As a proper millennial, I got to dip my toes into copywriting with print media and campaigns in a world before iPhones and TikTok. I was lucky to be part of the early days of e-commerce and worked within editorial teams that relied on Vogue-like takes and TOV bibles to craft compelling copy across all types of creative assets.

I watched as marketing executives baulked when I created brand pages on Facebook, remarking that social media was a passing fad of my generation. I've had my hands (and my words) in building social media identities, CRM campaigns, and helped shape SEO strategies and UX/UI journeys for all types of companies, both big and small.

Some may suggest all this experience makes me sound like a boomer, but I’d argue it’s given me something far more useful: a very tight relationship with words.

Technologies change. Platforms disappear. Algorithms have their latest identity crisis. But knowing how to tell a story?

That never goes out of style.