FAQs

An interview with myself.

What do you actually do?

I’m a senior copywriter and content lead. I design tone-of-voice playbooks and turn them into social-first campaigns, from concepts to hooks to scripts. 

What sets you apart from other senior copywriters?

An editorial background and fashion fluency.  I led the storytelling on the relaunch of the Burberry trench coat story. For Calvin Klein, I rewrote the playbook and the meaning of sexy.

Notable career mentions?

Journalism degree, then a New York summer at Marie Claire and FHM (fashion-cupboard diplomacy, multiple coffee runs in 2000s heels). Back in London: The Saturday Times junior

fashion desk, a stint at Esquire, and launching Recognise Magazine, an eco-luxe title that made it to the shiny shelves of WHSmith. Copywriting at John Lewis (discount approved by Mum), then Burberry: led runway writing, named IT bags and wrote €550 Christmas-cracker jokes (no joke). In 2019 I swapped the Tube for a bike and joined Calvin Klein as Content Editor in Amsterdam until January 2025. Now I roam free.

Who have you worked with lately?

BBC, Artipoppe, Hunkemöller, Dentsu Creative. Plus digital magazines where I interview other people than myself. 

Anything non-work we should know?

I balance objects on my head (party trick). My favourite word is: quaff. I once made a jacket out of empty crisp packets to cheer up my Burberry team after the Brexit announcement - photo available upon request.

A career highlight of mine has been developing a more inclusive and diverse tone of voice for Calvin Klein.

My bar: brands that platform all voices, especially those that are rarely heard or often misrepresented.

TONE OF VOICE.

TONE OF VOICE.

  • "This copy is TERRIBLE! And so perfect...let's do it."

    – Christopher Bailey, former president and chief creative officer of Burberry.