7+ years making financial services, healthcare, and brand communications feel like something people actually want to read. Based in New York. Open to work.
Copywriter with 7+ years developing brand voice and campaigns for global financial services and healthcare clients. I make complex, regulated subjects feel clear, human, and worth paying attention to.
At TSB Bank, I owned the brand voice across every customer channel, writing TV campaigns, CRM, digital, and in-product copy for millions of everyday customers. At BCW Global (WPP), I worked on some of the most complex briefs in pharma and financial services, including AstraZeneca's Covid vaccine trust programme and Lloyds Banking Group.
I'm a CIPR member with a 2:1 BA in English with Creative Writing from the University of Nottingham. Now based in New York.
TSB Bank
Senior Brand Copywriter
2021 – Present · London / New York
BCW Global (WPP)
Creative Copywriter
2019 – 2021 · London, UK
Ellie Doohan & Associates
Campaigns & Content Strategist
2017 – 2019 · London, UK
University of Nottingham
BA English with Creative Writing, 2:1
2014 – 2017
Selected Work
The Hunger Monster
An animation narrated by Marcus Rashford that gave hunger a face — and drove over a million meals donated in a single month. Purpose Awards finalist.
Read case study →Safe Spaces
The first UK bank to offer domestic abuse refuge across 290 branches. Writing that had to reach people who might be monitored, and get it exactly right.
Vaxzevria Trust Programme
Rebuilding public trust in a Covid vaccine under the world's microscope. Media listening, sentiment tracking, and copy that had to be precise under maximum scrutiny.
A Unique Bond
Award-winning global campaign repositioning a pharma giant around the human-animal bond. Real patients, real stories, real feeling.
Mr. Men Growth Disorders
The pitch concept that won BCW the account. Mr. Men IP, personalised avatars, and a growth disorder infographic families actually wanted to engage with.
Time To Act
One million missed cancer diagnoses. Thirty languages. Twelve national launches with Health Ministers and MEPs. One Communique Award.
Together Against RSV
Making a disease most parents had never heard of feel urgent enough to act on. Multi-channel, multi-audience, still running today.
HBSC: You Read That Wrong
Rename a flagship HSBC branch HBSC to prove how easy it is to miss the signs of fraud. A first-of-its-kind stunt for a major bank. Conceptual pitch work.
Financial Lifecycles & Touchpoints
Two pitch concepts for one of the UK's largest banks: one on the modern financial lifecycle, one on the spending habits quietly derailing people's savings. Conceptual work.
What I Bring
I don't just write in a brand's voice. I build it, document it, and make sure everyone else can use it consistently — at scale.
Financial services and pharma have rules. I've spent 7+ years writing compellingly inside them, for clients who couldn't afford to get it wrong.
From TV scripts to social campaigns, I think in ideas first. The Hunger Monster. HBSC. Mr. Men avatars for growth disorders. Ideas that earn attention.
Safe Spaces, Time To Act, the Hunger Monster. I write best when it matters — campaigns built to change minds, shift behaviour, and make a real difference.
Senior copywriter. Financial services and healthcare specialist. Based in New York. Open to work.