Areas of Expertise

Content writing & strategy. Brand voice & tone. Editorial direction. Social media strategy. Lifestyle journalism.

I'm a writer with over 15 years of experience across NGOs, luxury, lifestyle media, and parenting platforms. I'm allergic to word salads and bloated sentences.

I'm currently Lead Content Writer at World Vision New Zealand, where I shape voice across website, EDMs, campaigns, and social. Before this I was Social Media Manager and Content Producer at UNICEF Aotearoa, where I helped raise $130K in six weeks through the #BeatDanCarter campaign and created a monthly editorial series, The Good News, as a counter to climate doomism. Before that I owned content end-to-end at Comfi, New Zealand's first luxury bed brand.

I cut my teeth in magazine publishing in Cape Town as a features writer across décor, design, lifestyle, and property titles. That editorial training shaped everything since: an eye for a strong angle, respect for tone, and a low tolerance for filler.

I also founded The New Normal, an Instagram community for new parents navigating postpartum identity, and qualified as a postpartum doula along the way. It taught me how to write about hard, tender, identity-shifting things without flinching.

On the side, I write Mensch, a Substack and Instagram brand built on "goodness as rebellion" in toxic online culture. It's a gentle clap back at cancel culture, the fight for our attention, and the slow erosion of democracy. It's also where I write about the things that genuinely excite me about the world.

My interests run through everything I make: culture, politics, art, and how they intersect. Since becoming a mother and working in the NGO space, I've also developed a particular interest in issues affecting women, children, and marginalised communities.

I'm South African, based in Tāmaki Makaurau with my kiwi husband and son. I'm open to senior writing, content strategy, and creative roles, in-house or freelance.