About

I’ve spent most of my working life doing the same job in different shapes: helping people say what they actually mean, in a way that makes sense to the people they’re trying to reach.

These days that shows up as SAS Marketing. But the roots go back a long way.
I’ve worked in content-focused roles since 2000, largely in-house, where you don’t get to hide behind “creative” for long. You learn quickly that good writing isn’t about sounding impressive. It’s about making decisions easier. It’s about being accurate. It’s about understanding what different audiences care about, what they’re worried about, and what will make them trust you enough to take the next step.

Over the years, I’ve written and edited pretty much every kind of marketing content you can imagine: website pages, landing pages, campaign copy, brochures, course pages, newsletters, scripts, internal comms, and long-form thought leadership. I’ve also been the person behind the scenes making sure the work holds together — managing style guides, keeping tone consistent, tightening structure, and getting content over the line when stakeholders have different opinions and limited time.
That mix matters, because it’s shaped how I work.

I’m not precious about words. I care about what the words need to do.

Sometimes that means helping a business get clear on its positioning – what it does, who it’s for, why it’s different, and what proof it can lean on. Sometimes it means taking a website that’s trying to say everything and giving it focus, so the right visitors quickly think, “Yes – this is for me.” Sometimes it means building an SEO content system that attracts the right traffic consistently, without turning the writing into a keyword soup.

And sometimes it means using email properly – not as a last-minute blast, but as a way to stay present, build trust, and turn “not yet” into “let’s talk”.

Alongside my in-house career, I’ve always been drawn to the work of making brands clearer and more compelling. SAS Marketing is where that comes together: the craft of writing, the discipline of editorial, and the practical understanding of what actually drives response.

I’ve had a lot of success doing this for clients in the real world – not in theory. I’ve written several of a client’s most viewed pages and helped generate leads worth over £100k per year through content. I’ve improved email performance too – lifting open rates and clickthrough rates for different organisations, including a major university where the work contributed to increased international applications worth millions.

I’m proud of those outcomes, not because they sound impressive on a page, but because they’re the result of doing the unglamorous bits well: asking better questions, getting sharper on the audience, and making the message easier to understand and harder to ignore.

The way I work is straightforward.

I’ll get close to the business and the details – the offer, the customer conversations, the internal assumptions, the competitors, the way you currently explain what you do. I’ll look at what’s working and what’s getting in the way. Then I’ll write with clarity and purpose: confident, human, and specific. If you’ve got a tone of voice already, I’ll respect it. If you don’t, I’ll help you find one that fits.