The Proof Is In The Portfolio
Not seeing your flavour?
Whatever industry you're in, my process is the same: research it, learn its language and get a little obsessed until I know what I'm talking about.
HR, Tech
&
SaaS
Education
Industrial,
Public Sector
&
Defence
Retail
&
Consumer
Brands
Hospitality
&
Leisure
Recruitment & Employer Branding
Ads & Campaigns
Three Languages. One Brand.
For Inspired Education Group, I developed copy for three print advertising campaigns promoting different schools across Italy, Spain and the UK. Published on Trenitalia trains, in El País and in Tatler, each campaign featured distinct messaging tailored to the school's identity, target audience and local market, with the aim of attracting prospective families and supporting student enrolment.
Enrolment & Summer Camps
A few examples of video content I created for Inspired Education Group schools, promoting enrolment and summer camps. The aim was simple: make each school’s offering feel exciting, relevant and worth finding out more about, while keeping the messaging true to the individual school. These are just a few examples from a wider body of content created for schools across the Inspired network.
English For Work | Attracting University Leaders
A newsletter I wrote for British Council Corporate Solutions on building student employability skills. 20 demos were booked within a week of it going out.
A Christmas email campaign that lifted traffic to the website’s Christmas offers section by 33%.
Christmas Campaign
Royal College of Music
A social media campaign introducing Pathways to Performance, an exclusive music programme created in partnership with the Royal College of Music. I developed the messaging and copy for the campaign video, bringing the partnership and its opportunities to life across Inspired Education Group’s social channels. The content highlighted students’ access to world-class musicians and unique performance opportunities, helping turn the programme into something prospective families could see and connect with.
Website Pages
Web Copy (English + Spanish)
120+ Website Audit
Request: Ensure consistency, accuracy and strong search performance across King’s College Soto de Viñuelas and a global portfolio of over 120 schools. Recommendation: Conducted full website copy and SEO audits across English and Spanish sites to resolve messaging gaps, update outdated information and align content with each school's distinct market positioning. Result: Improved site search visibility by 24% and ensured seamless multi-language brand consistency across 120+ international school websites. Deliverables: Content Audit · SEO Copywriting · Multi-language Consistency · Brand Positioning · English & Spanish Copy Review
WEB COPY + TOV
Giving a Rebrand its voice
Request: Transform Gaia’s brand messaging following their rebrand, making their AI recruitment technology clear, human, and easy to understand. Recommendation: Develop a fresh tone of voice and rewrite the entire website from scratch across product, sector, and customer journeys, collaborating directly in Figma through to WordPress implementation. Result: 43% growth in organic traffic and a 35% increase in average engagement. Deliverables: Tone of Voice · Full Website Copy · SEO Copywriting · Product Messaging · UX Copy
Thought Leadership
Request: Write the presentation copy in Italian for the Phygital Interview at Forum HR People & Culture 2025 in Milan, bridging international expertise with the local Italian market. Recommendation: Partnered with Cristina Lambiase Savage (British Council) to write a presentation on skills development and the future of work, tailored for Italian HR and L&D leaders. Result: 200+ attendees, a 73% session engagement rate, and 22 high-value demo bookings, with immediate audience follow-up at the stand to download the eBook. Deliverables: Event Copywriting · Italian Copywriting · Executive Presentation Strategy · Lead Gen Content
Request: Build early interest and generate waiting list sign-ups for Gaia’s new Self-Serve model. Recommendation: Shared a video snippet from my interview with Gaia’s founder that captured genuine, unscripted behind-the-scenes moments from the shoot. Result: 217 waitlist sign-ups generated in 3 weeks. Deliverables: Social Video Strategy · Unscripted Content · On-Screen Presenting · Campaign Copy
Request: Position Gaia co-founder Ben Keighley as a thought leader and attract recruitment leaders interested in using AI and social media for talent acquisition. Recommendation: Designed a focused webinar campaign and messaging strategy around practical AI recruitment tactics, social media outreach and candidate engagement. Result: Achieved a 44% live show-up rate and generated 11 qualified product demo requests from talent acquisition decision-makers. Deliverables: Webinar Content Strategy · Promotional Campaign Copy · Lead Generation · Messaging Framework
Request: Drive stand traffic, lead generation and client conversions for Bett UK 2025 through a multi-channel event strategy. Recommendation: Created the complete messaging suite, including stand graphics, brochure, video presentation, flyers, live social posting and pre-, during - and post-event email sequece, while attending in person to support engagement. Result: 112 qualified leads captured in 2 days, resulting in 5 sat meetings and 2 new clients converted. Deliverables: Stand Copywriting · Print & Digital Brochure · Video Scripts · Email Sequences · Live Social Media · On-Site Event Strategy
Bett UK 2025: End-to-End Event Campaign & On-Site Copy
Request: Connect with HR and L&D leaders looking to equip managers for rapid organisational change. Recommendation: A targeted webinar content strategy and promotional campaign, positioning the session around practical skills and leadership challenges. Result: 48% live show-up rate and 22% conversion to qualified demo bookings.
Request: Engage senior decision-makers on strategic learning initiatives and drive sign-ups for corporate training packages. Recommendation: Targeting key L&D priorities in change management and workplace adaptation. Result: 35% landing page conversion rate and 18 high-value demo requests within 30 days.
