ABOUT ME

I’m an award-winning copywriter and brand strategist with over 10 years' experience for some of the world’s biggest publications and brands. I currently lead copy direction across the beauty and personal care portfolio for a leading FMCG company—with brands including best-selling brands MONDAY Haircare, Dose & Co, Health By Habit, Osāna Naturals, Châlon Paris and several other brands yet-to-market.

I am well-versed in all aspects of brand strategy and communication, specialising in the conceptualisation of tone of voice and copy execution across all brand touch points: product/packaging, point of sale, web, social, digital marketing, email, OOH advertising, partnerships and activations. I have worked with both DTC brands and those stocked with the world's biggest retailers, including Walmart, Amazon, Target, Ulta Beauty, H&M, Asos, Costco and CVS.

As a journalist and editor my words have appeared extensively in ELLE, Harper’s BAZAAR, Vogue, Vogue Living, Grazia, Cosmopolitan, Gourmet Traveller, JONES (the David Jones magazine), The Australian and Nine. I have interviewed and profiled the likes of Nicole Kidman, Kim Kardashian, Elle Fanning, Florence Pugh, Kacey Musgraves, Phoebe Bridgers and Halsey. In my time I’ve also produced/hosted/scripted video, photo shoots and radio ads, coordinated viral social media campaigns and appeared on podcasts.

I have a passion for helping brands find and hone a clear and distinct voice, then enabling them to communicate effectively across all touchpoints, including websites, social media, EDM, and other marketing and retail collateral.

My editorial portfolio contains a cross-section of some published work.

If you’d like to get in touch, I’d love to hear from you.