Sally Fox

Copywriter & brand 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

“We have loved working with Sally. Not only is she very friendly, organised and professional, she completely understood our concerns with formulating our brand voice and has honestly put our minds to rest. She has exceeded our expectations and we couldn’t be happier.”

— HONORE WHEELER - CREME DU LOCH

“Sally is a brilliant copywriter and a fine human being. She brings energy, ideas, dedication and attention to detail. Delighted to have her as a Freelancer Magazine freelance writer. ”

— SOPHIE CROSS - FREELANCER MAGAZINE

“Sally fairly oozes writing talent! She is easy to work with, fun and open. I happily recommend her to anyone needing the highest quality writing.”

— PAUL LUBITZ - HOLLY YASHI

“What can I say - Sally nailed it! I commissioned Sally to help me get the ball rolling with my brand refresh. She created a brilliant tone of voice that encompassed everything I wanted to say. Her ability to capture a personality in a handful of words is exceptional.”

— CATHERINE JONES - CLEAN SLATE COPYWRITING

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