Experience

Purdy & Figg | Senior Copywriter - Mar 2025 - Present

• Leading hero creative across ATL and organic, with a video hitting 2M+ views
  
  
• Owning the radio channel from concept to script, delivering sub-£20 CAC
  
  
• Concepting a London-wide OOH campaign (Tube, billboards, 6-sheets)
  
  
• Developing positioning and messaging frameworks for campaigns and NPD
  
  
• Driving conversion with direct-response copy on LPs, advertorials and CRM
  
  
• Defining tone of voice and guidelines for full channel rollout and AI integration

Awards

• The Drum Awards for PR 2025: Facing The Future of Ultra-Processed Britain, Bronze
  
• Creative Pool Awards 2023: Creative Team of the Year

Gousto | Midweight Copywriter - Jan 2022 - Mar 2025

• Delivered digital and print copy for Brand, Social, PR, Digital Product, CRM and CS
  
  
• Developed high-performing campaigns (+20% consideration uplift, +5% CTR)
  
  
• Delivered record-breaking ATL advertising content with 24.6% ER and 2.47% CTR
  
  
• Owned the editorial email channel, driving a 158% YOY open-rate increase
  

PepsiCo | Copywriter - Aug 2018 - Dec 2021

• Developed copy for NPD and multi-market ecommerce toolkits
  
  
• Wrote conversion copy for retail media, retailer takeovers and branded shelves
  
  
• Owned Amazon marketing content for flagship brands (A+ content, brand stories)
  
  
• Delivered the full copy suite for the UK launch of Gatorade
  
  
• Key Brands: Quaker, Tropicana, Gatorade, Walkers, Sensations and Doritos

Time Out Shanghai | Editor - Jan 2016 - Dec 2017

• Produced editorial content across print, web, social and email, growing social by 16k

FIELDS China | Junior Copywriter - Jun 2015 - Nov 2016

• Produced editorial content across print, web, social and email, growing social by 16k

Education

• University of Warwick | BA English & Italian Literature - First Class Honours | 2009-2013