Bath & Body Works
Senior Copywriter, Home
The number one brand in America for home fragrance
Part of the L Brands empire, my job is to help define the voice of home categories with on-brand naming and positioning.
Write compelling copy and develop messaging that connects with the desired audience.
Work closely with concept, exploring cultural shifts and trend analysis. Convert into meaningful insights for brand development and innovation.
May 2014-April 2018
US-based agency with a clear vision: to help build brand awareness through bespoke content, predominantly in the digital field
Curate and produce social media video campaign for Norwegian Airlines, exploring the untold stories of Los Angeles.
New Zealand Trade and Enterprise -- copywriter for New Zealand's business development agency enabling businesses to grow in the US market.
"The Culture of Practice" -- interview 50+ principles at the helm of the world's top architectural firms for this bespoke book project.
YouTube Cultural Review -- cover interview for launch issue and profiles on leading members of the platform's creative community from fashion to gaming.
Los Angeles Correspondent
Cultural dispatches from the West Coast for Monocle’s radio station
Regular contributor to the Arts Review which provides the latest entertainment and industry news from international critics with a deep knowledge of art, movie and television trends.
Editor at Large
Celebrating British creativity and innovation between the UK and US
Responsible for interviewing British visionaries from the worlds of art, music, fashion and film including design titan Thomas Heatherwick.
Barclays Little Book of Wonders
March 2013-May 2014
An invitation-only website and lifestyle service for Barclays Wealth
Create and share brand stories with the bank’s clients.
Tell succinct and compelling stories about the world's leading lifestyle brands.
Experienced at working with luxury brands from the worlds of beauty, entertainment, property, fashion, interiors and motoring.
Manage and coordinate the production of work.
Write articles, edit copy and direct visual content.
Ensure the timely upload of premium advertisers.
Write compelling, consumer-focused copy while adhering to exacting brand standards.
Work closely with fashion houses Valentino, Ralph Lauren, Tommy Hilfiger, Stella McCartney and Roland Mouret, luxury watch and jewelry brands Harry Winston, Tiffany and Vacheron Constantin and exceptional tech/motor brands such as Bentley, McLaren, Ferrari, Aston Martin and Rolls Royce.
Manage a pool of writers and experts.
Client took the account in-house.
Nov 2011-Nov 2012
Editor in Chief
Luxury e-commerce site for global nomads
Responsible for digital content for this e-commerce fashion & lifestyle retail website.
In charge of all web copy, product descriptions, email newsletters, landing pages and marketing campaigns.
Manage the editorial calendar to chime with key retail events.
Collaborate closely with buyers to align editorial objectives and sales goals.
Commission and produce film interviews with designers.
Crafting headlines, taglines, subject lines, product descriptions, evergreen SEO content, conceptual brand efficacy storytelling, as well as promotional copy for site and email assets.
Launched sister website GiftLab.com – co-created the style, tone and direction and helped evolve the brand voice.
CoutureLab became a holding company and GiftLab went out of business.
Sept 2004-Nov 2011
Editor and co-publisher
Global Leader in Travel Media
Because of success as editor of business-class only airline Maxjet’s jetStyle magazine was promoted to co-publisher and took a strategic role in re-positioning Brussels Airlines b.there magazine as a luxury title to boost profits. Allowed me to finesse client-handling expertise, enrolling Belgium’s flag carrier in the importance of having a profitable magazine that sold flights as well as ads.
Increased ad revenue by launching an annual Style issue and Luxury issue with a European launch party to enhance relations between Ink, the airline and local luxury brands.
Struck a balance between protecting the profits of the company and retaining the airline. Efforts hailed as breakthrough and enabled Ink to refine its offering during the economic downturn.
Sept 2000-Aug 2012
Europe’s biggest selling style magazine for gay men
Devised, developed and wrote content for lifestyle section.
Reported on the best places to sleep, eat and drink across the globe while also conducting A-list celebrity interviews.
Created a more high-end environment to allow luxury advertisers to feel safe in a previously unknown territory.
Collaborated with the world’s leading fashion and lifestyle brands boosting ad revenue and repositioned magazine.
With a special focus on travel and lifestyle, I have written for some of the world’s leading publications including Monocle, Rhapsody (United Airlines), Departures (American Express), Centurion (Amex), Wallpaper*, Conde Nast Traveller (UK), Sunday Times Style, Tatler, The Guardian, The Independent on Sunday, Mr & Mrs Smith and consultancy work for Mario Testino. Guest critic on various TV and radio shows for Monocle 24, BBC, Channel 4, Channel 5, VH1 and vlogging on Fashionair.
The University of Edinburgh: MA Hons 2:1 in English Literature and Architectural History.