Commercial work
Clients include IKEA, Victoria Beckham Limited, COSMOSS by Kate Moss, r.e.m. beauty, The Dematerialised, Stella McCartney, Nicholas Kirkwood, Swarovski, The Sleep Shirt, Urban Junkies, J.Lindeberg, Cocoon Club, Olivela, LA Phil (including Walt Disney Concert Hall and the Hollywood Bowl), Sydney Symphony Orchestra, DREST, Salesforce, Plot Wine, Prospect, Tretorn, FitFlop, Absolut Vodka, Daniel Wellington, Indochino, and more.
Select campaigns and projects featured below.
COSMOSS by Kate Moss
Brand TOV, website, product and social copy
COSMOSS by Kate Moss is a wellness and beauty brand by supermodel and icon, Kate Moss. Launched in 2023, I was brought on to develop and create a brand book that included its mission, values, personality, tagline and tone of voice, and write copy for the brand’s global launch, including product copy (packaging and e-commerce), website and social media.
David Jones / Medium Rare Content Agency
2021-2023: Content Director, Fashion & Beauty
Led creative and content across all projects, including seasonal, always-on and category-led campaigns and catalogues for clients including David Jones, Priceline, Target, Lendlease, Cerrone and Kennedy Jewellers
Oversaw content for JONES, an award-winning custom print publication featuring the best of fashion, beauty and home at David Jones
Creative direction and image approvals on shoots
Victoria Beckham Ltd.
2020 (Feb-Sept): Interim Head of Content & Social
Brought on to help redefine Victoria Beckham’s content to better leverage her social following (including 28m Instagram followers), increase awareness of her fashion and beauty brands and ultimately drive sales of the collections
During COVID-19, pivoted all content and managed Victoria’s tone of voice and crisis messaging, including through multiple lockdowns, Black Lives Matter, and Pride and across all channels
Wrote and edited all copy, from live social captions and product descriptions to internal communications, EDMs and seasonal lookbooks
NET-A-PORTER
Launched in June 2000, NET-A-PORTER is the world's premier luxury fashion destination, delivering incredible fashion for incredible women from more than 800 designers and 200 beauty brands.
2017-2019: Head of Marketing Content
Conceptualised and executed all seasonal and always-on brand campaigns, partnerships and category-led initiatives, from product selection and shoot concepts to cross-channel messaging, managing internal and external stakeholder approvals throughout
Oversaw all marketing content across three sites, a global CRM strategy (emails, push notifications, VIP initiatives), PR, affiliates, social, printed lookbooks, and digital display campaigns – as well as the global rollout of a brand refresh
NET SUSTAIN
A platform for brands, products and content dedicated to making fashion more sustainable.
The project included naming, developing the sustainability pillars under the guidance of an external agency, and launching the initiative.
NET-A-PORTER x Balenciaga
An exclusive capsule collection available on both NET-A-PORTER and MR PORTER
Ideated and executed creative concepts for numerous brand launches, collaborations, and exclusive collections – including Burberry, Cartier, Chloé, Dries Van Noten, Fendi, Gucci Kids, Hermès timepieces, Loewe x Paula’s Ibiza, Jimmy Choo x Off-White, Saint Laurent and more.
Prospect New York
Brand tone of voice and copywriter
Prospect New York is an online platform that provides incredible art at accessible prices through limited-edition pieces created in collaboration with contemporary artists. They needed a new tone of voice and website copy that reflected its mission and the variety of artists represented.
Nicholas Kirkwood
Overarching seasonal narrative and copywriter
Plot Wine
Brand tone of voice and copywriter
THE OUTNET
THE OUTNET was founded in 2009 by the people behind NET-A-PORTER and offering 350+ designers at up to 75% off.
2014-2017: Editorial Director
2012-2014: Marketing Editor
Oversaw tone of voice and messaging for two sites, a global CRM strategy (emails, push notifications, direct mail), social, and display
Concept ideation, execution and rollout of a new content strategy and global rebrand