Copywriter based in London. Currently directing creative and leading copy for Everyday Massive.

About

I'm a senior copywriter and creative lead with over 12 years’ experience across brand, B2C, recruitment advertising, employee experience, and internal comms. I find the human truth inside a brief and write toward it — in plain English, with rhythm, and without unnecessary complexity.

I've shaped tone of voice, led creative, and helped businesses speak to real people in ways that drive real action, whether it’s to purchase a house, start a new career, or change their most embedded behaviours. I present my own work, push back when a brief needs it, and have spent most of my career as the person who sees things through from strategy to final copy.

Why Football Manager?

Renato Augusto. Kerlon. Pastore. Marcelo (not the Real Madrid RB, but the 500k re-gen from Brazil who won the Golden Boy award, Ballon d’Or, and took my Spurs save from mid-table mediocrity to back-to-back UCL winners).

The Bournemouth FM13 save, where we climbed the ladder all the way to European glory and firmly cemented ourselves as one of the new ‘top 4’. But, sorry to say, it wasn’t a happy ending for the Cherries and me. After finding out that their new stadium wasn’t going to be named ‘The Thom Rogez Stadium’, I left for Premier League rivals Spurs, with the sole intention of ensuring Bournemouth never won England’s top prize.

And the all-nighters at uni with a pen, notepad and flatmates, where we’d spend hours writing our starting 11, formations, tactics, and transfer targets — comparing notes and giving advice before going back to our rooms and completing another season.

So, yeah — to quote Mark Goldbridge quoting Graeme Souness, ‘I’ve played the game.’

It’s that passion, that glory, that heartbreak, frustration, and absolute euphoria of watching your wonderkids bloom into world beaters. That’s why Football Manager. And using my craft every day to make other players feel those very same emotions… I couldn’t think of anything better. Pretty much my dream job. Other than being Man United’s actual manager, of course.

CV

Senior Copywriter/Creative Director

Everyday Massive August 2021–present

Senior copywriter

City Venue Management, February 2021–August 2021

Senior copywriter

Guerrilla, November 2019–February 2021

Freelance copywriter

November 2019–February 2021

Copywriter

Penna, May 2014–September 2019

01

Coles

02

RMIT

03

Garvan

04

University of Sydney

05

Gold Coast Airport

06

QBE

07

Catch


Attributes

Technical

  • Versatility — Recruitment. Safety. Brand. Retail. Sport. Internal comms. Curriculum.

  • Long Shot — Writes headlines. Knows when not to.

  • Passing — Plain English. Always.

  • Technique — Rhythm-first. Reads aloud before it's done.

  • First Touch — Gets into a brief fast. Rarely needs a second pass at the ask.

Mental

  • Creativity — Finds the human truth before it finds the hook.

  • Composure — 12 years. Tight deadlines. Still standing.

  • Determination — Former music journalist. Didn't get here by accident.

  • Leadership — Has led creative. Wants to get back into the writing.

  • Work Rate — Keeps writing to get it right, even if it means going deep into extra time.

Physical

  • Pace — Used to it. Thrive in it.

  • Stamina — London → Gold Coast → London. Only just getting started.

  • Adaptability — Every sector. Every audience. Every tone of voice.