About
Highly accomplished Head of Copy with 15+ years of experience in creative leadership, team building, and strategic brand development across diverse, often regulated, industries. Proven ability to drive significant business impact through innovative content strategies, AI-integrated workflows, and strong brand voice governance. Adept at C-suite collaboration, delivering transformative digital solutions and fostering high-performing teams to achieve measurable results and industry recognition.
Work
DoubleHey AI
|Founder & Creative Strategist
Winchester, Hampshire, UK
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Summary
Founded an AI-powered creative consultancy, applying big-brand marketing strategies and AI integration to deliver cost-effective, high-impact advertising solutions for small businesses.
Highlights
Established and led DoubleHey AI, pioneering the integration of human creativity with AI to develop rapid, affordable, and effective advertising strategies.
Developed and implemented cost-effective marketing solutions, enabling small businesses to achieve significant brand visibility and commercial growth on limited budgets.
Leveraged commercial acumen to translate complex big-brand thinking into accessible, results-driven strategies for diverse client portfolios.
E.ON Next
|Head of Copy
London, England, UK
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Summary
Led strategic content initiatives for a leading energy provider, driving customer trust, mitigating legal risks, and optimizing content workflows through AI integration and team leadership.
Highlights
Orchestrated a comprehensive rewrite of the customer experience (CX) journey during a critical energy crisis, significantly restoring trust and clarity for customers.
Implemented a single source of truth claims hub, reducing legal risks and achieving an estimated £6M in potential fine savings for the organization.
Developed and deployed scalable frameworks to ensure messaging consistency across all touchpoints, enhancing brand cohesion and customer understanding.
Built and mentored a high-performing cross-functional copy team, aligning UX, brand, and compliance priorities to streamline content delivery.
Integrated AI tools into content workflows, reducing errors by 75% and accelerating delivery timelines across multiple teams.
Independent Creative Consultancy
|Copy Creative Director (Freelance)
Remote, Worldwide
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Summary
Provided expert creative consultancy to global brands and agencies, specializing in breakthrough copy, brand voice development, and campaign strategy across diverse sectors including tech, lifestyle, and automotive.
Highlights
Developed and executed world-class campaigns for digital, social, and brand activation platforms, achieving significant client engagement and market impact.
Designed and implemented robust brand voice systems and comprehensive campaign strategies, ensuring consistent and compelling messaging across all client touchpoints.
Provided strategic advisory to in-house teams on best practices for copy standards, workflow optimization, and creative excellence, elevating internal capabilities.
AKQA
|Senior Copywriter
London, England, UK
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Summary
Spearheaded digital-first campaigns and innovative product development for global clients at a leading innovation agency, leveraging AI and technology to deliver transformative digital solutions.
Highlights
Developed and led high-impact digital-first campaigns for major global clients across sport, automotive, and FMCG sectors, driving significant brand engagement and market presence.
Orchestrated the creation of Nike+ Kinect Training, the first globally recognized, results-driven fitness platform that garnered prestigious industry awards.
Launched Heineken Star Player, the world's first live dual-screen football application, significantly enhancing user interaction and brand visibility.
Innovated by gamifying Nike Fuel Band integration and evolving Fiat Eco-drive into a cross-industry data product, demonstrating expertise in digital product strategy.
TBWA Worldwide
|Creative Director
London, England, UK
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Summary
Directed disruptive brand strategies and multi-channel campaigns for global clients at a renowned creative agency, achieving significant market repositioning and sales growth.
Highlights
Successfully repositioned the PlayStation brand from solitary gaming to social entertainment, boosting user engagement and achieving a remarkable 45% sales uplift.
Spearheaded the expansion of Adidas Originals into the Japanese fashion and streetwear market with an award-winning cinema campaign that generated over one million sales in eight days.
Led comprehensive multi-channel kit launches for Premiership clubs and Team GB, encompassing high-profile Olympics and national campaigns.
Ensured consistent messaging and brand integrity across global markets by expertly balancing creative innovation with regulatory compliance.
Education
West Surrey College of Art & Design
BA Hons
Media Studies
Grade: 1st
Awards
Bafta Games - Nike Kinect Trainer
Awarded By
BAFTA Games
Gold Cyber Lion - User Experience - Nike Kinect Trainer
Awarded By
Cannes Lions
Silver Cyber Lion Digital Platforms - Nike Kinect Trainer
Awarded By
Cannes Lions
Gold Lion Cinema - Adidas Safety Wear
Awarded By
Cannes Lions
Best Art Direction - GiffGaff
Awarded By
BTAA
Campaign Media Awards - Power Switch
Awarded By
Campaign Media Awards
Skills
Copy Operations & Team Management
Copy Operations, Team Management, Creative Leadership, Mentoring, Team Building.
Tone of Voice Ownership & Governance
Brand Voice, Tone of Voice, Brand Strategy, Content Clarity, Content Governance.
Compliance & Substantiation Oversight
Regulatory Compliance, Legal Risk Management, Content Substantiation, Regulated Sectors.
AI-Enhanced Workflow & Content Efficiency
AI Integration, Workflow Optimization, Content Strategy, Digital Solutions, Efficiency Improvements, Error Reduction.