All content is storytelling – and I bring an editorial perspective on what works and what doesn’t.

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I’ve spent 18 years working in media, starting out learning the old-school journalistic ropes as a sub-editor (read: grammar police and stickler for deadlines) across newspapers and magazines including Cosmopolitan and Women’s Health. 

 

From there, I moved into commercial content at MATCHESFASHION and Farfetch, before taking on more senior roles in editorial operations at Condé Nast. Most recently, I was Editorial Director at Dua Lipa’s culture platform Service95, where I led editorial strategy across website, newsletters and multimedia channels.

 

I’ve worked across media brands, luxury e-commerce and founder-led businesses, so I understand how content needs to work in different contexts – and how to help you tell your brand’s distinctive story.

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But storytelling isn’t enough for a successful content strategy. It’s not the most glamorous part, but there’s one thing I’ve seen too many good ideas fail without: structure.

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Much of my career has been spent building the systems behind the stories – planning frameworks, production processes and workflows that allow great ideas to work consistently and effectively.

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It’s a combination of strong editorial thinking and clear, practical structure – so your content not only sounds good, but works properly too.