Available to hire
Dynamic, conversion-led SEO and UX copywriter and storyteller with over 25 years’ experience across B2B and B2C marketing. Skilled in stakeholder management, agency and budget oversight, and leading content strategies that align with business growth objectives, CRM performance, and customer journeys.
Brand guardian with deep expertise in tone of voice (TOV) strategy and customer journey mapping. Produces optimised SEO/GEO and AI-informed content, UX copy that drives action, and conversion-focused messaging across websites, email, landing pages, and campaigns—leveraging modern tools including Klaviyo, Salesforce, HubSpot, and analytics platforms.
Experience Level
Expert
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Expert
Expert
Expert
Expert
Expert
Intermediate
Work Experience
Executive Comms Manager at GSMA
March 1, 2024 - September 30, 2024Writes communications on behalf of the Executive Leadership Team leveraging AI tools. Produces and edits C-suite deliverables including speeches for events, scripts for videos, and SEO blogs and thought leadership. Manages liaison with global team members and supports monthly newsletters and social media campaigns. Creates ad hoc promotional copy for materials, landing page copy, and edits reports for the organisation.
Freelance Copywriter, Marketing and Content Lead
March 1, 2024 - PresentVarious short contracts creating B2C and B2B conversion content for SMEs across education, leisure and competitions to increase search optimisation, engagement and conversion using SEO/GEO/Answers. Develops tone of voice (TOV), creates email campaigns and newsletters on Klaviyo, Mailchimp and Salesforce, and delivers ad hoc promotional copy for specific services. Produces and designs assets using Canva and Adobe, and supports future advertising and social media campaigns using Sprout, Lately and Hootsuite. Builds customer testimonials and case studies from interview to publishing, including editing and content packaging.
Copywriter & Comms Manager EMEA at Adobe
March 1, 2023 - March 31, 2024Provided B2B communications and SEO/UX copy for the Professional Services division of a global software company. Supported an account-based EMEA sales team and rewrote an in-house weekly newsletter (fact checking, designer collaboration, proofreading). Created scripts for video and edited bids and pitches. Curated TOV for stakeholders across touchpoints using CMS. Built and maintained a content strategy and calendar aligned to PS objectives. Wrote microsites and landing pages (including UX copy), managed EMEA intranet updates, and supported executive social media. Created customer feedback templates, case studies, infographics and visual assets, award entries, and post-event activity summaries. Ensured English brand alignment and SEO optimisation for translated materials, and engaged with EMEA executives and global/offshore support teams.
Copywriter & Comms Manager EMEA (FTC) at Adobe
March 1, 2023 - March 31, 2024Supports B2B communications and copywriting (SEO and UX) for the professional services division of a global software company. Provides marketing and creative support for an account-based EMEA sales team, including a weekly in-house newsletter (rewriting, fact checking, collaboration with designers, proofing). Creates scripts for video; edits bids and pitches; supports campaigns and events; curates and applies TOV. Creates customer communication and feedback templates, case studies, and manages a content strategy and calendar aligned to business objectives. Writes and edits microsites and landing pages using CMS, ensuring clients’ TOV and key messaging plus UX copy for conversion. Maintains EMEA intranet updates, supports EMEA executive social media program, and delivers monthly newsletter copy for demand teams. Creates infographics/visual assets, contributes to award entries, summarizes event/campaign activity, and provides copy support for internal and external awareness programs wh
Marketing Content Delivery Manager at Inmarsat
July 1, 2021 - May 31, 2022Delivered B2B marketing and copywriting support for a global satcom company during a fixed-term contract. Managed account-based global sales support and aligned brand campaign messaging and TOV to objectives. Worked with translators to ensure global copy met brand and SEO guidelines. Produced scripts for video and edited bids and reports. Rewrote and optimised website sections via CMS with technical fact-checking and SEO improvements, simplifying technical language for broader audiences. Audited customer journey content for accuracy, brand, and UX copy to ensure calls-to-action were actioned. Coordinated event marketing logistics and collateral, created campaigns via Salesforce email, maintained a case study library, supported award submissions, and produced social marketing using HubSpot. Analysed web data using Google Analytics and internal systems.
Marketing Content Delivery Manager (FTC) at Inmarsat
July 1, 2021 - May 31, 2022Meets B2B marketing and copywriting needs for a global satcom company. Supports account-based global sales team with brand campaign messaging and TOV aligned to objectives. Works with translators to ensure global copy aligns with brand and SEO guidelines. Creates video scripts and edits bids and reports. Rewrites and optimises website copy in an in-house CMS with stakeholder liaison to clarify technical jargon, fact check content, improve SEO and incorporate key messaging, and provides performance reporting to senior stakeholders. Rewrites and simplifies technical copy for broader audiences. Creates infographics and videos; audits and edits customer journey content for accuracy, SEO and brand, ensuring UX copy results in actions. Supports events marketing: logistics, collateral production, social posts and analytics. Creates email campaigns in Salesforce. Maintains brand guardianship and curates a library of case studies and award submissions. Manages social media marketing across plat
Senior Copy & Content Manager at Legal & General
March 1, 2019 - September 30, 2019During a fixed-term contract, redefined B2B messaging aligned to marketing plans and embedded it across touchpoints. Assisted with bids and pitches and provided copy editing support. Created engaging content for multiple websites using WordPress, ensuring SEO and market relevance. Partnered with the Group Brand team as a brand guardian to ensure group-level practice adherence within Capital. Supported collateral production via agencies, contributed to social media, and assisted comms deliverables when needed. Completed web analytics to inform improvements.
Senior Copy & Content Manager (FTC) at Legal & General
March 1, 2019 - September 30, 2019Supports B2B copywriting and marketing needs for a capital company in the financial services industry. Redefines key messaging to align with the marketing plan and implements it across touchpoints. Assists with writing bids and pitches and provides copy editing. Creates engaging website content across business sites using WordPress, ensuring SEO and market relevance. Acts as brand guardian in partnership with the Group Brand team to ensure Capital level compliance. Creates marketing collateral via agencies, supports social media, contributes to award submissions, and assists the comms team with organisational communications. Performs web data analysis.
Senior Copywriter & Editor at Carpetright
September 1, 2015 - February 28, 2019Responsible for production of advertising (TV, press, radio) and creation/editing of digital and offline copy for 370 retail outlets. Manages a team and maps customer journeys, creating UX/CRM content for each user experience step. Builds annual content strategy aligned with the reactive market marketing plan and maintains a monthly content calendar tied to business objectives. Creates and implements new Tone of Voice for a rebrand across touchpoints and maintains ongoing brand guardianship including UX copy. Writes SEO-optimised consumer website copy using WordPress, edits agency-created copy, and writes monthly SEO blogs. Uses WordPress extensively and collaborates with agencies on TV advertising production, including organising and overseeing shoots and press advertising. Writes weekly internal store communications detailing offers and marketing support, supports buying/merchandising range books, assists offline marketing with brochures and leaflets, and writes press releases as nee
POS Production Manager at Harveys Furniture
September 1, 2012 - September 30, 2015Responsible for production of POS and sales support materials for 170 retail outlets nationwide. Manages executive responsibilities and controls budget. Writes daily communications to stores via company intranet and maintains daily liaison with creative agency and print management company. Creates a weekly POS planner for all stores, maintains internal/external stakeholder relationships, and reacts quickly to trade by creating marketing collateral to promote offers. Oversees press advertising production ensuring brand consistency and accuracy of pricing. Provides daily intranet updates to stores.
Marketing Manager at London Clubs International
February 1, 2011 - September 30, 2012Full responsibility for meeting the marketing needs of a casino, including management of an assistant.
Marketing Executive at Britvic Soft Drinks Ltd
December 1, 2008 - December 31, 2010Assists marketing teams with national marketing campaigns and commercial events, including print and production of POS material and Premia to activate national and international campaigns.
Marketing Manager at Virgin Active
March 1, 2006 - December 31, 2008Leads marketing needs for five leisure sites, working with the sales team to create strategies to increase memberships.
Marketing Executive at Vodafone (MPC)
May 1, 1998 - September 30, 2001Part of a team meeting marketing/PR needs for a large franchised mobile phone company, including management of an assistant.
Education
Qualifications
Industry Experience
Education, Retail, Financial Services, Professional Services, Telecommunications, Media & Entertainment, Software & Internet, Travel & Hospitality, Consumer Goods
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
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