I’m a creative copywriter, content designer and editor, most recently shaping global campaigns and storytelling at IKEA. Over the past six years, I’ve worked on product launches, digital platforms, retail settings and brand campaigns, developing ideas and bringing them to life across channels.

Before that, I partnered with a range of global brands, including British Airways, Mazda, Ideal Standard, Nokia and P&G, working in agencies and with in-house teams to build brand narratives and campaign platforms.

I’m drawn to work that balances creativity with clarity and turns complex ideas into something simple, engaging and human. I believe strong creative doesn’t need to be diluted to meet a brief – the best work does both.

My journey into copywriting started while I was studying photography, where I became interested in the relationship between words and images. This led me to pivot towards radio, digital, and eventually brand and campaign work.

Alongside my commercial work, another big love is art. I’ve spent years curating, writing and producing projects in the arts – even completing a PhD in Curating and Art History at Goldsmiths. I still keep my hand in, and it continues to shape how I think about storytelling, audience and cultural context.

And one thing I’ve learned the hard way: assumption is the mother of all f**k-ups.