ABOUT

I’m an award-winning copywriter and brand strategist with over 10 years' experience for some of the world’s biggest publications and brands. I currently lead in-house copy direction across the beauty portfolio of a leading FMCG company—with brands including the best-selling MONDAY Haircare, Laura Polko Los Angeles, DAISE Beauty, being, Dose & Co, Health By Habit, Osāna Naturals, Châlon Paris and several other brands that are yet-to-market.

I am well-versed in all aspects of brand strategy and communication, specialising in the conceptualisation of unique, ownable tone of voice and subsequent copy execution across all brand touch points: product/packaging, point of sale, web, social, digital marketing, email, OOH advertising, partnerships and activations. I have worked with both DTC brands and those stocked with the world's biggest retailers—including Amazon, Target, Walmart, Ulta Beauty, H&M, Asos, Costco and CVS.

As a journalist and editor my words have appeared extensively in Vogue, Harper’s Bazaar, ELLE, Grazia and Cosmopolitan—and I have worked across commercial partnerships with the likes of Gucci, Chanel, NET-A-PORTER, David Jones, Van Cleef & Arpels, Samsung and Harrolds. Over the years I have also scripted, produced and hosted video content; crafted podcast and radio advertising; and coordinated viral social media moments.

My editorial portfolio contains a cross-section of some published work.

If you’d like to get in touch, please reach out. I’d love to hear from you.