Me on a call with you, on the edge of something singular.

on preposterous storyboards + undeniable investor decks / on memorable one-liners + meandering think pieces / on winter sunscreen campaigns + making email open rates unrecognizable (complimentary) / to grow social accounts from 0 to 250k / for enduring fashion clients and zeitgeist-y CPG start-ups / in-house with brands + at agencies / with teams of smart people in New York, London + Sydney / against the clock. the room. my way up.

VERBAL IDENTITY
CONCEPT DESIGN
360 CONTENT STRATEGY
CREATIVE DIRECTION
NARRATIVE ADVERTISING
NAMING
TAGLINES
PRODUCT POSITIONING
SOCIAL STRATEGY
COPYWRITING

15 years ago, I got my start in online editorial—before social media’s inflection point—writing about fashion + pop culture.

It started with iconic independent title, Oyster Magazine, where I interviewed people like ex-pornstar, Sasha Grey, dreampop band, Beach House, and had a bi-monthly online column called ‘Know Your Trends,’ covering such momentous culture as the burkini.

I made the transition to work in-house at ASOS as Australia’s News & Fashion Editor in 2015, the peak of their command over global e-commerce. From there, I took on a series of contracts specializing in brand voice and verbal identity for newborn brands, a role as Lead Editor at Farfetch where I managed a team of five writers, and contributed essays to places like Refinery29, Buzzfeed, ELLE, and ManRepeller.

My longest post was 6 years as ZitSticka’s Creative Director of Copy and Content. I joined as their first hire pre-launch and helped to steer the brand into acquisition—which brings us to here and now.