Writing that travels. Strategy that sticks.
I've spent over a decade leading content and brand for global consumer companies, including Samsung, Virgin Mobile and Pacific Insurance. Along the way I've run a global rebrand that generated more than eight million dollars in earned media, grown organic traffic by as much as 98 percent in a single year, and built new digital products from the ground up. At the same time, I've kept writing. My travel features have appeared in Condé Nast Traveler, Travel and Leisure, and Lonely Planet, which is what first brought me to this work and still shapes how I think about brands and storytelling today.
Travel and food writing
Food & city
Journeying Into Johannesburg's Underground Food Scene
Condé Nast Traveler
Africa
Beyond the Beaches in Zanzibar
Beyond (Etihad In-Flight)
Safari
The Stay-In Safari
Getaway Magazine
Food & wine
Vegan in the Veld
Msafiri (Kenya Airways In-Flight)
Food & wine
Fynbos, Food, and Flamingos on the Cape's Wild West Coast
Beyond (Etihad In-Flight)
Content strategy and senior consulting
I work with brands as a senior content consultant on strategy, AI search optimisation, brand voice, and hands-on writing. I have led content at scale across global consumer brands, and I contribute at the level the brand actually needs: strategy only, execution only, or both.
Selected projects
HEAD OF CONTENT · SAMSUNG FOOD
Samsung Food: Head of Content
Built the editorial and SEO infrastructure for a 9M+ user global recipe and nutrition platform across sixty markets, including content architecture, keyword strategy, and lifecycle email.
98% year-on-year organic traffic growth
See strategy work →CONTENT PARTNER · FLIGHT CENTRE
Flight Centre: content and SEO
Ongoing content partnership spanning travel editorial, campaign copy, destination guides, and SEO content across multiple markets.
Ongoing partnership
See content and SEO work →PRESS AND PR
Press and PR across industries
B2B and B2C press releases for tech, travel, hospitality, and food brands, including the Samsung Food rebrand campaign that generated over $8 million in earned media.
$8M+ earned media across clients
See copywriting work →BRAND VOICE AND WEBSITE COPY
Brain Theory
Full website copy for a clinically developed brain health supplement brand, translating twelve brain recovery hypotheses into clear, credible language without fear or biohacking framing.
Approved with no revisions by client and US agency
See copywriting work →CONTENT ARCHITECTURE · NEW PRODUCT
Personalised nutrition coaching product
Full content architecture for an unannounced personalised nutrition coaching product: in-app copy, individual activity content, lifecycle email sequence, and messaging frameworks.
Detail available on request
See strategy work →EDITORIAL STRATEGY · SEO
Pacific Insurance
Editorial systems from the ground up across four insurance brands in Australia and New Zealand: content calendars, SEO strategy, website copy, and editorial guidelines.
58–77% blog traffic growth across two brands
See copywriting work →Equestrian writing
Twenty years competing. Writing from inside the sport.
I have owned and competed horses for over twenty years. I currently ride at fourth level and advanced dressage, with Prix St. Georges as my next FEI goal. That is not background detail. It is the reason my equestrian writing reads like it comes from someone who has ridden a half-pass, not researched one.
