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Work Background
Red SetterEditorial consultant and strategist
Mar. 2024 - Sep. 2024London Area, United KingdomDeveloping and consulting on editorial identity for the world's most ambitious brand design agencies, helping them to tell their stories through strategy, empathy, and creativity. In practise, this means I do strategy immersion, tone of voice workshopping, idea generation, ghostwriting, client-facing presentations, and a lot of collaborating. The result is my clients are sure on the stories they wish to tell, understand how to tell these stories well enough to stand out in the media, and create bold impressions for the people who consume it. I have directly contributed to and written coverage in The Evening Standard, The Financial Times, City AM, Fast Company, Campaign US, Campaign UK, AdWeek, The Drum, Creative Review, Creativeboom, Harpers Wine and Spirits, and many others, including a wide variety of sector and B2B publications within healthcare, advertising, hospitality, finance, design, creativity, and more.
Woo (planetwoo.co)Contributing Editor
Oct. 2023 - Feb. 2024(and commercial studio editor/creative copy lead) editing, commissioning, writing, and developing new formats across the entire woo brand: editorial, commercial, studio, and marketplace campaigns.
Woo (planetwoo.co)Features Editor
May. 2023 - Oct. 2023London(and commercial studio editor/creative copy lead) managing and editing ~40 articles per month, commissioning in-house and external, contributing as a writer on occasion, overseeing all editorial within woo studio agency briefs, managing writers and designers, working to ensure synergy social media and online editorial, launching a house style, ideating themed content weeks, liaising with PR, managing budgets, creating a new SEO strategy, acting head of editorial during absences. Woo won a gold, bronze and people’s choice Lovie award during this time.
Woo (planetwoo.co)Senior writer, and editor
Oct. 2022 - May. 2023WINNER: Launch of the Year, online media awards from the Drum. 2023 Senior writer across features, agency, and news: ideating, developing and launching core editorial verticals for the initial phase of Woo's editorial direction. Developing new pillars of content that will push ambition and quality of reportage further; while maintaining, writing and editing select core formats (on climate, masculinity, food, and news). I also write copy and editorial for Woo's marketplace, and take an active role in onboarding new brands, as well as setting up editorial partnerships via our agency and ideating on content across text, image, and video with brands including New Balance, Virgin O2, and more. Woo aims to redefine wellness for Gen Z, through an holistic approach to offering fresh and positive angles across popular culture, wellness, and climate coverage. I genuinely love the vision Woo has and feel it is a breath of fresh air that the media industry desperately needs. I also scout for great emerging talent, freelance writers and photographers. Some metrics since joining woo: surpassing a million website visits, surpassing 1.5m social media followers, hitting 79m visits within a month, playing a part in the launching of an agency which has well over £1m of projects in the pipeline within a few months.
WildfarmedCreative and Editorial Lead
Oct. 2021 - Jan. 2023Strategising (and writing, photographing, editing, and commissioning) content for Wildfarmed's copy and editorial across all platforms. From physical comms in packaging, to an editorial newsletter, blog and magazine-minded set of social media accounts (which increased 6x during my tenure). Make farming sexy again. It's a vital challenge. I DO WORK WITH THE TEAM AD HOC, STILL
The Face MagazineColumnist
Jul. 2021 - Jan. 2023London, England, United KingdomMy weekly column for The Face aims to make the world of Cryptocurrency and emerging tech more accessible. It contains explainers and other reportage, all wrapped up in 600-800 words and oozing with a conversational and fun tone of voice, because let's face it, finance, fintech, NFTs, DeFi, blockchain, and crypto can be a little boring, can't they. While AI, hyper-new social media trends, the metaverse, deep fakes and more can get confusing. The column was mutually terminated as I wanted to focus on new projects, and we had coverage of most developments and were starting to veer into less bold reporting for lack of new stories in the space. I’m a firm believer in keeping things fresh and avoiding mediocrity with my work, and will continue to write for The Face in other ways.
Time Out Group plcDigital and Commercial Writer and Editor
May. 2021 - Dec. 2023London, England, United KingdomAwards contributed to while at Time Out: International Brand of the Year at Campaign Publishing Awards 2021 Since May 2021 I have been working for Time Out‘s commercial wing, writing editorial features, newsletters and other sponsored deliverables. Clients include TFL, O2, Hayward Gallery, British Fashion Council, Samsung, Ardbeg, London Cocktail Week, Covent Garden Estate, Airbnb, Booking.com, Warner Brothers, and many more. I report directly to the Global Commercial Editor and have lead the editorial team for a few days at a time, in a few instances, due to absence. I still have a great relationship with the editorial team at Time Out and write features on occasion NB: since September 2022 I have being doing this on an ad-hoc basis, prior to that I was contracted part time. --- Previously at Time Out: I also wrote news, events and features for Time Out London across print and online one day per week. Pitching, writing, editing and self-sufficiently publishing content for the award-winning Time In re-brand of Time Out London and Time Out Global online during the pandemic (which was highly regarded across the industry). This involves coming up with ideas for features and formats, informing the structure and style of editorial content, writing great copy, and publishing articles with sharp edits and strong consideration for SEO. All while keeping content super timely. Time In focuses on the great things people can do from their homes, because while we are excited for the world to open up, life has changed, and there are things we will want to enjoy doing while having Time In.
Auddy LimitedSocial Media Consultant (Organic)
Sep. 2020 - Sep. 2021London, England, United KingdomSocial Media Manager and editorial consultant for Auddy Limited. On contract until September 2021. I have launched and established social media channels for the brand and its shows, including a framework for all future shows affiliated with the company, with considerations for global expansion. I have been with the company since the offset, and it is now worth £5.7 million. A crowdfunding campaign we are running is currently at 140% of its target (over £600k raised). I have been essential to these numbers. This has included developing a tone of voice across editorial and visual assets that are bespoke to each podcast, along with overarching best practises for quality and engagement. Briefly: we work with informative, entertaining and quality copy; and striking, concept-driven image and video. I also create media assets, write copy, and have developed style guides for all aspects of Auddy’s social media (and the podcasts under our label’s) presence. I liaise with podcast producers, guests, and hosts in order to ensure Auddy is delivering the best possible social media experience for its listeners. I also assess analytics weekly in order to boost performance. I am in a managerial role with a small team at present and the team is looking to expand further, and internationally, in 2021. I have assisted in the recruitment of other staff. I specialise in organic social media, but we also run paid social campaigns which I deliver in cooperation with other team members. I also write and manage all organic social media copy, maintain the CMS for auddy.co and write or consult on other marketing copy as and when required.
VICE MediaColumnist
Aug. 2020 - Mar. 2023London, United KingdomHey Man is a monthly men’s Advice Columnist for VICE UK. Columns one to eight featured two 600 word answers per article, from column nine they will be one 1200 word answer. I use at least one expert per 300 words on average, as I think advice columns should be practical and use professional guidance, not just a life-experience based essay.
Freelance, self-employedFreelance Journalist, Copywriter, Editor, Editorial Consultant, Panelist
Jan. 2020WorldFreelance features, reviews, interviews, opinions, video and photography for Vice, Time Out, The Face, The Guardian, Guardian Labs, GQ, Mr Porter, The i, Dazed, Huck, TCO Studio, The Times, The Telegraph, Woo Studio, Woo, Mundial, Highsnobiety, The Independent, The Daily Star, MEL Magazine, Loaded, Red Bull, The Strategist/New York Magazine, ITV, Channel 4, Basement Approved, Sprezza, Creative Review, Disegno, Hedge, Square Mile, Slop, and others. My topics are broad but have the unified theme of being either human stories, wellness-orientated, or championing quality inventions and creativity. I have also been on prime-time BBC Radio to speak about modern masculinity and its intersection with current affairs. I have been a copywriter and editorial consultant for brands from startups to legacy within media, food and drink, lifestyle, and fashion. Both online and brick & mortar. Clients have included New Balance, Virgin O2, Hæckles, Selfridges, Earl of East, Buffalo Trace, Ardbeg Distillery, TFL, NatWest, O2, booking.com, Airbnb, Samsung, Covent Garden Estate, Hayward Gallery, British Fashion Council, John Smedley, Creed, The Standard, Royal Albert Hall, Wildfarmed, Libertino Records, IndieBeer, Threedium, Auddy Limited, WERKIN, and UMM. I also helped to ghostwrite a book about loneliness in the modern world, a topic I find fascinating. I have held seminars for students on the Magazine Journalism MA at City University of London, and for the SPA on breaking into the industry as a young freelancer. I would like to do more lecturing in the future.
City, University of LondonGuest Lecturer
Oct. 2019London Area, United KingdomGuest lecturing annually on magazine journalism, freelance writing, and helping incoming journalists to stand out from the crowd. I also privately mentor some of these students, on a selective basis (working class and or poc and or queer and or non-binary).
Square Mile MagazineActing features editor
Jun. 2019 - Jan. 2020Acting features editor for Square Mile, roles included commissioning content, writing major profiles, writing content for premium editorial partnerships (including luxury fragrance, fashion, and watches), management of the website, and editing the print magazines along with the deputy editor and editor in chief.
Square Mile MagazineEditorial Assistant
Jun. 2019 - Sep. 2019London, United KingdomEditorial Assistant at Square Mile, assisting the team across all aspects and platforms. Duties include: Writing reviews, interviews, commercial, native content, newsletters, social media, more in print and online. Editing, fact checking and sub-editing across all Square Mile articles in print and online. CMS/CP maintenance and uploading to the website using bespoke CMS software Scheduling content Pitching content Liaising with PR and Brands for advertorials, sponsored content and at events
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