String Ting is arguably the most interesting phone accessory brand on the market, so when they came to Katie for help with CRM marketing she was very excited. They needed someone who could take their distinct tone of voice to speak to customers via email to boost sales. Katie created effective email campaigns that stayed authentic to the brand’s youthful voice while successfully pushing new products and collections. The copy-led creative was heavy in sass, emojis and the brand’s signature Ting speak - to really connect with customers and make them feel like they were talking with a friend rather than a stuffy fashion brand. For button copy, playful calls to action were essential to improve click-through rates.

“I have a very high standard for my brand and a tricky tone to strike. With up to 12 campaign emails a month, I needed someone senior who could just nail it and take it all off my plate - I’m super busy and I don’t have time to go back and forth - Katie delivered copy that was both on brand and commercially effective. She created really fun subject lines and playful calls to action that got my customers clicking. ” — Rachel Steed-Middleton, founder

During her time at Lyst, Katie launched a hub of editorial blogs. Set the tone of voice, hired team members to work on the project and sub-edited freelance copy. She also led the creation of over 120 fashion articles a month and mentored five junior members of staff helping them to produce over 400 pages of user search-related header copy (which contributed to an organic traffic increase from 11m unique visits to 15m).

Katie assisted Shein's Singapore office with tone of voice direction for a new in-house footwear brand. She created the brand slogan and manifesto and was brought in again in 2024 to work with the company on tone of voice creation and copy refinement for a men's streetwear brand.