Writer, editor and content strategist
Hello! I’m a London-based content strategist and copywriter with more than a decade of experience in fashion, beauty, lifestyle and pop culture.
About me
Right now, I’m the Senior Content Manager at MOO Print, a design-first branded merchandise company. I manage our blog, The Drop, including the overall content strategy, the SEO strategy, our freelance writing and PR agencies, and both the internal and external distribution of all our content. I also manage our Content Manager, supporting her growth and development every day.
In addition to my full-time role, I’m also a freelance content strategist and copywriter, lending my expertise to brands like Larry Walshe Studios, Abbott Lyon, MZ Skin, Moss and Jigsaw. I’ve helped each one grow their digital presence by creating tones of voice, developing brand guidelines, writing sustainability messaging, and overhauling entire websites.
In my previous full-time role, I was the Content Marketing Manager at Fresha, a leading booking platform for beauty and wellness businesses. I oversaw the content ideation, strategising and production across all digital channels, including both the B2B and B2C apps.
Prior to my role at Fresha, I was the Brand Editor at Moss, one of the UK’s largest menswear retailers. I managed the tone of voice to maintain cohesive messaging along the entire consumer journey, both digital and in a traditional retail setting. I applied my SEO knowledge to optimise existing content, inform the content strategy, and ultimately increase web traffic by almost 200%.
I’ve done the same for several other brands both in London and Canada, including a luxury fashion reseller, a corporate upskilling provider and a sustainability certifier. I’ve also produced B2B collateral like white papers and case studies to capture industry trends and client success.
Before making the switch to branded content creation and strategising, I was an editor at one of Canada’s largest fashion publications, FLARE (now FASHION). I created high-performing lifestyle content for print, digital, video and social media, interviewed big names in fashion and beauty, like Charlotte Tilbury, André Leon Talley and Iris Apfel, and I helped guide the magazine into its digital-first future.
My work
Branded content
- MOO Print
As the Senior Content Manager, I create and manage our content calendar, implementing our SEO strategy across our blog to support the brand’s overall marketing goals, exceeding our leads goal by 50% in 2024. - Larry Walshe Studios
In a freelance capacity, I reworked the Studio’s tone of voice and created an entirely new brand model and strategy for them. I rewrote all of the brand’s digital copy, applying my knowledge of SEO best-practices, and also overhauled their brochure copy. - Abbott Lyon
As the freelance Brand Editor, I created and now maintain the tone of voice, I develop the copy guidelines for each campaign and I oversee copy across all touch points (both digital and traditional). - Fresha
As the Content Marketing Manager, I oversaw and produced both B2C and B2B content across our website, our apps and our social media channels. - Moss
As the Brand Editor, I was the keeper of our tone of voice across all channels, including digital, in store and out of home. I produced and edited copy for our blog, emails, social media, point-of-sale collateral and press releases. - CUDONI (now Sign of the Times)
As the freelance Content Manager, I created and implemented a content strategy across our digital channels as the brand went through a complete refresh. I also wrote and edited SEO-first blog posts, landing page copy and product copy. - Avado
As the Content Manager, I built our SEO-first content strategy from the ground up. I oversaw the creation of all marketing collateral, both B2B and B2C, including case studies, blog posts, brochures, social media posts and newsletters. - Positive Luxury
As the Content Manager, I created the brand’s first tone-of-voice handbook. I worked with our suite of clients, including Kiehl’s, Weleda and 111Skin, to help share their sustainability stories. I produced white papers and annual reports on industry trends and I hired and managed a Digital Marketing Executive. - L’Oréal
As a freelance writer, I helped build up the brand’s digital content with blog posts informed by product launches and SEO best practices. - Nude by Nature
As a freelance writer, I wrote blog posts to support this Australian beauty brand’s digital presence, informed by new products and keyword research. - Loblaw
As a freelance writer for Canada’s largest supermarket chain, I produced educational blog posts and press releases to help raise awareness for new launches and services.
Editorial content
From city guides to in-depth features, I write and edit articles for leading lifestyle publications.