Early in life, I found that I could whip up stories, reel readers in and spark connections with my words. After seeing that my parents and teachers were suitably impressed, I turned my gifts to something jucier – helping brands and businesses use it to build clout.

Since then, I have worked with agencies, in-house and with brands directly, helping them use the right words to show up as themselves + hit their business goals.

My favourite thing to do is accurately pick up Tone of Voice – I can do that for texts, people, and brand voice. It's like a weird skill you can do acutely well, like how my best friend always finds the best parking spots (even on Black Friday)

Fun fact: I used to be a TV presenter where I scouted the city for stories during the day, and presented them to an audience live every night. It's here that I sharpened my skills as an interviewer – very handy even today when extracting a brand's priorities, business goals and personality.

I now help retail businesses grow their brands through memorable, cohesive and personality-forward copy across their channels. I’ve written for brands like Sheet Society, Kmart, Adairs and more.