Consumer Duty, UX copywriting, AI-assisted content review
Coutts
I worked on a Consumer Duty project at Coutts, reviewing and refining hundreds of customer-facing documents. A lot of the job was taking complex banking and compliance language and turning it into something clear, accessible and genuinely useful – without losing any of the important detail.
I also helped train a large language model (LLM) to assess things like structure, hierarchy and tone. It’s now used by product managers to quickly sense-check content quality and decide whether they should tweak things themselves or bring in a copywriter.
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Simplified regulatory content for customers at all levels of knowledge
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Helped make complex information clearer, more accessible and easier to act on
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Contributed to a faster, more efficient content review process using AI
Consumer Duty, UX copywriting, AI-assisted content review
Coutts
I worked on a Consumer Duty project at Coutts, reviewing and refining hundreds of customer-facing documents. A lot of the job was taking complex banking and compliance language and turning it into something clear, accessible and genuinely useful – without losing any of the important detail.
I also helped train a large language model (LLM) to assess things like structure, hierarchy and tone. It’s now used by product managers to quickly sense-check content quality and decide whether they should tweak things themselves or bring in a copywriter.
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Simplified regulatory content for customers at all levels of knowledge
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Helped make complex information clearer, more accessible and easier to act on
-
Contributed to a faster, more efficient content review process using AI
Consumer Duty, UX copywriting, AI-assisted content review
Coutts
I worked on a Consumer Duty project at Coutts, reviewing and refining hundreds of customer-facing documents. A lot of the job was taking complex banking and compliance language and turning it into something clear, accessible and genuinely useful – without losing any of the important detail.
I also helped train a large language model (LLM) to assess things like structure, hierarchy and tone. It’s now used by product managers to quickly sense-check content quality and decide whether they should tweak things themselves or bring in a copywriter.
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Simplified regulatory content for customers at all levels of knowledge
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Helped make complex information clearer, more accessible and easier to act on
-
Contributed to a faster, more efficient content review process using AI
Consumer Duty, UX copywriting, AI-assisted content review
Coutts
I worked on a Consumer Duty project at Coutts, reviewing and refining hundreds of customer-facing documents. A lot of the job was taking complex banking and compliance language and turning it into something clear, accessible and genuinely useful – without losing any of the important detail.
I also helped train a large language model (LLM) to assess things like structure, hierarchy and tone. It’s now used by product managers to quickly sense-check content quality and decide whether they should tweak things themselves or bring in a copywriter.
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Simplified regulatory content for customers at all levels of knowledge
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Helped make complex information clearer, more accessible and easier to act on
-
Contributed to a faster, more efficient content review process using AI
Consumer Duty, UX copywriting, AI-assisted content review
Coutts
I worked on a Consumer Duty project at Coutts, reviewing and refining hundreds of customer-facing documents. A lot of the job was taking complex banking and compliance language and turning it into something clear, accessible and genuinely useful – without losing any of the important detail.
I also helped train a large language model (LLM) to assess things like structure, hierarchy and tone. It’s now used by product managers to quickly sense-check content quality and decide whether they should tweak things themselves or bring in a copywriter.
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Simplified regulatory content for customers at all levels of knowledge
-
Helped make complex information clearer, more accessible and easier to act on
-
Contributed to a faster, more efficient content review process using AI
Consumer Duty, UX copywriting, AI-assisted content review
Coutts
I worked on a Consumer Duty project at Coutts, reviewing and refining hundreds of customer-facing documents. A lot of the job was taking complex banking and compliance language and turning it into something clear, accessible and genuinely useful – without losing any of the important detail.
I also helped train a large language model (LLM) to assess things like structure, hierarchy and tone. It’s now used by product managers to quickly sense-check content quality and decide whether they should tweak things themselves or bring in a copywriter.
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Simplified regulatory content for customers at all levels of knowledge
-
Helped make complex information clearer, more accessible and easier to act on
-
Contributed to a faster, more efficient content review process using AI
Consumer Duty, UX copywriting, AI-assisted content review
Coutts
I worked on a Consumer Duty project at Coutts, reviewing and refining hundreds of customer-facing documents. A lot of the job was taking complex banking and compliance language and turning it into something clear, accessible and genuinely useful – without losing any of the important detail.
I also helped train a large language model (LLM) to assess things like structure, hierarchy and tone. It’s now used by product managers to quickly sense-check content quality and decide whether they should tweak things themselves or bring in a copywriter.
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Simplified regulatory content for customers at all levels of knowledge
-
Helped make complex information clearer, more accessible and easier to act on
-
Contributed to a faster, more efficient content review process using AI
Consumer Duty, UX copywriting, AI-assisted content review
Coutts
I worked on a Consumer Duty project at Coutts, reviewing and refining hundreds of customer-facing documents. A lot of the job was taking complex banking and compliance language and turning it into something clear, accessible and genuinely useful – without losing any of the important detail.
I also helped train a large language model (LLM) to assess things like structure, hierarchy and tone. It’s now used by product managers to quickly sense-check content quality and decide whether they should tweak things themselves or bring in a copywriter.
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Simplified regulatory content for customers at all levels of knowledge
-
Helped make complex information clearer, more accessible and easier to act on
-
Contributed to a faster, more efficient content review process using AI
Consumer Duty, UX copywriting, AI-assisted content review
Coutts
I worked on a Consumer Duty project at Coutts, reviewing and refining hundreds of customer-facing documents. A lot of the job was taking complex banking and compliance language and turning it into something clear, accessible and genuinely useful – without losing any of the important detail.
I also helped train a large language model (LLM) to assess things like structure, hierarchy and tone. It’s now used by product managers to quickly sense-check content quality and decide whether they should tweak things themselves or bring in a copywriter.
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Simplified regulatory content for customers at all levels of knowledge
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Helped make complex information clearer, more accessible and easier to act on
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Contributed to a faster, more efficient content review process using AI
Customer-focused financial content, multi-brand tone adaptation
Lloyds Banking Group
I created blog posts and emails for Lloyds Banking Group brands – including Lloyds, Halifax, and Bank of Scotland – tackling common customer questions and product updates. I adapted the same content across the group's three distinct brand voices.
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Multi-brand tone adaptation
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Customer-centric content for regulated environment
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Supported long-term engagement initiatives
Global CRM campaigns, multi-segment strategy, product launches
Samsung
I’ve worked on email and social campaigns for Samsung across the UK, UAE and Australia – from Galaxy Note pre-orders to wearable tech and TV launches. I shaped messaging that felt relevant to different audiences while helping drive engagement, conversions and wider CRM strategy.
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Crafted targeted messaging for early adopters and mainstream users
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Contributed to CRM campaigns that generated 20% of Galaxy Note pre-orders
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Helped make campaigns scalable across multiple countries
Sex and relationships content, editorial, product copy
Lovehoney
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Sex and relationships can be tricky to talk about – but fun, clear and inclusive content makes a big difference. I’ve written for Lovehoney both in-house and as a freelancer, covering blogs, product copy, naming, and general editorial.
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SEO-optimised how-to guides and advice-led articles, consistently scoring A– and above on Clearscope
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Product descriptions, naming, and content editing
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Created content that’s accessible, playful, and genuinely useful
Brand refresh, tone of voice, multi-channel copywriting
Luscombe
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I helped Luscombe find its voice as a grown-up, indulgent alternative to alcohol. After contributing key straplines to the pitch that won the account, I led a full tone-of-voice refresh, then wrote all web, social and email content to match the new sultry, adult-focused mood.
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Developed a full tone-of-voice and messaging framework
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Wrote website, email, and social content aligned with the brand’s indulgent tone
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Supported sales growth, contributing to a 22% uplift after the rebrand
B2B social strategy, tone of voice development, high-growth engagement
YouTube
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I helped manage YouTube’s B2B LinkedIn account and fell in love with the creator economy along the way. Over a year, impressions jumped 156% and engagement increased 380% – all while evolving the B2B tone of voice to feel approachable, social-friendly and human.
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Rewrote B2B social posts for clarity, impact, and engagement
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Co-created a tone-of-voice guide for LinkedIn communications
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Contributed to measurable growth in reach and interaction
In-app content overhaul, athlete-led programming, fast turnaround
Gymshark
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I teamed up with Gymshark’s internal marketing team to completely overhaul their app content. I adapted athlete workout plans, created bios for dozens of athletes, and wrote clear, snappy exercise guides for both home and gym use – all delivered in under a month. The app itself is rated 4.8 out of 5 from 8K ratings in the App Store (March 2024). U
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Wrote dozens of athlete bios and exercise guides
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Made the app content more engaging, clear, and easy to follow
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Supported a highly-rated app experience with flexible workout options
Student campaign, multi-channel content, engagement-led
PureGym
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I created a student-focused campaign for PureGym, designed to keep members active during exam season. Using social, email, and blog content, I highlighted the stress-relieving benefits of exercise, while keeping the tone playful and motivational.
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Developed campaign messaging and social assets
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Produced email and blog content to uplift and engage students
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Encouraged interaction with a campaign hashtag and playful tone
Product descriptions, distinctive tone of voice, fashion retail
Ted Baker
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I wrote product descriptions that captured their playful, stylish personality – keeping every piece consistent while handling high volumes of copy daily.
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Produced high volumes of product descriptions during peak periods
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Adapted to a very specific, playful brand tone
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Delivered consistent, detail-led copy across products
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Check out examples
Editorial, brand storytelling, luxury design and culture
Aston Martin
Luxury brands are all about storytelling. I wrote for Aston Martin’s magazine, creating editorial features, interviews with creatives, and product copy for design collaborations – all in a refined, aspirational tone.
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Wrote editorial features and interviews with creatives
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Produced collaboration content, including work with Girard-Perregaux timepieces
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Crafted copy in a luxurious, premium tone
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