From February 2020

Working with:



Internal communications for an international tech company

Verbal Identity

Tone of voice guidelines for a global food brand

Competitor analysis and tone of voice development for a market-leading beverage brand


B2B marketing campaign copy and video scripts


Tone of voice guidelines and key brand messages

Wild Nutrition

New tone of voice guidelines, a new style guide and key brand messages (including a brand tagline and positioning statement) for this award-winning supplements brand


John Lewis & Partners

Worked with the brand to create a new five-year brand manifesto

Brand naming and boilerplate creation for the new Anyday brand

New beauty proposition and comms strategy

Creative strategy and copywriting for Christmas 2020, Autumn 2020, Spring 2021, Summer 2021, Autumn 2021 and Christmas 2021 campaigns

Diversity and Inclusion creative strategy

John Lewis Finance

New tone of voice, style guide and key brand messages

Online customer journeys and UX copy



October 2016 -

December 2019

Led the copy and editorial team for three years, creating market-leading content for ‘Britain’s favourite brand’.


Guardian of the brand tone of voice and strategic lead for all digital and print copy and editorial, covering homepage and email, POS, brand communications and award-winning marketing campaigns.


Managed all copy and editorial for the 2018 John Lewis & Partners rebrand, including commissioning and communicating new brand tone of voice guidelines.


Planned, briefed and commissioned all editorial content for two full seasons, introducing reactive and trend-driven content, to drive 2 million visits in 2017.

Lead copy consultant for publications, e-commerce and own brand - with the John Lewis & Partners collection a key project.


Restructured and expanded the team of three copy managers and up to 12 Partners and contractors, reinvigorated objectives and delegating key developmental projects.



April 2015 - October 2016

Guardian of brand tone of voice and responsible for all brand and store communications.


Managed a roster of freelance copywriters, set the editorial direction for all seasonal marketing campaigns and acted as a consultant for all publications.


Managed and wrote all copy for new store openings in Leeds, Horsham and Chelmsford and the first international franchise in Dubai. Completed the Oxford Street refurbishment, creating the largest Home department in the UK. Managed 1160 customer touchpoints for the new John Lewis Birmingham shop - one of Retail Week’s 4 best department stores in the UK.


Acted as a consultant and writer for the naming of new brands loved&found , AND/OR , Modern Rarity and Design Project by John Lewis. Introduced tone of voice guidelines for all new brands for the first time.


November 2013 - April 2015

Managed all editorial and content for the John Lewis Insurance, Partnership Card, Account Card, and John Lewis Bond websites, including articles, emails and social campaigns.


Responsible for tone of voice and style guidelines for John Lewis Financial Services.


Launched new International Payments and Foreign Currency websites, including full site builds.


Worked closely with the web analyst to complete a programme of incremental change, increasing time on page +4.9% and click to quote by 2.1%. Reviewed social content, leading to +243% growth in likes and +264% growth in shares on Facebook.


Copy consultant for all marketing and customer communications.


August 2011 - November 2013

Wrote high-quality commercial copy for online product pages, product banners, brand stories, landing pages and buying guides.


Proactively monitored sales, search and visits (Omniture, Google Analytics and Google Trends) to drive up to 52% YoY increases.


Responsible for weekly editorial ideation, content calendar and writing articles. Set up and managed an events calendar to ensure all editorial was timely and relevant.


Worked with an external agency to respond directly to customer ratings and reviews.


March 2007 - August 2011

Wrote digital editorial, packaging and e-commerce product copy and appeared in three online videos.


Responsible for buying own assortment, driving AW11 sales +5% to LY.


Managed AW10 Cookshop Special Buy, with 50 skus and £1.2m budget.


Wrote and presented two seasons of assortment review presentations.


Project managed the launch of the Neisha Crosland furnishings range.

Completed the Management Development Programme.