Traders scheme. For holidays, I highlighted the depth of product testing and practical travel advice available to members.
For the Trusted Traders service, the copy successfully launched the new initiative by acknowledging the difficulty of finding reliable tradespeople and encouraging readers to recommend their own trusted mechanics, plumbers and builders.
