When I became the first editor-in-chief for a British fashion brand, the CEO had a clear mission: to hire a journalist. Someone who cuts through meaningless marketing to get to the heart of a brand and tell stories that move people.
I’ve been a journalist for over 15 years. Now, I also write brand campaigns, run tone of voice workshops, create content strategy - any project that believes words can build brands. And it’s my editorial experience that I call on: I apply the principles of journalism to help brands tell better stories.
A regular contributor to the BBC on stories of sustainability, lifestyle and business, I’ve also written for The Times, The Guardian, WePresent, Positive News and Drapers, where I was deputy editor for five years. I ran the editorial team across all publishing platforms, hosted fashion industry events and appeared on BBC News, Sky and Woman’s Hour.
I’m the author of Three Things to Help Heal the Planet, a collection of 21 essays on how to tackle the climate crisis collectively when directed by experts, and co-editor of Comfort Zones, an anthology featuring original works by 28 women writers, which I created as editor-in-chief of fashion brand Jigsaw. In six months we sold 5,000 copies and raised £25,000 for Women for Women International.
In 2022, my first piece of fiction - Figures - was selected for Spread the Word’s City of Stories Home anthology. I’m a premium writer for the ghostwriting agency StoryTerrace, and speak fluent French and Portuguese.
Everybody - and every great brand - has an original story. Uncovering it is the first challenge; the second is finding the words to tell it.
