From initial concepts and scripts to full roll-out, I’ve worked on multiple international campaigns for fashion clients including F&F and McArthurGlen Designer Outlets.

I love crafting flexible, impactful copy-led campaigns that work in store, on digital/social channels, on the radio and in print, too.

From first concept ideation to the TVC script, video-on-demand concepts and social content, I’ve worked as a creative on several of Schwarzkopf LIVE’s colourful campaigns.

I’ve worked closely in collaboration with the agency Bright Island on these global campaigns, bringing a sense of fun and authenticity to the hair colour category.

While freelancing with the New Look digital team I wrote copy for countless email campaigns, from trend-led pieces to promotional messages and programmatic emails.

As a freelance copywriter, I helped the team at Threads Styling populate their new ecommerce proposition. I wrote SEO-enhanced website copy, including designer bios and product descriptions, in the retailer’s Gen Z and millennial focused tone of voice.

In my role as online copy manager at M&S, I devised, briefed and wrote countless fashion, beauty and home editorial pieces for the website.

Advertorials are also my thing; I developed a new set of advertorials every season for McArthurGlen Designer Outlets, centred around catwalk trends.

I’ve also covered beauty, fashion and restaurant reviews for online magazines.

I have named brands and products, devised full tone of voice documents, written look books and marketing materials, worked on packaging and POS, and re-written websites in the shiny new brand language.

I love working on a brand’s identity and have been lucky enough to work on a number of rebranding projects. See below for details of the rebrand of luxury adult toy brand Je Joue, and the conception of their sister brand Ooh by Je Joue.

The content team at New Look devised an influencer-based campaign to mark the arrival of spring and the anticipation of good times ahead. I was asked to write some copy lines for spring scenarios that would capture this optimistic mood and resonate with customers. These were used across New Look’s digital presence.

I also wrote snappy copy for paid social ads.

I’ve worked on several brand books following repositioning or brand overhauls. I love getting under the skin of a brand and articulating it clearly and creatively.

Examples includes a sample of pages for the premium sustainable swimwear brand, Seabass, and German lifestyle brand, Manufactum.

As a contract digital copywriter on the content team, I developed UX copy for the new BA website and app, owning the content for the check-in process.

Alongside UX copy, I got to flex my editorial muscles with engaging destination guide copy in British Airways’ premium TOV.