A decade of writing words, having ideas and leading teams for brands who do good, and have fun.

Emily began her career selling dog food on the internet as the social media editor at tails.com. There, she ran the social channels and wrote words for dog owners (and lovers) all over the UK, eventually supporting with a rebrand, PR and editorial content. She loved that job so much. After all, at what other company would you, as part of your job, have to spend your days papping photos of dogs, and conversing with a person who is pretending to be (and writing as) their dog via Instagram DM?

Emily also liked big brands (and she cannot lie). In 2018, she dived into the world of advertising at Proximity London – where she cut her teeth (and sharpened her pencil) on the craft of writing copy worth reading. She wrote words and came up with ideas for brilliant clients like IKEA, Virgin Voyages, The Economist, Disney, John Lewis, Marvel, Virgin Holidays, ASDA, P&G, Bacardi, Volkswagen and more. She started off flying solo, but eventually joined forces with the wonderful Elspeth Watson to be the (at the time) only female creative team in the agency.

Wanting to move closer to customers and their experiences, Emily moved into the business of building brands and helping them find their voices. In 2019, she joined the launch team at Skin + Me, helping to build the brand from scratch and creating (and gatekeeping) their tone of voice and brand culture – for which she was awarded the Women In Marketing Highly Commended Copywriter Award in 2022. She was really awkward about it and nearly fell over on stage.

After two years, in search of flexibility and variety, Emily finally went freelance. She helped brands like Lick, Harry’s, Freddie’s Flowers and a few others with creative campaigns, strategy, tone of voice, editorial, copywriting, brand identity and company culture and values. But full time freelancing didn’t last long. After a few months of working with Freddie’s Flowers two days a week, she was asked to come in-house as their Head of Copy for four days a week. A year later, she was made Head of Brand + Creative.

In August 2023, Emily zipped off to Amsterdam for six months to look after the creative team, and all their excellent work and ideas, at Tony’s Chocolonely as their Global Head of Creative’s maternity cover.

In February 2024, Emily returned to London as the Global Head of Copy & Editorial for Bumble, ready to help the creative studio choose and use words to help people find their people. Yes, she is still pinching herself and no, she’s not likely to get over it any time soon.

Emily cares deeply about company culture, and believes that the best brands are the ones that truly live and breathe the values that they project out into the world. In 2020, Emily was named as a Pitch Superwoman – along with 99 others who spend their days championing creativity and diversity across the creative industries, making it a place that as many people want to, and are able to, work in. In 2022, Emily was named as Campaign Magazine’s Future Leaders ‘One To Watch’.

Emily is an advocate of flexible working and a vocal supporter of the 4 Day Work Week Campaign. She is also the world’s biggest crisp enthusiast and will do (almost) anything you ask in exchange for a bag of salt & vinegar Discos.