The best copy doesn't start with the brand. It starts with the person you're trying to reach – what they feel and need, and what would make them take action. That's where I begin. Everything I write works back from there to your brand's answer, as directly and compellingly as possible.
Senior copywriter & creative strategist. Amsterdam-based. Available now.
Brands I’ve shaped with copy & tone of voice
Ways we can work together
From insight to execution. I concept, write, and lead campaigns across channels, building from what the audience actually needs to hear, not just what the brand wants to say.
Brand voice audit, playbook, and implementation. I dig into your story, customer profile, and competitors to create the content pillars, tone of voice, and foundation copy to reach your key audience/s.
Campaigns, website, product, launch, SEO. Words that start from what your customer needs fixed, and say it in a voice only your brand could own. I listen well and work faster than your other copywriters.
Why hire a tone of voice copywriter?
I’m a great writer. But an even better listener.
The best copy comes from real co-creation with brand owners, creative teams, and the people who know the product inside out. I've been doing this for two decades across agency and brand side, and I still nerd out on the details that make a brand tick.
I also lead teams. Most recently at Foot Locker, where I directed a group of writers across their summer campaign, website, product descriptions and SEO, shaping the brand's tone of voice end to end.
Who I work well with
My clients aren’t just brands with bad copy, they’re brands that are mid-transition and feel the friction of that transition.
You’re scaling into new markets
Are you a consumer/lifestyle/sportswear brand expanding into new markets and discovering your voice doesn't travel? I’ve worked inside brands like Tommy Hilfiger and Foot Locker to oversee tone of voice across multiple markets with translations in up to 6 languages.
You’re ready to launch
Are you a venture-backed company who've just raised and are about to professionalize your brand for the first time? I’ve helped lots of start-ups like Uber, NOWATCH health tracker, Yoni period care, and hotels like The Social Hub and The Usual to move from Big Idea to start-up, or from start-up to scale-up, or to evolve from brand disrupter to brand authority in how they speak.
Your brand sounds too much like your competitor
Are you a brand with plenty to say, but no clear red thread, just five values any competitor could claim, with a different story on every channel? I’ve built messaging pillars for brands like Bugaboo and The Social Hub: three or four storylines that are unmistakably theirs, each one built into headlines, content angles, and PR hooks ready to run.