Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

I’m a brand wordsmith with 25 years’ agency and client-side experience. I love digging deep to find a compelling story and the right voice to tell it. A true all-rounder, I’m interested in everything. I’ve worked directly with client MDs and agency leaders to turn briefs into thought leadership, brand strategy and compelling copy for packs, websites, blogs, tone-of-voice guidelines, and campaigns. Recent clients include Capgemini, Chanel, and GE Vernova, and I’ve helped brands in renewable energy, health, fintech, food & beverage and insurance find the right voice.…I’m a brand wordsmith with 25 years’ agency and client-side experience. I love digging deep to find a compelling story and the right voice to tell it. A true all-rounder, I’m interested in everything. I’ve worked directly with client MDs and agency leaders to turn briefs into thought leadership, brand strategy and compelling copy for packs, websites, blogs, tone-of-voice guidelines, and campaigns. Recent clients include Capgemini, Chanel, and GE Vernova, and I’ve helped brands in renewable energy, health, fintech, food & beverage and insurance find the right voice.

Paul Machin

Copywriter, Brand Strategist, Writer, +2





I’m a brand wordsmith with 25 years’ agency and client-side experience. I love digging deep to find a compelling story and the right voice to tell it. A true all-rounder, I’m interested in everything. I’ve worked directly with client MDs and agency leaders to turn briefs into thought leadership, brand strategy and compelling copy for packs, websites, blogs, tone-of-voice guidelines, and campaigns. Recent clients include Capgemini, Chanel, and GE Vernova, and I’ve helped brands in renewable energy, health, fintech, food & beverage and insurance find the right voice.…I’m a brand wordsmith with 25 years’ agency and client-side experience. I love digging deep to find a compelling story and the right voice to tell it. A true all-rounder, I’m interested in everything. I’ve worked directly with client MDs and agency leaders to turn briefs into thought leadership, brand strategy and compelling copy for packs, websites, blogs, tone-of-voice guidelines, and campaigns. Recent clients include Capgemini, Chanel, and GE Vernova, and I’ve helped brands in renewable energy, health, fintech, food & beverage and insurance find the right voice.

Available to hire

I’m a brand wordsmith with 25 years’ agency and client-side experience. I love digging deep to find a compelling story and the right voice to tell it. A true all-rounder, I’m interested in everything.

I’ve worked directly with client MDs and agency leaders to turn briefs into thought leadership, brand strategy and compelling copy for packs, websites, blogs, tone-of-voice guidelines, and campaigns. Recent clients include Capgemini, Chanel, and GE Vernova, and I’ve helped brands in renewable energy, health, fintech, food & beverage and insurance find the right voice.

Skills

Experience Level

Expert

Expert

Expert

Expert

Language

English

Fluent

Work Experience

Sustainability Copywriter at Capgemini

February 3, 2025 - October 6, 2025

Reporting to the Head of Corporate Responsibility and Sustainability Communications, I helped write reports, case studies and award entries

Copywriter at EY

February 9, 2015 - October 6, 2025

Retained writer for editorial, thought leadership, case studies and LinkedIn articles

Brand writer & consultant at Freelance

January 1, 2012 - Present

Brand writer & consultant providing thought leadership, brand strategy and positioning, blog posts, tone of voice and straplines for clients including Capgemini, Chanel, and GE Vernova; worked across renewable energy, health, fintech, food & beverage and insurance.

Lead writer at Big Fish

January 1, 2011 - December 31, 2012

Lead writer on the Yeo Valley account; repositioned the UK’s biggest organic brand as a family farm that puts taste first; sourced stories and photography, developed a new brand tone, wrote copy for packs, events, social media, a daily blog and press ads; created structure, look & feel and wrote copy for two new websites.

Copywriter at Freelance

January 1, 2006 - December 31, 2011

Wrote copy for the National Trust’s Wild Child campaign; worked with Dorset Cereals on their Edible Playgrounds project; helped Coca Cola with ingredients copy; recruited graduates for BT; rewrote websites for O2, KPMG and Vodafone, and broadcast GlaxoSmithKline’s drug donation programme.

PR & Communications at Clipper

January 1, 2002 - December 31, 2006

Joined after major rebrand; raised profile leveraging packaging and tasty teas; nurtured relations with national journalists; wrote copy for packs and web, managed events and wrote award entries.

Copywriter at Rufus Leonard

January 1, 1999 - December 31, 2002

Helped brands such as Lloyds TSB, QinetiQ, Shell, Morgan Stanley, Royal Mail and Mercedes-Benz with online communications, DM, tone of voice and brand guidelines.

Education

Bachelor of Arts at University of East Anglia

September 22, 1995 - February 11, 2026

English & Philosophy 2:1

BA (Hons) English & Philosophy, 2:1 at UEA

January 11, 2030 - February 11, 2026

Qualifications

Add your qualifications or awards here.

Industry Experience

Agriculture & Mining, Consumer Goods, Education, Energy & Utilities, Financial Services, Government, Healthcare, Life Sciences, Manufacturing, Retail, Professional Services