Helping founders and startups
to share their stories
Great marketing starts with a great story: if you're too busy to tell yours, I can help. For over a decade, I've led copywriting and content for fast-growing companies (usually in the digital/tech/education space). I've also been a ghostwriter for high-profile founders, discreetly helping them to shape and share their opinions in the business press, based on my years of experience writing for the Huffington Post.
I am passionate about writing, startups and elevating women.
I'm the author of Finding Fulfilling Work, Leaving Law: How Others Did It & How You Can Too, and 8 Ways to Escape the MBA Debate. My books explore the future of work for millennials based on my experiences helping to build career change platform Escape the City, where I spearheaded The Escape School.
I've written for the Huffington Post, Real Business and City A.M. and now lead communications for Makers, a coding training provider helping to make the tech industry more inclusive. I have worked in marketing for various startups and have also delivered startup marketing lectures for General Assembly, the Centre for Entrepreneurs, and the Guardian.
In 2019, I created the UK's first Women in Software Power List in partnership with ComputerWeekly. Before moving to London, I grew up in Hong Kong, Malaysia, New Zealand, and Australia.
My latest piece in Soho House magazine
In my final year of university, I co-founded a startup called yMedia with Pamela Minett, connecting students with charities. The students got work experience, and the charities got digital help. We got sponsored by some big companies and the whole experience taught me about marketing on a zero budget, startups, grit, and how the way you manage others relates to the way you manage yourself.
A couple of years later, I left New Zealand and moved to London to go to law school, but dropped out during my first semester. I didn't know many people in the UK and so I went to a ton of meet-ups, gave startup marketing workshops, and took on a few random marketing projects. They led me to some interesting places, including the United Nations HQ in Manhattan.
In 2012, I joined Escape the City as one of their first team members, straight after they crowdfunded £600K from their members. I wrote hundreds of blog posts and produced over 150 events, learning first-hand how much my generation was struggling to connect the dots in the new world of work. I spearheaded the Escape School with Matt Trinetti and Rob Symington, developing a suite of workshop products like the Startup MBA.
I also started writing about the future of work for the Huffington Post. Eventually I wanted to write longer pieces, on questions like: was an MBA really worth the investment? Why was law the hardest industry to leave? And how could recent graduates set themselves up to find fulfilling work? I started a publishing company called Outbound Books and put those pieces on Gumroad and Amazon.
These days, I'm still experimenting with books. I wrote my first fiction novel and am practicing what I call 'agile publishing'. I'm also still working in marketing for startups. I pivoted Outbound Books into a "boutique content consultancy" creating blog posts, books, ebooks, landing pages, press releases, and videos for fast-growing companies. This is my friend Dana holding a book we created together.
My main client is Makers, a coding bootcamp helping people to change careers into tech. I'm passionate about the fact that (many) more leaders in tech need to be women. It was with Makers that in 2019 I started the UK's first Women in Software Power List, in partnership with ComputerWeekly, celebrating rising stars in the coding community.
I've also worked with Lexoo, Founders Academy and the Centre for Entrepreneurs. I believe that starting and growing a business is a hugely effective way to solve a problem. I'm inspired by businesses that exist for a purpose beyond profit alone, and I love helping founders who have inspiring goals.
The Award Changing the Narrative in Tech
We are not little girls who need gold stars and stares because ‘wow we're women AND we can do great work (?!)' — instead, I believe in elevating women. In this case, shining a spotlight on the rising stars within tech.
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