Sally Fox CV
{Brand copywriter & tone of voice writer}
Tl;dr
I’m a freelance copywriter and brand voice writer. I come up with the words that help brilliant folk and brave businesses bring their bright ideas to life.
The day job
Lumen & Fox
March 2018 - Present
I’ve been running my copywriting business for almost six years. I started out writing snappy SEO blog posts before focusing on web copy for sustainable brands. I now offer brand language services including messaging strategy, tone of voice and naming, as well as web copy.
I’ve written for big names including PG Tips, Magnum ice creams and Sendinblue, publications including Freelancer Magazine and Disgraceful Magazine and smaller brands and social enterprises. I’ve also worked for agencies including From Scratch and Stratton Craig.
Copywriting · Brand voice · Brand strategy · SEO · Web copy · Email marketing · Packaging · Social responsibility · Blog posts · Scriptwriting
The fashion industry
2009 - 2017
Before retraining as a copywriter, I worked in fashion as a buyer. I started at River Island before moving to ASOS, where I managed a range worth £2 million a year. Here are some skills I picked up that I use daily as a copywriter:
Customer insight · Analytics · Trend forecasting · Detail focus · Organisation · Creativity · Interpersonal · Reactivity · Communication
A smattering of freelance projects
ICENA
Feb 2021 - Present
Finding a confident and clear tone of voice for this women’s social enterprise. Delivering regular web copy, blog posts, content strategy and pitch writing. Producing consistent, considered content that helped the business grow their authority, presence, reputation and client list.
Holly Yashi
Aug 2021 - Present
Developing and defining the brand’s new tone of voice to match their new brand strategy. Delivering a comprehensive and clear set of guidelines to support the team. Creating catalogue and website copy during high-pressure peak selling periods.
Unilever
Jul 2020 - Apr 2021
Supporting brands including Marmite, PG Tips, TRESemme, Dove and Simple to deliver email marketing and blog posts designed to drive traffic and boost sales. Meeting strict guidelines on content, messaging and tone of voice.
Azneo
Jul 2019 - Mar 2020
Overseeing the content schedule and guiding the development of the brand tone of voice. Offering web copy, blog post and email marketing support as the brand grew and evolved.
I have more than 100 successful projects under my belt. Visit my Portfolio to see more of them or get in touch.
Kind words from lovely clients
“It's been brilliant working with Sally over the last couple of months on a large-scale tone of voice project for one of our clients in the tech sector. Sally is a brilliant brand language consultant and strategist, and stakeholders have been really pleased with the outputs at every stage of the project. Sally has also led training sessions for the roll-out of the TOV, helping stakeholders understand the importance of language to brand and build their confidence in writing and communicating for business. Sally is responsive and reliable, her approach and project management is thorough and organised, and I'm very much looking forward to working with her on another project soon.”
— GEORGIA CORP - ACCOUNT DIRECTOR, STRATTON CRAIG
“What an absolute pleasure to work with Sally! From start to finish she exceeded expectations. Her approach, her process, her interactions and most importantly her fantastic words were 5 star. It was the first time working with Sally but it won't be the last. She picked up the brief instantly and asked brilliant questions to make sure that we got exactly what we needed. Also she went above and beyond to make sure that we got what we needed for a tight deadline. THANK YOU!”
— RUTH DAVIES - ACCOUNT MANAGER, PERFECTLY PICKED
“Right from the start, Sally showed up organised, full of energy and good ideas. She's "on it", asks great questions and gets things done reliably to a high standard. Plus, she's a copywriter with integrity who chooses techniques and strategies that take readers seriously, rather than manipulating them for short-term wins.
And – very important in our line of work – Sally's not afraid to get involved with demanding briefs.
Whether it's writing an engaging scientific case study, editing a long-form sales page for brand tone of voice, or helping to differentiate a complex B2B offering: Sally's an enthusiastic team player I can count on.
Thanks Sally for adding your personality and pizzazz to our freelance collective – it's always a joy working with you.”
— SABINE HARNAU - FOUNDER, FROM SCRATCH
Side salad
Guest speaker at Berghs School of Communication
Hosting virtual coworking sessions for Freelancer Magazine
Writing a monthly newsletter about how to communicate as a purpose-led business
Mentor for The Freelance Coalition for Developing Countries
Always learning
Qualifications
Screenwriting 1: An introduction to writing for film and television @ University of Edinburgh
Brand Strategy Academy @ Brand Strategy Sarah
LinkedIn for Humans @ Freelancer Marketing School
Writing Under Pressure @ Dan Nelken
University of Warwick
2005 - 2009
BA Hons History of Art and French Studies