Ten years of deciding what's worth making,
for brands that can't afford to guess.
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Four years as head copywriter, via Monks. Seven channels, one voice, and a sceptical global audience to convince.
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For a decade I was paid to make things irresistible.
Writing is free now. What's rare, and getting rarer, is the taste to know what's actually good and the judgement to direct AI rather than be replaced by it.
Most of that decade was in the Gulf, across aviation, hospitality and tourism, ending on NEOM. Writing it myself, building the voice, and directing the writers who used it.
Then, between roles in Bali, I grew my own Instagram to 30,000 followers in six months. No brand behind me, no budget, no team. It's the fastest I've ever learned anything.
That part's done, and it made one thing obvious. I don't want my name to be the whole thing. I'm after a permanent role now, and a long one. In the meantime I take project work, mostly messaging and tone of voice.
The work I'm proudest of was never mine alone. It came out of rooms where everyone was good at something different and nobody wanted to be the one who dropped the standard. That's what I want back. A team with ambition, the time to do it properly, and work that makes people stop and ask who did that.