A Q&A with myself

Tha FAQs.

What do you actually do to pay the bills?

I’m a senior copywriter and content editor. I lead storytelling for brands, concept social-first campaigns and create tone-of-voice playbooks. I like to work across both the thinking and the writing: thinking up ideas (usually with art directors), and then bringing them to life with a nice copy line that everyone hopefully goes “Oh I get it now” to.

What sets you apart from other senior copywriters?

Probably my editorial background, and the fact that I've interviewed Jamiroquai in his own pub.

Also, I've been lucky enough to lead the storytelling for Burberry's iconic trench coat relaunch, and at Calvin Klein I worked on the Calvins or Nothing campaign, where I found myself sitting in a dark studio directing Shygirl to make increasingly sexy noises into a microphone for a Spotify ad. Journalism taught me how to ask good questions aka get the goods.

Notable career mentions?

Journalism degree, then a New York intern 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.

Then came copywriting at John Lewis (staff discount approved by Mum), before ticking off a career bucket-list moment at Burberry as Senior Copywriter. I led the storytelling for the iconic trench coat relaunch, wrote runway collection notes, named It bags and came up with the jokes for the €550 Christmas crackers (no joke).

In 2019, I swapped the Tube for a bike and moved to Amsterdam to join Calvin Klein as Content Editor.

Who have you worked with lately?

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

Anything non-work related 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).

I ask questions. I dig around. I look for the detail everyone else overlooked.

That's the journalist in me.

I DON'T REALLY WRITE COPY

I DON'T REALLY WRITE COPY

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

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