After contributing straplines to a pitch that won the account (always fun!), I led a full tone-of-voice refresh and wrote web, social and email content to suit the brand’s sultry new vibe.

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• Developed a full tone-of-voice and messaging framework

• Crafted website, email and social content in line with the brand’s seductive tone

• Supported sales growth; following the rebrand, Luscombe saw a 22% sales uplift

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Here's an example!

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I’ve worked on copy for email and social campaigns for Samsung across the UK, UAE and Australia – from Galaxy Note pre-orders to wearable tech and TV launches.

 

My role focused on penning messaging to resonate with a range of segments and regions, as part of a wider CRM strategy.

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• Crafted messaging that connected with early adopters and mainstream users

• Contributed copy to CRM campaigns that drove 20% of Galaxy Note pre-orders

 

Here's an example!

I spent two years on a Consumer Duty project at Coutts, reviewing and refining hundreds of customer-facing documents. I focused on turning complex banking and compliance language into clear, accessible content – without losing key details or causing regulatory hiccups.

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I also helped train a large language model to assess Coutts’s consumer comms – reviewing structure, hierarchy, clarity and tone. Product managers now use this LLM to sense-check content and decide whether to make tweaks themselves, or call in a (human!) copywriter.

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• Examples of my work featured at Wealth Expo 2025 and praised as the “gold standard”

• Supported product managers in making faster, more confident content decisions

Alongside another freelance copywriter, I was brought in to overhaul all the content on Gymshark's Training and Fitness app.

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Together, we created bios for dozens of Gymshark athletes and rewrote hundreds of exercise descriptions and workout guides.

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• Wrote large volumes of snappy, informative content at speed

• Revised raw content to embody Gymshark's energetic, motivational tone

• The app scored 4.8 out of 5 stars from 8K ratings in the App Store (March 2024)

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​Here's an example!

I created a tone-of-voice guide for SOHO Coffee Co., working closely with a designer to bring together a full set of revised brand guidelines.

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I had the chance to flex the new tone across different touchpoints in-store and online, from snappy one-liners on napkins to the brand manifesto. A fun challenge for a tone nerd like me!

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• Shaped a new tone-of-voice guide based on client insights

• Created example content for packaging, website, social and in-store signage
   

Here's an example!

Joining the Ted Baker team during a hectic festive season, I wrote large batches of product descriptions each day that captured the brand’s unique and playful personality.

 

Each snappy piece of copy was packed with Ted Baker character – aaand plenty of useful product details, too.

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• Produced high volumes of product descriptions during a peak period

• Adapted to Ted's tone of voice from day one

• Delivered consistent, detail-led copy across a range of womenswear and menswear products

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Here's an example!

Working both in-house and as a freelancer, I’ve written a range of content for Lovehoney – including blog posts, product descriptions, how-to guides, sex-position tips and general editorial.

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In my current freelance role, the focus is on creating informative how-to guides that open up potentially awkward topics in an accessible, mainstream way. Pleasure's for everyone, after all!

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• Created SEO-optimised articles that consistently score A- and above on Clearscope

• Produced practical, fact-filled content in Lovehoney’s playful, approachable tone

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Here's an example!

Joining the Redwood BBDO team first as a freelancer then as a permanent member of staff, I worked across YouTube’s B2B LinkedIn and X accounts. I wrote all social copy for the brand, and handled their social listening and community management too.

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Over a year, LinkedIn impressions jumped 156% and engagement rose 380%. I also teamed up with the creative director to help refresh the brand’s tone of voice – no dusty B2B vibes here!

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• Wrote B2B social posts across multiple platforms

• Helped revise YouTube's B2B tone-of-voice guide

• Contributed to measurable growth in reach and engagement
   

Here's an example!

I worked alongside an art director to create a student-focused campaign for PureGym, designed to encourage members to stay active during exam season.

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Through social, email and blog content, I met students where they were; relating to their revision stress, and suggesting exercise breaks as a stress-relieving solution. A spot of cardio always takes the edge off!

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• Developed campaign messaging and social assets

• Produced email and blog content to uplift and engage students

• Encouraged interaction through a campaign hashtag and a warm, upbeat tone

Here's an example!

For several editions of Aston Martin’s brand magazine, I've been commissioned to create editorial features and product copy.

 

It's always a joy to pick up the brand's refined, aspirational tone and immerse myself in its rich heritage.

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• Interviewed leading creatives for profile pieces

• Produced collaboration content, including pieces featuring Girard-Perregaux timepieces

• Wrote features highlighting the brand’s events, milestones and achievements
   

Here's an example!