After 20 years of writing marketing copy and content for various businesses, I started Keystone Copywriting. Having started my career client-side in the business-to-consumer (B2C) space, I then spent 11 years agency-side in the business-to-business (B2B) realm. This extensive career has so far seen me work with over 170 brands and many household names including BP, Booking.com and Nespresso Professional. As a creative writer, I’ve been involved in every aspect of marketing, from campaign big idea development to content planning and strategy. Not only do I put my expertise to great use for clients and organisations, but I also take pride in training and mentoring other writers – to help them develop faster in the industry. Despite my creative mindset, I fully understand that marketing has a key function – to help businesses generate leads, sales and revenue. It’s for this reason that I continue to operate in an evidence-based way and remain focused on key metrics throughout my writing process.