Senior Copywriter at Superdry

Tasked with creating a refreshed Tone of Voice and visual language for the lifestyle brand. I delivered shoot concepts and helped diversify casting to target a new generation of consumers, implementing a revamped brand strategy and refreshing the brand's social media presence.

Freelance Creative Copywriter at MA TE.Bike

Created a refreshed Tone of Voice across all touchpoints and defined a new brand identity for product launches, website and social media content.

Freelance Creative Copywriter at Au Départ

Wrote campaign copy and developed a new Tone of Voice for the relaunch, implementing it across all touchpoints.

Senior Creative at Zalando

Produced master copy for local, mid and global campaigns; oversaw transcreation with an international team; contributed to 360-degree campaigns; helped develop 2022 ToV guidelines for Designer, Pre-owned, Beauty and Streetwear; supported visual merchandising and styling for campaigns.

Creative Direction, Editorial and Styling at Bread&&Butter by Zalando

Created a content strategy for the relaunched menswear editorial; defined ToV, visual identity and content formats; formed strategic media partnerships with Gen Next brands.

Senior Menswear Editor at Zalando

Revamped editorial across the site focusing on streetwear; created new content formats to engage the new menswear consumer and elevated styling to strengthen Zalando’s fashion authority.

Senior Creative Copywriter, Creative Direction, Styling at The GAABS Creative Agency

Sole copywriter and stylist; conceived, produced and styled editorial for fashion and lifestyle clients; led campaigns for Christian Louboutin’s e-commerce launch and worked with Stone Island, Nike, Lacoste, Closed, 81Hours.