ABOUT ME
Once upon a time, I was an agency suit. Herding creatives, managing clients and keeping campaigns on track. Think Mad Men’s account guy, less dark-arts Pete Campbell, more Ken Cosgrove minus the eye patch.
But I’ve always been a words person at heart. So when the world paused in 2020, I swapped status meetings for sentences.
Now I write copy that blends a creative’s mindset, a strategist’s instinct and a knack for clarity.
Want to add some Peggy Olson magic to your content? Let’s chat.
MY EXPERTISE
Website copy
Your website is a shop window, library, catalogue, autobiography and expression of your brand, all rolled into one. My job is to make it feel connected, coherent and compelling.
How? By analysing your existing pages, user behaviour and competitors. Creating or refining your wireframes. And shaping an overarching story with content themes that help you stand out.
Then comes the meaty bit: full-page text, from brand and product narratives to UX content, CTAs, taxonomy and meta descriptions. I’m also happy to collaborate directly with your designers to make sure copy and layout work in perfect harmony.
- Prefer to do it yourself? I can write clear, practical content authoring guidelines for you or your team.
Brand frameworks
When your positioning's off, it can be hard for potential customers to trust you enough to take the next step. I help create or update your brand foundations so you can talk about your business with total confidence and clarity—whether you're at a pitch or a party.
This means working with you to define your vision, purpose, mission, proposition, proof points and values and distilling them all into authentic customer-facing messages.
B2B marketing & growth content
From awareness to conversion, I craft content strategies that meet your goals and copy that moves people at every stage of the funnel.
Like outbound emails, ads, direct mail, case studies, articles, social posts, e-books, white papers, research studies, video scripts, landing pages, sales enablement materials and more.
Tone of voice
Does your copy sound like a committee wrote it… on separate continents? Then it might be time to revisit your tone of voice.
Through a workshop or my brand personality survey, I help uncover the traits that make your brand uniquely yours. Then document it all in a clear, usable guide for anyone that writes for you.
MY EXPERIENCE
Industries & brands
My superpower is versatility—I can adapt to almost any audience in any sector. But like most wordsmiths, I have my sweet spots. I bring deep experience writing for and about brands in technology, healthcare, telco, utilities, financial services, professional services and automotive.
B2B: MRM, Brandwidth, Dart, Swiss Re, A&O Shearman, Gen, Audi, Bupa, Kraft Heinz, MarketAxess, Somo and CI&T.
B2C: ChristianaCare, Intermountain Health, Chill, Quote Devil, Gen, Hyperoptic, Virgin Media and Sainsbury’s.
Work history
*Kanj Technologies: Freelance Content Writer | Jul 25 onwards.
*MMT & 26 DX: Freelance Content Writer | May 25.
*MRM: Freelance Content Writer | Mar to May 25.
*Brandwidth: Freelance UX and Content Writer | Apr 24 onwards (rolling part-time contract).
*Three Rock Group: Freelance Content Writer | Apr 24 to Sep 24 | Jan to Feb 25.
*Hugo & Cat: Freelance UX Writer | Jun 23 to Nov 24 | Mar 25 to Apr 25 (multiple contracts).
*Dart: Freelance Copywriter | Jan to Feb 25
*Hudson Fuggle: Freelance Copywriter | Jan 24 & Jan 25
*CI&T (post acquisition of Somo): Senior Content Writer | Jan 23 to May 23.
*Somo: Head of Content | Feb 21 to Jan 23.
*Virgin Media (Somo client): Senior Copywriter | Sep 20 to Apr 21.
*Various clients: Freelance B2B Copywriter | Apr 20 to Sep 20.
*Portas (Sainsbury's): Business Director | Jul 19 to Mar 20.
*Stack (Blu, Evaluate): Business Director | Nov 18 to Jun 19.
*OLIVER (AA, Barclaycard): Group Account Director | Apr 16 to Oct 18.
*Proximity (BBC TV Licensing): Group Account Director | Oct 11 to Apr 16.
*EHS 4D (Tesco Clubcard): Account Director | Nov 09 to Oct 11.
*Various CRM and creative agencies including Rapier, TMW, Pepper and Fingal: Freelance Account Manager and Account Director | 2002 to 2009.
Awards
*2024 Drum Awards Festival: Best B2B website for AOShearman.com
*2013 DMA Silver: BBC TV Licensing unlicensed direct mail campaign | Proximity London.
*2013 DMA Silver: BBC TV Licensing students campaign | Proximity London.
Platforms
I'm at home with the creative and collaboration tools you might be using already, including Google Workspace, Slack, Microsoft 365, Figma, Miro, Airtable and Monday.com. So I can slot right into your workflow without missing a beat.