My role: Contributed in concepting sessions to pitch and refine the flexibility idea, then wrote the copy that carried it through to execution across OOH, instant ad placements, and social.

SMARTY needed to prove it was the flexible network in a category where every provider claims "flexibility" as a buzzword. The challenge was making an abstract value prop feel tangible and ownable on a billboard glanced at for two seconds.

My insight: rather than telling people SMARTY was flexible, the copy needed to show flexibility, stretching language itself to demonstrate the idea. I pitched this direction in concepting, then wrote it through into the OOH, bus stop, and social executions to keep the idea consistent everywhere it appeared.

My role: Wrote/edited script copy for the segment; final on-air performance was Ricky Wilson's.

Problem: brand messaging needed to survive being filtered through a live radio personality without losing SMARTY's voice.

Insight: scripting for someone else's delivery meant writing loose, conversational lines with room for ad-lib, not polished copy.

Result: on-brand messaging that still sounded native to Virgin Radio's tone.

My role: Sole writer. Researched and wrote the full guide from brief to final draft.

The brief was open-ended: "what made Hack The Box different?" a hard question to answer for an audience (CISOs, red teams) who are naturally skeptical of vendor claims and see through generic positioning fast.

My insight was that this audience trusts specificity over superlatives, so instead of claiming HTB was "the best," I built the guide around concrete differentiators (real-world attack simulation, gamified skill-building) that a technical buyer could verify and defend internally to their own stakeholders.

The result was a resource pitched directly at how CISOs actually evaluate tools, as a business case they need to justify, not just a product they need to like.

My role: Wrote the hook/script; Luke (est.94 founder) directed and produced.

Problem: short-form video needs to earn attention in the first second or scroll-past is instant.

Insight: the hook had to promise a specific payoff, not just intrigue, to hold a beauty-treatment-skeptical audience.

Result: a script built entirely around a front-loaded hook, with Luke's direction handling the visual pacing.

My role: Created SMARTY’s TOV and ran multiple workshops for internal marketing teams and external creative agencies.

Problem: It’s easy for a TOV guide to live in a deck that never gets used or referred to. I wanted to make everyone a SMARTY TOV champion by running interactive sessions that simplified writing.

Result: The agency started basing creative on my TOV, and the marketing team spotted when things weren’t right. I also ran weekly Brand Clinics for people to drop in with copy questions.

My role: Wrote the instant-placement copy under same-day turnaround.

Problem: instant ad slots meant copy had to go from brief to live within hours, with no room for iteration.

Insight: speed only works if the flexibility idea is compressed into a formula that's fast to riff on, not reinvented each time.

Result: a repeatable copy structure that let the team turn placements around same-day without diluting the campaign idea.

My role: Wrote, produced, and led creative for the launch; worked with the production team on the day.

Problem: a private AI meeting note-taker is a genuinely useful product, but "AI" and "privacy" are both words that can sound abstract or jargon-heavy. The risk was a launch that sounded technical rather than compelling.

Insight: the strongest case wasn't a feature list, so I used the founders' own conviction. The goal became capturing candid, passionate delivery rather than a polished, scripted pitch, and writing to support that tone rather than override it.

Result: a launch video that explains the "why" in plain English, anchored in founder authenticity rather than product-spec language.

My role: Sole writer; ran interviews with external CISOs to inform the framework.

Problem: CISOs struggle to translate security work into language a board will actually approve budget against.

Insight: from CISO interviews, the gap wasn't security knowledge; it was framing security as business risk in board-native terms.

Result: a practical toolkit built around that reframe, not generic security advice.

My role: Copy lead on the redesign, working with brand, design, and CRO.

Problem: the existing homepage sold products/features; it wasn't converting on outcomes.

Insight: buyers care about what they'll achieve, not the spec sheet, reframing copy around outcomes tested better.

Result: +20% engagement on the redesigned homepage; a related pricing-copy test also delivered +10.8% revenue per exposure and +13% conversion.

My role: Primark's first-ever copywriter; owned skincare category plus inspo content.

Problem: high-volume retail copy at Primark's scale had no dedicated copy owner or consistent voice before this role.

Insight: shoppers browsing skincare/home inspo needed guidance, not just product specs, hence inspo-style articles alongside category copy.

Result: established category copy and shopper-facing inspo content from scratch.

My role: Wrote personal finance guides, working directly with SMEs for quotes/accuracy.

Problem: financial guidance for Saga's audience needs to be both trustworthy and genuinely usable, not generic advice.

Insight: pairing practical guidance with real SME quotes gave the content credibility an unattributed guide wouldn't have.

Result: SME-backed guides like the shredding-documents piece, balancing accessibility with authority.

My role: Sole writer, aimed at CISOs and business leaders.

Problem: security is often treated as reactive/compliance-driven rather than a built-in business capability.

Insight: leaders respond better to "build strong from the ground up" framing than fear-based messaging.

Result: a whitepaper structured as a builder's guide, not a warning.

My role: Pitched and wrote own story ideas and angles on stocks/shares.

Problem: financial writing is saturated, most outlets repeat the same headline stock stories.

Insight: pitching unique angles (rather than covering the obvious story) was what got ideas commissioned.

Result: a body of self-sourced, angle-driven financial writing.

My role: Sole writer; worked with internal and external SMEs to source and validate the trends.

Problem: "trends" content is easy to fill with generic, recycled predictions that don't actually help a technical reader plan ahead.

Insight: pulling directly from SME conversations (rather than desk research alone) meant the trends reflected what practitioners were actually seeing, not just industry buzzwords.

Result: a timely, credibility-backed piece that gave CISOs and security teams genuinely current signal rather than a generic listicle.

My role: Pitched and wrote daily breaking news stories.

Problem: tech news lives or dies on speed, a story loses value within hours.

Insight: fast pitching each morning meant prioritising judgment on what would matter to readers that day over depth.

Result: a steady output of timely, pitched-not-assigned news coverage.