I’m currently Content Editor at luxury womenswear brand The Fold. Here, I lead copy and content strategy across all brand touchpoints, external and internal, including website, email, social, stores and the monthly catalogue.
I’m responsible for developing and implementing The Fold’s tone of voice and style guide, and overseeing all editorial content and campaigns.
I began working with fashion and lifestyle brand White Stuff in 2021, when they refreshed their tone of voice and creative. I contributed to campaigns, copy and content, with a particular focus on AW and Christmas. Which, naturally, involved a lot of fun with festive puns.
As editor at women’s fashion brand hush, I led copy and content across every customer touchpoint — from landing pages and product descriptions to big creative campaigns.
I also launched the brand’s editorial platform, Life etc. This involved planning, commissioning and editing a seasonal magazine distributed to 50,000+ customers, and overseeing a digital destination featuring brand new content every week.
The ask: helping Toolally live up to its DNA as a bold and playful accessories brand.
My work involved creating brand and tone of voice guidelines, revamping customer emails, creating social posts and captions, refreshing all website copy and writing and editing seasonal lookbooks.
I’ve worked with boutique travel company Kip Hideaways on copy to bring their incredible rentals to life. And yes, serious wanderlust is an occupational hazard.
During the pandemic, I was commissioned to write useful, practical and topical features for Vitality’s digital magazine. These were focussed on staying healthy and helping others in a post-lockdown world.
Global haircare leader Sunsilk is a purpose-driven brand that hopes to inspire girls everywhere to explore every opportunity. As lead creative copywriter, I worked with the team at Redwood BBDO to develop a social playbook that helped markets bring this ambition to life.