Consulting, Insight & Copywriting

I write copy for product labels, websites, brand stories, press releases and more.

I also love helping food and drink clients think differently about innovation, getting out of fixed thinking.

I’ve done this through a mix of exploration (cross-team ideation sessions grounded in storytelling), research (macro, category and marketplace, surveys, interviews) and analysis, in order to identify gaps and opportunities, create and test range concepts and build value cases – my background as a writer means I take a creative approach to everything I do, and I love presenting findings and recommendations in a fun, accessible way to project stakeholders.

My work is wide-ranging. I’ve researched new flavours to explore, led and presented customer insight that resulted in a range of award-winning retail ketchups, simplified how an umbrella company communicates what it does, and coached an entrepreneur to identify successful press opportunities.

Here’s my portfolio – do get in touch if you’d like to discuss working together.


B2B COOKING PASTES (NPD), 2018 Carried out macro & trends research & category research Planned and led London street food tour with project stakeholders (part of category research and product inspiration) Presented key research findings to stakeholders Prepared & shared ideas in multiple ideation sessions Analysis of […]

BELAZU (2019-21)

B2B & B2C PROJECTS (BOTH NPD & EPD), 2019-2021 Role: Project Consultant (April-May 2019) + ‘Insight Manager’ role (June 2019-Feb 2021) Named as one of the company’s only 3 ‘Super Tasters’ Designed B2B market research plan / Co-designed B2C market research plan Led & carried […]


B2C SPICE RANGE (EPD), 2020 Presentation of category & macro trends to project stakeholders as an ‘E-Lab Expert’ Prepared & shared ideas in multiple ideation sessions Analysis of ideas & exploration with key stakeholders TESTIMONIAL: “Lovely to have you on our E-Lab! Many thanks for […]


B2C COMMS, 2021 Planned & carried out customer research (analysis of feedback, comments & questions) Created Tone of Voice guidelines Copywriting: simplified and communicated overview of two parallel businesses Copywriting: founder & company storytelling “It’s always a pleasure working with you!” Philip Juma, Founder, Juma […]

ODDBOX (2017)

COMMS COACHING (Voluntary) Solidifying company story, values and mission Identifying key media Preparing a press release and overseeing emails to send to relevant press “Thank you – we landed an article immediately thanks to your ideas!” Deepak Ravindran, Co-Founder, Oddbox


COPYWRITING FOR NEW UMBRELLA WEBSITE, 2022 Writing introductory copy to Vita Food Group, explaining background to its three businesses Writing copy telling company story and values for Rondanini Foods Working ‘live’ with Marketing Director to create new ideas together Proofreading recipes, banner, blog and social […]


NEW IDEATION APPROACH, 2021 Having identified a need to support people realise their best ideas, I spent part of the summer of 2021 designing a new approach to the facilitation of Ideation sessions, which I believe often lack the necessary group safety and inclusion required […]