Hi, I’m Alice.

Human storytelling. Nurturing leadership. Commercial common sense. Really good copy. Hands-on craft. 

About me
A woman holding a bouquet of flowers at an outdoor market, with other shoppers and flower stalls in the background.

I’m a brand and creative leader with 14 years’ experience spanning editorial, copywriting and brand.

I’ve worked across everything from brand positioning and tone of voice to campaigns, content and creative direction, bringing a mix of strategic thinking and hands-on craft to the process. I’m based in London and particularly drawn to brands in the food, wellbeing and sustainability spaces – anything that makes everyday life that bit richer.

When I’m not at my laptop, you’ll find me gardening at my allotment and throwing pots at my local ceramics studio (I never have nice nails!).

A brown curly-haired dog with tongue out, sitting in a garden with white daffodils, a tree, a shed, and a clothesline visible under a blue sky with some clouds.
Unfinished clay pottery cups on a wooden workbench with pottery tools and a pottery wheel nearby.

Things I know to be true.

 

Good brands start with two things.

 

Clarity and consensus. When consistency starts to wane, it’s usually because people aren’t on the same page internally. They either don’t quite get the vision (because it’s not clear enough), or they secretly think they can do better because they don’t agree with it. These problems can be solved! And it’ll make customers get you - and trust you - way quicker.

 

Human craft endures.

 

You think your audience can’t tell. They can.
There’s a time and a place for AI tools – speeding up tedious behind the scenes stuff. Customer-facing creatives aren’t it. In an attention economy, originality is the key to hooking people in. I believe the best ideas come from speaking with the people your brand could do the best job for. Find a topic they actually want a conversation about, and bingo – ideas will flow.

 

People are everything.

 

We all remember our favourite managers, and can be scarred by our worst. I take leadership seriously, committing to be an organised, supportive manager for others and putting their wellbeing first. The result is happy, productive teams who get work in ahead of deadline with room to flex for last-minute projects.

“Alice is the manager I’ll think of when I become a manager myself. What would Alice do? I’ll ask myself. She genuinely cares about her team and our work, and it shows. Her warmth, energy and understanding made coming to work an absolute joy.”

Emily Mertens, brand copywriter

Projects